Core Module Information
Module title: Brand Management

SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT09109
Module leader: Kyle Andrews
School The Business School
Subject area group: Marketing

Module code: MKT07101
Module title: Marketing 1
Examples of equivalent learning: SQCF Marketing level 7

Description of module content:

Develop an understanding of the importance to create powerful brands. Understanding of the branding process. How consumers choose brands and how can brand satisfy social and psychological needs. Study of retailer issues in branding. Service brands. Business to Business branding. Brands on the Internet. Brand planning, evaluation and sustaining. How powerful brands beat competitors.

Learning Outcomes for module:

LO1: Demonstrate clear understanding of the brand and the brand strategy.
LO2: Critically review strategic brand management theory
LO3: Analyse different foundations that are used to value brands
LO4: Formulate, evaluate and justify creative brand development decisions
LO5: Critically evaluate the role of the marketing mix in supporting successful brands

Full Details of Teaching and Assessment
2023/4, Trimester 1, BLENDED, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: BLENDED
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Kyle Andrews
Module Organiser:

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Tutorial 13
Independent Learning Guided independent study 175
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 50 1-3 7 HOURS= 00.00, WORDS= 2000
Report 50 1-4-5 13 HOURS= 00.00, WORDS= 3000
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Brand Management
Brand Management - Reading List