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DRPS : Course Catalogue : Business School : Common Courses (Management School)

Postgraduate Course: Understanding Brands (CMSE11566)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityAvailable to all students
SCQF Credits10 ECTS Credits5
SummaryThis course offers students the opportunity to study and understand a fundamental marketing technology. Brands and branding are considerable vehicles for cultural meaning, self-expression, community, social movement and communication. This course focuses particularly on cultural branding theory and explores how brands both draw on and create culture to create meaning in the minds of consumers. From this backdrop we will explore the ways in which brands create and reflect culture through their management, focusing particularly on how a cultural approach creates strong brands.
Course description Taking a socio-cultural perspective, this course provides students with a deeper knowledge of the place of brands in the lives of consumers and the skills used to manage them. It does this by considering how brand meaning is constructed and managed and by outlining cultural brand strategies available to companies to both meet the needs of consumers and build powerful brands. This cultural focus allows us to critically engage with the notion that the brand resides in the mind of the consumer and that, we as consumers, have ultimate power in shaping brand meaning. Brand management approaches and examples will be central to the delivery of this course as will students' own reflection on their relationship to culture and brands.

The course will introduce the cultural branding concept, explore brand and consumer identity, brand values, consider emotion and community in branding, explore the notion of authentic brands and authenticity in digital branding. The course ends with an overview of current trends in branding -a critical exploration of what's happening now in branding.

Outline Content:
- A cultural branding approach to understanding brands
- Creating brands: brand identity and meaning
- Consuming brands: emotion and connection
- Managing Brands: authenticity and digital branding
- Current issues in branding

Student Learning Experience:
The course will be taught in interactive sessions, students will be expected to complete recommended readings before attending. Reflection on our own brand consumption and class discussion are central to the class experience.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites Students MUST also take: Principles of Marketing Management (CMSE11630) OR Marketing Management (CMSE11553)
Prohibited Combinations Other requirements None
Information for Visiting Students
High Demand Course? Yes
Course Delivery Information
Academic year 2024/25, Available to all students (SV1) Quota:  None
Course Start Block 4 (Sem 2)
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 100 ( Lecture Hours 10, Seminar/Tutorial Hours 1, Programme Level Learning and Teaching Hours 2, Directed Learning and Independent Learning Hours 87 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) 100% Coursework (individual) - assesses all course Learning Outcomes
Feedback Formative: Feedback will be provided through class discussion and the lecture session on the assessment.
Summative: Feedback on the individual assessment will be provided.

No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Understand, apply and critically assess cultural branding approaches.
  2. Critically evaluate brand management strategies and examples of brand management.
  3. Critically consider current issues in brand management.
Reading List
How Brands Become Icons, Douglas Holt

Strategic Brand Management, Elliott and Percy
Additional Information
Graduate Attributes and Skills Knowledge and Understanding
After completing this course, students should be able to:
- Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact.

Communication, ICT, and Numeracy Skills
After completing this course, students should be able to:
- Convey meaning and message through a wide range of communication tools, including digital technology and social media; to understand how to use these tools to communicate in ways that sustain positive and responsible relationships.
KeywordsNot entered
Course organiserDr Pauline Ferguson
Course secretaryMiss Emma Allison
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