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 BRANDING
Code MKIB202
Coordinator Dr A Al-Abdin
Marketing (ULMS)
Ahmed.Al-Abdin@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2021-22 Level 5 FHEQ First Semester 15

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

MKIB155 CONSUMER BEHAVIOUR 

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 12

6

      12

12

12

54
Timetable (if known) 60 mins X 1 totaling 12
 
60 mins X 1 totaling 6
 
      60 mins X 1 totaling 12
60 mins X 1 totaling 12
 
 
Private Study 96
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
Assessment 1: Individual Assignment Assessment Type: Coursework Size: 2000 words Weighting: 60% Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL Penalty Applies   -2000 words    60       
Assessment 2: Group Report Assessment Type: Coursework Size: 2000 words Weighting: 40% Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL Penalty Applies Anonymous  -2000 words    40       

Aims

The module aims to provide students with the knowledge and skills required to design, launch and manage a brand. The distinctive features of this module are to deploy an array of innovative teaching methods to develop an appreciation of branding practices and strategies by applying theoretical concepts and marketing models to practical activities and allow students to design anddeliver a new brand. In addition, the module seeks to develop the ability to apply branding concepts/theories across a range of business sizes (e.g. SMEs and MNEs). The module assessments allow students to integrate theory with practice and allow students to implement brand management and development techniques.


Learning Outcomes

(LO1) Students will be able to develop an in depth understanding of brand-related theories in relation to local and international brands

(LO2) Students will be able to develop a practical understanding of managing a brand

(LO3) Students will be able to appreciate and understand the importance of the strategic brand management process on building and maintaining brands

(LO4) Students will be able to demonstrate an ability to analyse critically and to undertake independent research

(LO5) Students will be able to consider the ethical implications of brands.

(LO6) Students will be able to demonstrate an ability to work as part of a team

(S1) Communication skills

(S2) Teamwork

(S3) Lifelong learning skills

(S4) Problem solving skills

(S5) Digital Fluency

(S6) Commercial awareness

(S7) International awareness

(S8) Ethical awareness

(S9) Organisational skills

(S10) Positive attitude


Teaching and Learning Strategies

Teaching Method – Online Asynchronous Learning Materials
Description: Mix of teacher-led and student-led learning to deliver threshold concepts achieved by introducing key terms and moving onto more critical branding concepts as the module progresses. Formative assessments are used in lectures such as concept maps, multiple choice questions (via mentimeter), case study analysis, short answer questions and simulation exercises.
Unscheduled Directed Student Hours: 12
Attendance Recorded: No

Teaching Method - Seminar
Description: Each seminar is topic specific, based around small group teaching and is designed to equip students with the knowledge and ability to conduct the assessments. Through the seminars, students will engage with each other within their own designated groups and prepare set tasks before coming to the class. For instance, in seminar one, students will decide on what they want to brand (e.g. product, service or company). They wi ll then research similar branded offerings (e.g. research potential competitors, existing products, services or companies) and in preparation for seminar 2 for instance, prepare an outline of the brand vision/brand identity (description of the image of the brand- what you want the brand to stand for amongst consumers or other relevant stakeholders).
scheduled Directed Student Hours: 6
Attendance Recorded: Yes

Teaching Method: Synchronous session
Scheduled Directed Student Hours: 12
Attendance recorded: Yes

Teaching Method 4: Group Study
Description: Weekly 1 hour session to foster student community and engagement by working with others on their ‘active learning’ activities
Scheduled Student Hours: 12
Attendance recorded: No
Teaching Method: Drop In
Scheduled Directed StudentHours: 12
Attendance Recorded: No

Self-Directed Learning Hours: 96
Description: To encourage wider reading and enhance stude nts’ comprehension of other sources that go beyond the core text of the module. This will be supported by appropriate levels of private study. E-learning is an important feature of the module. Key information is posted on the VLE and co-ordinated to students. The forum feature carries significant bearing as for the group report, each individual group will have their own group forum site. Here, they will share key information concerning the group assessment. The individual group forums are also an opportunity to identify individual contributions of pieces of work and can be particularly useful in conjunction with peer review forms when assessing a student’s particular contribution to the assessment. With regards to lectures, stream capture will be used and linked to the VLE so that students can playback lecture content seamlessly. An FAQ’s area will also be available to address generic student queries and also give guidance on assessment. Skills/Other Attributes Map ping

Skills / attributes: Communication skills
How this is developed: Working as part of a team on group report ; also written skills in group report and individual assignment.
Mode of assessment (if applicable): Group report and Individual assignment

