BUSI2171: Brand Strategies, Identity, Culture and Society

• Marketing Principles BUSI1131 OR Foundations of Effective Marketing (BUSI1271)

• None.

• None.

• Enable students to understand the key principles of brand management from a socio-cultural, psychological and anthropological perspectives.
• Evaluate the role of reflective-brand image and how it is formed through symbolic cultural interpretation and appropriation in the development of identity and meaning.
• Provide an evaluative consideration of brands in the wider social environment, including domestic or international market & social forces and consumption trends.

• The socio-cultural meaning of brands
• A semiotic act of naming a product from products to brands
• Postmodernism, semiotics and the symbolic meaning of brands
• Brands as symbolic resources for self and social identities
• The principles of cultural branding
• Brands cultural meaning in the global environment
• Branding and corporate social responsibility

Subject-specific Knowledge:

• Demonstrate an understanding of branding from socio-cultural, psychological and anthropological perspectives.
• Demonstrate an understanding of the social psychology of brands, the semiotic and cultural interpretation of meaning, and its impact on consumer identity.
• Apply knowledge of the branding concept and brand management in the context of the development of social aware global brands.

Subject-specific Skills:

• Have developed expertise in understanding key branding concepts and current issues in brand management from socio-cultural, psychological and anthropological perspectives.
• Be able to evaluate branding approaches in a dynamic, global, diverse and fragmented global environment.
• Be able to explore the complex task of successful branding with regards to the development of its cultural meaning and the transformation of experience.
• Be able to critically evaluate the importance of strong brands to stakeholders.

Key Skills:

• Information skills and the synthesis of data
• Creativity and problem-solving (e.g. by thinking laterally and innovatively, to develop original approaches)
• Critical thinking
• Active and reflective learning
• Time management/self-discipline
• Presenting using technology
• Video production skills

• The teaching and learning strategy is designed to encourage a critique of the social forces surrounding approaches to interpretation of building brand image.
• The teaching and learning methods will follow a flipped approach to learning utilising pre-recorded video content and academic journals to provide the grounding for the weekly discussion points.
• Students will be expected to prepare for sessions through identified readings and videos.
• This module is assessed through the development of a critical reflection of academic concepts in practice video.

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