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Course Description
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Course Name
The Power of Brands
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Host University
University of Westminster
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Location
London, England
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Area of Study
Marketing
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Language Level
Taught In English
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Course Level Recommendations
Lower
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
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UK Credits
20 -
Recommended U.S. Semester Credits4
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Recommended U.S. Quarter Units6
Hours & Credits
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Overview
THE POWER OF BRANDSClass Level: 4Site: Central LondonAssessment Group Report 25%, Group Presentation 25%, Test 50%SUMMARY OF CLASS CONTENTCreating and managing successful brands is a source of competitive advantage to modern organizations.This module provides students with the fundamental understanding of brands, brand positioning and brandportfolio management. It engages students by practical demonstration of the effective use of marketing andbranding tools. At the heart of an effective brand strategy, is its seamless integration with the marketing mix.A successful brand plan, does not only address how the brand will be communicated but also how it will beprotected.LEARNING OUTCOMESOn successful completion of this module, the student will be able to:* Explain the importance of branding as a marketing tool and its evolution in business practice.* Develop an understanding of brands and brand value over time through the development of brandplanning and equity.* Evaluate basic strategies required to develop and communicate a strong brand and to evaluate itsperformance* Develop the ability to present and debate brand issues within given scenarios and case studiesINDICATIVE SYLLABUS CONTENT* Evolution of branding in business practice* Benefits of branding to firms, consumers and intermediaries* Key brand principles of brand planning and the criteria for evaluating brand performance* Marketing communication and its role in creating brand equity* Brands as delivering benefits and meaning to their users; both functional and symbolic* The concept of customer based brand equity, its development, management and evaluation* The main concepts of brand strategy and brand positioning* Examples of leading brands and scenario analysis of consumer perception* The basic structure and contents of a brand guideline document.TEACHING AND LEARNING METHODSContact hours each week are delivered evenly between lectures and seminars. Lectures will cover theoutline and explanation of the main theories and concepts of the syllabus and be illustrated by examplesfrom current brands and branding practice. Seminars will involve discussion and debate, where studentsare encouraged to talk about their own brand choices, attachments and habits in order to draw on theconcepts introduced in the module. Specific tasks supported by guided reading will be set for each seminar.Guest lecture(s) may be organised to discuss examples of leading brands. Field exercises and trips mayalso form an integral part of the teaching and learning method, and students may be asked to undertakemarket research and present findings in class.ASSESSMENT RATIONALEThe nature of the subject requires the students to work through a case study as part of working in teams topresent their ideas. The in-class test is used to ensure that each individual student has the understandingand underpinning knowledge of the key basic elements of a brand and how branding is used as amarketing tool.ASSESSMENT CRITERIATo pass this module students will need to demonstrate critical understanding of the syllabus, as theassessment will draw on all the learning outcomes. Analytical thought, creativity and good verbal andwritten expression will be rewarded.ASSESSMENT METHODS AND WEIGHTINGSQualifying set: 50% In-Module qualifying set, 50% End-of-Module qualifying set.In-Module qualifying set is by two pieces of work ? a group report including team proposals a grouppresentation of solutions (25% and 25% respectively). Assessment methods include, but are not limited to,presentations, role-play and experiential learning exercises and document preparation.End-of-Module qualifying set: Individual in-class test on aspects of brands and branding. The pass mark forthis module is 40%.SOURCESEssential ReadingKeller, K, (2013), Strategic Brand Management, 4th Edition, PearsonFurther ReadingKapferer, J, (2012), The New Strategic Brand Management: Advanced Insights and StrategicThinking (New Strategic Brand Management: Creating & Sustaining BrandEquity), 5th Edition, 2012: Koga Page.~ Marketing (Haymarket)~ Marketing Week (Centaur)WebsitesBrand republic: www.BrandRepublic.comInterbrand www.interbrand.comBrandZ www.brandz.com/output/Brand Consultants www.wolffolins.comBrand Blogs www.Brand.Blog.comMarketing Advertising & Design: www.mad.co.ukWorld Advertising Research Centre: www.warc.comChartered Institute of Marketing: www.cim.co.uk/
Course Disclaimer
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.