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MAN-40047 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

For academic year: 2022/23 Last Updated: 19 January 2023

MAN-40047 - Branding
Coordinator: Caroline Miller Room: CBA2.016 Tel: +44 1782 7 33111
Lecture Time: See Timetable...
Level: Level 7
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2022/23

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2022/23

Branding has become a topic of high interest to businesses, not just in
its traditional area of consumer markets, but across B to B, Services,
Pharmaceutical, and other markets. The concept of branding is not only
concerned with advertising or logo design, it has profound implications
for the company as a whole and its strategic direction. Consumer goods are
a good starting point for exploring branding because it is in this arena
that branding concepts are most established, but their application to
other industries will also be discussed.

Aims
This module aims to develop an understanding of the strategic nature of the brand and its relationship with consumers, society and organisational stakeholders. It will encourage participants to critically examine the impact of brands and branding within global society. As such it will develop understanding of the concepts and theories behind branding and at the same time consider the challenges faced by brand managers at an operational and strategic level. The module will build upon the marketing management module and compliment the communications and contemporary issues in marketing core/ elective modules.

Talis Aspire Reading List
Any reading lists will be provided by the start of the course.
http://lists.lib.keele.ac.uk/modules/man-40047/lists

Intended Learning Outcomes

Critically evaluate the impact and value of the brand from a number of different stakeholder perspectives. will be achieved by assessments: 1,2
Creatively develop solutions to contemporary branding problems. will be achieved by assessments: 1,2
Demonstrate systematic knowledge of branding theory based upon the selection, synthesis and analysis of relevant academic and other readings. will be achieved by assessments: 1,2

Study hours

25 hours of lectures/workshops/tutorials
50 hours of directed reading and class preparation
75 hours of independent study and assignment preparation

School Rules

None

Description of Module Assessment

1: Essay weighted 50%
2000 word essay
The focus of the essay is on branding theory, based upon the selection, synthesis and analysis of relevant academic and other readings.

2: Exam weighted 50%
2 hr examination
Two unseen examination.

Please note that for the 2022/23 Academic Year programmes may be adapted to operate in accordance with a flexible, digital approach. This means that there may be some changes made to how modules are delivered and assessed. The latest information will be provided to you by your School in module handbooks. We endeavour to give you as much notice as possible of any changes and details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/student-terms-and-conditions/

Last Updated: 19 January 2023