MSc International Fashion Marketing / Course details

Year of entry: 2024

Course unit details:
Strategic Brand Management

Course unit fact file
Unit code MATS61492
Credit rating 20
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Semester 2
Offered by Department of Materials
Available as a free choice unit? No

Overview

This unit will provide you with deep knowledge and understanding of contemporary branding in an international context, by equipping you with the techniques to apply fundamental and cutting-edge theories/models to global fashion business practice.

Aims

This unit explores the principles of strategic brand analysis in the context of the competitive challenges of a global fashion market environment.

Learning outcomes

A greater depth of the learning outcomes will be covered in the following sections:

  • Knowledge and understanding
  • Intellectual skills
  • Practical skills
  • Transferable skills and personal qualities

Teaching and learning methods

This unit makes use of a variety of learning and teaching processes including: asynchronous material to be viewed,  lectures, problem-based learning, practical sessions; case studies, and discussions. Blackboard will be used to present recorded material,  lecture notes and supporting materials for the unit. The lectures will develop the theoretical subject knowledge, whilst the case studies and discussions will evaluate the importance and application of techniques, with practical sessions visualising these findings. Seminars and workshops will allow students to work together in an active learning environment. Blackboard may also be utilised for assessment using Turnitin.

Knowledge and understanding

  • A1 Evaluate in-depth and advanced resources pertaining to the theoretical and practical understanding of brand management in an international context
  • A2 Demonstrate professional and academic responsibility, integrity and ethical considerations in an international context

Intellectual skills

  • B1 Demonstrate high level cognitive skills of critical thinking, analysis and synthesis in relation to brand management theory and application
  • B2 Synthesise ideas and knowledge pertaining to fashion brand management challenges and evaluate a range of options to create solutions

Practical skills

  • C1 Find, evaluate, synthesise and use information from a variety of sources
  • C2 Express complex ideas and argument coherently in appropriate formats

Transferable skills and personal qualities

  • D1 Perform effectively in a team environment, exercising leadership, teambuilding, negotiation and project management skills 

Assessment methods

Method Weight
Written assignment (inc essay) 100%

Feedback methods

Written and verbal

Recommended reading

  • Hancock (2016) Brand/Story: Cases and Explorations in Fashion Branding, Fairchild

 

  • Hooley (2017) Marketing Strategy and Competitive Positioning, Pearson

 

  • Kapferer (2012) The New Strategic Brand Management, Kogan Page

 

  • Kapferer & Bastien (2012) The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, Kogan Page

 

  • Keller (2012) Strategic Brand Management: Global Edition, Pearson

 

  • Rosenbaum-Elliott et al. (2018) Strategic Brand Management, Oxford University Press

 

  • Wheeler (2017) Designing Brand Identity, Wiley

Teaching staff

Staff member Role
Joanna Cartwright Unit coordinator

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