By the end of the module students will be able to:
1) Understand the roles and functions of significant stakeholder and non-stakeholder entities involved in promoting the Beatles as a 21st-century cultural brand
2) Apply the principles of cultural branding to the post-Sixties Beatles brand
3) Analyse various Beatles narratives and histories through critical reading of media and new media texts
4) Longitudinally and critically evaluate changes in the story, history and legacy of the Beatles over time.

(LO1) Understand the roles and functions of significant stakeholder and non-stakeholder entities involved in promoting the Beatles as a 21st-century cultural brand

(LO2) Apply the principles of cultural branding to the post-Sixties Beatles brand

(LO3) Analyse various Beatles narratives and histories through critical reading of media and new media texts

(LO4) Longitudinally and critically evaluate changes in the story, history and legacy of the Beatles over time

(S1) Communication, listening and questioning respecting others, contributing to discussions, communicating in a foreign language, influencing, presentations developed by participation in class lectures, discussions and debates, reading/viewing a range of texts and media and actively engaging in guest lectures and field visits (where relevant).

(S2) Information literacy online, finding, interpreting, evaluating, managing and sharing information developed by using the full range of library resources as well as developing independent online research skills.

(S3) Media literacy online critically reading and creatively producing academic and professional communications in a range of media developed by undertaking independent research, fieldwork and writing and directed learning relevant to module content and coursework

(S4) Problem solving/ critical thinking/ creativity analysing facts and situations and applying creative thinking to develop appropriate solutions developed by learning to develop original ideas and being an active participant in lectures and related activities. Skills
S6 Self-management readiness to accept responsibility .

(S5) Problem solving/ critical thinking/ creativity analysing facts and situations and applying creative thinking to develop appropriate solutions developed by learning to develop original ideas and being an active participant in lectures and related activities.

(S6) Self-management readiness to accept responsibility (i.e. leadership), flexibility, resilience, self-starting, initiative, integrity, willingness to take risks, appropriate assertiveness, time management, readiness to improve own performance based on feedback/reflective learning/ developed by learning to develop original ideas and being an active participant in lectures and related activities.

Indicative topics this module may cover include:
*Branding and Cultural Branding in the music/creative industries
*The Beatles and the ‘post-Sixties Beatles’ as a cultural brand
*The role of narrative in the creation of cultural brands
*Identity myths/identity mythmaking
*The Beatles in 21st-century media and new media
*Fandom, community and ownership
*Beatles brand stakeholder and non-stakeholder entities
*Apple Corps, artist/brand/asset management
*The Beatles and music publishing

This module will be delivered via 2-hour weekly lectures, held over a 12-week period, supported by self-directed learning and independent study.
Scheduled, directed student hours: 24
Unscheduled directed student hours: N/A
Self-directed, unscheduled student hours: 276
Attendance recorded: Yes
Self-directed study may be used for reading, research, writing and independent scholarship