MG316      Half Unit
Brand Strategy

This information is for the 2021/22 session.

Teacher responsible

Guido van-Garderen


This course is available on the BSc in Management, International Exchange (1 Term) and International Exchange (Full Year). This course is available with permission as an outside option to students on other programmes where regulations permit and to General Course students.

This course is not available for postgraduates.

This course has a limited number of places (it is capped). Students who have this course as a compulsory course are guaranteed a place. Places for all other students are allocated on a first come first served basis.

Course content

The most valuable assets that firms have are the products/services that they offer and the brands that are associated with them. Managing Products & Brands is a rigorous examination of the theory and corporate practices relevant to product and brand management. Its core objectives are to provide an understanding of the important issues in planning and evaluating product/brand strategies, to provide the appropriate theories, models, and analytical tools that enable managers to make well-informed product/brand management decisions, and to provide a platform for students to apply these principles. The critical approach adopted will blend theory and practice so as to promote effective managerial decision making on a short as well as long term basis.


Teaching hours in the LT will be commensurate with a usual half unit undergraduate course but note that teaching may take a different format and/or structure in 2021/22.

Formative coursework

Students will meet in their groups with the course leader several times during the term to receive feedback on their work. Detailed guidelines on the group project will be provided in the course syllabus and sample projects will be available.

Indicative reading

• David A. Aaker (1996) Building strong brands. New York: The Free Press.

• Byron Sharp (2010) How brands grow - what marketers don’t know. Melbourne: Oxford University Press.

• Youngme Moon (2010) Different, Escaping the Competitive herd. New York: Crown Business, Random House.

• Kevin Lane Keller, Brian Sternthal and Alice Tybout (2002) Three questions you need to ask about your brand, Harvard Business Review, volume 80, issue 9, page 80-86.

• Lodish, Leonard M, and Carl F Mela (2007), “If Brands Are Built Over Years, Why Are They Managed Over Quarters?”, July/August, Harvard Business Review, 85, 7/8 (July-August), 104-112).

• Rangaswamy, Arvind, Raymond R Burke, and Terence Oliva (1993) “Brand Equity and the Extendibility of Brand Names”, International Journal of Research in Marketing, Special Issue on Brand Equity, Vol. 10, p. 61-75.


Coursework (60%), project (30%) and class participation (10%) in the LT.

Coursework will be an Individual Take-home assignment and the Project will be completed in groups.


Course selection videos

Some departments have produced short videos to introduce their courses. Please refer to the course selection videos index page for further information.

Important information in response to COVID-19

Please note that during 2021/22 academic year some variation to teaching and learning activities may be required to respond to changes in public health advice and/or to account for the differing needs of students in attendance on campus and those who might be studying online. For example, this may involve changes to the mode of teaching delivery and/or the format or weighting of assessments. Changes will only be made if required and students will be notified about any changes to teaching or assessment plans at the earliest opportunity.

Key facts

Department: Management

Total students 2020/21: 83

Average class size 2020/21: 17

Capped 2020/21: Yes (100)

Value: Half Unit

Guidelines for interpreting course guide information

Personal development skills

  • Leadership
  • Self-management
  • Team working
  • Problem solving
  • Application of information skills
  • Communication
  • Application of numeracy skills
  • Commercial awareness
  • Specialist skills