MAN-40047 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

Programme/Approved Electives for 2020/21

Available as a Free Standing Elective

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2020/21

Branding has become a topic of high interest to businesses, not just in
its traditional area of consumer markets, but across B to B, Services,
Pharmaceutical, and other markets. The concept of branding is not only
concerned with advertising or logo design, it has profound implications
for the company as a whole and its strategic direction. Consumer goods are
a good starting point for exploring branding because it is in this arena
that branding concepts are most established, but their application to
other industries will also be discussed.

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.

Intended Learning Outcomes

Critically evaluate the impact and value of the brand from a number of different stakeholder perspectives. will be achieved by assessments: 1,2
Creatively develop solutions to contemporary branding problems. will be achieved by assessments: 1,2
Demonstrate 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

Study hours

25 hours of lectures/workshops/tutorials
50 hours of directed reading and class preparation
75 hours of independent study and assignment preparation

School Rules

None

Description of Module Assessment