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

For academic year: 2024/25 Last Updated: 23 April 2024

MAN-30050 - Brands and branding
Coordinator: Rachel Lee Tel: +44 1782 7 33112
Lecture Time: See Timetable...
Level: Level 6
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2024/25

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

MAN-10019 Marketing Principles


Barred Combinations

None

Description for 2024/25

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.

Aims
This module aims to introduce students to the concept of branding from both a consumer and organisational perspective. Students will explore the theoretical and practical principles and processes involved with branding, in order to help them develop an appreciation of the powerful role branding plays within society and the strategic implications of this for brand management practice.

Talis Aspire Reading List
Any reading lists will be provided by the start of the course.
http://lists.lib.keele.ac.uk/modules/man-30050/lists

Intended Learning Outcomes

explain and critically analyse brands and branding as a managerial process and assess the interplay of brands within the wider society: 1,2
evaluate and examine the influence of branding from a consumer perspective: 1,2
critically apply branding concepts and theories to develop ideas and strategies for strategic brand management: 2

Study hours

Lectures 12 hours
Tutorials 12 hours
Preparation for lectures 24 hours
Tutorial preparation 24 hours
Assignment preparation 40 hours
Private study 38 hours


School Rules

None

Description of Module Assessment

1: Reflective Diary weighted 30%
1000-word individual reflective blog
Students are to produce a 1000-word reflective blog that examines the role of branding in their day-to-day lives using relevant branding theory.

2: Report weighted 70%
2000-word individual report
Students are required to produce a report that critically analyses a brand of their choice to assess its current brand position and apply relevant concepts and theories to develop ideas and strategies for future strategic brand management.

Please note that for the 2022/23 Academic Year programmes may be adapted to operate in accordance with a flexible, digital approach. This means that there may be some changes made to how modules are delivered and assessed. The latest information will be provided to you by your School in module handbooks. We endeavour to give you as much notice as possible of any changes and details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/student-terms-and-conditions/

Last Updated: 23 April 2024