Branding Strategy

Module Details

Module Code: n/a
Full Title: Branding Strategy
Valid From:: Semester 1 - 2023/24 ( September 2023 )
Language of Instruction:English
Duration: 1 Semester
Credits:: 5
Module Owner:: Shane Hill
Departments: Management & Financial Studies
Module Description: Brands may very well represent the most important asset a firm has and are therefore crucial to creating lasting value. This module has a focus upon the management of brands, including evaluating, developing and building brands, and measuring brand performance and the impact of digital media on brands both domestically and internationally. How to manage brand meaning and value and develop brand strategies across markets. Close attention will be paid to the role customers and other stakeholders play in creating brand meaning and value.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Comprehensively appreciate and be capable of evaluating the relevance of the various models associated with brand management and development at the strategic level.
MLO2 Demonstrate an ability to work in a team situation within strict time constraints, whilst focusing upon specific tasks and taking independent responsibility for actions, and decisions.
MLO3 Present, discuss and evaluate in a clear, logical, articulate and professional manner issues of interest in this module.
MLO4 Possess an in-depth awareness of the important theories surrounding the field of strategic branding
MLO5 Evaluate contemporary issues ( domestic and global) pertaining to this field of activity
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 & History of Branding
Development of the brand concept from early times to contemporary settings. The latest commercial and academic thinking. Learners will be exposed to a variety of business enterprises ( domestic and international. The nature and critical importance of branding and brand strategy.
Building The Brand
The process and contents of brand creation, development and monitoring. The management of brands. Evaluating, developing and building brands, measuring brand performance and the impact of digital media on brands. Managing brand meaning and value and developing brand strategies across a variety of business sectors. The role customers and other stakeholders play in creating brand meaning and value. The critical and growing relevance of relationship building in the context of connecting with your customer base. Creating the Vision. Developing a Culture to support the Brand. Setting Objectives. Auditing the Brandsphere. Implementing and Resourcing Brand activities. Evaluating Brand Strategy
Contemporary Trends
What is new, will brands continue to be important...what will/can change the current status.
Module Assessment
Assessment Breakdown%
Course Work60.00%
Final Examination40.00%
Module Special Regulation
 

Assessments

Full-time

Course Work
Assessment Type Portfolio % of Total Mark 30
Marks Out Of 100 Pass Mark 40
Timing S1 Week 8 Learning Outcome 1,2,3
Duration in minutes 0
Assessment Description
Learners evaluate the branding strategy of an identified business entity and/or sector. Working to an agreed brief, team members will collectively decide and defend alternative courses of action with regards a to branding strategy.
Assessment Type Written Report % of Total Mark 30
Marks Out Of 100 Pass Mark 40
Timing S1 Week 11 Learning Outcome 1,3
Duration in minutes 0
Assessment Description
This aspect of assessment entails the learner on an individual basis, preparing a short paper ( 2,500 word) on an aspect of branding strategy of his/her interest. Learners are required to prepare a short brief for consideration by the lecturer after which s/he is free to proceed
No Project
No Practical
Final Examination
Assessment Type Formal Exam % of Total Mark 40
Marks Out Of 100 Pass Mark 100
Timing End-of-Semester Learning Outcome 1,4
Duration in minutes 120
Assessment Description
This end of semester formal examination will assess the learners capacity to present in a structured manner, his/her understanding of the traditional and developing theories associated with branding at a strategic level.

Part-time

Course Work
Assessment Type Portfolio % of Total Mark 30
Marks Out Of 100 Pass Mark 40
Timing S1 Week 8 Learning Outcome 1,2,3
Duration in minutes 0
Assessment Description
Learners evaluate the branding strategy of an identified business entity and/or sector. Working to an agreed brief, team members will collectively decide and defend alternative courses of action with regards a to branding strategy.
Assessment Type Written Report % of Total Mark 30
Marks Out Of 100 Pass Mark 40
Timing S1 Week 11 Learning Outcome 1,3
Duration in minutes 0
Assessment Description
This aspect of assessment entails the learner on an individual basis, preparing a short paper ( 2,500 word) on an aspect of branding strategy of his/her interest. Learners are required to prepare a short brief for consideration by the lecturer after which s/he is free to proceed
No Project
No Practical
Final Examination
Assessment Type Formal Exam % of Total Mark 40
Marks Out Of 100 Pass Mark 40
Timing End-of-Semester Learning Outcome 1,4
Duration in minutes 120
Assessment Description
This end of semester formal examination will assess the learners capacity to present in a structured manner, his/her understanding of the traditional and developing theories associated with branding at a strategic level.
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
Lecture Contact Using the flipped classroom approach, learners are required to prepare material in advance, using available VLE support. The lecture session is thus used to progress discussion on a given topic. This is facilitated through the use of the available VLE where learners have access to support material from a wide spectrum of sources. Every Week 3.00 3
Independent Study Non Contact Learners will be given the opportunity to hear from practitioners in the field and will prepare briefs based upon these encounters. Learners will be expected to prepare in advance for these presentations by familiarising themselves with the relevant business enterprise/sector Every Week 3.00 3
Directed Reading Non Contact Learners will keep themselves informed of important trends ib the field of study by accessing reading materials as directed throughout the module. Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Learners are required to prepare material in advance, using available VLE support. The lecture session is thus used to progress discussion on a given topic ( flipped classroom concept) Every Week 2.00 2
Independent Study Non Contact Learners will be given the opportunity to hear from practitioners in the field and will prepare briefs based upon these encounters. Learners will be expected to prepare in advance for these presentations by familiarising themselves with the relevant business enterprise/sector Every Week 3.00 3
Directed Reading Non Contact Learners will keep themselves informed of important trends ib the field of study by accessing reading materials as directed throughout the module. Every Week 4.00 4
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Myriam Sidibe. (2020), Brands on a Mission, Routledge, p.208, [ISBN: 9780367428334].
Supplementary Book Resources
  • Leslie De Chernatony. (2006), Checking... From brand vision to brand evaluation : the strategic process of growing and strengthening brand, 2. Butterworth-Heinemann, 2006, Oxford :.
  • Kompella. (2014), The Definitive Book on Branding, SAGE, USA.
  • Adam Morgan,. (1999), Eating the Big Fish: How Challenger Brands Can Compete Against Brand) old but still very good., Wiley Publishing, USA, [ISBN: 978-0-471-242].
  • Michela Addis. (2020), Engaging Brands, Routledge, p.276, [ISBN: 9781138587014].
This module does not have any article/paper resources
Other Resources
  • Seminal reading and other sources., Given the nature of the material in the module the widest possible spectrum of resources will be used to provide learners with a work-reday familiarity with Branding and how it adds value to an enterprise.
  • Seminal reading and other sources, Journal of Long Range Planning. Journal of Long Range Planning.
  • Seminal reading and other sources, European Journal of Marketing.
  • Seminal reading and other sources, Journal of Consumer Marketing.
  • Website, www.brandchannel.com.
  • Website, www.researchandmarkets.com.
  • Website, www.interbrand.com/.
  • VLE, Extensive use is made of available technology to enable a rich learning experience..
  • Other material, All relevant social media platforms used to follow and capture developing trends..