Course Brief

This module engages students in the exploration and analysis of the role of branding in business and organisations.

•Brand communication methods
•Competitive positioning through stakeholder relationships
•Building and sustaining brand equity
•Brand drivers and value creation
•Brand metrics and measurement
•Digital branding strategies

  • 60 contact hours

By the end of this module successful students will be able to do the following:

1. Evaluate brand management theories, concepts and strategies and how these underpin key strategic decisions.
2. Analyse contemporary challenges relating to brand management in the digital age.
3. Demonstrate a critical understanding of how branding decisions impact upon customer engagement in the digital age.

  • BA (Hons) Business and Marketing Management (Top-Up)


    In today’s fast-paced, global environment, marketing is crucial to the commercial success of any business. The University of Sunderland’s BA (Hons) Business and Marketing Management Top-up degree is a balance of focus, that combines both business subjects and a marketing specialism to prepare students for employment in a diverse range of careers in both disciplines. Studying business and marketing together grants a unique understanding of organisations and their management, and the varied ways marketing is used to determine and demonstrate the quality and usefulness of products, brands and services.

    The BA (Hons) Business and Marketing Management programme can be earned in 18 months on a Part Time basis.  As a graduate of this course, you will have excellent skills and knowledge in marketing management, planning, strategy and digital marketing.

    Our other Business degree options include:

    Next Step

    Expand your potential; go beyond your University of Sunderland BA Honours degree.

    BA graduates can seamlessly progress to one of our Edinburgh Business School, Heriot-Watt University MBA or MSc. programmes, which we have been offering for over 24 years.

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