Module Database Search



MODULE DESCRIPTOR
Module Title
Digital Branding
Reference CB2003 Version 1
Created June 2023 SCQF Level SCQF 8
Approved June 2018 SCQF Points 15
Amended September 2021 ECTS Points 7.5

Aims of Module
The aim of this module is to develop the students' knowledge and understanding of the concepts and principles of brand management, and their application to relevant service industries.

Learning Outcomes for Module
On completion of this module, students are expected to be able to:
1 Define the concept of branding, outlining key business benefits.
2 Define and understand the influence of branding on consumer decision making.
3 Evaluate commonly used brand management strategies.
4 Demonstrate an insight into contemporary branding issues and opportunities within both product and service industries.

Indicative Module Content
Defining Branding; Brand Equity; Brand Image; Brand Identity; Generic Dimensions of Brands; Principles of Services Branding; Brand Management Rationale and Strategic Approaches; Building the Brand: Positioning, Communication, Reputation and Loyalty; Stretching the Brand; Contemporary Aspects; Luxury Branding; Branding and Consumer Decision Making.

Module Delivery
This module will be delivered by a combination of formal lectures and tutorials. The tutorial sessions will allow for interactive discussion of key lecture points. The module will involve an element of private study. However, in addition to this, some directed reading and independent research activities will be highlighted during the lecture sessions. This will assist the students in building their own "bank" of research.

Indicative Student Workload Full Time Part Time
Contact Hours 34 N/A
Non-Contact Hours 116 N/A
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
TOTAL 150 N/A
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 Written Assessment

MODULE PERFORMANCE DESCRIPTOR
Explanatory Text
The calculation of the overall grade for this module is based on 100% weighting of C1. An overall minimum grade D is required to pass the module.
Module Grade Minimum Requirements to achieve Module Grade:
A The student needs to achieve an A in C1.
B The student needs to achieve a B in C1.
C The student needs to achieve a C in C1.
D The student needs to achieve a D in C1.
E The student needs to achieve an E in C1.
F The student needs to achieve an F in C1.
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 DE CHERNATONY, L. and MCDONALD, M.H.B., 2011. Creating powerful brands. 4th ed. Oxford: Butterworth Heinemann.
2 KAPFERER, J.N., 2008. The new strategic brand management: creating and sustaining brand equity long term. 4th ed. London: Kogan Page.
3 KELLER, K-L, APERIA, T. and GEORGSON, M., 2012. Strategic brand management: a European perspective. 2nd ed. Harlow: Pearson Education.
4 Journals:
Journal of Brand Management
Service Industries Journal

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