ULMS Electronic Module Catalogue

The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title Brand Creation and Management
Code MGTK736
Coordinator Miss VK McCall
Marketing (ULMS)
V.Mccall@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2022-23 Level 7 FHEQ Whole Session 15

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):

 

Modules for which this module is a pre-requisite:

 

Programme(s) (including Year of Study) to which this module is available on a required basis:

 

Programme(s) (including Year of Study) to which this module is available on an optional basis:

 

Teaching Schedule

  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours           10

4

14
Timetable (if known)              
Private Study 136
TOTAL HOURS 150

Assessment

EXAM Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
             
CONTINUOUS Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Group video presentation Reassessment Opportunity: new assignment with the same brief, only as an individual presentation using a different brand. Penalty for Late Submission: Standard UoL penalty   15 minutes    30       
Individual report Reassessment Opportunity: new assignment with the same brief. Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes  -2500 words    70       

Aims

The module aims to:

Provide students with the knowledge and skills required to design, launch, and manage a brand.

Develop students’ appreciation of branding practices and strategies by applying theoretical concepts and marketing models to practical activities.

Enable students to evaluate how brands interrelate with consumers and how they can differentiate a business within a competitive environment.

Develop students’ ability to manage brands to maximise their value to both customers and the business itself.


Learning Outcomes

(LE1) Internationally aware.
Elements of the module will involve international and cross-national and multi-national commercial case-studies. Students are also encouraged to share and/or research international applications.

(LE2) Commercially aware.
The module involves applied case studies to branding considerations and the production of a document that would be recognised as having commercial value.

(LO1) Students will be able to critically evaluate brand-related theories in relation to local and international brands.

(LO2) Students will be able to critically evaluate the importance of the strategic brand management as a process for building and maintaining brands.

(LO3) Students will be able to apply academic concepts, theories and models to a practical scenario.

(LO4) Students will be able to critically analyse marketing concepts and data to undertake independent research.

(LRE1) Flexible and adaptable.
The module will include examination of overarching theories of branding that can be adapted to understanding different branding environments. Students will also be introduced to a range of marketing and branding theories that can be adapted to different scenarios and case-study situations.

(LRE2) A problem solver.
Opportunities to develop critical, analytical and creative skills are provided throughout the module and expected to be demonstrated in the assessment.

(LRE3) IT literate.
Students will need to use a wide range of electronic databases to find and evaluate appropriate and relevant information from electronic sources. IT will be utilised to enhance assessed work.

(LRE4) Organised and able to work under pressure.
Organisational, group work, time management and planning skills will be acquired in completing the assessments.

(LRE5) An excellent verbal and written communicator.
Students will have the opportunity to develop strong written and oral communication skills through seminars and assessments.

(LRE6) Ethically aware.
Students will evaluate ethical challenges within and affecting branding and brand creation. This will provide a foundation for understanding and supporting ethical decision-making in the brand creation and management process.


Teaching and Learning Strategies

The module will primarily be delivered through eight weekly e-lectures with one core topic studied each week. Module content, focusing on key concepts, theories and case examples, will be delivered through a variety of methods including written materials, videos, and social media. These will be supported by individual online tasks, such as business environmental analysis, critique of current business practice and case study review, which will be used to develop and apply learning. These activities will be moderated by the module instructor. Students will also be directed to key academic and practitioner readings to further develop their learning.

Unscheduled Directed Student Hours: 10 hours

Description: The e-Lectures will equate to 1.25 hours/week over 8 weeks undertaken asynchronously.
Attendance Recorded: Yes – tracked via the learning platform.

Students will also participate in four e-seminars where they will engage in peer discussion of key topics via the discussion board. The seminars will have a direct link to the planning and preparation needed for the module assessment. Seminars will be conducted via a discussion board with input from the module instructor.

Unscheduled student hours: 4 hours

Description: The e-seminars will equate to 1 hour/fortnight over 8 weeks undertaken asynchronously.
Attendance Recorded: Yes – tracked via the learning platform.

Self-directed learning hours: 136 hours
Description: This will involve directed and independent reading and research into brand management concepts and theory.


Syllabus

 

Exploring the concept and nature of branding.

Analysing the psychology of branding and the relationship between brands and consumers.

Digital branding and the role of emerging technologies.

Developing a brand strategy.

Brand positioning and managing consumer confidence.

Building brand equity and creating value.

Launching and communicating brands effectively.

Branding challenges: sustainability, ethics and managing brand performance.


Recommended Texts

Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.