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.

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

(LO2) Students will be able to apply their understanding of managing a brand to practice.

(LO3) Students will be able to explain and apply the strategic brand management process in building and maintaining brands.

(LO4) Students will be able to analyse issues relating to brands critically and undertake independent research.

(LO5) Students will be able to demonstrate an understanding of the ethical implications of brands.

(LO6) Students will be able to demonstrate an understanding of how to work together as a team and create a branding group project.

(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 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.
Scheduled Directed Student Hours: 6
Attendance Recorded: Yes

Teaching Method: Lecture
Scheduled Directed Student Hours: 24
Attendance recorded: Yes

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

Self-Directed Learning Hours: 116
Description: To encourage wider reading and enhance students’ comprehension of other sources that go beyond the core text of the module. This will be supported by appropri ate 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.

Skills/Other Attributes Mapping

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: Completing the assessment centre and group report together with other team members
Mode of assessment (if applicable): Assessment centre and 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): Assessment centre and group repor t

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). Furthermore, students can leverage digital tools for producing visualisations of their ideas to present within their report.
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 awaren ess
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 and Individual assignment

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): Group report

The indicative content for this module is outlined below:  
1) Local and international brands: discusses how local and international brands operate in the marketplace.
2) Brand positioning and brand equity, value and personality: Examines how brands articulate different positioning strategies to gain a competitive advantage. Furthermore, the notion of brands as an important business asset across a wide range of industries- including luxury products/services is explored.
3) Strategic brand management: Evaluates the strategic branding process and explores the ways in which an organisation can develop a successful brand management strategy for both national, international as well as SME brands.
4) Branding challenges and opportunities: Discusses the challenges to and opportunities for effective internal and external branding.
5) Brand communities and Tribal marketing: Investigates the ways in which individuals participate with brands and how they use them. It looks at specific groups of consumers known as ‘tribes’ and how marketers can reach out to them. The importance of brands in creating value for such tribes is also explored and the related methods that are used to target them both on-line and off-line.
6) Business-to-business (B2B) branding: Explores how businesses market brands to other businesses.
7) Dealing with brand crises: Examines how brands cope and respond 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 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 Communications where internal and exte rnal 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 books which go beyond the purp ose 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).