SHE Level 5
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MMN523849
Module Leader n/a
School Glasgow School for Business and Society
Subject Fashion and Marketing
  • A (September start)
  • B (January start)

Pre-Requisite Knowledge


Summary of Content

The module explores the role of technology and the creative process in the development of brands. Focusing on the emergence and growth of virtual realities and e-communications, students will examine how the creation and delivery of a new brand concept through creative technologies represents a transformational shift in the entrepreneurship, commerce and professional practice of the contemporary marketer. Students will engage with a number of theoretical concepts as well as current technologies that will challenge and enhance their critical and creative competencies as well as professional skill sets. Through the synergy of theory, technology and professional practice, students will develop, present and virtually produce a new brand concept. The module then turns to the advanced analysis of the tools and operations of the e-Marketer. Established and evolving theories and constructs of e-campaign development, implementation and evaluation will be examined in the context of practice as a means to equipping students with the knowledge and practical design skills to take their brand concept to market.


-360b7 The evolution of brand identity b7 Brand physique on and off-line b7 Brand personality - real and augmented b7 Creating and maintaining brand relationships b7 Embedding brand culture and sustainability b7 Consumer reflection and self-image b7 E-Marketing tools b7 The e-marketing environment b7 Consumer issues and behaviour b7 Strategic planning b7 Digital media planning . Digital media evaluation

Learning Outcomes

On successful completion of this module, the student should be able to:1. Examine analytically and critique the key elements of brand identity within environmental and operational constraints 2. Reflect critically upon the use and integration of technologies for sustainable brand production3. Synthesise a range of specialised concepts, principles and models and apply these to the development of a digital brand portfolio, appropriate to the market sector and global brand concept4. Demonstrate a critical understanding of the conceptualisations of strategic e-Marketing and the emerging business models reflecting current practice5. Demonstrate an advanced understanding of a variety of e-marketing tools, their value and potential application6. Demonstrate an ability to apply a conceptual and theoretical understanding of strategic decision making to a virtual brand marketing campaign

Teaching / Learning Strategy

The module will be delivered in 36 lectures and seminars. In addition, 8 hours of tutor-led activities will be delivered using applied learning strategies. Theoretical concepts are delivered through the lecture programme. These concepts are further analysed, elaborated and applied in a series of intensive seminars which encourage students to actively participate, work in teams and present ideas. The module also incorporates a series of practicals designed to provide students the knowledge, skills and ability to utilise relevant digital technologies. All class activity requires prior directed reading and preparation. The module promotes independent learning in both class and assessment activities. Assessments are designed to promote reflection, analyse real-life situations and require students to apply ethical and sustainable business thinking and professional skills to present solutions to problems and challenges. Students will utilise digital and creative technologies to create real-life virtual brands and campaigns. The assessment process is supported with custom made assessment workshops created in association with the Learning Development Centre. Both academic and industry speakers are utilised to enhance the teaching and learning strategy, supporting a contemporary, challenging and industry-relevant curriculum. In facilitating full and blended-modes of delivery, this module will be delivered using a Virtual Learning Environment as the principal support for learning. This VLE will support lecture content and allow students to access their contextualised video-podcast, core PDF readings and interactive discussions. Additionally this resource will site a technological HUB whereby students will be able to access a series of podcasted technological tutorials along with recorded guest speakers. All content will be embedded through a clinic programme administered by field-specific tutors. Recorded interviews and audio-visual materials will be utilised to enhance the student learning experience . GSBS will continue to use the advancement of GCU Learn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCU Learn enabled and with the support of the Learning Technologists at the cutting edge of development of online materials. Academic staff and the Learning Technologists will continue to work together to develop and operate all modules on GCULearn to ensure student support and information sharing.

