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.

Quantitative & Qualitative Market Research for better consumer insight mining

The creation of identity, in terms of both consumer identity and brand identity, is a core topic in marketing theory. This module will explore evolving influence of digital marketing, brands identities, norms, rituals and traditions and the use of Quantitative & Qualitative Market Research data in marketing decision making so that the organization can be robust and competitive.

LO 1,2 3&4 – weighted at 100%

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

Module Learning Outcome:

To explore the evolving influence of digital marketing on conventional brand strategy

University Learning Outcome:
Knowledge and Understanding
Enquiry
Application

Module Learning Outcome:
To examine how brands identify, manage and co- create group identities, norms, rituals and traditions

University Learning Outcome:
Knowledge and Understanding
Analysis

Module Learning Outcome:
To examine the sustainability and management of online brand communities and consumer tribes

University Learning Outcome:
Application
Communication

Module Learning Outcome:
To explore and apply Quantitative & Qualitative Market Research data including research metrics of both brand & sales to Marketing Plans

University Learning Outcome:
Analysis
Problem Solving
Knowledge and Understanding

VLE learning material

Module handbook

Selected contemporary case studies

Selection of peer-reviewed papers will form core reading for the module.

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

N/A

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.

Quantitative & Qualitative Market Research for better consumer insight mining

Co creating with brand communities is central to marketing and it’s agility in the market. It is of utmost importance in today’s dynamic world given that the consumer is ever more demanding and globally connected. This module will explore consumer identity, brand identity and Quantitative & Qualitative Market Research data and how it fits in within the strategic marketing plan and organizations direction of growth.