Brand Management MSc

You'll work through the main theories and principles of marketing for the marketing manager or business leader, understanding how those theories and principles can be applied in practice to a range of business contexts; from business-to-consumer, business-to-business, charities, arts, to tourism and service-based industries. You'll focus particularly on global business challenges; competition and defining value; a digitally based economy; and societal marketing (corporate social responsibility, sustainability, morals and ethics) whilst also understanding the legal framework that impacts upon marketers and marketing practice such as consumer and data protection laws. This module will challenge you to examine marketing problems that have faced brands and organisations to critically analyse their approach and suggest new alternatives. You'll gain a firm grasp of the scope of marketing in general business management and leadership roles as well as a clear understanding of the specialist areas of study and work as you plan your lifelong career in this very broad industry.

There are many types of brand, and personal branding applies to each and every one of us. One of the most noticeable places that we present our personal brand is on social media, where we have a persona that we choose to show the world. Some manage to make their living from this persona and social media influencers will be explored in this module. Celebrity will also be a key topic, as this is the ultimate in personal branding, the level of celebrity and the thinning of the distinction between micro and traditional celebrities will be explored. How these personal brands can be used to market products and services will also be a central theme in this module, and the associated marketing strategies will be examined. At the end of this module, you'll have a clear understanding as to the development and maintenance of personas and how to communicate this effectively to the audience. This module enables you to develop your knowledge in marketing, including technical and professional knowledge and be able to use this to identify promotional opportunities.

You'll critically and creatively analyse the nature of brands and explore how the changing environment and innovations effect their impact, including looking at how brands face the challenge of disruptive innovations and their response in order to continue to compete with their competition. You'll also look at how brands face increasing ethical and sustainable challenges as consumers reject conspicuous consumption. You'll finish with a clear understanding as to the development and sustainability of brands and how to communicate the brand value proposition effectively to the consumers. This module enables you to develop your critical and innovative thinking alongside knowledge in marketing, including technical and professional knowledge to identify business trends and entrepreneurial opportunities.

In today’s digital world, big brands are known and coveted by consumers around the world. In fact, social influencers can create a desire for a brand or a product in countries where it is not even available! In this module, you'll learn the techniques of international marketing and how brands can appeal to consumers in different markets, including how to assess market opportunities and develop brand strategies appropriate for a variety of international markets. In particular, you'll learn more about brand management theory and analyse why some brands manage to cut through cultural boundaries to target a broader consumer base. This will involve deconstructing brands to understand the value they create for the consumer and the essence of their appeal. Brand listings will also be examined to understand what makes a brand valuable, how to increase brand equity, and how other brands can improve their ranking.

This major project module allows you to engage in a substantial individual primary and/or secondary research project focussed on a topic relevant to your business degree and specialist subject area under the supervision and guidance of a member of academic staff. Supervisors will discuss with you the contemporary research problems and issues based on your research and practice, and you will conduct literature reviews, evaluate and critically appraise a range of information, investigate and adopt suitable theoretical frameworks, research methodologies and methods, and process and analyse data to produce a coherent and justified solution to the problem(s) identified. Throughout the module your supervisor will support you in terms of content and skills development so that you can work semi-autonomously on your individual research project. This is achieved through regular supervisory meetings throughout the year, which will allow for individual discussion of the tasks that will have to be completed in order to develop the project smoothly.

In a competitive job market, understanding how the professional work place functions, along with well-developed employability skills, are key to a post graduate securing employment. The work placement gives you the opportunity to put into practice what would have been learned in the post graduate programme and with the insights of their practical experience in the field. During this module you will undertake a work-based learning internship with a company or organisation where they will be supported in developing effective professional practices through guidance in generic and specific employability skills and through developing independent reflective learning practices to enhance your continuing professional development in the context of your own working environment. The module aims to provide you with experience of work in a business environment including familiarisation with a professional work environment. This experience should take place in a business environment relevant to the course you are undertaking. The module will be underpinned by employability skills training, reflective assessment and support from academic tutors. You will expected to demonstrate your achievements within the workplace reflecting how you have enhanced your employability with reference to the university’s graduate employability capitals.

In a competitive job market, understanding how the professional work place functions, along with well-developed employability skills, are key to a post graduate securing employment. The work based major project gives you the opportunity to synthesise what you learned in the post graduate programme with the hands on experience of the professional workplace in an opportunity for authentic assessment. During this module you will undertake a work-based learning placement with a company or organisation where you will be supported in developing effective professional practices through guidance in generic and specific employability skills and through developing independent reflective learning practices to enhance your continuing professional development in the context of your own working environment and have the opportunity to produce a major piece of work based on real world projects. Acceptance on this module is dependent on you acquiring suitable placement. It gives you the opportunity to put into practice what you have learnt in your course by offering real-life practical experience in the field underpinned by engagement with key literature and theoretical insights relevant to the chosen industry sector. You will be supported in developing effective professional practices through guidance in generic and specific employability skills. You will also be supported with critical thinking and research skills development during the lectures and online resources to ensure you develop independent, critical and reflective learning practices to enhance your continuing professional development in the context of your own working environment and career aspirations. The module aims to provide you with experience of work and research in a business environment including familiarisation with a professional work environment. This module will be underpinned by employability skills training, reflective assessments and support from academic tutors and employers. In the assessment you must demonstrate how you have engaged with a relevant research problem in the work setting, and supported this by drawing on relevant literature and applied theory, practical knowledge and learnings within a work-based environment.