Introductory description

This module will introduce students to the frameworks and concepts of branding and marketing communication

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Branding, Marketing Communications & Design Examines brand strategy through the concept of brand equity and examines models for measuring and managing this core area of marketing practice. It examines the strategic use of brands by organisations to differentiate from competition, to launch new brands and strengthen existing ones. Understand how design thinking can help innovate and create value for premium and heritage brands using the luxury and fashion sector as a case study. Critically evaluate the processes that lead to innovations in communication, branding and design. The topics of the ten weeks are:

1. Brand value chain, brand equity and types of brand
2. Sources of brand value creation, country of origin and brand authenticity framework
3. Understanding consumer responses to brand positioning and factors influence perceived brand value
4. Communication decision processes and intercultural communications
5. Brand building in the digital age and the role of connectivity and eWoM
6. Creativity, innovation and design thinking in creating brand value: a case of the luxury and fashion brands
7. Pathways to global brands and strategies to create global brands from emerging markets

Learning outcomes

By the end of the module, students should be able to:

• Demonstrate full understanding of the frameworks and concepts of branding, marketing communication and design thinking.
• Demonstrate understanding of the challenges of branding in a competitive and global environment and explores effective ways to develop global branding strategies.
• Demonstrate understanding of, and be able to respond to and lead change in the field of branding and marketing communication.
• Ground their new knowledge on branding and marketing communication within the base of their professional experience.
• Demonstrate strengths in analysing, synthesising and solving complex business problems.
• Challenge preconceptions and remove functional boundaries so as to handle complex situations holistically.
• Conduct research into business and marketing issues individually or as part of a team through research design, data collection, analysis and reporting.

Indicative reading list

1. Jan-Benedict Steenkamp (2017). Global Brand Strategy: World-wise Marketing in the Age of Branding. Palgrave Macmillan, Springer Nature.
2. Svend Hollensen (2017). Global Marketing: A Decision-oriented Approach, fifth edition. Financial Times Prentice Hall, an in print of Pearson.
3. The Luxury Strategy: Break the Rules of Strategy to Build Luxury Brands; JeanâNoel Kapferer and Vincent Bastien.

Subject specific skills

Appreciate the role of a brand and marketing communication manager to investigate strategic branding issues and marketing communication.
Demonstrate the skills of creating supoerior brand value for the organisation to gain differential competitive advantage.
Demonstrate knowledge and understanding of business innovation, creativity, enterprise development in the luxury sector.
Demonstrate creativity, critical evaluation and decision-making.
Demonstrate an ability to make strategic decisions based on recent developments in the field of branding and marketing.

Transferable skills

Use IT effectively;
Demonstrate effective oral and written communication of complex ideas and arguments;
Demonstrate effective time management, teamwork, and ability to continue to learn through reflection on practice and experience;
Recognise and address ethical dilemmas and corporate social responsibity issues.