Module Title:Brand Management
Language of Instruction:English
Credits: 5
NFQ Level:8
Module Delivered In 1 programme(s)
Teaching & Learning Strategies: The case study method will be used throughout this module to apply the learner’s brand knowledge to different challenges that arise in the work of a brand manager. Learners will also be required to present, justify and defend their recommendations in class debates on case study work. Brand management decisions will be taught through learners producing a brand plan reflecting customer needs, of a live case company and reflecting on their learning experience. This module will explore the growing movement for brands to become involved in wider societal issues such as environmental, societal and governance.
Module Aim: The aim of this module is to provide learners with a practical understanding of the theories, roles and application of strategic brand management decisions affecting customer choice. The module explores the creation and management of brands as well as examining brand equity. Digital and global brand management strategies are also explored including digital brand communities and managing iconic global brands.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Gain an understanding of strategic brand management decisions such as brand identities, brand narratives, growing, sustaining and managing brand equity.
LO2 Measure brand performance and design a brand plan with fully justified recommendations to respond to changing customer buyer journeys.
LO3 Critically analyse the impact of digital and globalisation on Brand management strategies.
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed

Module Content & Assessment

Indicative Content
Brand Management Strategy
Brand audit process, Brand equity theories, Strategic Branding Decisions, Brand development, Naming brands, Product Brand Extensions, international brands and the top global brands
Strategic Brand Management Decisions
Creating brand identities, brand narratives and storytelling, managing individual and house brands, managing brand extensions, brand reinforcing and revitalisation.
Brand Identity and Positioning
Managing brand identity, Positioning Approaches and Strategies • Adapting to changing customer Markets • Engaging Markets, credibility and Authenticity.
Brand Equity
Growing, sustaining and managing brand equity.
Digital Branding
Understanding the digital brand experience, the consumer decision journey and digital branding, digital brand communities.
Global brands
Factors leading to increased global branding, managing iconic global brands, operating a global brand strategy.
Brand Personality
Aaker's personality Scale: The Antecedents of Brand Personality: Self-Concept
Brand Implementation and control
Budget management, brand and marketing metrics, performance analysis.
Assessment Breakdown%
Continuous Assessment60.00%
End of Module Formal Examination40.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Learners will work in pairs and complete a brand plan for a live company using research to problem solve and provide creative solutions to meet customer needs. A poster session will be used to present the group’s findings and recommendations. Interim deadline will be incorporated throughout to scaffold learning. 1,2,3 60.00 Week 26
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam No Description 1,2,3 40.00 End-of-Semester

SETU Carlow Campus reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 3.00
Independent Learning Every Week 6.00
Total Hours 9.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 1.50
Independent Learning Every Week 7.50
Total Hours 9.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_BBDMA_B Bachelor of Science (Honours) in Digital Marketing with Analytics 8 Mandatory