MK9707 - Branding

You will learn through lectures, seminars and independent learning. The lectures will cover concepts and theories that will enable you to tackle a series of guided exercises. Seminars will provide you the chance to work on mini-cases and apply theories to branding problems, which will help you to develop your individual branding report (please see assessment section for more details).

Technology-Enhanced Learning (e.g., software-based simulations and interactive Apps) will be an crucial part of lectures and seminars to link the in-class learning to professional practice from real-life examples.

Support will include feedback from tutors during lectures and seminars. All the materials for lectures and seminars will be accessible to you online and through mobile via the e-Learning Portal. In addition, tutors will respond to questions via the module’s discussion board at the University’s eLearning Portal so that the whole group can benefit.

All modules at Northumbria include a range of reading materials that students are expected to engage with. Online reading lists (provided after enrolment) give you access to your reading material for your modules. The Library works in partnership with your module tutors to ensure you have access to the material that you need.

Knowledge & Understanding:
• To explore the challenges of branding in the dynamic and constantly changing business environment (ML01)

Intellectual / Professional skills & abilities:
• To develop your skills in critically analysing theories and applying them to branding problems and solutions (ML02)

Professional Values Attributes:
• To develop an understanding of the global cultural diversity and appreciation and respect of values and ethics of different cultures and markets (ML03)

Formative assessment will be provided in seminars (focusing on set tasks) for you to apply theories from lectures and your reading to specific contemporary case studies and business problems in relation to branding.

Summative assessment: This assessment is via a 4,000-word report that brings together all your understanding, skills and techniques to propose strategies and solutions to contemporary branding challenges. The report is a piece of individual independent work in the form of “an evaluation of a brand and proposals for new strategies”. The contents will include brand audit and proposals for improving the brand’s design and management. (ML01, ML02 and ML03)

Your tutors will be looking for, and developing, your ability to investigate and analyse problems. On an on-going basis your tutors will give feedback on the exercises in seminars. Your tutors will provide you with guidelines on planning and preparing for the report.

The report will include two parts:

1) An audit of a selected brand, with basic analysis of secondary data from publicly available sources (no primary data is required; the analysis is not to the level of a dissertation). This part carries 50% of the mark.

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Branding is the key to product and service success in changing and competitive markets. This module will give you an essential fundation in brand design and management, and develop your skills in applying theories and techniques to building strategies for successful branding. You will be supported by a research-rich learning environment whereby learning materials will include state-of-the-art research publications. You will benefit from technology enhanced learning facilitated by well equipted IT facilities, digital devices and Apps and online support. The module includes meeting with speakers from top brands or a visit to a brand’s site.

The assessment is a practice-oriented branding report (4,000 words) that will give you a rewarding experience of demonstrating your learning to your strengths. The tutors are active in research in branding and experienced in teaching postgraduate courses. Your learning from this course will place you in a strong position for future employemt in roles which involve all facets of brand management.