Core Module Information
Module title: Strategic Brand Management (Hong Kong)

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

Module code: MKT11903
Module leader: Kyle Andrews
School The Business School
Subject area group: Marketing
Prerequisites

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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 theories
LO2: Examine different foundations that are used to value brands
LO3: Formulate, evaluate and justify brand development decisions
LO4: Evaluate 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
2022/3, Trimester 1, FACE-TO-FACE,
VIEW FULL DETAILS
Occurrence: 002
Primary mode of delivery: FACE-TO-FACE
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Kyle Andrews
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
o Learning & teaching methods including their alignment to learning outcomes
The module is taught in number of lectures along with supporting tutorials, part of which are taken up in interactive activities, in this the local tutor will use local and Asian examples as well as Western ones.


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 and its accompanying strategy.
o Assessment
The course work comprises of an individual written course work in either essay or report format of 2000 to 2500 words and present 40% of the marks. This assessment will cover the first 3 learning out comes. The second assessment is a brand development plan of 3000/3500 words which will cover the 5 learning outcomes and present 60% of the marks.

o Research/teaching linkages

The module team will use own research input and short research papers are given as readings for the student. Student will also use secondary research in preparing for their assessments.


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 15
Online Guided independent study 15
Independent Learning Guided independent study 170
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 5 HOURS= 0, WORDS= 2500
Report 60 1-5 12 HOURS= 0, WORDS= 3500
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100
2022/3, Trimester 2, FACE-TO-FACE,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Kyle Andrews
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
o Learning & teaching methods including their alignment to learning outcomes
The module is taught in number of lectures along with supporting tutorials, part of which are taken up in interactive activities, in this the local tutor will use local and Asian examples as well as Western ones.


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 and its accompanying strategy.
o Assessment
The course work comprises of an individual written course work in either essay or report format of 2000 to 2500 words and present 40% of the marks. This assessment will cover the first 3 learning out comes. The second assessment is a brand development plan of 3000/3500 words which will cover the 5 learning outcomes and present 60% of the marks.

o Research/teaching linkages

The module team will use own research input and short research papers are given as readings for the student. Student will also use secondary research in preparing for their assessments.


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 15
Online Guided independent study 15
Independent Learning Guided independent study 170
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 40 1,2,3 5 , WORDS= 2500
Report 60 1,2,3,4,5 12 , WORDS= 3500
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100
2022/3, Trimester 3, FACE-TO-FACE,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Kyle Andrews
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 brand strategy 4) IT skills, you will be asked to record an individual presentation using Power Point presentation, write reports 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 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 them to express their critically analysis verbally effectively
and enhance their 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 your creativity in developing an imaginary brand.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 15
Face To Face Tutorial 15
Independent Learning Guided independent study 170
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 6 HOURS= 00.00
Report 50 1-5 12 , WORDS= 2500
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

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