2022/3, Trimester 2, Face-to-Face, Edinburgh Napier University
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| 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: |
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. This module covers all the key employability skills 1) Knowledge, as you will be introduced to various branding theories and asked to analyse factors that affect company's brand management strategy 2) verbal andwritten communication skills, as you will be asked to express your critical thinking and analysis in the form of both individual presentation and a report 3) creativity, you are asked to create and formulate a brand of your own together with a brand strategy 4) IT skills, you will be asked to record an individual presentation using Power Point presentation, write a report using Microsoft Word, submit assessments online and receive feedback online.The module features numerous examples of international brands, which will facilitate understanding of differing cultural perceptions of brands.Furthermore, in the second assessment, you will be specifically asked to launch your brand in an overseas market. You will be asked to review and apply relevant brand management theoretical frameworks in evaluating existing brands (Assessment 1) and developing an imaginary brand (Assessment 2). You will be required to use secondary research in preparing for your assessments. The identificationof appropriate resources together with the extraction and synthesis of information will support the development of research skills.
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Formative feedback on assessments will be given throughout theseminars.
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Assessment 1: Individual presentation To achieve LO 1, 3 and 4, you will be asked to record an individual presentation which critically evaluates the brand management strategy of two existing brands in the same product category using appropriate brand management theoretical frameworks and secondary research. You will also be asked to critically compare andcontrast the marketing mix adopted by both brands in relation to their branding strategy. The innovative assessment format will not only assessyour critical thinking but also enable you to effectively express analysis verbally and enhance your communication and IT skills. Assessment 2: Individual report To achieve the LO 1, 2, 3, 4 and 5, you will be asked to write and submit a report which focuses on the developmentstrategy of a new brand. Using both brand management theoretical frameworks and secondary research, you will be asked to propose and justify the new brand development strategy and decisions. You will also be asked to launch the brand in an overseas market. This assessment will enable you to critically apply your brand management knowledge, use relevant secondary research to justify your brand ideas and arguments, comprehend the risks and benefits of launching a brand internationally and express your creativity in developing an imaginary brand.
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| Student Activity (Notional Equivalent Study Hours (NESH)) |
| Mode of activity | Learning & Teaching Activity | NESH (Study Hours) |
| Face To Face | Seminar | 36 |
| Independent Learning | Guided independent study | 164 |
| Total Study Hours | 200 |
| Expected Total Study Hours for Module | 200 |
| Assessment |
| Type of Assessment | Weighting % | LOs covered | Week due | Length in Hours/Words |
| Oral Presentation | 50 | 1,3,4 | 6 | HOURS= 00.00, WORDS= 0 |
| Report | 50 | 1,2,3,4,5 | 12 | HOURS= 00.00, WORDS= 2500 |
| Component 1 subtotal: | 50 | |
| Component 2 subtotal: | 50 | | | |
| Module subtotal: | 100 | | | |