A 2,500 word essay (100%) - Tests All Learning Outcomes

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

1. CRITICALLY APPRAISE CONT
EMPORARY KEY BRANDING THEORY AND CONCEPT(S).
Knowledge & Understanding

2. CRITICALLY EVALUATE THEIR IMPACT ON BRAND MANAGEMENT PRACTICE.
Analysis
Application

Business Library
Internet
e-mail
PC with Office software

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY

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

The learning strategy for this module is based around students committing a total of 150 hours of activities towards achieving the learning outcomes. These will be split between 39 hours of direct contact with a tutor and 111 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.