Modules

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

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:

Upon completion of this module you will be able to

LO1: Critically review strategic brand management theories.

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
2024/5, 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:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 15 Contact Module Leader
Online Guided independent study 15 Contact Module Leader
Independent Learning Guided independent study 170 Contact Module Leader
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Essay 40 1-3 5 HOURS= 0, WORDS= 2500 Contact Module Leader
Report 60 1-5 12 HOURS= 0, WORDS= 3500 Contact Module Leader
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100
2024/5, Trimester 3, IN PERSON,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: IN PERSON
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Kyle Andrews
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 36 LECTURE
Online Guided independent study 164 Guided independent study
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Oral Presentation 50 1~2~3~4 Week 6 HOURS= 0 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 analysis verbally and enhance your communication and IT skills.
Report 50 1~2~3~4~5 Week 12 , WORDS= 2500 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.
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

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

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