Module Database Search

Module Title
International Branding
Reference BSM149 Version 4
Created April 2017 SCQF Level SCQF 11
Approved May 2010 SCQF Points 15
Amended June 2017 ECTS Points 7.5

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.

Module 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.

Indicative Student Workload Full Time Part Time
Contact Hours 36 N/A
Non-Contact Hours 114 150
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
TOTAL 150 150
Actual Placement hours for professional, statutory or regulatory body    

If a major/minor model is used and box is ticked, % weightings below are indicative only.
Component 1
Type: Coursework Weighting: 100% Outcomes Assessed: 1, 2, 3, 4
Description: Individual report.

Explanatory Text
The module is assessed by one component: C1 - Coursework - 100% weighting. Module Pass Mark = Grade D (40%)
Module Grade Minimum Requirements to achieve Module Grade:
A 70% or above
B 60% - 69%
C 50% - 59%
D 40% - 49%
E 35% - 39%
F 0% - 34%
NS Non-submission of work by published deadline or non-attendance for examination

Module Requirements
Prerequisites for Module None in addition to course entry requirements or equivalent.
Corequisites for module None.
Precluded Modules None.

1 KAPFERER, J.N., 2012. The new strategic brand management: advanced insights and strategic thinking. 5th ed. London: Kogan Page. ebook *
2 DE CHERNATONY, L., MCDONALD, M. AND WALLACE, E., 2011. Creating powerful brands. 4th ed. Amsterdam; Boston: Butterworth-Heinemann. ebook
3 DE CHERNATONY, L., 2010. From brand vision to brand evaluation the strategic process of growing and strengthening brands. 3rd ed. Amsterdam; Boston: Butterworth-Heinemann. ebook
4 KELLER, K.L., APERIA, T. and GEORGSON, M., 2012. Strategic brand management: a European perspective. 2nd ed. Harlow, England: Prentice Hall Financial Times. ebook
5 * Denotes key text.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781