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:
Current from: 2021/2

Module Convenor: Dr Irute Karanicholas

Type of module:

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 team 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 skills and ability to work in teams.

Outline content:

  • Brand identity, image and personality 

  • Brand equity & brand value  

  • Brand strategy and positioning

  • Value proposition  

  • Brand communication

  • Experiential branding  

  • Brand extension, acquisition and portfolios 

  • Legal aspects in branding  

Brief description of teaching and learning methods:

Contact hours:
  Autumn Spring Summer
Lectures 20
Seminars 3
Demonstration 1
Guided independent study:      
    Wider reading (independent) 30
    Wider reading (directed) 30
    Exam revision/preparation 50
    Advance preparation for classes 20
    Preparation for tutorials 6
    Group study tasks 30
    Reflection 10
Total hours by term 0 200 0
Total hours for module 200

Summative Assessment Methods:
Method Percentage
Written exam 60
Oral assessment and presentation 40

Summative assessment- Examinations:

One 2-hour unseen written paper.

Summative assessment- Coursework and in-class tests:

Teams will be tasked with producing a presentation.

Team presentation to be submitted and presented in week 11 of Spring Term.

Overlong assignments will be processed according to the standard university policies.

Formative assessment methods:

Discussion/feedback during the tutorials and support for the team work

Penalties for late submission:

The Support Centres will apply the following penalties for work submitted late:

  • where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that 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.

Assessment requirements for a pass:
A minimum mark of 40%

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

Additional Costs (specified where applicable):

Last updated: 13 December 2021


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