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 Strategic Branding
Code ULMS540
Coordinator Professor A Colicev
Marketing (ULMS)
Anatoli.Colicev@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2024-25 Level 7 FHEQ Second Semester 10

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

 15

       3

 28
Timetable (if known)              
Private Study 72
TOTAL HOURS 100

Assessment
EXAM Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
Examination. There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment.  2    50       
CONTINUOUS Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
Group presentation. There is a resit opportunity. Standard UoL penalty applies for late submission. This is not an anonymous assessment.  25    50       

Aims

The module aims to equip students with the knowledge and skills to successfully and critically evaluate the different aspects of strategic branding in the modern age. Managerial insights will be an essential element throughout the course’s materials.

Learning Outcomes

(LO1) Students will be able to critically evaluate theories and practical aspects of branding.

(LO2) Students will be able to critically apply academic concepts, theories and models to a practical scenario.

(LO3) Students will be able to critically organise, plan and produce a professional branding presentation.

(S1) Adaptability
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.

(S2) Problem solving skills
Opportunities to develop critical, analytical and creative skills are provided throughout the module and expected to be demonstrated in the assessment.

(S3) Commercial awareness
The module involves applied case studies in a wide variety of commercial situations.

(S4) Organisational skills
Organisational skills will be acquired in completing the assessments.

(S5) Communication skills
Students will contribute to class discussions and to demonstrate competent communication skills in the assessment.

(S6) IT skills
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 presentations.

(S7) International awareness
Numerous elements of the module involve international and cross-national and multi-national commercial case-studies. Students are also encouraged to share and/or research international applications.

(S8) Lifelong learning skills
The module aims to enable students to apply concepts and techniques learned in the module to their future learning - for example, the use and interpretation of indexed statistics, the sourcing of reliable information and its effective interpretation, the application of tools, theories and techniques.

(S9) Leadership
The group presentation will allow students to develop leadership skills as they take control of an aspect of the development of a live presentation. This can also include managing others and conflicts in a group setting further supporting the development of soft skills on the MBA programme.

(S10) Group Working.
In the group presentation assignment students will be required to work in groups and manage the interaction and relationships with other group members. In doing so, they will gain experience in negotiation, persuasion, influencing and managing conflict.

Teaching and Learning Strategies

2 hour lecture x 5 weeks
3 hour seminar x 5 weeks
36 minutes asynchronous or peer to peer directed learning x 5 weeks
72 hours self-directed learning

Syllabus
 

1. Brands and their relationships with consumers and other stakeholders

2. Brand Architecture

3. Social Media Marketing and implications of Artificial Intelligence for brands

4. Brand Equity

5. Impact of brands on financial performance

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