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

For academic year: 2024/25 Last Updated: 26 April 2024

MAN-40126 - Branding
Coordinator: Rachel 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 2024/25

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2024/25


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.

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: 26 April 2024