Module Database Search
| MODULE DESCRIPTOR | |||
|---|---|---|---|
| Module Title | |||
| Branding in a Marketing Context | |||
| Reference | BSM712 | Version | 3 |
| Created | January 2019 | SCQF Level | SCQF 11 |
| Approved | July 2019 | SCQF Points | 15 |
| Amended | July 2019 | ECTS Points | 7.5 |
| Aims of Module | |||
|---|---|---|---|
| To provide the student with an in-depth understanding of the crucial role which branding plays in marketing in both commercial 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 | Critically analyse the consumer/brand relationship in the context of achieving congruence between brand identity and brand image. |
| 3 | Critically evaluate the role of brand positioning and other marketing concepts in brand development. |
| 4 | Critically evaluate different brand management strategies in the context of creating and sustaining brand equity over time. |
| Indicative Module Content |
|---|
| Evolution of branding; definitions; terms and role; brand dimensions; CBBE; image and identity; secondary brand associations; positioning and branding; extensions; co-branding; brand management strategies; legal protection of brands; counterfeiting; corporate, line, family, individual and global brands; brand communication. |
| Module Delivery |
|---|
| Face-to-face classroom methods (lectures, tutorials) are combined with computer-mediated activities. Paper and/or web-based learning materials, seminars and/or on-line support, with group work supported by discussion forums. Emphasis is placed on an interactive approach to communication and learning, with student involvement fostered through discussions and group working. |
| Indicative Student Workload | Full Time | Part Time |
|---|---|---|
| Contact Hours | N/A | 32 |
| Non-Contact Hours | N/A | 118 |
| Placement/Work-Based Learning Experience [Notional] Hours | N/A | N/A |
| TOTAL | N/A | 150 |
| Actual Placement hours for professional, statutory or regulatory body |
| ASSESSMENT PLAN | |||||
|---|---|---|---|---|---|
| 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 assignment (academic paper) | ||||
| MODULE PERFORMANCE DESCRIPTOR | |
|---|---|
| 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. |
| Corequisites for module | None. |
| Precluded Modules | None. |
| INDICATIVE BIBLIOGRAPHY | |
|---|---|
| 1 | KAPFER, J.N. 2013. The New Strategic Brand Management. Advanced Insights and Strategic Thinking. Kogan Page |
| 2 | TEMPORAL, P. 2010. Advanced Brand Management. Managing brands in a Changing World. 2nd Ed. John Wiley & Sons. |
| 3 | Journals: Journal of Product and Brand Management |
| 4 | AAKER, D.A., 2012. Brand relevance: making competitors irrelevant. San Fransisco: Jossey−Bass. ebook |