RGU: RGU Module: International Branding (BSM149)

Module Title
International Branding

Keywords
Branding,dimensions;consumer and branding; equity; measurement; strategies

Reference

BSM149

SCQF Level

SCQF 11

SCQF Points

ECTS Points

7.5

Created

March 2010

Approved

May 2010

Amended

August 2012

Revision No.

Prerequisites for Module

None in addition to course entry requirements or equivalent.

Corequisite Modules

None.

Precluded Modules

None.

Aims of Module

The aim of this module is to provide the student with an in-depth understanding and appreciation of the crucial role which branding plays in marketing and not-for-profit organisations, both domestically and internationally.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1.	Critically evaluate the role of branding in a variety of different organisations - commercial and not-for-profit, in the domestic and international environment.
2.	Analyse the issues in consumer behaviour relating to brand purchases and brand image creation.
3.	Critically evaluate the role of the marketing mix and other marketing concepts in brand development.
4.	Critically analyse branding strategies and the management of a brand over time and evaluate differing options for creating, sustaining and measuring brand equity.

Indicative Module Content

Evolution of branding; definitions, terms and role; brand dimensions; CBBE; image and identity; secondary brand associations; mix, targeting, positioning and branding; extensions; co-branding; brand equity; brand measurement; brand management; strategies; legal protection of brands; counterfeiting;corporate, line, family, individual and global brands and strategy.

Indicative Student Workload

Contact Hours	Full Time	Distance Learning
	36	0
Directed Study
	68	100
Private Study
	46	50

Mode of Delivery

The module is delivered in taught mode by lectures, tutorial and directed self study.
Distance learning mode - the module is delivered by self directed learning from web-based learning materials and online tutor support.

Assessment Plan

	Learning Outcomes Assessed
Component 1	1,2
Component 2	3,4

Coursework, weighted at 50%, covering learning outcomes 1 and 2.

Coursework, weighted at 50%, covering learning outcomes, 3 and 4

Indicative Bibliography

1.	DE CHERNATONY, L., MCDONALD, M.H.B. and WALLACE, E., 2011. Creating powerful brands. 4th ed. Oxford: Butterworth Heinemann. ebook
2.	KAPFERER, J.N., 2008. The new strategic brand management: creating and sustaining brand equity long term. 4th ed. London: Kogan Page. ebook
3.	KELLER, K. APERIA, T. and GEORGSON, M.,2012. Strategic brand management: a European perspective. 2nd ed. Harlow:FT/Prentice Hall.
4.	Journal of Brand Management