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NBS8509 : International Brand Management

  • Offered for Year: 2024/25
  • Module Leader(s): Dr Ana Bogdanovic
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus

Your programme is made up of credits, the total differs on programme to programme.

Semester 2 Credit Value: 10
ECTS Credits: 5.0
European Credit Transfer System


- To provide students with deep knowledge and understanding of contemporary branding in an international context, by equipping them with fundamental and cutting edge theories/models and examples from global business practice.
- To develop advanced marketing research and critical analysis skills and be able to implement them in decision making, i.e. defining, implementing and evaluating brand management strategies in dynamic global business environment.
- To enhance the ability to work effectively with flexibility and sensitivity in multi-cultural environment on international brand management activities.

Outline Of Syllabus

- Introduction to Branding in International Markets
- Brand Equity and Measuring Brand Equity
- Brand Positioning and Brand Resonance
- Designing and Implementing Brand Marketing Programmes
- Brand Extensions and Managing Brands Over Time
- Managing Brands over Geographic Boundaries
- Contemporary International Brand Management: Main Challenges and Opportunities

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion130:0030:00Time for students to complete formative and summative coursework & assessments
Scheduled Learning And Teaching ActivitiesLecture111:0011:00PiP lectures - one and two hour sessions
Guided Independent StudyDirected research and reading133:0033:00Estimated based on 3 hours per teaching week (not necessarily to do in that week)
Scheduled Learning And Teaching ActivitiesSmall group teaching41:004:00PiP seminars
Guided Independent StudyIndependent study120:0020:00Balance to equal 100 overall
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time21:002:00Whole cohort sessions: Introduction to module, Pre-Assessment clinic
Teaching Rationale And Relationship

Branding is acknowledged to be an important element of marketing theory and lectures introduce key theories related to the subject matter of the module.
Lectures will involve the presentation of real world examples and give the opportunity for further discussion to take place - on discussion boards and on the live sessions. Discussion of appropriate practical examples will simulate critical analysis regarding the usefulness of key theories.
Small group teaching in form of seminars, is directly related to the achievement of intended learning outcomes (e.g. development of problem-solving and analytical skills). It also provides the possibility for students to practice case-study analysis for the final, summative assessment. They will work in groups on the seminars (which provide opportunity for developing skills needed for work in diverse international organizations e.g. cultural empathy and resilience) and the outcomes - their presentations and reports will be used for formative assessment.
Private study is focused on guided reading of specified papers/chapters to enhance student independent learning.
The examination at the end of the module (summative assessment) is designed to stimulate student’s ability to (a) apply key concepts to a specific case study in international branding and (b) critically analyse relevant theory.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Description Length Semester When Set Percentage Comment
Written Examination1202A100In-person exam
Formative Assessments

Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.

Description Semester When Set Comment
Case study2MSeminars where students practice case-study analysis in groups. Followed by group discussion and formative feedback.
Assessment Rationale And Relationship

Students are assessed by a single summative assessment method – a case study based written exam.
It will test students' ability to apply relevant theories to particular marketing problems and undertake relevant research on their own initiative. This follows the format of professional bodies for marketers such as the Chartered Institute of Marketing (CIM).
The examination tests written communication, ability to tackle specific marketing problems and knowledge and critical analysis of module material.

Formative assessment – on the seminars (small group teaching activities) students will practice case-study analysis (using the past exam example) in groups and each group will present an answer to 1 case-related question. This will be followed by group discussion and in the end, the instructor will provide formative feedback.

Reading Lists