MMM137-Branding

Module Provider: Marketing and Reputation
Number of credits: 10 [5 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:
Current from: 2018/9

Email: ruby.zhang@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;

•    how strong brands drive superior financial results;

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

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:

- Conduct brand audit to assess brand’s performance

- Design a sound branding 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 

- Appraise the impact of brands and branding to customers

- Apply key marketing and branding techniques to manage brands 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:

Brand identity, image & personality

Brand equity & brand value

Brand strategy, positioning & communication

Experiential branding 

Brand extension & acquisition

Legal issues in branding 

Brief description of teaching and learning methods:

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

Students will work in groups to produce a presentation (by week 26). The students will also produce an individual reflective report of 600 words, 10% leeway is allowed for the report (week 27).

Formative assessment methods:

Students will be exposed to formative assessment method(s) on this module, to help support preparation of the summative assessment(s).

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: 28 January 2019