MM274-Brand in Practice

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Spring term module
Non-modular pre-requisites:
Co-requisites: MM255 Marketing Management
Modules excluded:
Module version for: 2017/8

Module Convenor: Mrs Georgina Kilner


Summary module description:

Brands are some of the most valuable assets managed by companies today. Strong brands have a major influence on purchase decisions and help companies achieve sustainable competitive advantage. This module follows on from Marketing Management (MM255) and focuses on two key issues within Marketing: Branding and the preparation of a Branding orientated project. This Project provides students with an opportunity to apply concepts and tools acquired in MM255 and MM274 in a creative and challenging group task. Guidance for this task is provided through the term. The lectures explore and discuss theories and business practice related to building and managing strong brands.

To provide students with an in-depth understanding of theories and business practice concerning the management of brands and the process of building strong brands; to equip students with the skills and expertise necessary for them to apply this learning within real world scenarios.

Assessable learning outcomes:

By the end of the module students will be able to:

- Design and present a Branding orientated project for an existing product or service

-  Explain the role of brands in a broad economic and social context

- Illustrate the importance of brands and branding by firms within the marketplace

-  Discuss and appraise key branding techniques

- Apply key branding techniques to business practice

Additional outcomes:
The module is an opportunity for students to develop their presentation skills and their ability to work in groups. .

Outline content:

- How brands work

- Brand equity & brand value

- Brand marketing & positioning

- Brand extension

- Branding acquisition and portfolios

- Legal issues

- Project

Brief description of teaching and learning methods:
Lectures including discussion of cases
Tutorials: group work

Contact hours:
  Autumn Spring Summer
Lectures 20
Practicals classes and workshops 6
Guided independent study 174
Total hours by term 200.00
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Written exam 40
Project output other than dissertation 25
Oral assessment and presentation 35

Other information on summative assessment:

Students work in groups to produce a written report and an oral presentation.

Students will also engage with simulation/case study while working in groups and will provide mini presentation/discussion of the activity. 

Formative assessment methods:

Penalties for late submission:
The Module Convenor will apply the following penalties for work submitted late, in accordance with the University policy.

  • where the piece of work is submitted up to one calendar week after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for the piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

  • The University policy statement on penalties for late submission can be found at:
    You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

    Length of examination:

    1-1.5 hours for test.

    Requirements for a pass:
    A minimum mark of 40%

    Reassessment arrangements:
    By examination only, in August/September.

    Last updated: 6 November 2017

    Letter 'IPO.MODCAT1STKT' - Generation started at 06/Nov/2017 11:44:16.69.

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