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 J Song Marketing (ULMS) Flora.Song@liverpool.ac.uk |
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Year | CATS Level | Semester | CATS Value |
Session 2024-25 | Level 5 FHEQ | First Semester | 15 |
Pre-requisites before taking this module (other modules and/or general educational/academic requirements): |
MKIB155 CONSUMER BEHAVIOUR 2023-24 |
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 |
24 |
6 |
4 |
34 | |||
Timetable (if known) | |||||||
Private Study | 116 | ||||||
TOTAL HOURS | 150 |
Assessment |
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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: 50% Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL Penalty Applies | 0 | 50 | ||||
Assessment 3: Branding Assessment Centre Assessment Type: Coursework Size: Active participation in a Branding AC and submission of a group digital infographic Weighting: 10% Reassessment Op | 0 | 10 | ||||
Assessment 2: Group Report Assessment Type: Coursework Size: 2000 words Weighting: 40% Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL Penalty Applies Anonymous | 0 | 40 |
Aims |
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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 |
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(LO1) Students will be able to develop an in depth understanding of brand-related theories in relation to local and international brands |
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(LO2) Students will be able to develop a practical understanding of managing a brand |
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(LO3) Students will be able to appreciate and understand the importance of the strategic brand management process on building and maintaining brands |
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(LO4) Students will be able to demonstrate an ability to analyse critically and to undertake independent research |
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(LO5) Students will be able to consider the ethical implications of brands. |
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(LO6) Students will be able to demonstrate an ability to work as part of a team |
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(S1) Communication skills |
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(S2) Teamwork |
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(S3) Lifelong learning skills |
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(S4) Problem solving skills |
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(S5) Digital Fluency |
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(S6) Commercial awareness |
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(S7) International awareness |
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(S8) Ethical awareness |
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(S9) Organisational skills |
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(S10) Positive attitude |
Teaching and Learning Strategies |
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Teaching Method - Seminar Teaching Method: Lecture Teaching Method 4: Group Study Skills/Other Attributes Mapping Skills / attributes: Communication skills Skills / attributes: Teamwork Skills / attributes: Lifelong learning skills Skills / attributes: Problem solving skills Skills / attributes: Digital Fluency Skills / attributes: Commercial awareness Skills / attributes: International awareness Skills / attributes: Ethical awareness Skills / attributes: Organisational skills Skills / attributes: Positive attitude |
Syllabus |
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The indicative content for this module is outlined below: The module builds on extant knowledge provided by prior marketing modules including MKIB153 Fundamentals of Marketing and MKIB155 Consumer Behaviour. Year one modules cover certain aspects of branding within the indicative content of the modules. However, by extension this module examines the brand management process in depth and builds on prior knowledge acquired. Similarly, this module also provides the theoretical foundations for later modules (level 6) such as Corporate Communicati ons where internal and external forms of communication are covered. The content for this module is made available via resources allocated in the module handbook and specified further reading, all of which 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 extend the breadth of knowledge in the subject. Sections and/or chapters of the core text will have been developed in more detail within specialised boo ks 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 that are relevant to the module and assessments will be provided (e.g. online reports- Mintel, GMID, Market line advantage). |
Recommended Texts |
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Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module. |