Module title: Brand Management

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

Module code: MKT09109
Module leader: Vandana Pareek
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

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

2019/0, 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: Vandana Pareek
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods including their alignment to learning outcomes:
The module is taught in number of lectures along with supporting tutorials.

Embedding of employability/PDP/scholarship skills:
Employability skills embedded within the assessments include research skills, interpersonal skills, time management, team work, confidence and professionalism. Moreover, the student must assert a certain degree of autonomous learning to complete both the assignments as well as time management skills needed to complete all of the assessments related to this module. The module is designed to enhance the students' knowledge on branding and related marketing frameworks. The scholarly skills of the teaching team are conveyed throughout the module content.

Assessment:
The first assessment is written coursework (50%), where students will be asked to choose an existing brand and evaluate its branding strategy by using relevant theory and market research. This assessment will cover LO1, 2 and 3. In the second assessment students will be asked to work in a group and create a brand development plan for an imaginary company (50%). Students must apply theory, market research and creativity in developing and justifying the brand development plan. This assessment covers LOs 1 to 6.

Research/teaching linkages:
Team members are actively and continuously involved in both scholarly and professional development activities in relation to the interplay between branding subject and pedagogy, with one informing the other.
The multi-cultural diversity of the student population requires support, from both academics and their peers. The team-based nature of the second assessment allows such support to take place, and is encouraged by academic staff. All materials are available in Moodle to take account of different learning needs and styles. A range of international examples will be used to facilitate discussion in relation to different branding strategies and techniques.


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 13
Independent Learning Guided independent study 175
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 50 1-3 7 HOURS= 0, WORDS= 2000
Report 50 1-6 13 HOURS= 0, WORDS= 3000
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

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: Demonstrates clear understanding of the brand and the brand strategy.
LO2: Critically review brand management theory
LO3: Analyse different foundations that are used to value brands
LO4: Formulate, evaluate and justify brand development decisions
LO5: Critically evaluate the role of the marketing mix in supporting successful brands
LO6: Demonstrate creativity and inventiveness

Indicative References and Reading List - URL:
MKT09109 Reading List 2018/19