Modules

Core Module Information
Module title: Brand Management (online)
SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT09409
Module leader: Paria Zamanfashami
School The Business School
Subject area group: Management
Prerequisites

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

The aim of the module is to further develop the student?s knowledge and understanding of brand management. Through in-depth analysis and critical evaluation of brand management theory, you will be able to fully appreciate the value of brand to organisations. The following 10 topics are covered in this module: Brands and branding; Beyond the Functionalism of a Brand; Brand Equity; Brand Positioning; Brand Extension and Secondary Associations in Branding; Branding and Consumers; Service and B2B Branding; Advertising and Digital Branding; International Branding Strategy; Brand Crisis.
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
2023/4, Trimester 2, Blended,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: Blended
Location of delivery: WORLDWIDE
Partner:
Member of staff responsible for delivering module: Paria Zamanfashami
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Independent Learning Guided independent study 4
Independent Learning Guided independent study 196
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 50 1~2~3 7 , WORDS= 2000
Oral Presentation 50 1~4~5 13 HOURS= 0.2
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
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