Core Module Information
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

There are no pre-requisites for this module to be added

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. Branding and sustainability

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

Full Details of Teaching and Assessment
2021/2, Trimester 2, FACE-TO-FACE, Edinburgh Napier University
VIEW FULL DETAILS
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 and
written communication skills, as you will be asked to express your critical thinking and analysis in the form of both individual presentation and 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 identification
of appropriate resources together with the extraction and synthesis of information will support the development of research skills.

Formative Assessment:
Formative feedback on assessments will be given throughout the
seminars.

Summative Assessment:
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 and
contrast the marketing mix adopted by both brands in relation to their branding strategy. The innovative assessment format will not only assess
your critical thinking but also enable you to effectively express your critical 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 development
strategy 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 their creativity in developing an imaginary brand.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Seminar 36
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200


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
2021/2, Trimester 2, Face-to-Face,
VIEW FULL DETAILS
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

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