|Assessment Type||Assessment length / details||Proportion|
|Semester Assessment||Individual Research Project of 3000 words||65%|
|Semester Exam||Individual viva examination of 30 minutes||35%|
|Supplementary Assessment||Repeat failed elements or equivalent||65%|
|Supplementary Exam||Repeat failed elements or equivalent||35%|
On completion of this module, students should be able to:
Demonstrate an understanding of the concept of branding and the role of branding.
Demonstrate an understanding of how the strategic challenges that brands face influence the application of branding techniques.
Critically discuss how brand equity is built, measured and managed.
Critically discuss the relationship consumers have with brands.
Undertake and write-up a piece of primary research.
Communicate the findings of a piece of primary research by drawing on the theories considered in the module.
This Branding module provides students with an understanding of the brand as a concept. It considers how brands are managed. The different strategic challenges encountered by brand managers are used to explore the value of the brand and the equity that can be created. The module places the brand in the context of society and the way in which consumers encounter, engage with and use brands.
Brands have become an important element in the Strategic Marketing activities of commercial and non-commercial entities. This module explores the meaning and role of brands in the broader societal context while at the same time providing students with practical insights into the management of brands in different environments and contexts.
The Application of Branding
Part 2: Strategic Management of Brands
Building Brand Equity
Measuring Brand Equity
Managing Brand Equity
Part 3: Brands and Stakeholders
The Brand Community
The Authentication of Brands
|Skills Type||Skills details|
|Application of Number||Tackle problems involving numbers|
|Communication||1. Read in different contexts and for different purposes; 2. Write for different purposes and audiences; 3. Speak in different contexts and for different purposes (inc. presentation and discussion); 4. Listen effectively|
|Improving own Learning and Performance|
|Information Technology||1. Use a range of commonly used software packages and on-line systems; 2. Present information and data|
|Personal Development and Career planning|
|Problem solving||1. Identify problems; 2. Identify factors which might influence potential solutions; 3. Develop creative thinking approaches to problem solving; 4. Evaluate advantages and disadvantages of potential solutions; 5. Construct a rational proposal in response to a problem|
|Research skills||1. Plan and carry out research; 2. Produce academically appropriate reports|
|Subject Specific Skills||Students will be able to demonstrate an understanding of the strategic role of branding within Marketing. Through consideration of brand management issues they will acquire skills in analyzing problems, generating responses and communicating identified best case scenarios.|
This module is at CQFW Level 7