Module Database Search
| MODULE DESCRIPTOR | |||
|---|---|---|---|
| Module Title | |||
| Consumer Branding | |||
| Reference | CBM183 | Version | 2 |
| Created | January 2020 | SCQF Level | SCQF 11 |
| Approved | June 2018 | SCQF Points | 15 |
| Amended | June 2020 | ECTS Points | 7.5 |
| Aims of Module | |||
|---|---|---|---|
| The aim of this module is to provide students with in-depth knowledge of consumer processes, and understand how these influence branding decisions in a domestic and international context. | |||
| Learning Outcomes for Module | |
|---|---|
| On completion of this module, students are expected to be able to: | |
| 1 | Critically evaluate the adoption of Psychology, Sociology and Social Psychology theories in relation to consumption and branding |
| 2 | Critically evaluate the role of branding in a variety of different organisations - commercial and not-for-profit, in the domestic and international environment |
| 3 | Examine different perceptions of the brand and the contribution of the brand in achieving competitive advantage |
| 4 | Evaluate the nature of the brand-consumer exchange |
| Indicative Module Content |
|---|
| Consumption; Consumerism; Self Identity; Buying Behaviour models; Shopper Typologies; Involvement; Rebel Consumers; Experiential marketing and consumption; Choice; Conspicuous consumption; Signalling strategies; Information Asymmetry; Postmodernism; Symbolic consumption; Ethical consumerism; Subcultural Consumption and Tribes. 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 |
|---|
| Theoretical underpinning is delivered in lectures, supplemented by directed reading from key texts and academic journal papers. Knowledge is applied during interactive tutorial/workshop exercises. |
| Indicative Student Workload | Full Time | Part Time |
|---|---|---|
| Contact Hours | 36 | N/A |
| Non-Contact Hours | 114 | 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 Presentation | ||||
| 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 | SETHNA, Z. and BLYTHE, J. 2016. Consumer Behaviour. 3rd Edition. Los Angeles, SAGE |
| 2 | KELLER, K.L., APERIA, T. and GEORGSON, M. 2012. Strategic Brand Management. 2nd Edition. Harlow, Prentice Hall |