MAN-40126 - Branding

Coordinator: Rachel S Lee Tel: +44 1782 7 33112

Lecture Time: See Timetable...

Level: Level 7

Credits: 15

Study Hours: 150

School Office: 01782 733094

Programme/Approved Electives for 2020/21

None

Available as a Free Standing Elective

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2020/21

Branding has become a topic of great interest to business, not just in its traditional area of consumer markets, but across business-to-business (B2B), services and online markets. The concept of branding is much more than advertising and logo design, it has profound implications for the organisation as a whole and its strategic direction. This module will develop relevant practical and employment skills in the area.

Aims

This module aims to deliver an understanding of the strategic nature of the brand and its relationship with consumers, society and organisations. It will encourage participants to critically examine the impact of brands and branding within global society and the digital age. 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.

Intended Learning Outcomes

critically evaluate the impact and value of the brand from a number of different stakeholder perspectives: 1,2
creatively develop innovative solutions to contemporary branding problems: 1,2
demonstrate systematic knowledge of branding theory based upon the selection, synthesis and analysis of relevant academic and other readings: 1,2

Study hours

12 hours of lectures and 12 hours of tutorials
50 hours of directed reading and class preparation
76 hours of independent study and preparation of assessments

School Rules

None

Description of Module Assessment

1: Presentation weighted 30%
Group presentation
In groups of around 4, students will prepare a presentation exploring a contemporary branding problem, which will be based on the selection, synthesis and analysis of relevant academic and other readings. This will be 15 minutes in length. Marking will be at the group level.

2: Report weighted 70%
Individual report
Students will produce a 2,500 word report related to their Assignment 1 contemporary branding problem. Students will consider this from a number of different stakeholder perspectives and apply branding theory to creatively develop innovative solutions.

MAN-40126 - Module Specification Keele Business School Faculty of Humanities and Social Sciences

MAN-40126 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences