Module title: Dynamics of Branding

SCQF level: 07:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT07103
Module leader: Anne Chalmers
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

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2019/0, Trimester 1, Face-to-Face, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Anne Chalmers
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Teaching comprises of a series of lectures and tutorials typically adopting a problem-based learning approach, using a series of case based scenarios relating to brand development. Additional support will be provided via workshops relating to academic writing skills (e.g. referencing and avoiding plagiarism).

Embedding of employability, PDP and scholarly skills
Key skills are embedded and assessed. Students are required to: (I) Demonstrate effective communication, (II) Utilise IT searches to establish corporate/brand information and (III) display logical thinking. Class participation and informal presentations encourage students to be reflective and critical in a constructive way.

Assessment (formative and summative)
LOs 2 & 3 are assessed by means of Moodle-based test. LOs 1,3,4,5 & 6 are assessed via a written report. Students select, research and make supported recommendations for a brand of their choice. Additionally, students complete short reflective exercises at regular points during tutorials.

Research/teaching links
Students are required to research a brand. Directed study will focus on key reading material to highlight research into branding concepts. Students will be introduced to academic journal articles (their value and how to access them), and an introduction to research methods is embedded.

Supporting equality and diversity
All materials are available via Moodle. Assessment allows a degree of customisation to suit students own background and interests. Academic/report writing workshop provides support for students from a diverse range of backgrounds.

Internationalisation
A range of international examples are used and case material features brands operating across geographical boundaries.



Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Practical classes and workshops 24
Online Centrally Timetabled (Digital) Exam 4
Independent Learning Guided independent study 160
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Other 10 1,2 5 HOURS= 0, WORDS= 0
Other 25 3,4,6 9 HOURS= 1, WORDS= 0
Project - Written 65 1,3,4,5,6 14/15 , WORDS= 2000
Component 1 subtotal: 35
Component 2 subtotal: 65
Module subtotal: 100

Description of module content:

Introduction to problem-based learning. Academic writing and problem solving skills. The development of brands and why brands matter. Branding psychology and emotion. The symbolic and cultural meaning of brands. Brand equity - building and measurement. Brand strategies including recovery/turn-around of brands. The importance of marketing communications to brands. The service brand and importance of corporate reputation.

Learning Outcomes for module:

LO1: Develop an awareness of academic writing skills.
LO2: Develop an awareness of problem-based learning.
LO3: Define the characteristics and function of a brand.
LO4: Relate brand equity/recovery concepts to specific scenarios
LO5: Effectively outline key issues in a written report.
LO6: Utilise IT to identify corporate/brand information.

Indicative References and Reading List - URL:
Dynamics of Branding