Modules

Core Module Information
Module title: Brand Management (Hong Kong)
SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT09909
Module leader: Kyle Andrews
School The Business School
Subject area group: Marketing
Prerequisites

Students should have studied marketing at foundation/introductory level in Hong Kong at level 7 or 8
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:

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, Face-to-Face,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Alessandro Feri
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 15
Face To Face Seminar 15
Independent Learning Guided independent study 170
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 5 HOURS= 0, WORDS= 2000
Essay 50 1-6 14/15 HOURS= 0, WORDS= 3000
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100
2023/4, Trimester 1, Face-to-Face,
VIEW FULL DETAILS
Occurrence: 002
Primary mode of delivery: Face-to-Face
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Alessandro Feri
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 15
Face To Face Seminar 15
Independent Learning Guided independent study 170
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 5 HOURS= 0, WORDS= 2000
Essay 50 1-6 14/15 HOURS= 0, WORDS= 3000
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader
 

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