APPLIED BRAND MANAGEMENT

SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3N123689
Module Leader Ronnie Ballantyne
School School for Work Based Education
Subject SCWBE
Trimesters
  • A (September start)
  • B (January start)
  • C (May start)

Summary of Content

The aim of the module is to develop the student's theoretical knowledge and critical awareness of branding and the process involved in building and managing successful brands. Initially, it will develop student's analytical and evaluative skills through the examination of the relationship between the marketing philosophy and brand management. Additionally, through the explanation of consumer behaviour and the consumer marketplace, the module will develop an understanding of the importance of sustaining successful brand over time. A theoretical foundation of branding will act as a basis for the examination of the practical issues involved in brand management. Students will be encouraged to deconstruct brand components, analyse current issues faced by brands, and suggest options for brand development. Furthermore, a strategic perspective is taken to positioning, identifying sources of competitive advantage and brand planning.

Syllabus

-424 Exploring the relationship between the Marketing Philosophy and Brand Management Branding and Consumer behaviour - building associations Branding Challenges and Opportunities Steps to building a strong Brand Brand Positioning Choosing Brand elements to build Brand value Designing Branding campaigns Integrating Marketing communications to build Brand value Managing Brands overtime future brand priorities

Learning Outcomes

On successful completion of this module, the student 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. Critically evaluate the use of conventional Brand Management processes.6. Demonstrate a knowledge of emerging methods and philosophies of Brand Management

Teaching / Learning Strategy

Students will be expected to draw on academic theories and techniques in order to frame, analyse and solve actual work-based problems. To this end learning will involve not only formal but informal learning strategies and assessment. This module particularly emphasises the integration of learning and work e.g. the student's assessment may involve them in conducting actual work based analysis and decision making within a work context. The module utilises an interactive lecture programme where students are encouraged to participate and contribute. Students are required to undertake a programme of specified reading for independent learning, and reflect upon managerial practices within the workplace. The teaching and skills development programme will be supported via GCU Learn, which will also enhance the students' ability to utilise e-communication.

Indicative Reading

Aaker, D. (2002) Building Strong Brands, Free Press, New York. De Chernatony, L. (2011) Creating Powerful Brands, 4 th edition, Butterworth-Heinemann, Oxford. De Chernatony, L (2010) 3 rd Ed From Brand Vision to Brand Evaluation; The Strategic Process of Growing and Strengthening Brands. Oxford Kapferer, J. N. (2008) New Strategic Brand Management: Creating and Sustaining Long Term Brand Equity, Kogan Page, London. Keller, K.L. et al. (2012) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 2 nd edit. Pearson Education, Essex. Lusch, et al (2011) Introduction to Retailing, 7 th Edition, South Western, Cengagr Learning, US Randall, G. (2007) Branding; A Practical Guide to Planning, Organising and Strategy, Kogan page, London.

Transferrable Skills

Self-management: self-motivation, time management and critical self-reflection and evaluation of personal performance. Interpersonal Skills: an ability to work collaboratively and constructively with others on a complex group assignment. Communication skills, negotiation skills and presentation skills when participating in the group work and group presentation Peer assessment: skills in giving and receiving constructive feedback. Research skills: data gathering using secondary methods, and data analysis. C & IT skills: engaging in a virtual learning environment; using MS Powerpoint and MS Word packages for presentations and report writing; accessing and using industry databases such as FAME, MINTEL, KEYNOTE. Using Refworks software to develop referencing skills, and Turnitin software to improve writing style.

Module Structure

Activity Total Hours
Independent Learning (PT) 145.00
Lectures (PT) 3.00
Seminars (PT) 12.00
Assessment (PT) 40.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 0.00 100.00 40% An individual essay of 3000 words in answer to a question posed around a linked theory/work based brand management topic