MAN-30050 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

Programme/Approved Electives for 2024/25

Available as a Free Standing Elective

Co-requisites

None

Prerequisites

MAN-10019 Marketing Principles

Barred Combinations

None

Description for 2024/25

The module introduces students to the study of brands and branding, thus exploring the brand as concept and ideology on the one hand and managerial process on the other. From the perspective of the organisation, it explores brand building as a powerful and sustainable strategy, particularly as a pivotal tool in experiential marketing. From the perspective of the consumer, it explores the pervasive role of brands in culture and society, their impacts on our everyday lives. Emphasis is placed on the ability to critically appraise and apply branding theories from an organisational and consumer perspective. At the end of this module, students will understand the concept of the brand, its role in society, and be able to identify the strategic and managerial implications associated with the branding process.

This module aims to introduce students to the concept of branding from both a consumer and organisational perspective. Students will explore the theoretical and practical principles and processes involved with branding, in order to help them develop an appreciation of the powerful role branding plays within society and the strategic implications of this for brand management practice.

Intended Learning Outcomes

explain and critically analyse brands and branding as a managerial process and assess the interplay of brands within the wider society: 1,2
evaluate and examine the influence of branding from a consumer perspective: 1,2
critically apply branding concepts and theories to develop ideas and strategies for strategic brand management: 2

Study hours

Lectures 12 hours
Tutorials 12 hours
Preparation for lectures 24 hours
Tutorial preparation 24 hours
Assignment preparation 40 hours
Private study 38 hours

School Rules

None

Description of Module Assessment