BRAND MANAGEMENT

SHE Level 2
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M2N525475
Module Leader Ronnie Ballantyne
School Glasgow School for Business and Society
Subject Fashion Marketing
Trimester
  • A (September start)

Summary of Content

The aim of the module is to develop the student's theoretical knowledge and critical awareness of branding. It will develop an understanding of the importance of sustaining successful brands over time. The theoretical knowledge that underpins the module will be supplemented by case study material featuring well-known brands. Students will be encouraged to deconstruct brand components, analyse current issues faced by the featured brands, and suggest options for brand development. The brand presentation assessment will reinforce the student's presentational and communication skills, providing the opportunity to explore brands in a creative manner. Summary of PRME related issues: The module considers the way in which ethical brands will behave in a socially responsible way in terms of the brand image, brand messages, and brand experience that they communicate to consumers. The module considers how ideally senior management should develop a brand vision and mission that in some way enhances the lives of both customers and employees.

Syllabus

b7 What is Branding? b7 Why do Brands matter? b7 Can anything be Branded? b7 What is Brand Management? b7 Exploring the Relationship Between the Marketing Philosophy and Brand Management b7 Ethical issues of Brand Management b7 Branding and Consumer behaviour - Building Associations b7 Branding Challenges and Opportunities b7 Steps to Building a Strong Brand b7 Brand Positioning b7 Choosing Brand elements to build Brand value b7 Designing Branding Campaigns b7 Integrating Marketing Communications to Build Brand Value b7 Managing Brands Over Time

Learning Outcomes

On successful completion of this module students should be able to:1 Demonstrate an understanding of the Branding Concept2 Critically appraise the relationship between the Marketing Philosophy and Brand Management3 Explain the role and function of Brand Management4 Identify and demonstrate an understanding of the key decision making areas in Brand Management.5 Demonstrate a knowledge of emerging methods and philosophies of Brand Management6 Demonstrate an understanding of relevant ethical issues that relate to brand management

Teaching / Learning Strategy

The learning format of the course will consist of a series of lectures and seminars. There will be one lecture and one seminar per week. The weekly lectures will provide the theoretical basis for the concepts being studied, and the seminars will put the theory within context. Guest lecturers will also be employed to involve external experts who have direct industry experience of branding. The guest lecturers will add further value to the overall experience of the course by introducing a wealth of practitioner based industry knowledge and experience. Seminars will utilise articles and case studies that will encourage students to analyse and critically evaluate prominent brands. Seminars will require directed reading and preparation by students prior to the class. The online learning environment GCU Learn will also be utilized as part of the learning strategy. Group Presentations will be held from weeks 7-12 of trimester and individual reports are submitted at the end of semester Assessment feedback, both written and verbal will be provided for all assessments. This feedback will clearly illustrate where students have performed well and where improvement is required. In accordance with University regulations feedback will be made available to students no more than 3 weeks after submission.

Indicative Reading

Core Text Davis, J.A. (2010) Competitive Success: How Branding Adds Value, Wiley, London. Recommended Books and articles: Aaker, D. (2010) Building Strong Brands, Free Press, New York Aaker, D and Joachimsthaler, E. (2009), Brand Leadership, Free Press, London Brown, S (2016), Brands and Branding, Sage, London De Chernatony, L. (2010) From Brand Vision to Brand Evaluation, Butterworth Heinemann De Chernatony, L and McDonald, M. (2010) Creating Powerful Brands, Butterworth Heinman UK Edwards, H. (2007) Creating Passion Brands: Getting to the Heart of Branding, Kogan Page, London. Hines, T and Bruce, M (2007) Fashion Marketing - Contemporary Issues, Kapferer, J. N. (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thoughts, Kogan Page, London. Keller, K. L., Aperia, T. and Georgesom, M. (2012c) Strategic Brand Management: A European Perspective, Prentice Hall Pearson Education Online sources: Journal of Brand Management Journal of Marketing Marketing Week

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: b7 Ability to identify assumptions, evaluate statements in terms of evidence and apply the terms correctly. b7 Effective communication both oral and written skills b7 Use of information technology for communication, and presentation. b7 Effective self-management and self-awareness Effective team work.

Module Structure

Activity Total Hours
Assessment (FT) 40.00
Independent Learning (FT) 124.00
Lectures (FT) 24.00
Seminars (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 30.00 35% Individual Report - 1000 words
Course Work 02 n/a 70.00 35% Individual Report - 2000 words