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 |
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Year | CATS Level | Semester | CATS Value |
Session 2024-25 | 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 |
4 10 |
14 | |||||
Timetable (if known) | |||||||
Private Study | 136 | ||||||
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 |
Individual report Reassessment Opportunity: new assignment with the same brief. Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes | 0 | 70 | ||||
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 | 30 |
Aims |
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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 |
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(LE1) Internationally aware. |
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(LE2) Commercially aware. |
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(LO1) Students will be able to critically evaluate brand-related theories in relation to local and international brands. |
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(LO2) Students will be able to critically evaluate the importance of the strategic brand management as a process for building and maintaining brands. |
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(LO3) Students will be able to apply academic concepts, theories and models to a practical scenario. |
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(LO4) Students will be able to critically analyse marketing concepts and data to undertake independent research. |
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(LRE1) Flexible and adaptable. |
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(LRE2) A problem solver. |
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(LRE3) IT literate. |
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(LRE4) Organised and able to work under pressure. |
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(LRE5) An excellent verbal and written communicator. |
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(LRE6) Ethically aware. |
Teaching and Learning Strategies |
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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. 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. Self-directed learning hours: 136 hours |
Syllabus |
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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 |
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Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module. |