Module Details

Module Code: MRKT B7022
Full Title: Branding and Customer Relationship Management
Valid From:: Semester 1 - 2019/20 ( June 2019 )
Language of Instruction:English
Duration: 1 Semester
Credits:: 5
Module Owner:: John Sisk
Departments: Unknown
Module Description: Branding and Customer Relationship Management (CRM) are now central activities in the context of business success. This module presents learners with an understanding of the essential theories of how organisations activate Customer Engagement tactics and strategies in order to build the "brand-story".
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Present, discuss and evaluate in a clear, logical, articulate and professional manner issues of interest in this module as demonstrated by the instructor.
MLO2 Demonstrate his/her ability to work in a team situation in a professional manner. He/she will further be expected to demonstrate his/her ability to take independent responsibility for actions, and decisions.
MLO3 Discuss the relevance of Branding and CRM activity in a contemporary enterprise at national and global level.
MLO4 Clarify how successful Branding & CRM activity manifests itself
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
 
Module Indicative Content
Introduction to Branding & CRM
The nature of Branding & CRM. The background and the factors that influence its relevance today.
Characteristics of Customer Relationship Management
What is CRM, and why is it so important to the activity of a contemporary enterprise. Its domestic and global relevance. The important CRM models are introduce and discussed.
Characteristics of Branding
What is this all about, why should we be interested in branding, why is it so often misunderstood and hence misused as a core business communication and development tool. The important branding models are introduced and discussed.
Planning and implementing a Branding & CRM strategy
What works well, and why plans fail to achieve what they set out to do. A review of success and failure in the marketplace.
Ethics
How far can an enterprise go in terms of developing its Branding & CRM communication activities. Who monitors standards. Examples of what is acceptable and unacceptable practice.
Material to be used in this module
The context in which Branding & CRM activity take place is moving very fast in terms of what works and what does not work. With this in mind this module has a focus upon offering learners not only the theoretical support ( available paradigms et cetera ) associated with this area of study, but will also ensure that learners access all available contemporary material-social media sites of relevance, new and traditional electronic media, are just some of the sources to be used as reference points.
Module Assessment
Assessment Breakdown%
Course Work50.00%
Final Examination50.00%
Module Special Regulation
 

Assessments

Full-time

Course Work
Assessment Type Class Test % of Total Mark 25
Marks Out Of 100 Pass Mark 40
Timing S1 Week 4 Learning Outcome 2
Duration in minutes 50
Assessment Description
This takes the form of an in-class assessment designed to show a student the extent of his/her awareness of and progress within the module
No Project
Practical
Assessment Type Practical/Skills Evaluation % of Total Mark 25
Marks Out Of 100 Pass Mark 40
Timing S1 Week 8 Learning Outcome 1,3
Duration in minutes 50
Assessment Description
Students are required to prepare a short paper on a given topic relevant to this module and present this for assessment and class discussion
Final Examination
Assessment Type Formal Exam % of Total Mark 50
Marks Out Of 100 Pass Mark 40
Timing End-of-Semester Learning Outcome 4
Duration in minutes 120
Assessment Description
End of semester examination assesses all knowledge gleaned by the student innthis module

Part-time

Course Work
Assessment Type Class Test % of Total Mark 25
Marks Out Of 100 Pass Mark 40
Timing S1 Week 4 Learning Outcome 2
Duration in minutes 50
Assessment Description
This takes the form of an in-class assessment designed to show a student the extent of his/her awareness of and progress within the module
Assessment Type Performance Evaluation % of Total Mark 25
Marks Out Of 100 Pass Mark 40
Timing S1 Week 8 Learning Outcome 1,3
Duration in minutes 50
Assessment Description
Students are required to prepare a short paper on a given topic relevant to this module and present this for assessment and class discussion
No Project
No Practical
Final Examination
Assessment Type Formal Exam % of Total Mark 50
Marks Out Of 100 Pass Mark 40
Timing End-of-Semester Learning Outcome 1,2,3,4
Duration in minutes 120
Assessment Description
End of semester examination assesses all knowledge gleaned by the student innthis module
Reassessment Requirement
A repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

DKIT reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecturer-Supervised Learning (Contact) Contact Learners are introduced to relevant material and have the opportunity to interact with their lecturer for insight and clarification. Every Week 3.00 3
Online (Contact) Contact Given the nature of this degree programme, learners are required to maintain on-line contact with team members. Such on-line contact will include accessing reading materials, uploading materials to the VLE being used and project management activities., Every Week 3.00 3
Independent Study Non Contact Learners are required to update themselves on the material covered in this module and to keep abreast of contemporary activity in the field of Branding & CRM Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 6.00
Workload: Part-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Learners are introduced to relevant material and have the opportunity to interact with their lecturer for insight and clarification. Every Week 2.00 2
Directed Reading Non Contact Given the nature of this degree programme, learners are required to maintain on-line contact with team members. Such on-line contact will include accessing reading materials, uploading materials to the VLE being used and project management activities., Every Week 2.00 2
Independent Study Non Contact Learners are required to update themselves on the material covered in this module and to keep abreast of contemporary activity in the field of Branding & CRM Every Week 5.00 5
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Supplementary Book Resources
  • Michael Heppell. (2015), Five Star Service: How to deliver exceptional customer service, 3rd Edition, Pearson, UK.
  • Larry Light Joan Kiddon. (2016), Six Rules of Brand Revitalization, Second Edition: Learn the Most Common Branding Mistakes and How to Avoid Them, 2nd Edition.
Recommended Article/Paper Resources
  • Relavant material available on digital platforms. Extensive use will be made of contemporary material available via podcasts, and other relavant sources in a n effort to inform learners of contemporary issues of interest.
This module does not have any other resources