7B004B - Brand Management in the Age of Uncertainty 01 Sep 2026 - 31 Aug 2032 | Version 0

Associated Module Information

Module Code: 7B004B
Module Title: Brand Management in the Age of Uncertainty
Faculty: Faculty of Business and Creative Industries
Faculty Group: Fashion, Marketing and Photography
Faculty Sub Group: Marketing
Module Leader: Michael Parsons
Module Team: Jackie Harris, Sofia Christidi, Alexandra Hollyman
First Intended Intake: SEP 2026 Final Year of Intake: 2031
Date Closed:
Credit Value: 30 Credit Level: 7
Language: English
Percentage of Module Taught in Welsh: 30
Equivalent Module:
HECOS codes: 100075 - marketing
HECOS Code Weighting: 100

Document Version Information

Version 0
Valid From 01 Sep 2026
Valid To 31 Aug 2032

Module Aims

  • Develop the ability to critically apply and evaluate advanced brand strategy frameworks in dynamic environments. 

  • Foster originality in designing crisis communication and sustainability-driven branding approaches. 

  • Enable students to create integrated campaigns that enhance trust, resilience, and long-term brand value. 

Content Summary

This module explores advanced approaches to brand strategy and communication in the context of today’s rapidly changing and unpredictable environment. Students will critically evaluate established and emerging branding frameworks, assessing their relevance and effectiveness in conditions shaped by volatility, uncertainty, complexity, and ambiguity (VUCA). The module also emphasises the design of integrated campaigns that align strategic vision with creative execution, preparing students to manage brand narratives in challenging contexts. A particular focus is placed on developing crisis communication strategies and embedding sustainability principles into branding, enabling students to create approaches that foster trust, credibility, and long-term resilience. By bridging theory with practice, the module contributes to the overall course by equipping students with the knowledge and skills needed to lead innovative, ethical, and adaptable brand strategies at an advanced professional level. 

Learning and Teaching Methods

Activity Type Hours
Guided Study 184
Practical Classes and Workshops 56
Summative Assessment 60
Total Hours Selected 300

Learning Outcomes

# Learning Outcome
LO1 Critically evaluate brand strategy frameworks and design integrated campaigns that respond to volatility, uncertainty, complexity, and ambiguity.
LO2 Demonstrate originality in developing crisis communication and sustainability-driven branding strategies that build trust and resilience.

Module Requisites

N/A

Assessment Criteria

Assessment Category Assessment Type Description Duration Word Count Weight (%) Best of? Pass Mark
Asynchronous Assessment Portfolio Group Crisis/Resilience Report or Team Briefing Individual Post-Action Review 2250 words per member or 150min team briefing 150 2250 100 No 40

Assessment Matrix

Assessment Type Learning Outcomes
LO1 LO2
Portfolio ✔ ✔

Reading List

Week 1 – Branding in a VUCA World 

Essential Reading: 

  • Aaker, D. (2020). Aaker on Branding: 20 Principles That Drive Success. New York: Morgan James. (Chs 1–3) 

  • Keller, K. (2023). Strategic Brand Management (5th ed.). Pearson. (Chs 2 & 3) 

Supplementary Reading: 

  • Kapferer, J.-N. (2022). The New Strategic Brand Management (7th ed.). Kogan Page. 

  • Bennet, N., Lemoine, G. (2014). What VUCA Really Means for You. Harvard Business Review. 

Week 2 – Data, Insights, and the Customer Journey 

Essential Reading: 

  • Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing (8th ed.). Pearson. (Chs 4 & 5) 

  • Lemon, K., & Verhoef, P. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6). 

Supplementary Reading: 

  • WARC Best Practice (2021). How to Build Customer Journeys that Drive Growth. 

  • DMA (2023). Data and Privacy Guide. 

Week 3 – Integrated Campaign Planning 

Essential Reading: 

  • Fill, C., & Turnbull, S. (2019). Marketing Communications: Discovery, Creation and Conversations (8th ed.). Pearson. (Chs 8 & 12) 

  • Smith, P., & Zook, Z. (2020). Marketing Communications: Integrating Offline and Online with Social Media. Kogan Page. 

Supplementary Reading: 

  • WARC Guide (2022). Integrated Marketing Campaigns that Work. 

  • DMA (2023). Best Practice Guide: Integrated Campaigns. 

Week 4 – Crisis Communication & Reputation Management 

Essential Reading: 

  • Coombs, W. T. (2021). Ongoing Crisis Communication: Planning, Managing and Responding (6th ed.). Sage. 

  • Fombrun, C. J. (2019). Reputation: Realizing Value from the Corporate Image. Harvard Business School Press. 

Supplementary Reading: 

  • HBR (2019). How to Build Brand Trust in a Skeptical World. 

  • WARC (2021). Brand Reputation in the Digital Age. 

Week 5 – Sustainability and Ethical Branding 

Essential Reading: 

  • Kotler, P., & Sarkar, C. (2018). Brand Activism: From Purpose to Action. Idea Bite Press. 

  • Belz, F. M., & Peattie, K. (2012). Sustainability Marketing: A Global Perspective (2nd ed.). Wiley. 

Supplementary Reading: 

  • WARC (2022). Sustainability and Brand Purpose Trends. 

  • CIM (2023). Ethical Marketing Guidelines. 

Week 6 – Simulation, Measurement & Reflection 

Essential Reading: 

  • Chaffey, D. (2019). Digital Marketing Excellence: Planning, Optimising and Integrating Online Marketing (6th ed.). Routledge. (Ch 11 – Measurement). 

  • Coombs, W. T., & Holladay, S. J. (2015). The Handbook of Crisis Communication. Wiley. (Selected chapters). 

Supplementary Reading: 

  • WARC (2023). Measuring Effectiveness: From ROI to Long-Term Impact. 

  • DMA (2022). Metrics and Measurement Best Practice Guide.