Course Information Undergraduate prospectus

Brand Management

Course summary

Course code: MARK1227
Level: 4
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Klairoong Phairor

Specification

Pre and co requisites

None.

Aims

This course aims to:
• To define and subsequently champion the value of brands and branding - as strategic devices within the wider context of marketing, corporate strategy and consumer consumption
• Identify the relationship between consumers, organisations, and brands - and the cognitive processes used for decoding and interpreting brand values
• Develop an understanding of branded design and communications in a cultural context - exposing students to a multi-layered approach to integrated branded communications, through storytelling
• Develop an understanding and professional competence towards a strategic approach to the analysis and use of branding - establishing criteria for best management practice when developing and maintaining sustainable brands
• Synthesise different perspectives on communication processes derived from supporting social sciences disciplines

Learning outcomes

On completing this course successfully you will be able to:

1. Define and communicate the nature of brands and branding, their purpose, and organisational necessity – using technical terms, academic citations, commercial justifications and philosophical arguments
2. Deconstruct brands, branding activities and management approaches according to a selection of schools of thought
3. Audit a brand and its supporting strategic branding activities critically - synthesising academic conceptual theoretical frameworks and empirical data
4. Present findings using a selection of media in the form of a report and oral presentation – equally to an academic and practitioner audience
5. Problem-solve and generate ideas creatively through narratives.

Indicative content

• Introduction to branding schools of thought: definitions, progressions and critical perspectives
• Brand equity and brand valuations
• Brand identity, personality, aesthetics, commodification, packaging and design
• Brand architecture, strategic positioning, and extensions
• Brand stakeholders, relationships, communities, consumption, and reputation management
• Brand cultural management – units of nation, country of origin, society, organisation, employee, sub-cultures and tribes
• Brand integrated communications – through storytelling and mind-sharing

Teaching and learning activity

1 hour lecture and 1 hour seminar per week.

This course will be delivered through a series of lectures, seminars and tutorials. Activities and course material will be a blend of academic literature; trade press; case studies; role-playing activities; debates; discussion of current and contemporary developments in the field; assessment briefing; and feedback work-shops. In addition, students will be encouraged to problem solve creatively, in thought and practice - through practical exercises and in response to briefs. In light of this, the course attempts to offer a balance between the arts and sciences. There will be scope to attempt literary and cultural critiques; create brands and brand stories; and at the same time undertake research scientifically - using quantitative and qualitative methods.

This course has been designed to support students to develop practical and creative approaches to industry demands, grounded in academic principles. Many tutorials and seminars will be structured as workshop sessions, with students working in project teams to develop ideas and solutions to given scenarios. Industry professionals will contribute to the course through expert opinion, and where possible guest lectures and participation in workshops.

Assessment

Group Presentation - 30% weighting, 40% pass amrk, Learning Outcomes 2, 3 & 4. Outline Details - Brand Audit. 20 Minutes.
Individual Report - 70% weighting, 40% pass mark, learning outcomes 1& 5. Outline Details - Literature-based conceptual review, 2000 words.
There are no formative assessments per se, but tutorials will be dedicated to explaining assignments and to student Q&A.