UNIVERSITY OF KENT
MODULE SPECIFICATION TEMPLATE
SECTION 1: MODULE SPECIFICATIONS
1. Title of the module
Branding (CB735)
2. School or partner institution which will be responsible for management of the module
Kent Business School
3. Start date of the module
January 2017
4. The number of students expected to take the module
40-60
5. Modules to be withdrawn on the introduction of this proposed module and consultation with other relevant Schools and Faculties regarding the withdrawal
None
6. The level of the module (e.g. Certificate [C], Intermediate [I], Honours [H] or Postgraduate [M])
H
7. The number of credits and the ECTS value which the module represents
15 credits (7.5 ECTs)
8. Which term(s) the module is to be taught in (or other teaching pattern)
Spring
9. Prerequisite and co-requisite modules
CB680 Introduction to Marketing and CB709 Buyer Behaviour
10. The programmes of study to which the module contributes
BSc Marketing and associated programmes
11. The intended subject specific learning outcomes
On completion of this module, students will be able to:
11.1 / Demonstrate knowledge and understanding of brand taxonomy, including corporate reputation, product and service brand, and branding.11.2 / Understand brand positioning and values as well as associated issues.
11.3 / Understand brand loyalty, brand equity and associated implications.
11.4 / Demonstrate knowledge and understanding of how to plan and implement brand marketing programmes and to execute the crucial tasks in strategic branding.
11.5 / Build a systematic understanding of how to measure and monitor brand performance and apply this knowledge in actual business situations.
11.6 / Demonstrate critical awareness of issues related to growing and sustaining
brand equity and systematically apply these in brand management.
12. The intended generic learning outcomes
On completion of this module, student will:
12.1 / Be able to demonstrate self-management skills12.2 / Be able to exercise personal responsibility and decision-making
12.3 / Be able to work in interdisciplinary areas
12.4 / Be able to identify, analyse, and address both academic and practical problems
12.5 / Be able to communicate effectively through oral and written presentations
13. A synopsis of the curriculum
This module introduces students to core theories about brand, branding and brand management as well as contemporary issues related to branding and brand management. It is based around understanding what brand, branding, and brand management are and illustrating effective brand management practices through a systematic and strategic branding process. This module will include:
· Introduction to Brand and Branding
· Brand positioning and values
· Brand loyalty and brand equity
· Plan and build brand equity
· Brand performance
· New products and brand extensions
· Manage brand over time
14. Indicative Reading List
Reading will be taken from a set of specified articles to be published in the module guide. These will be a mixture of academic and non-academic sources (i.e. Chartered Institute of Marketing newsletter). Such reading will provide the intellectual platform for the module beyond the lecture series.
Recommended Text Books:
Keller, K.L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition (Global Edition), London: Pearson. (ISBN-13: 9780273779414)
Roper, S. and Hill, C. (2012). Corporate Reputation, 1st Edition, London: Pearson. (ISBN: 9780273727590)
Keller, K.L (2008). Best Practice Cases in Branding for Strategic Brand Management, 3rd Edition, London: Prentice Hall. (ISBN-10: 013188865X)
Walvis, T. (2010). Branding with Brains: The science of getting customers to choose your company, London: Prentice Hall. (productFormatCode=P01
productCategory=2
statusCode=5
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path/ProductBean/courseSmartISBN-10: 0273719955)
Journal articles from scientific Journals
Some short video clips will also be made available via the dedicated module web site (the Virtual Learning Environment, i.e. Moodle). These will be the basis of short seminar case discussions
15. Learning and Teaching Methods, including the nature and number of contact hours and the total study hours which will be expected of students, and how these relate to achievement of the intended module learning outcomes:
There will be one lecture per week, run in a workshop format where new concepts and requisite theory are introduced, illustrated by reference to practical experience. Seminars will be run weekly to enable students to apply theories taught during the course to real examples.
Students will be expected to contribute to seminars in an active sense and attendance will be monitored as part of the attendance monitoring system.
The module will make use of the VLE, currently Moodle that is already in use on the module.
Hours / Subject LOs / Generic LOsLectures / 11 / 11.1 – 11.6 / 12.1, 12.3, 12.4, 12.5
Seminars / 10 / 11.1 – 11.6 / 12.1 – 12.5
Independent study / 129 / 11.1 – 11.6 / 12.1 – 12.5
Total hours / 150
16. Assessment methods and how these relate to testing achievement of the intended module learning outcomes
Weighting / Subject LOs / Generic LOsIndividual report
(1500 words) / 30% / 11.1 – 11.6 / 12.1-12.5
Examination – 2 hours unseen / 70% / 11.1 – 11.6 / 12.1-12.5
Assessment will be by examination and coursework. Coursework will consist of an individual written report (1500 words) involving the development or a critical review of a branding strategy for a brand. The individual report accounts for 30% of the final mark and this covers a range of learning outcomes. A 2 hour unseen examination which will test all the module learning outcomes and tests all the generic learning outcomes bar 12.3, which is concerned with working with other people from other culture backgrounds.
17. Implications for learning resources, including staff, library, IT and space
None beyond the norm
18. The School recognises and has embedded the expectations of current disability equality legislation, and supports students with a declared disability or special educational need in its teaching. Within this module we will make reasonable adjustments wherever necessary, including additional or substitute materials, teaching modes or assessment methods for students who have declared and discussed their learning support needs. Arrangements for students with declared disabilities will be made on an individual basis, in consultation with the University’s disability/dyslexiasupport service, and specialist support will be provided where needed.
19. Campus(es) where module will be delivered:
Canterbury
SECTION 2: MODULE IS PART OF A PROGRAMME OF STUDY IN A UNIVERSITY SCHOOL
Statement by the School Director of Learning and Teaching: "I confirm I have been consulted on the above module proposal and have given advice on the correct procedures and required content of module proposals"
......Director of Learning and Teaching
…………………………………………………
Print Name / ......
Date
Statement by the Head of School: "I confirm that the School has approved the introduction of the module and, where the module is proposed by School staff, will be responsible for its resourcing"
......Head of School
…………………………………………………….
Print Name / ......
Date
Module Specification Template
Last updated February 2013
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