Module Descriptors
BRAND MANAGEMENT
MKTG50112
Key Facts
Faculty of Business, Education and Law
Level 5
15 credits
Contact
Leader: Victoria Roberts
Email: V.A.Roberts@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 36
Independent Study Hours: 114
Total Learning Hours: 150
Assessment
- ASSIGNMENT weighted at 100%
Module Details
Module Learning Strategies
The learning strategy of this module requires students to commit 150 learning hours (including assessment). Of this there will be 36 hours of class support and 114 hours of independent and self-directed study. Learning support material will be provided for the module
There will be group exercises, discussions and practical application of the concepts presented in the formal slots. Independent learning will be used to allow you to prepare for discussions, directed reading and assignment preparation. Formative feedback will be given on a regular basis in class to help student development
There will be group exercises, discussions and practical application of the concepts presented in the formal slots. Independent learning will be used to allow you to prepare for discussions, directed reading and assignment preparation. Formative feedback will be given on a regular basis in class to help student development
Module Indicative Content
The phenomenon of the brand within our society is well worthy of discussion and study. Brands are positively valued by consumers, are of enormous value to companies and their impact on global society is hotly debated.
This module will provide a conceptual key to open up the ideas and applications of brands and branding and its use as a strategic tool. It will explore the impact of brands on all stakeholders and evaluate the essential role of marketing management in developing and sustaining brands over time. A number of different elements will be examined, including topics drawn from:
Branding- nature and scope
Applications- services, business to business, retail brands etc
Consumer behaviour, brand choice and their relationships with brands
Brand Strategies
Building Brand Equity
Brand stretching & Brand extension
Brand valuation
Global Branding
Ethical issues
Contemporary developments in branding
This module will provide a conceptual key to open up the ideas and applications of brands and branding and its use as a strategic tool. It will explore the impact of brands on all stakeholders and evaluate the essential role of marketing management in developing and sustaining brands over time. A number of different elements will be examined, including topics drawn from:
Branding- nature and scope
Applications- services, business to business, retail brands etc
Consumer behaviour, brand choice and their relationships with brands
Brand Strategies
Building Brand Equity
Brand stretching & Brand extension
Brand valuation
Global Branding
Ethical issues
Contemporary developments in branding
Module Additional Assessment Details
An assignment of 2,000 words - 100% (Tests all Learning Outcomes)
Module Texts
De Chernatony, L & McDonald, M (2003) Creating Powerful Brands (3rd edn), Butterworth Heinemann, Oxford
Keller, K.L. (2007) Strategic Brand Management (3rd edn), Prentice Hall, New Jersey
Riezebos, R (2003) Brand Management ? A theoretical and practical approach, FT Prentice Hall, Essex
Kapferer J N (2008) The New Strategic Brand Management (4th edn) Kogan Page,London
Aaker and Joachimsthaler(2002) Brand Leadership Free Press London
Keller, K.L. (2007) Strategic Brand Management (3rd edn), Prentice Hall, New Jersey
Riezebos, R (2003) Brand Management ? A theoretical and practical approach, FT Prentice Hall, Essex
Kapferer J N (2008) The New Strategic Brand Management (4th edn) Kogan Page,London
Aaker and Joachimsthaler(2002) Brand Leadership Free Press London
Module Resources
Business Library
Internet
e-mail
PC with Office software
Internet
PC with Office software