Module title: Strategic Brand Management

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11103
Module leader: Nathalia Tjandra
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

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2018/9, Trimester 2, Face-to-Face, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Nathalia Tjandra
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
o Learning & teaching methods including their alignment to learning outcomes
The module is delivered in a lecture/seminar format which facilitates the application of a case approach. The collaborative learning that takes place in case analysis and discussion is supported by formative feedback from the tutor.

o Embedding of employability/PDP/scholarship skills
This module cover all the key employability skills 1) Knowledge, as the students will search the market place and analyses the factors that affect companies in relation to the brand and the product. 2) communication and IT, students use Web CT for their first assessments as well as communicating with each other 3) creativity, students have to create and formulate a brand of their own together with brand strategy.
o Assessment
Students will be required to review and synthesise strategic branding literature (journals and articles) for their first on, line assessment, this assessment will present 30% of the marks and cover LO 1,3,4. For the second assessment. Students will present and defend strategic marketing decisions for the brand which they formulate in a written report which will present 70% of the marks and cover LO 1,2,3,4,5. Opportunities for formative assessment exist via web ct.
o Internationalisation
The module features numerous examples of international brands and includes brand entry into new markets. This will facilitate understanding of differing cultural perceptions of brands.

o Research/teaching linkages
Short research papers are given as readings for the student. Student will also use secondary research in preparing for their assessments. The identification of appropriate resources together with the extraction and synthesis of information will support the development of research skills.


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 36
Online Centrally Timetabled (Digital) Exam 1
Independent Learning Guided independent study 163
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 40 1,3,4 5 HOURS= 0, WORDS= 0
Report 60 1,2,3,4,5 12 HOURS= 0, WORDS= 2500
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100
2018/9, Trimester 2, Face-to-Face,
Occurrence: 002
Primary mode of delivery: Face-to-Face
Location of delivery: OVERSEAS
Partner:
Member of staff responsible for delivering module: Nathalia Tjandra
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
o Learning & teaching methods including their alignment to learning outcomes
The module is delivered in a lecture/seminar format which facilitates the application of a case approach. The collaborative learning that takes place in case analysis and discussion is supported by formative feedback from the tutor.

o Embedding of employability/PDP/scholarship skills
This module cover all the key employability skills 1) Knowledge, as the students will search the market place and analyses the factors that affect companies in relation to the brand and the product. 2) communication and IT, students use Web CT for their first assessments as well as communicating with each other 3) creativity, students have to create and formulate a brand of their own together with brand strategy.
o Assessment
Students will be required to review and synthesise strategic branding literature (journals and articles) for their first on, line assessment, this assessment will present 30% of the marks and cover LO 1,3,4. For the second assessment. Students will present and defend strategic marketing decisions for the brand which they formulate in a written report which will present 70% of the marks and cover LO 1,2,3,4,5. Opportunities for formative assessment exist via web ct.
o Internationalisation
The module features numerous examples of international brands and includes brand entry into new markets. This will facilitate understanding of differing cultural perceptions of brands.

o Research/teaching linkages
Short research papers are given as readings for the student. Student will also use secondary research in preparing for their assessments. The identification of appropriate resources together with the extraction and synthesis of information will support the development of research skills.


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 36
Online Centrally Timetabled (Digital) Exam 1
Independent Learning Guided independent study 163
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 40 1,3,4 5 HOURS= 1, WORDS= 0
Report 60 1,2,3,4,5 12 HOURS= 0, WORDS= 2500
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Description of module content:

Develop a critical understanding of strategic brand management theory and evaluate the value of such theory to organisations. Analyse the origin of popular brands. Strategic brand management process. Establishing brand position and values. Choosing brand elements to built brand equity. The role of advertising and the Internet in brand development. The legal protection of brands. Co-branding and brand conflict. Developing brand equity measurement and management systems. Managing brands in a global context and the not for profit sector.

Learning Outcomes for module:

LO1: Critically review strategic brand management theory
LO2: Analyse different foundations used to value brands
LO3: Formulate, evaluate and justify brand development decisions
LO4: Critically appraise the role of the marketing mix in supporting successful brands
LO5: Demonstrate creativity in formulating a brand and associated brand strategy

Indicative References and Reading List - URL:

Please contact your Module Leader for details
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