Indicative Reading

Recommended Texts Kapferer, J. N. (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thinking, London: Kogan Page. 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. Texts Belz, F.M., and Peattie, K., (2012), Sustainability Marketing: a global perspective: 2 nd Edition. Wiley Bruce. M & Bessant, P. (2011) Design in business: strategic innovation through design, London: Financial Times/Prentice Hall. Bruce. M. (2002) Design in business: strategic innovation through design. London: Financial Times. Bryce, M (2007) Viral Marketing: Potential & Pitfalls, Saarbruuken: VDM Verlag. Bryman, A. (2004) The Disneyization of Society, London: Sage. Chaffey D. & Smith P.R. (2012) eMarketing excellence: planning and optimizing your digital marketing, 4 th edition, routledge Chaffey, D (2009) E-Business and E-Commerce Management: Strategy, Implementation and Practice, Prentice Hall Chaffey, D. & Smith P.R. (2012) eMarketing excellence: planning and optimizing your digital marketing, 4 th edition ,Routledge. Chaffey, D., & Ellis-Chadwick, F. (2012) Digital Marketing, Strategy, Implementation and Practice, 5 th Edition, Cambridge: Pearson. Chaffey, D., Ellis-Chadwick, F., Mayer, R. & Johnston, K., Internet Marketing, (2009) 4th Edition, Prentice Hall, UK Close A.G. (2012) Online Consumer Behaviour: Theory and Research in Social Media, Advertising and E-tail, London and New York: Routledge. Dann, S. & Dann, S. (2011) eMarketing Theory and Application, New York: Palgrave MacMillan. De Chernatony, L. (2010) From Brand Vision to Brand Evaluation: The strategic process of growing and strengthening brands, Oxford: Butterworth-Heinemann. de Chernatony, L., McDonald, M. & Wallace, E (2010) Creating Powerful Brands, Oxford: Butterworth-Heinemann. Egan, A, (2009) Initial Lust: The Key to Visual Communication and Brand Marketing (Romancing the Customer),Word4Word. Fagerberg, Jan.,Mowery, David. and Nelson, Richard (eds) (2009) The Oxford Handbook of Innovation, Oxford University Press Fisher-Buttinger, C. & Vallester, C. (2008) Connective Branding, Chichester: John Wiley & Sons. Guss, D. (2000) The Festive State: Race, Ethnicity and Nationalism as Cultural Performance, Berkeley: University of California Press. Hallam J. (2012) The Social Media Manifesto, New York: Palgrave MacMillan. J. & Frost, R. (2008), E-Marketing, Strauss, 5th Edition, Pearson International Edition Jensen, R. & Aaltonen, M. (2013) The Renaissance Society: How the Shift from Dream Society to the Age of Individual Control will Change the Way You Do Business, New York: McGraw-Hill. Jensen, R. (2008) Dream Society Realized, New York: McGraw-Hill. Levinson, J.C., Meverson, M., and Scarborough, M.E., (2008) Guerrilla Marketing on the Internet, Entrepreneur Press. Martin, R. (2010) The Design of Business: Why Design Thinking is the Next Competitive Advantage, New York, Mihnea Moldoveanu. McRobbie, A. (2005) The Uses of Cultural Studies. London, Sage Orwig, C (2008) Adobe Photoshop CS4 How -Tos, Adobe Publishing Limited England Phillips, P and Young, D (2008) PR in Practice: Online Public Relations, Kogan Page Pine, J. and Gilmore, J. (2011) The Experience Economy, Harvard Business School Press Rivis (2009) E-Mail Marketing Dynamite, Strategic Web Profits. Sandee Adobe Creative Team (2010) Adobe Photoshop CS5 Classroom in a Book (Classroom in a Book, Schmitt, B (2000) Experiential Marketing, Free Press. Schumann & Thorson (2012) Internet Advertising, London and New York: Routledge. Sterne, J, Burby, J, Atchison,S (2007) Actionable Web Analytics: Using Data to make smart business decisions, John Wiley & Sons Strauss, J. & Frost, R. (2011) E-Marketing, 6th Edition, New Jersey: Prentice Hall. Trott, Paul. (2011) Innovation Management and New Product Development, 5th Edition, New Jersey: Prentice Hall. Web Resources www.npd-solution www.ukonlineforbusiness Journals Brand Strategy European Journal of Marketing Internal 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 Product and Brand Management Journal of Retailing and Consumer Services Journal of Services Marketing Journal of the Academy of Marketing Science Other sources: 'Quality Press' including: The Guardian, The Telegraph and Financial Times Trade publications including: Admap, Campaign, Interactive Marketing News, PR Week, Marketing Week, Media Week

Transferrable Skills

-360b7Cognitive and intellectual skills including critical thinking, self-reflection, creativity and ethical problem-solving b7Presentation skills: written communication in a variety of formats; visual communication and oral presentational skills. b7Planning and time-management; organising and planning work; self-management and independent working b7Inter-cultural awareness: understanding different perspectives, multi-cultural sensitivity and appreciation and development of a global mindset b7Inter-personal and group working skills including questioning and listening, influencing and persuading, advising others and giving feedback. Research skills: information retrieval and collection; data analysis and synthesis

Module Structure

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

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 02 n/a 50.00 45% Individual Report (Week 15)
Course Work 01 n/a 50.00 45% Group Project (Week 7)