BE440-6-AU-CO:
Brand Management

The details
2023/24
Essex Business School
Colchester Campus
Autumn
Undergraduate: Level 6
Current
Thursday 05 October 2023
Friday 15 December 2023
15
12 September 2023

 

Requisites for this module
(BE400 or BE501 or IA711) and BE511
(none)
(none)
(none)

 

(none)

Key module for

BSC N2N5 Management and Marketing (Including Foundation Year),
BSC NN25 Management and Marketing,
BSC NN2M Management and Marketing (Including Placement Year),
BSC NNF5 Management and Marketing (Including Year Abroad),
MMANNN35 Marketing and Management,
MMANNN36 Marketing and Management (Including Placement Year),
MMANNN37 Marketing and Management (Including Year Abroad)

Module description

This module builds upon your prior knowledge of marketing and management by considering the more specific field of brand management.

In this module you will explore the fascinating world of brands from various perspectives. To that end, the module highlights the ubiquitous presence of brands in our contemporary cultures and explores consequences for contemporary marketing practices and for organisational practices more generally. Further, we will examine the relevance and impact of brands for businesses, consumers, and within society at large.

The module deals with the meaning of brands, their relation to products, services and other entities that are being "branded", the choices regarding brand strategy, and their management. Attention is paid to the notion of brand identity, brand image, the issues of brand development and extension, and the consumption of brands.

Module aims

The module introduces managerial and marketing issues central to brand management while also engaging in critical analysis of branding understood as a cultural practice within society at large.
All this will, hopefully, challenge some of the preconceptions about brands you may have, show you the potential breadth and depth of branding as an exciting subject area to study and make you aware of how all this is potentially relevant for your future professional and personal lives.

Module learning outcomes

On successful completion of the module, students will be able to:

1. Explain the role of brands for contemporary marketing and the historical emergence of brands and branding as a business practice.
2. Analyse the role of brand management for companies and locate brand management within its wider social, economic, and cultural context.
3. Evaluate the theoretical and practical implications of branding concepts and strategies and discuss them critically in relation to a variety of contemporary issues of brand management.
4. Apply brand management concepts and strategies to business problems and justify their suitability for a business problem at hand while being able to identify possible limitations.

Module information

Skills for Your Professional Life
(Transferable Skills - reflecting the skills mapping recently undertaken in EBS)

Taking this module will help you develop the following additional skills for your professional life:

* Academic and cognitive – through your reflective engagement with the subject area and its theoretical principles and practical implications
* Data analysis – through your active and informed use of academic and commercial databases and your use of relevant quantitative and qualitative data sources
* Soft Skills (Teamwork/Collaboration) – through your active participation in group work and discussions
* Communication (written) – through the diligent preparation of assigned tasks and assignments
* Communication (Oral) – through your active and thoughtful participation in class discussions
* Technology (Digital and Technical Fluency) – through your use of information technology to source information and compose assessed documents
* Research– through your independent location, evaluation and use of reliable and valid information sources (academic and non-academic)
* Research (Innovation and Curiosity) – through your independent exploration and research of the subject area and its theoretical principles and practical implications beyond the basic issues introduced in class
* Management & Marketing (Personal Brand) – through your creative application of the subject area and its theoretical principles and practical implications to your own life

Learning and teaching methods

The module will be delivered in weekly topical sessions (see indicative teaching programme above). The teaching may consist of pre-recorded and online contents, interactive face-to-face sessions and student-led peer activities*. In this way you are being broadly introduced to the content of a brand management topic/area each week providing you with a foundation for independent further study. Required readings and preparation activities for interactive sessions will be provided before each session on Moodle. You are expected that you prepare by reading the material and complete the required tasks beforehand and that you actively participate in activities and discussions. The notional study time required for this module is 10 hours per credit (including formal contact hours, self-directed learning and preparation of assessed and non-assessed work, revision, assessments etc.). * The sessions may be delivered directly face-to-face on campus and/or by use of digital and online tools (or as a combination of both).

Bibliography

The above list is indicative of the essential reading for the course.
The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students.
Further reading can be obtained from this module's reading list.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting
Coursework   REPORT/TERM PAPER 4,500 words   14/12/2023   

Additional coursework information

Assessment will be by coursework only (100%) consisting of one independent assignment based on a term-long project. This assessment will require you to independently work on a project throughout the term. You will have the opportunity to voluntarily report your progress and to receive non-assessed feedback/guidance at specific milestones (formative assessment). The final outcomes and results of this project will inform an individually and independently written report/term paper to be submitted at the end of term (summative assessment). Overall assessment 100% Coursework

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
100% 0%

Reassessment

Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Mario Burghausen, email: mburgh@essex.ac.uk.
Dr Mario Burghausen & Dr Polly Sokolova
ebsugcol@essex.ac.uk

 

Availability
Yes
No
No

External examiner

Dr Muhammad Asif Khan
Resources
Available via Moodle
Of 20 hours, 20 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s), module, or event type.

 

Further information
Essex Business School

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