MM299: Branding Theory and Practice

Module code: MM299

Module provider: Marketing and Reputation; Henley Business School

Credits: 20

Level: 5

When you'll be taught: Semester 2

Module convenor: Dr Irute Karanicholas, email: i.karanicholas@henley.ac.uk

Pre-requisite module(s):

Co-requisite module(s): IN THE SAME YEAR AS TAKING THIS MODULE YOU MUST TAKE MM218 OR TAKE AP2SB3 OR TAKE AD2AMM (Compulsory)

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 19 November 2024

Overview

Module aims and purpose

Brands are some of the most valuable assets managed by companies today. Strong brands have a major influence on purchase decisions and help companies achieve sustainable competitive advantage. This module follows on from Marketing Essentials (MM218) and focuses on two key issues within Marketing: Branding and the preparation of a Branding orientated project. This Project provides students with an opportunity to apply concepts and tools acquired in MM218 and MM299 in a creative and challenging team task. Guidance for this task is provided through the term. The lectures explore and discuss theories and business practice related to building and managing strong brands.

To provide students with an in-depth understanding of theories and business practice concerning the management of brands and the process of building strong brands; to equip students with the skills and expertise necessary for them to apply this learning within real world scenarios.

Module learning outcomes

By the end of the module students will be able to:

1. Design and present a Branding orientated project for an existing product or service
2. Explain the role of brands in a broad economic and social context, illustrate the importance of brands and branding by firms within the marketplace
3. Discuss tools and techniques to build and manage brands
4. Apply key branding techniques to business practice

The module is an opportunity for students to develop their communication skills as well as ability to work in teams.

Module content

• Brand identity, image and personality
• Brand equity & brand value
• Brand strategy and positioning
• Value proposition
• Brand communication
• Experiential branding
• Brand extension, acquisition, and portfolios

Structure

Teaching and learning methods

A combination of lectures, tutorials, scenario game and/or case study will be used. Students are expected to be active participants during classes and outside. Preparation is required to all classes.

Study hours

At least 28 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 40% to pass this module. 

Summative assessment

Penalties for late submission of summative assessment

The Support Centres will apply the following penalties for work submitted late:

Assessments with numerical marks

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of three working days;
• the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
• where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

• where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at: /cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmission.pdf

You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Discussion/feedback during the tutorials and support for the team work.

Reassessment

Additional costs