IB9FX-15 Branding and Marketing Communications
Introductory description
This module will introduce students to the frameworks and concepts of branding and marketing communication. It is designed to provide students with the latest understanding of branding issues and the necessary skills in making strategic decisions based on a global perspective. It will allow students to explore and master marketing approaches in a global environment with emphasis on strategies for brand building and communication. Students will gain practical skills in the development of brand and marketing communications and learn ways to develop global branding and communication strategies.
Module aims
The aims of this module are for students to:
Understand different types of brand and the needs they satisfy.
Evaluate and manage brand value and brand equity.
Investigate the strategic use of brands by organisations to differentiate from competition, to launch new brands and strengthen existing ones.
Critically evaluate the processes that lead to innovations in communication and branding.
Develop specific skills and knowledge sets in the field of branding and marketing communication.
Apply advanced techniques and concepts to solve business problems
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.
Indicative topics include:
Integrated Marketing Communications
Consumer Responses to Marketing Communications
Measures of Success in Marketing Communications
Innovation in Marketing Communications
Brand Strategy and Audit
Brand Equity and Measurement
Global Branding
Brand Advocacy
Learning outcomes
By the end of the module, students should be able to:
- Demonstrate a comprehensive understanding of the frameworks and concepts of branding and marketing communication
- Demonstrate comprehensive understanding of the challenges of branding and marketing communications in a competitive and global environment
- Demonstrate comprehensive understanding of business innovation and creativity in branding and marketing communciations
- Demonstrate a thorough understanding of the processes of developing brands and marketing communications
- Critically analyse theories and frameworks to understand key issues in branding and marketing communications
- Analyse case studies to propose potential solutions to marketing problems
- Deploy subject relevant analysis and analytics techniques
Indicative reading list
There will not be one prescribed course text for this module. We will be looking at latest trends, best practices, and likely future scenarios, and this will require drawing upon many diverse sources that cover these topics, mostly journal articles, both academic and practitioner. Required readings will be a mix of selective readings from text-books and journal articles (available via the University library) and/or case study preparation (cases provided). Readings for each session will be specified as necessary, in the detailed module information. Topic-specific bibliographies may also be provided.
Subject specific skills
Investigate strategic branding issues and marketing communication .
Create superior brand value for an organisation to gain differential competitive advantage.
Explore and evaluate effective ways to develop branding and marketing communication strategies.
Execute strategic decisions based on recent developments in the field of branding and marketing communications
Transferable skills
Written communication skills will be developed through the individual assignment.
Problem solving skills will be developed through analysis of marketing problems.
Creativity will be developed through the group assignment
Study time
| Type | Required |
|---|---|
| Seminars | 9 sessions of 2 hours (12%) |
| Online learning (scheduled sessions) | 9 sessions of 1 hour (6%) |
| Private study | 49 hours (33%) |
| Assessment | 74 hours (49%) |
| Total | 150 hours |
Private study description
No private study requirements defined for this module.
Costs
No further costs have been identified for this module.
You do not need to pass all assessment components to pass the module.
Assessment group A
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
| Individual Assignment | 80% | 59 hours | Yes (extension) |
| Assessed group presentation (up to 20 minutes) | 20% | 15 hours | Yes (extension) |
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assessed group presentation (up to 20 minutes) |
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Feedback on assessment
face to face during classes; comments and marks for individual assignment; comments and marks for group presentation.
There is currently no information about the courses for which this module is core or optional.