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:
Modules excluded:
Current from: 2020/1

Email: ruby.zhang@henley.ac.uk

Type of module:

Summary module description:

MMM137ÌýBranding exploresÌýand discussesÌýtheories and business practices related to building and managing strong brands. The moduleÌýin particular focusesÌýon how to manage brands in practice. The module deals with brands and discusses the following:ÌýÌý

• why brands are important;Ìý


• what brands represent to companies;Ìý


• what brands represent to customers;Ìý


• how strong brands drive superior financial results;Ìý


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

Ìý

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.Ìý

Assessable learning outcomes:

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

• Conduct brand audit to assess brand’s performanceÌý


• Design a sound branding project for an existing brandÌý


• Explain the role of brands in a broad economic and social contextÌý


• Discuss the importance of brands and branding to organisationsÌýÌý


• Appraise the impact of brands and branding to customersÌý


• Apply key marketing and branding techniques to manage brands effectivelyÌý

Additional outcomes:

The module is an opportunity for students to develop their communication skills, and their ability to work effectivelyÌýon branding projectsÌýindividually.Ìý

Outline content:

• Brand identity, image and personalityÌý


• Brand equity and brand valueÌý


• Brand strategy, positioning and communicationÌý


• Experiential brandingÌýÌý


• Brand extension and acquisitionÌý


• Legal issues in brandingÌý

Brief description of teaching and learning methods:

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

Students will work in groups to deliver a presentation for 15 minutes (in the last week of the module). It accounts for 40% of the total mark.

Students will produce an individual report of 2000 words, 10% leeway is allowed for the report (to be submitted two weeks after the module finishes). It accounts for 60% of the total mark.

Formative assessment methods:

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

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%Ìý

Reassessment arrangements:

ByÌýresubmitting theÌýindividualÌýwritten assignmentÌýinÌýMay/June.Ìý

Additional Costs (specified where applicable):

Last updated: 8 December 2020