Postgraduate taught 

Marketing MSc/PgDip/PgCert: Online distance learning

Brand Management MGT5411

  • Academic Session: 2021-22
  • School: Adam Smith Business School
  • Credits: 20
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No
  • Available to Erasmus Students: No
  • Taught Wholly by Distance Learning: Yes

Short Description

This course introduces students to core concepts of branding and brand management. It is based around understanding what brand, branding, and brand management are and illustrating effective brand management practices through a systematic and strategic branding process.


This is an online course of 20 credits. This requires 200 hours of student-centred learning. Unlike a face to face course, online learning can be divided into directed and guided learning, rather than contact and non-contact hours. What is described as a lecture is, in fact, a series of teacher led activities (TLA) or directed teaching, such as direction to reading, video, audio, case studies or other resources. Synchronous online events allow student-led exploration of a student-led or teacher directed topics. This course combines TLAs (lectures in this form) with other interactive methods of learning and assessment.

Requirements of Entry

Please refer to the current postgraduate prospectus at:

Excluded Courses





ILO being assessed

Are reassessment opportunities available for all summative assessments? No

Reassessments are normally available for all courses, except those which contribute to the Honours classification. For non-Honours courses, students are offered reassessment in all or any of the components of assessment if the satisfactory (threshold) grade for the overall course is not achieved at the first attempt. This is normally grade D3 for undergraduate students and grade C3 for postgraduate students. Exceptionally it may not be possible to offer reassessment of some coursework items, in which case the mark achieved at the first attempt will be counted towards the final course grade.

Reassessment opportunities are provided in accordance with School policy as applied to assessed groupwork.

Course Aims

This course aims to develop student competences in understanding the core theories and contemporary issues in branding and brand management. It does this holistically by connecting brand management to the concept of branding from the customer's perspective (including business customers and the end consumer).

Intended Learning Outcomes of Course

By the end of this course students will be able to:


1. Appraise the theory and methodology of brand management for different stakeholders and different marketing objectives

2. Critically reflect on the core concepts of branding and how these translate into value creation for consumers

3. Critically analyse branding strategies in relation to competitors and changing market environments

4. Apply current theory and methodology to devise guidelines for contemporary issues in brand management

5. Develop high quality written communication and presentation skills and team work.

Minimum Requirement for Award of Credits

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.