Module Descriptors
BRAND MANAGEMENT
MKTG60241
Key Facts
School of Justice, Security and Sustainability
Level 6
15 credits
Contact
Leader: Victoria Roberts
Email: V.A.Roberts@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 30
Independent Study Hours: 120
Total Learning Hours: 150
Assessment
  • ASSIGNMENT weighted at 100%
Module Details
Module Additional Assessment Details
A 2,500 word essay (100%) - Tests All Learning Outcomes
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
Module Learning Strategies
The learning strategy for the module requires students to commit 150 learning hours (including assessment) of this there will be 30 hours of class support and 120 hours of independent and self directed study. Support will also be given by access to Scheduled Tutor Office Hours to support the module.

6 hours of lectures/large group based activity
12 hours of formal lectures
12 hours of tutor led activity - workshops and case study activity

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 Texts
De Chernatony, L & McDonald, M (2010) Creating Powerful Brands (4th edn), Butterworth Heinemann, Oxford ISBN 185617849
Keller, K.L. (2012) Strategic Brand Management (4th edn), Prentice Hall, New Jersey ISBN 0273779419
Riezebos, R (2010) Brand Management - A theoretical and practical approach, FT Prentice Hall, Essex ISBN 0273655051
Kapferer J N (2012) The New Strategic Brand Management (4th edn) Kogan Page, London ISBN0749465158
Aaker and Joachimsthaler (2010) Brand Leadership Free Press London ISBN 1847398359

Module Special Admissions Requirements
Must have studied Introductory Marketing or equivalent
Module Resources
Business Library
Internet
e-mail
PC with Office software