MMM130-Branding

Module Provider: Henley Business School
Number of credits: 20 [10 ECTS credits]
Level:7
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites: MMM043 Principles of Marketing and MMM059 Market Research
Modules excluded:
Module version for: 2017/8

Email: irute.daukseviciute@henley.ac.uk

Type of module:

Summary module description:

Branding is a fascinating topic that receives much attention in the popular press. The lectures explore and discuss theories and business practices related to building and managing strong brands. The module in particular focuses on how to manage brands in practice. The module deals with brands and discusses the following: 

•    why brands are important;

•    what brands represent to companies;

•    what brands represent to customers and how they may help live their lives;

•    how strong brands drive superior financial results;

•    what organisations should do to manage their brands efficiently and effectively etc.

This module follows on from Principles of Marketing (MMM043) 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 MMM043 and MMM059 in a creative and challenging task including both in group and individually. Guidance for this task is provided through the term. 

Aims:

To provide students with an in-depth understanding of theories and business practice concerning the management of brands with the focus on 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 a sound branding orientated project for an existing brand

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

- Discuss the importance of brands and branding to organisations within the marketplace

- Appraise the impact of brands and branding to customers

- Conduct brand audit to assess brand’s performance

- Apply key marketing and branding techniques in order to manage brands efficiently and effectively

Additional outcomes:

The module is an opportunity for students to develop their presentation, communication skills, their ability to work effectively in groups and individually.

Outline content:

How brands work

Brand equity & brand value

Brand strategy

Brand positioning 

Brand marketing programmes & communication

Brand extension 

Brand acquisition and portfolios 

Legal issues 

Sustainable branding

Project

Brief description of teaching and learning methods:

Interactive lectures including discussion of cases

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

Students will work in groups to produce an oral presentation. Students will also engage with simulation game/case study while working in small groups. Also, the students will produce an individual report of 600-800 words to further develop their branding oriented project.

Formative assessment methods:

Students will receive feedback on different occasions, including during their presentations and in class.

Penalties for late submission:
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information: http://www.reading.ac.uk/internal/exams/student/exa-guidePG.aspx

Assessment requirements for a pass:

A minimum mark of 50%

Reassessment arrangements:

By individual project only, in May/June.

Additional Costs (specified where applicable):

Last updated: 17 January 2018