Programme/Approved Electives for 2022/23
None
Available as a Free Standing Elective
No
Branding has become a topic of high interest to businesses, not just inits traditional area of consumer markets, but across B to B, Services,Pharmaceutical, and other markets. The concept of branding is not onlyconcerned with advertising or logo design, it has profound implicationsfor the company as a whole and its strategic direction. Consumer goods area good starting point for exploring branding because it is in this arenathat branding concepts are most established, but their application toother industries will also be discussed.
Aims
This module aims to develop an understanding of the strategic nature of the brand and its relationship with consumers, society and organisational stakeholders. It will encourage participants to critically examine the impact of brands and branding within global society. As such it will develop understanding of the concepts and theories behind branding and at the same time consider the challenges faced by brand managers at an operational and strategic level. The module will build upon the marketing management module and compliment the communications and contemporary issues in marketing core/ elective modules.
Talis Aspire Reading ListAny reading lists will be provided by the start of the course.http://lists.lib.keele.ac.uk/modules/man-40047/lists
Intended Learning Outcomes
Critically evaluate the impact and value of the brand from a number of different stakeholder perspectives. will be achieved by assessments: 1,2Creatively develop solutions to contemporary branding problems. will be achieved by assessments: 1,2Demonstrate systematic knowledge of branding theory based upon the selection, synthesis and analysis of relevant academic and other readings. will be achieved by assessments: 1,2
25 hours of lectures/workshops/tutorials50 hours of directed reading and class preparation75 hours of independent study and assignment preparation
Description of Module Assessment
1: Essay weighted 50%2000 word essayThe focus of the essay is on branding theory, based upon the selection, synthesis and analysis of relevant academic and other readings.
2: Exam weighted 50%2 hr examinationTwo unseen examination.