MAN-30050 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

Programme/Approved Electives for 2021/22

Available as a Free Standing Elective

Co-requisites

None

Prerequisites

MAN-10019 Marketing Principles

Barred Combinations

None

Description for 2021/22

The module introduces students to the study of brands and branding, thus exploring the brand as a concept and ideology on the one hand and managerial process on the other. From the perspective of the organisation, it explores brand building as a powerful and sustainable strategy, particularly as a pivotal tool in experiential marketing. From the perspective of the consumer, it explores the pervasive role of brands in culture and society, their impacts on our everyday lives. Emphasis is placed on the ability to critically appraise theories of the brand and branding particularly in relation to recent critiques. At the end of this module, students will understand the concept of the brand, its role in society, and be able to identify the strategic and managerial implications associated with the branding process.

The module introduces students to the study of brands and branding, thus exploring the brand as concept and ideology on the one hand and managerial process on the other. From the perspective of the organisation, it explores brand building as a powerful and sustainable strategy, particularly as a pivotal tool in experiential marketing. From the perspective of the consumer, it explores the pervasive role of brands in culture and society, their impacts on our everyday lives. Emphasis is placed on the ability to critically appraise theories of the brand and branding particularly in relation to recent critiques. At the end of this module, students will understand the concept of the brand, its role in society, and be able to identify the strategic and managerial implications associated with the branding process.

Intended Learning Outcomes

explain and critically analyse brands and branding as a managerial process and assess the interplay of brands within the wider society: 1
research, analyse, evaluate and present information related to brands and branding from a wide range of sources, both academic and industry based: 1
critically evaluate the theory of marketing applications and apply it to practical examples: 1

Study hours

Lectures (12) hours
Seminars/Tutorials (12) hours
Lecture/seminar prep (24) hours
Assignment prep (50) hours
Private study (52) hours

School Rules

None

Description of Module Assessment