Skills / attributes: Teamwork
How this is developed: Group report
Mode of assessment (if applicable): Group report

Skills / attributes: Lifelong learning skills
How this is developed: Developing research skills, ability to research organisations, find, organise and analyse relevant information, apply theory to real-life situations in developing a new brand.
Mode of assessment (if applicable): Group report

Skills / attributes: Problem solving skills
How this is developed: Ability to evaluate and compare and contrast between branding theories and identify paradoxical points of view; ability to work as a team and make rational decisions concerning the development of a new brand
Mode of assessment (if applicable): Group report and Individual assignment

Skills / attributes: Digital Fluency
How this is developed: Researching library databases for company information, using Microsoft packages (e.g. Word, PowerPoint, using A/V equipment
Mode of assessment (if applicable): Group report and Individual assignment

Skills / attributes: Commercial awareness
How this is developed: Analysis of case studies throughout the module
Mode of assessment (if applicable): Group report and Individual assignment

Skills / attributes: International awareness
How this is developed: Analysis and understanding of international case studies during the module
Mode of assessment (if applicable): Group report and Individual assignment

Skills / attributes: Ethical awareness
How this is developed: Lectures
Mode of assessment (if applicable): Group report

Skills / attributes: Organisational skills
How this is developed: Ability to organise information, manage time effectively, meet deadlines.
Mode of assessment (if applicable): Group report and Individual assignment

Skills / attributes: Positive attitude
How this is developed: Groupwork (which involves an element of peer review)
Mode of assessment (if applicable):


Syllabus

 

The indicative content for this module is outlined below:  
1) Local and international brands: discusses how local andinternational brands operate in the marketplace.
2) Brand positioning and brand equity, value andpersonality: Examines how brands articulate different positioning strategies togain a competitive advantage. Furthermore, the notion of brands as an importantbusiness asset across a wide range of industries- including luxuryproducts/services is explored.
3) Strategic brand management: Evaluates the strategicbranding process and explores the ways in which an organisation can develop asuccessful brand management strategy for both national, international as wellas SME brands.
4) Branding challenges and opportunities: Discusses thechallenges to and opportunities for effective internal and external branding.
5) Brand communities and Tribal marketing: Investigates theways in which individuals participate with brands and how they use them. Itlooks a t specific groups of consumers known as ‘tribes’ and how marketers canreach out to them. The importance of brands in creating value for such tribesis also explored and the related methods that are used to target them bothon-line and off-line.
6) Business-to-business (B2B) branding: Explores howbusinesses market brands to other businesses. This covers Multinationals aswell as SMEs.
7) Dealing with brand crises: Examines how brands cope andrespond in terms of crisis.

The module builds on extant knowledge provided by prior marketing modules including MKIB153 Fundamentals of Marketing and MKIB155 Consumer Behaviour. Year one modules cover certainaspects of branding within the indicative content of the modules. However, by extension this module examines the brand management process in depth and buildson prior knowledge acquired. Similarly, this module also provides the theoretical foundations for later modules (level 6) such as Corporate Communication s where internal and external forms of communication are covered. In a similar vein, the elements of internal and external branding- one of the indicative content for this module helps to prepare students in this aspect.

The content for this module is made available via resources allocated in the module handbook and specified further reading, all of may be accessed via the library. Similarly, the module reading list will be digitised online so that students can access e-reading lists via the library and easily locate resources. Other key learning resources which are not accessible via the library will be made available via the VLE. Online forums are encouraged, particularly with regards to group work and in relation to the facilitation of problem based and peer based learning.

Student wishing to rise above the minimal level of educational insight into the module are advisedto consult additional material provided in the further reading list. Equivalent reading helps to exten d the breadth of knowledge in the subject. Sections and/or chapters of the core text will have been developed in more detail within specialised books which go beyond the purpose of core and equivalent texts. These books will have a more topical and research-led focus. Reading should progress from core and equivalent texts to authored texts (see model below). These texts will provide original insights similar to those of journals articles. Students wishing to excel on the module will be advised to develop their understanding of critical, cutting-edge issues surrounding the module by accessing this ‘further reading’. A range of appropriate further reading will be provided to ensure that students are being guided towards the latest research-led ideas in the field. Specific journal articles will also be named here. For instance, the selected specialised journal for this module has been identified as the ‘Journal of Brand Management’ . Other secondary resources t hat are relevant to the module and assessments will be provided (e.g. online reports- Mintel, GMID, Market line advantage, Keynote).


Recommended Texts

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