SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMW226503
Module Leader Ruth Marciniak
School GCU London
Subject GCU London
  • B (January start)

Summary of Content

Critical to marketing activity is the brand. Dimensions of a brand are recognised as the means by which the brand is managed by the company and represented within the marketplace. It serves to convey a distinct image and positioning of a company's products and services and acts as a differentiator amongst its competitors. Further, from the consumer perspective, it offers an experience. Drawing upon contemporary theory and practice, the module explores the various issues associated with developing new brands, planning its marketing communications mix for introduction into the market. The module content covers the key issues associated with brand development and brand management including dimensions of brand identity, brand positioning, brand image, brand equity, branding strategies, cross cultural branding; and sustainability branding via the concept of environmental and social benefits.


-360 Brand conception: introducing and naming new brands Developing a visual brand identity online and offline Identifying and establishing brand positioning and targeting Sustainability and brand positioning. Integrating marketing communications to build brand equity Measuring sources and outcomes of brand equity Designing and implementing branding strategies. Managing brands over geographic boundaries and market segments

Learning Outcomes

On successful completion of the module the student should be able to:-1. Understand the managerial significance of branding in a competitive international context2. Effectively apply branding principles and communication theories to a new brand concept. 3. Develop a brand management and communications strategy to meet marketing objectives.4. Explore digital media for international marketing by importing, creating and manipulating image files and effectively communicate ideas through visual presentation formats.

Teaching / Learning Strategy

The teaching and learning strategy consists of lectures, seminars, labs and tutorials. Lectures are used to communicate key theories and practices of the subject. Seminar groups are used to discuss brand management issues, often via case studies. Labs are used for brand development work wherein students will be using InDesign, Photoshop and Illustrator. Formative feedback is provided in tutorials. Directed study takes the form of reading and group discussion outside of class. Field visits and guest lecturers will be drawn upon to enhance students' learning. Online learning can be used to complement face-to-face learning in a blended delivery and also as a pure online mode through the GCU Learn Blackboard VLE. The online pedagogic approach involves the use of uploaded learning materials, learning activities and engagement through both synchronous and asynchronous tools; including discussion boards, padlet, quizzes and Collaborate.

Indicative Reading

Key Text Kapferer, J. N. (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thinking, London: Kogan Page Supplementary Reading Belz, F.M., and Peattie, K., (2012), Sustainability Marketing: a global perspective: 2nd Edition. Wiley? Chaffey D & Ellis-Chadwick F (2012) Digital Marketing: Strategy, Implementation and Practice D'Arienzo (2016) Brand Management Strategies, Fairchild Books De Chernatony L. & MacDonald M. (2011) Creating Powerful Brands: The Strategic Route to Success in Consumer, Industrial and Service Markets, 4 th edition, Routledge De Chernatony L. (2010) From Brand Vision to Brand Evaluation, 3 rd edition Routledge Egan J (2014) Marketing Communications, 2nd edition, Sage Publications Fill C (2013) Integrated Marketing Communications, 6th edition, Pearson Keller, K.L. (2012) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Pearson Education, Essex Rowles D. (2017) Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics and Measurement, 2 nd edition, Kogan Page Schaefer W. & Kuehlwein J.P. (2015) Rethinking Prestige Branding: Secrets of the Uber-Brands, Kogan Page Wheeler A. (2017) Designing Brand Identity: An Essential Guide for the Whole Branding Team, 5 th Edition John Wiley & Sons Young A (2014) Brand Media Strategy, 2nd edition, Palgrave MacMillan Journals Journal of Marketing Research Journal of Consumer Marketing International Journal of Marketing Journal of Interactive Marketing European Journal of Marketing Journal of Brand Management Journal of Product and Brand Management Websites Brain Reserve (

Transferrable Skills

-360 Visual and written communication Organising and planning work Intercultural awareness Global mind set Research skills Ability to apply knowledge and theory to real-world problems Creativity in applying knowledge to contemporary issues and emerging themes in marketing Ability to prioritise tasks and manage time -360 Problem solving.

Module Structure

Activity Total Hours
Practicals (FT) 12.00
Assessment (FT) 40.00
Independent Learning (FT) 72.00
Seminars (FT) 12.00
Lectures (FT) 12.00
Tutorials (FT) 2.00

Assessment Methods

Component Duration Weighting Threshold Description
Portfoilo n/a 100.00 50% Illustrated Individual Portfolio 3,000 words