MG4J6      Half Unit
Brand Strategy

This information is for the 2025/26 session.

Course Convenor

Dr Hye-Young Kim

Availability

This course is available on the CEMS Exchange, Global MSc in Management, Global MSc in Management (CEMS MIM), Global MSc in Management (MBA Exchange), MBA Exchange, MSc in Management (1 Year Programme), MSc in Management and Strategy and MSc in Marketing. This course is available with permission as an outside option to students on other programmes where regulations permit. This course uses controlled access as part of the course selection process.

For full details on how to how apply for controlled access courses, the deadline for applications and who to contact with queries, please see the following webpages:

https://moodle.lse.ac.uk/course/view.php?id=3840
https://info.lse.ac.uk/current-students/services/course-choice/controlled-access-courses
 

This course may be capped/subject to controlled access. For further information about the course's availability, please see the MG Elective Course Selection Moodle page (https://moodle.lse.ac.uk/course/view.php?id=3840).

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

30 hours of lectures in the Winter Term.

This course has a reading week in Week 6 of Winter Term.

In its Ethics Code, LSE upholds a commitment to intellectual freedom. This means we will protect the freedom of expression of our students and staff and the right to engage in healthy debate in the classroom.

Formative assessment

Students will present their group work during class and receive feedback. Detailed guidelines on the group project will be provided in the course syllabus and sample projects will be available.

 

Indicative reading

  • Keller, K. (2007) Strategic Brand Management, 3rd Edition, Pearson.
  • Lehmann, D. And Winer, R. (2005) Product Management, 4th Edition, Chicago: Irwin.
  • Keller, K. (2001) Building Customer-Based Brand Equity. Marketing Management. 10(2), 14-19.
  • Lilien, Gary L., and Rangaswamy, Arvind, Marketing Engineering, 2nd Edition, Prentice Hall.
  • 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.

Assessment

Exam (60%), duration: 120 Minutes in the Spring exam period

Project (40%)

This component of assessment includes an element of group work.

For detailed assessment information, including all deadlines and timings, please see the relevant course Moodle page. Assessment timings will be available at the start of each term. 

 


Key facts

Department: Management

Course Study Period: Winter Term

Unit value: Half unit

FHEQ Level: Level 7

CEFR Level: Null

Total students 2024/25: 109

Average class size 2024/25: 55

Controlled access 2024/25: No
Guidelines for interpreting course guide information

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.

Personal development skills

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