Module Descriptors
CO-CREATION WITH BRAND COMMUNITIES
MKTG70303
Key Facts
Digital, Technology, Innovation and Business
Level 7
15 credits
Contact
Leader: Paul Dobson
Email: Paul.Dobson@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities:
Independent Study Hours:
Total Learning Hours: 150
Assessment
- Practical - 20 minute individual presentation weighted at 30%
- Coursework - 3000 word accompanying notes to presentation weighted at 70%
Module Details
Indicative Content
Understanding the basic concept of brand strategy to include approaches to brand strategy and the emerging importance of brand communities in brand creation.
Theories relating to communities and tribes.
Creating a brand identity, developing brand architecture and brand image.
Developing and growing the brand
To include areas such as advantages and disadvantages of brand extension and stretching strategies.
Emerging concepts and principles. To include areas such as counterfeiting, China as a brand
Creator.
Consumer, impact of sustainability, brand communities and CSR, impact on corporate reputation.
Theories relating to communities and tribes.
Creating a brand identity, developing brand architecture and brand image.
Developing and growing the brand
To include areas such as advantages and disadvantages of brand extension and stretching strategies.
Emerging concepts and principles. To include areas such as counterfeiting, China as a brand
Creator.
Consumer, impact of sustainability, brand communities and CSR, impact on corporate reputation.
Learning Strategies
The learning strategy for the module requires students to commit 150 learning hours (including
assessment). There will be 30 hours of class support and 120 hours of independent and self directed study
including,
- participation in group activities, involving peer assessment
- undertake contemporary research
- Poster design
- Formative assessment will involve the students working in groups
- Workshops
- Debates
assessment). There will be 30 hours of class support and 120 hours of independent and self directed study
including,
- participation in group activities, involving peer assessment
- undertake contemporary research
- Poster design
- Formative assessment will involve the students working in groups
- Workshops
- Debates
Assessment Details
The assessment has two elements:
1.Individual Presentation (20 minutes) (LO 1,2 & 3) weighted 30%
2. Copy of presentation slides with addition of accompanying notes to the presentation (3000 words) (LO 1, 2 & 3) weighted 70%
1.Individual Presentation (20 minutes) (LO 1,2 & 3) weighted 30%
2. Copy of presentation slides with addition of accompanying notes to the presentation (3000 words) (LO 1, 2 & 3) weighted 70%
Resources
VLE
Texts
Richardson B, Tribal Marketing, Tribal Branding (2013), Palcgrave MacMilland, Basingstoke.
Shankar A & Cova B Kozinets R, Consumer Tribes Paperback ( 2007) Routledge London
De Chernatony, L and McDonald, M , Creating Powerful brands. 2014, Elsevier, Oxford ISBN-10:
1856178498
ISBN-13: 978-1856178495
E Book Kapferer J N , The New Strategic Brand Management, 2011, Kogan Page, London ISBN-10:
0749442832
ISBN-13: 978-0749442835
Keller, K L , Strategic Brand Management, 2014, Pearson, Harlow ISBN-10: 0131888595
ISBN-13: 9780131888593
Shankar A & Cova B Kozinets R, Consumer Tribes Paperback ( 2007) Routledge London
De Chernatony, L and McDonald, M , Creating Powerful brands. 2014, Elsevier, Oxford ISBN-10:
1856178498
ISBN-13: 978-1856178495
E Book Kapferer J N , The New Strategic Brand Management, 2011, Kogan Page, London ISBN-10:
0749442832
ISBN-13: 978-0749442835
Keller, K L , Strategic Brand Management, 2014, Pearson, Harlow ISBN-10: 0131888595
ISBN-13: 9780131888593
Learning Outcomes
1) To explore the evolving influence of digital marketing on conventional brand strategy.
Knowledge and Understanding
Enquiry
Application
2) To examine how brands identify, manage and co- create group identities, norms, rituals and traditions Knowledge and Understanding
Analysis
3) To examine the sustainability and management of online brand communities and consumer tribes. Application
Communication
Knowledge and Understanding
Enquiry
Application
2) To examine how brands identify, manage and co- create group identities, norms, rituals and traditions Knowledge and Understanding
Analysis
3) To examine the sustainability and management of online brand communities and consumer tribes. Application
Communication