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: Mark Passera
School The Business School
Subject area group: Marketing
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 your 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; Brand Equity; Brand Positioning; Brand Portfolio; Brand Design; Internal, Service and B2B Branding; Digital Branding and Communication; Conscientious Brands; and International Branding Strategy.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Explain the role of brands, from the perspective of consumers and organisations.

LO2: Critically review strategic brand management theory.

LO3: Examine different foundations that are used to value brands.

LO4: Formulate, evaluate and justify brand development decisions.

LO5: Evaluate the role of the marketing mix in supporting successful brands.
Full Details of Teaching and Assessment
2024/5, Trimester 1, In Person,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Mark Passera
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 15 LECTURE
Face To Face Seminar 15 SEMINAR
Online Guided independent study 170 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 5 , WORDS= 2000 Report
Essay 50 1~2~3~4~5~6 Exam Period , WORDS= 3000 Essay
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100
2024/5, Trimester 1, In Person,
VIEW FULL DETAILS
Occurrence: 002
Primary mode of delivery: In Person
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Mark Passera
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 15 The lectures will introduce you to new topics and provide an overview of key concepts relating to brand management and sustaining a brand.
Face To Face Tutorial 15 Tutorials will involve class discussions in understanding brand management theories and sustaining a brand.
Online Guided independent study 170 Combination of directed readings, case study analysis, and self-led research, you will examine key branding concepts and explore their applications in different contexts. You will conduct an independent inquiry into contemporary branding challenges and practices, focusing on real-world application and critical reflection. You will independently engage with academic and industry sources and demonstrate insight into how brand strategies are crafted and executed across diverse markets and sectors.
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 6 , WORDS= 2000 words You will be asked to evaluate the brand strategy of an existing brand using relevant brand management theories and supporting evidence.
Oral Presentation 50 1~4~5 Week 13 HOURS= 15 mins In a group, you will be asked to develop a new brand and propose its brand strategy and implementation using relevant theories and supporting evidence. You will be asked to deliver this proposal in a recorded presentation.
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
MKT09909 Brand Management (Hong Kong) v3.0
 

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