• Offered for Year: 2026/27

• Module Leader(s): Dr Alexander Tevi

• Owning School: Newcastle University Business School
• Teaching Location: Newcastle City Campus

Semesters

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

Aims

The module aims to:

- To provide students with knowledge and understanding of branding concepts, frameworks and theories.
- To provide the skills needed for the evaluation of branding strategies
- To provide the skills necessary for brand strategy development and implementation

This module provides a comprehensive introduction to brand management in both theory and practice by introducing key concepts, theories, and frameworks to analyse brands and brand-consumer dynamics. By drawing from real-world cases and contemporary research and theories within the branding and consumer psychology literature, the module discusses the ubiquitous presence of brands in consumers daily life and explores consequences branding has on contemporary marketing practices, consumers, and society.

Outline Of Syllabus

Semester 1
Brands and Branding
Customer-based Equity and Brand Positioning
Brand Resonance and the Brand Value Chain
Choosing Brand Elements to Build Brand Equity
Designing Marketing Programmes to Build Brand Equity
Integrated Marketing Communications to Build Brand Equity
Leveraging Secondary Brand Associations to Build Brand Equity

Semester 2
Developing a Brand Equity Measurement and Management System
Measuring Sources of Brand Equity: Capturing Customer Mind-set
Measuring Outcomes of Brand Equity: Capturing Market Performance
Designing and Implementing Brand Architecture Strategies
Introducing and Naming New Products and Brand Extensions
Managing Brands Over Time
Managing Brands Over Geographic Boundaries and Market Segments

Teaching Methods

Teaching Activities

Teaching Rationale And Relationship

The module adopts the Harvard approach to learning: lectures convey the essential theories used by scholars and practitioners alike and are supported by a wide range of examples and illustrations from business practice of brands. These examples and illustrations are embedded in the lectures and also offered through structured research and reading activities, non-synchronous discussions, with aim to clarify and complement the material.

The small group teaching sessions, seminars, are focused on analysis of case studies designed to offer students the opportunity of thought-provoking discussion in topical issues in brand management.
One of the scheduled teaching sessions in each semester is reserved for pre-assessment clinic, for instructor to provide formative assessment to students (e.g. feedback on their essay plans, joint analysis of good and bad practice/approach examples followed by discussion).

Guided independent study is focused on guided reading of specific chapters/articles suggested by instructors to enhance student independent learning and motivate them to conduct their own secondary data search via independent study.

Assessment Methods

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

Exams

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.

Assessment Rationale And Relationship

The examination for both semester will be a brand audit. In Semester 1, the examination assesses students' understanding and application of branding (brand inventory). In Semester 2, the examination assesses students' ability to appreciate the results of branding (brand exploratory).

RESIT INFORMATION: If students are eligible to a second attempt resit will be any failed components and the resit calculation will be based upon the original module calculation.

Reading Lists

• MKT3021's Reading List

Timetable

• Timetable Website: www.ncl.ac.uk/timetable/
• MKT3021's Timetable