|Prerequisites for Module|
None in addition to course entry requirements or equivalent.
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:
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|
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.
Coursework, weighted at 50%, covering learning outcomes 1 and 2.
Coursework, weighted at 50%, covering learning outcomes, 3 and 4