Module Database Search
| MODULE DESCRIPTOR | |||
|---|---|---|---|
| Module Title | |||
| Marketing And Branding In The 21st Century | |||
| Reference | CBM186 | Version | 1 |
| Created | March 2018 | SCQF Level | SCQF 11 |
| Approved | July 2018 | SCQF Points | 15 |
| Amended | ECTS Points | 7.5 | |
| Aims of Module | |||
|---|---|---|---|
| This course will enable students to evaluate and apply various current approaches to marketing activities and strategies for brand development and understand the power and impact of digital marketing tools on communication strategies and CRM in the 21st century. | |||
| Learning Outcomes for Module | |
|---|---|
| On completion of this module, students are expected to be able to: | |
| 1 | Analyse the macro and micro environment in relation to a business opportunity including a target market analysis. |
| 2 | Demonstrate the ability to reach established goals by creating strategies with research evidence for each of the marketing mix variables. |
| 3 | Critically evaluate marketing situations and make informed marketing decisions. |
| 4 | Apply the principles of marketing and branding, including digital marketing, in developing and presenting a comprehensive marketing plan consistent with the professional marketing environment. |
| Indicative Module Content |
|---|
| The module begins with an overview and explanation of recent trends and approaches to public relations, advertising, e-marketing, consumer behaviour, marketing research, integrated marketing communications and branding with a special focus on digital marketing tools. Later, students will be introduced to the brand concept, recognizing brand management as a critical component in the development of successful marketing strategies, and execution of effective marketing plans. Students will also analyze and develop strategies for branding, product or service design and positioning, pricing, promotion, channel distribution and customer acquisition and retention, viewing them from a sustainability perspective applicable in the 21st century marketplace. |
| Module Delivery |
|---|
| The module will be taught through a combination of lecture sessions, tutorials and student-led activities. |
| Indicative Student Workload | Full Time | Part Time |
|---|---|---|
| Contact Hours | 30 | 30 |
| Non-Contact Hours | 120 | 120 |
| 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: | 30% | Outcomes Assessed: | 4 |
| Description: | Group Presentation | ||||
| Component 2 | |||||
| Type: | Coursework | Weighting: | 70% | Outcomes Assessed: | 1, 2, 3 |
| Description: | Individual Project | ||||
| MODULE PERFORMANCE DESCRIPTOR | |
|---|---|
| Explanatory Text | |
| The module is assessed by three components: C1 - Coursework - 30% weighting. C2 - Coursework - 70% weighting. Module Pass Mark = Grade D (40%) | |
| Module Grade | Minimum Requirements to achieve Module Grade: |
| A | At least 70% on weighted Aggregate and at least 35% in each component |
| B | At least 60% on weighted Aggregate and at least 35% in each component |
| C | At least 50% on weighted Aggregate and at least 35% in each component |
| D | At least 40% on weighted Aggregate and at least 35% in each component |
| E | At least 35% on weighted aggregate |
| F | Less than 35% on weighted aggregate |
| 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 | CHAFFEY, D. and SMITH, P.R., 2017. Digital marketing excellence: planning, organizing and integrating online marketing. 5th ed. Routledge. |
| 2 | CHARLESWORTH, A., 2018. Digital Marketing: a practical approach. 3rd ed. Routledge. |
| 3 | HEINZER, A., FLETCHER, G., RASHID, T. and CRUZ, A., 2017. Digital and social marketing: a result-driven approach. Routledge. |
| 4 | KAUFMAN, I. and HORTON, C., 2018. Transformative marketing. Productivity Press. |
| 5 | KOTLER, P. and a KELLER, K.L., 2015. Marketing management. Global edition. 15th ed. Pearson Education. |
| 6 | LEE, A., YANG, J., MIZERSKI, R. and LAMBERT, C., 2015. The strategy of global branding and brand equity. Routledge. |
| 7 | PAUGAM, L., ANDRE, P., PHILIPPE, H. and HARFOUCHE, R., 2018. Brand valuation. Routledge. |
| 8 | SPONDER, M. and KHAN, G.F., 2017. Digital analytics for marketing. Routledge |