Module manager: Dr Jamie Marsden
Email: j.l.marsden@leeds.ac.uk
Taught: Semester 1 (Sep to Jan) View Timetable
Year running 2026/27
This module is not approved as a discovery module
The module is designed to equip students with an understanding of the key principles and practices of managing corporate brands. Students will explore a range of complex reputational challenges to develop awareness of the strategic issues facing brand managers. By working collaboratively in small teams, students will apply brand principles to a specific situational challenge. As such, this module encourages students to connect contextual awareness and strategic thinking with astute media and communications planning activities. Please note this is an optional module and runs subject to enrolments. If a low number of students choose this module, then the module may not run and you may be asked to choose another module.
The aim of this module is to introduce theoretical frameworks and conceptual tools that equip students with the ability to evaluate critical brand situations and formulate an appropriate response. Building on the lecture topics, the seminars provide the forum for students to examine the application of key concepts across a range of case studies. The module enables students to engage in teamwork, which aids the development of professional skills as well as leading to a more augmented project outcome.
On successful completion of the module students will have demonstrated the following learning outcomes relevant to the subject:
LO1: Evaluate the reputational risks and challenges facing corporate brands.
LO2: Formulate appropriate strategic responses in relation to a range of situational difficulties.
LO3: Compose an operational action plan that incorporates the principles of professional brand management to mitigate a challenging brand scenario.
On successful completion of the module students will have demonstrated the following skills learning outcomes:
LO4: Demonstrate strong collaboration and project management skills by contributing effectively to the development of a brand action plan.
LO5: Formulate effective communication skills to present a coherent argument.
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Lectures | 11 | 1 | 11 |
| Seminars | 11 | 2 | 22 |
| Private study hours | 167 | ||
| Total Contact hours | 33 | ||
| Total hours (100hr per 10 credits) | 200 | ||
In the first half of the module student progress is monitored through the weekly seminars, where students engage in case-based discussions. In the second half of the module students will receive formative feedback in the weekly seminars specifically in relation to their projects, to assist them in achieving the learning outcomes.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Coursework | Reflective Log | 50 |
| Coursework | Project proposal | 50 |
| Total percentage (Assessment Coursework) | 100 | |
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
Check the module area in Minerva for your reading list
Last updated: 30/04/2026
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