Modules

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
Prerequisites

There are no pre-requisites for this module to be added
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:

Upon completion of this module you will be able to

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
2024/5, Trimester 1, IN PERSON, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: IN PERSON
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)NESH Description
Face To Face Lecture 12 Lectures will introduce new topics and provide an overview of key concepts relating to brand management and sustaining a brand.
Face To Face Tutorial 13 Tutorials will involve both individual and group group work in understanding brand management theories and sustaining a brand.
Online Guided independent study 175 Guided independent study
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Report 50 1~2~3 Week 8 , WORDS= 2000 2000 word individual report consisting of brand management theories.
Oral Presentation 50 1~4~5 Week 13 HOURS= 15 minutes 15 minute recorded group presentation.
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

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

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