Brand in Practice

odule Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Level:5
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites: MM255 Marketing Management
Modules excluded:
Module version for: 2016/7

Summary module description:
Brands are some of the most valuable assets managed by companies today. Strong brands have a major influence on purchase decisions and help companies achieve sustainable competitive advantage. This module follows on from Marketing Management (MM255) and focuses on two key issues within Marketing: Branding and the preparation of a Branding/Marketing orientated Project. This Project provides students with an opportunity to apply concepts and tools acquired in MM255 and MM274 in a creative and challenging group task. Guidance for this task is provided through the term. The lectures explore and discuss theories and business practice related to building and managing strong brands.

Aims:
To provide students with an in-depth understanding of theories and business practice concerning the management of brands and the process of building strong brands; to equip students with the skills and expertise necessary for them to apply this learning within real world scenarios.

Assessable learning outcomes:
Assessable outcomes

By the end of the module students will be able to:

- Design and present a Branding/Marketing orientated project for an existing product or service
- Understand the role of brands in a broad economic and social context
- Understand the importance of brands and branding by firms within the marketplace
- Demonstrate an ability to use the key marketing and branding techniques
Additional outcomes:
The module is an opportunity for students to develop their presentation skills and their ability to work in groups. .

Outline content:
How brands work
Brand equity & brand value
Brand positioning & extension
Branding & marketing communications
Branding & legal issues
Project

Brief description of teaching and learning methods:
Lectures including discussion of cases
Tutorials: group work

Contact hours:
Lectures 20
Seminars 3
Guided independent study 177
Total hours by term 200

Smmative Assessment Methods
Written Exam 50%
Project Output Other than Dissertation 50%

Other information on summative assessment:
Students work in small groups to produce a written report and an oral presentation.

Length of examination:
2 hours.

Requirements for a pass:
A minimum mark of 40%

Reassessment arrangements:
By examination only, in August/September.