|Assessment Type||Assessment length / details||Proportion|
|Semester Assessment||Critical review (2,500 words)||50%|
|Semester Assessment||Group Brand Plan, Presentation and Video Creation (Equivalent of 2,500 words)||50%|
|Supplementary Assessment||Critical review (2,500 words) (Students must take elements of assessment equivalent to those that led to the failure of the module.)||50%|
|Supplementary Assessment||Essay (2,500 words) (Students must take elements of assessment equivalent to those that led to the failure of the module.)||50%|
On successful completion of this module students should be able to:
1. Articulate and evaluate the theory of branding and its application in marketing today.
2. Demonstrate know ledge of the role branding play s in marketing strategies and campaigns.
3. Analyse the importance of branding to consumers and brand owners.
4. Evaluate the brand personalities of major brands in the global marketplace and their role in the company’s success.
This module covers theory and application of branding. Strategic brand building and maintenance is important for equity purposes and the module explores, develops and applies core theories, frameworks, and concepts to this important part of strategic marketing.
- The role of branding
- Brand Personality
- Brand Identity
- Brand design
Customer perceptions of branding
- Symbolic and Functional Branding
- Building the brand
- Branding as part of marketing and corporate communication
|Skills Type||Skills details|
|Application of Number||Number is applied in the form of understanding financial equity items in Brand Management.|
|Communication||Seminars will give the student verbal as well as presentation communication skills whereas the coursework will give valuable business oriented communication skills.|
|Improving own Learning and Performance||This will be obtained via the seminars coursework and interaction within lectures .|
|Information Technology||Students will be expected to make appropriate use of word processing and presentational software in their coursework. Also, they should make use of Blackboard and on-line research.|
|Personal Development and Career planning||The coursework requires students to focus on an applied corporate setting, and in developing their understanding of the research communication and analytical skills required in that context they will be able to make better-informed career choices and direct their personal development plans accordingly.|
|Problem solving||Students will gain problem solving skills as part of their brand plan coursework assessment and classroom exercises.|
|Research skills||The coursework will need a certain amount of market research which the student will undertake, gaining key research skills.|
|Subject Specific Skills||A deeper understanding and the ability to critically evaluate brands - which are a major part of business and marketing today.|
|Team work||Classroom exercises and seminar work will improve teamwork skills for the students.|
This module is at CQFW Level 5