Gwybodaeth Modiwlau

Module Identifier
AB27420
Module Title
Applied Brand Management
Academic Year
2020/2021
Co-ordinator
Semester
Semester 2
Pre-Requisite
Other Staff

Course Delivery

 

Assessment

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%

Learning Outcomes

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.

Brief description

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.

Content

Branding Theory
- The role of branding
- Brand Personality
- Brand Identity
- Brand design

Customer perceptions of branding

Brand strategy
- Symbolic and Functional Branding
- Building the brand
- Branding as part of marketing and corporate communication

Module Skills

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.

Notes

This module is at CQFW Level 5