Module Database Search



MODULE DESCRIPTOR
Module Title
International Branding
Reference CBM149 Version 1
Created January 2020 SCQF Level SCQF 11
Approved July 2019 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    

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 5The 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 in addition to course entry requirements or equivalent.
Corequisites for module None.
Precluded Modules None.

INDICATIVE BIBLIOGRAPHY
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 KELLER, K.L., and SWAMINATHAN, V., 2019 Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson: London.

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