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MN52063: Contemporary brandscapes

[Page last updated: 23 October 2023]

Academic Year: 2023/24
Owning Department/School: School of Management
Credits: 10 [equivalent to 20 CATS credits]
Notional Study Hours: 200
Level: Masters UG & PG (FHEQ level 7)
Period:
Semester 1
Assessment Summary: CWES 70%, CWOG 30%
Assessment Detail:
  • Group presentation and group report (CWOG 30%)
  • Essay (CWES 70%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites:
Learning Outcomes:
  • Apply key branding theories and frameworks to real-world business and societal challenges.
  • Employ leadership and teamwork skills to manage projects effectively.
  • Demonstrate ethical awareness in relation to contemporary branding problems and generate solutions.
  • Understand the managerial importance of brands, brandscapes, the role of technology and social media and the holistic approach needed in brand building.
  • Analyse and critically evaluate current branding strategies.
  • Create appropriate branding strategies for different types of brands.



Synopsis: Learn about brands and branding - the theories, principles, and practices - in contemporary society. You will explore brands' sociocultural meanings and why branding is so effective in contemporary consumer culture. Using real-world examples, You will gain a strategic toolkit for aspiring brand managers and discover what brands mean to consumers in their everyday lives.

Content: The unit will introduce you to branding concepts, and you will understand that brands are part of the socio-cultural landscape, not just a management practice. You will gain an understanding of how brandscapes are built, with sessions on communications and storytelling, how to create appealing and engaging brandscapes, and the importance of building a loyal brand community. There will also be sessions on creating brandscapes, with detailed analyses of effective brandscapes in the contemporary marketplace. You will study how to be an effective brand manager, with sessions on strategic branding, portfolio management, building a brand identity and brand equity, and managing digital aspects.

Course availability:

MN52063 is Compulsory on the following courses:

School of Management

MN52063 is Optional on the following courses:

School of Management

Notes:

  • This unit catalogue is applicable for the 2023/24 academic year only. Students continuing their studies into 2024/25 and beyond should not assume that this unit will be available in future years in the format displayed here for 2023/24.
  • Courses and units are subject to change in accordance with normal University procedures.
  • Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.
  • Find out more about these and other important University terms and conditions here.