To provide critical insight into the role of brand and branding in business and marketing products and services to customers.
The aim of this Module is to provide the student with : an understanding of how brands and branding impact on the competitive position of businesses.
By the end of this module the student should be able to:
1. Critically evaluate brand and branding in terms of the application and appropriateness to marketing efforts.
2. Develop branding solutions for a specified marketing problem.
1 Managing the brand and branding
The influences and issues involved in developing and implementing branding strategies in local, national and international contexts.
2 Marketing and the brand
The role of branding in marketing strategy, examining theories and approaches to ensure a positive correlation between brand development, maintenance and profitability.
3 The brand campaign
Planning brand campaigns, considering influencing factors, communications, budget, media selection, scheduling, creativity, monitoring and evaluation.
4 Decision making in branding strategies
Understanding the nature, scope and contribution of branding decisions and the criteria for, and problems with selecting appropriate strategies.
Statement on Teaching, Learning and Assessment
Students will be engaged in enquiry and real-world business problems, individually and in groups, for at least 60% of their contact time, and that enquiry process will increasingly drive their independent access to the information they work with.
Teaching and Learning Work Loads
|Supervised Practical Activity||14|
|Unsupervised Practical Activity||0|
Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.
We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2019/20 , and may be subject to change for future years.