BRAND MANAGEMENT

SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3N525215
Module Leader Brian Smith
School Glasgow School for Business and Society
Subject Management
Trimesters
  • A (September start)
  • B (January start)
  • C (May start)
  • A (September start)-B (January start)
  • B (January start)-C (May start)
  • C (May start)-A (September start)
  • S-C (May start)-A (September 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 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

The syllabus of the module will cover the following issues: -Exploring the relationship between the Marketing Philosophy and Brand Management -Brand associations and the consumer relationship -Branding Challenges and Opportunities -Steps to building a strong Brand -Brand Positioning, identity and equity -Choosing Brand elements to build Brand value -Integrating Marketing communications to build Brand value -Managing Brands over time future brand priorities

Learning Outcomes

On successful completion of this module, the student should be able to:1. Demonstrate an understanding of the Branding Concept in terms of destiny, distinction, culture and experiences.2. Explain the role and function of Brand Management, including brand building, brand portfolio and brand architecture.3. Identify and demonstrate an understanding of the key decision making areas in Brand Management.4. Critically evaluate the use of conventional Brand Management processes including brand identity and brand equity

Teaching / Learning Strategy

This work based module adopts a blended approach to learning which combines face to face contact and online learning via GCU's virtual learning environment, GCU Learn. The teaching and learning strategy encourages an active and self-directed approach to learning. In the context of a work based ethos, teaching and learning methods use real world and real work scenarios to promote action learning, inquiry based learning, problem based learning and peer learning. To this end learning will involve formal and informal strategies which place an emphasis on the integration of learning and work. Students will be expected to take a critical stance as they draw on academic theories and techniques in order to frame, analyse and solve actual work-based problems. 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. Learners will be supported during the module by the module team which includes module tutors, work based mentors and Academic Development Tutors. Module tutors act as facilitators and also determine the level and accuracy of knowledge acquisition at key points in the delivery. Additionally, input, when necessary, either directly or with the support of external experts will add to the authenticity, credibility and application of education and learning to the workplace. Work based mentors provide a full spectrum of workplace support; helping apprentices to identify relevant work activity that can operate as a source for work-integrated learning, advise on the development of work-based projects, provide feedback on the development of professional competence, and formatively comment on progress in achieving negotiated work-integrated learning objectives. Academic Development Tutors will provide support to help maximise potential in relation to academic writing, referencing and the development of effective study techniques. Both formative and summative assessment strategies will be adopted during the module. Formative assessment will be used not only to encourage knowledge of the subject, but also to help develop transferable skills. Summative assessments will provide evidence of the learning achieved throughout the module. Summative assessments are compulsory. A mark of 35% must be achieved for each summative assessment and an overall mark of 40% must be achieved in the module. Students will have access to ongoing academic support as they work through the module assessment activities, and staff will assist students to reflect on and evaluate achievement of the learning outcomes. The percentage of Work Based Learning for this module, as represented by the Independent Learning 'Activity Type' is 72%. Work Based Assessment will account for 20% with the remainder of 8% accounted for by Lectures and Seminars.

Indicative Reading

AAKER, D. 2010. Building strong brands: How the best brand managers build brand equity. Hamilton, N.Z: Summaries.Com. (Available as e-book from GCU Library) De CHERNATONY, L. McDonald, M. & WALLACE, E., 2011. Creating powerful brands. 4 th ed. Oxford: Butterworth-Heinemann. (Available as e-book from GCU Library) De CHERNATONY, L., 2010. From brand vision to brand evaluation: The strategic process of growing and strengthening brands. 3rd ed. Oxford: Elsevier; Butterworth-Heinemann. (Available as e-book from GCU Library) KAPFERER, J., 2008. The new strategic brand management: Creating and sustaining brand equity long term. 4 th ed. London: Kogan Page (Available as e-book from GCU Library) KELLER, K., 2013. Strategic brand management: Building, measuring, and managing brand equity. 4th ed. London: Pearson/Prentice Hall. (Available as e-book from GCU Library) RANDALL, G., 2007. Branding: A Practical Guide to Planning, Organising and Strategy, London: Kogan Page. (Available as e-book from GCU Library) Journal of Brand Management Journal of Marketing Other Marketing week Brand Strategy Brandweek

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 in seminars and outside of class in allocated groups. -Oral and written communication skills, negotiation skills and presentation skills -Group work when participating in the group work in seminars and outside of class in allocated groups. -Information technology skills will be developed through Internet searches and online communication. -Analytical, evaluative and creative problem solving will be developed throughout the module experience but especially through case studies, seminar debates. -Using Turnitin software to improve writing style.

Module Structure

Activity Total Hours
Assessment (FT) 40.00
Independent Learning (FT) 145.00
Lectures (FT) 15.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 100.00 40% A 3000-word essay in two parts - Part 1. Demonstrating knowledge of brand management theory. Part2 - the application of theory to improve brand value and equity in the client organisation (3000 words)