Modules

Due to Covid-19 restrictions, learning and teaching activities on campus as described in the module descriptors are currently restricted. Learning and teaching will be enabled through a mixture of scheduled online activity where you will be able to engage with your tutor and classmates in real-time and unscheduled guided activity where you will be required to complete activities and tasks at a time which best suits you. Teaching will take place on campus, wherever possible, and where this is safe to happen.

Definitive information on module delivery during 2020/21 will be provided on Module Moodle Sites. For specific enquiries please contact the module leaders directly.

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 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

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:

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activity	Learning & Teaching Activity	NESH (Study Hours)
Face To Face	Lecture	36
Online	Centrally Timetabled (Digital) Exam	1
Independent Learning	Guided independent study	163
	Total Study Hours	200
	Expected Total Study Hours for Module	200

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:

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