SHE Level 5
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MMN523644
Module Leader Timothy Jackson
School School of Computing, Engineering and Built Environment
Subject GCU London
  • B (January start)
  • A (September start)

Summary of Content

The module provides students with a critical understanding of branding theory through an examination of key theoretical frameworks relevant to brand identity, personality, brand relationships and brand culture. In doing so, various sectors are explored including, for example fashion, luxury, travel and entertainment. Further to this, particular attention is given to building brand equity. This is achieved through developing the student's understanding of marketing communication theory and application of the marketing communications mix. In doing so, the module content serves to provide a critical understanding of how a brand may be marketed via digital communications and, in adititon, placed within the Global marketplace. As part of the module, students are provided with the opportunity to develop both real world problem solving, creative and entrpreneurial skills, and in so doing, construct a brand from inception to its delivery in the marketplace. A requirement is that students are to embed ethical and sustainable concepts as part of the identify of the brands they develop. To this end, students are encouraged to effectively apply concepts of responsibility leadership.


-360b7 Introduction to branding theory and concept of brand identity b7 Components of brand identity: physique, personality, culture, relationship, self image and self reflection b7 Embedding sustainability in brand identity b7 Building brand equity b7 Role, scope, theories and models of marketing communications The marketing communications mix : online and offline

Learning Outcomes

On successful completion of this module the student should be able to:-1. Exhibit and an understanding of branding theories, tools and frameworks from marketing literature, together with their practical application; 2. Effectively analyse real world problems and develop confidence in working with others;3. Obtain an understanding of marketing communications theory;4. Critically appraise the various elements of the marketing communications mix; 5. Understand the basic principles for creating and embedding ethical and sustainable business practices through branding and marketing communications activities;

Teaching / Learning Strategy

1 hour lecturer per week/2 hours seminar per week The module will be delivered via weekly lectures and seminars. Lectures provide the theoretical framework to analyse both branding and marketing communications. Lectures are augmented by seminars designed to provide an opportunity to crtically examine material delivered via lectures thereby faciliating the opportunity for students to gain a deepr understanding and contextualise learning. Directed learning is built into the module delivery designed to further enhance student knowledge and provide a richer learning experience. GCU Learn serves as a respository for learning materials including journal articles, on-line videos and selected book chapters. In addition, independent learning provides the opportunity for reflection.

Indicative Reading

Key Text Kapferer, J. N. (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thinking, London: Kogan Page Recommended Reading Belz, F.M., and Peattie, K., (2012), Sustainability Marketing: a global perspective: 2nd Edition. Wiley? Chaffey D & Ellis-Chadwick F (2012) Digital Marketing: Strategy, Implementation and Practice Egan J (20140) Marketing Communications, 2nd edition, Sage Publications Fill C (2013) Integrated Marketing Communications, 6th edition, Pearson Keller, K. L. (2012) Strategic Brand Management, Essex: Pearson Education.? Keller, K.L. (2008) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Pearson Education, Essex Young A (2014) Brand Media Strategy, 2nd edition, Palgrave MacMillan Journals Brand Strategy? European Journal of Marketing? International Journal of Marketing? International Journal of Retail & Distribution Management International Review of Retail, Distribution & Consumer Research Internet Research? Journal of Brand Management? Journal of Consumer Marketing? Journal of Interactive Marketing? Journal of Internet Marketing? Journal of Marketing? Journal of Marketing Intelligence and Planning? Journal of Marketing Research? Journal of Marketing Theory and Practice? Journal of Retailing and Consumer Services? Journal of Services Marketing? Journal of the Academy of Marketing Science

Transferrable Skills

Creativity, planning and time manageemnt, inter-cultural awareness, presentation skills, inter-personal and group working skills, research skills.

Module Structure

Activity Total Hours
Lectures 24.00
Seminars (FT) 12.00
Independent Learning 116.00
Tutorials (FT) 8.00
Assessment (FT) 40.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 60.00 45% Individual Brand Portfolio
Course Work 02 n/a 40.00 45% Indvidual Integrated Marketing Communications Plan