What will I learn on this module?
You will learn a rich breadth of knowledge on branding, including critical competence and skills in brand design, branding strategies and brand management. You will discover up-to-date cutting-edge theories and techniques that you will need at the strategic and operational levels for branding in local and global markets. Topics include:
• Brand dynamics (e.g., brand meaning and identity in culturally diverse markets, brand forms and design elements).
• Brand design (e.g., brand identity system, colour, typography, sound, visual psychology and videography applications).
• Branding in the new technological environments (e.g., new digital devices, wearables, social media, Apps, content and crises management).
• Consumer-brand relationships (e.g., brand trust, brand love/hate, brand addiction, customer experiences/choices, brand relationship management, brand communities, value co-creation).
• Brand research and auditing (e.g., tools/techniques for brand research, competition and media analysis, brand audit).
• Brand management (e.g., brand initiatives, design management, creating and co-ordinating touch points, intellectual property, measuring performance, managing a portfolio of brands).
• Branding strategies for products and services (e.g., brand innovation, branding and portfolios for new-tech products, place/nation branding).
How will I learn on this module?
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.
How will I be supported academically on this module?
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.
What will I be expected to read on this module?
All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)
What will I be expected to achieve?
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)
How will I be assessed?
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.
Pre-requisite(s)
N/A
Co-requisite(s)
N/A
Module abstract
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.
Course info
Credits 20
Level of Study Postgraduate
Mode of Study 2 years Full Time (with advanced practice/study abroad in the second year)
Department Newcastle Business School
Location City Campus, Northumbria University
City Newcastle
Start September 2023 or January 2024
All information is accurate at the time of sharing.
Full time Courses starting in 2023 are primarily delivered via on-campus face to face learning but may include elements of online learning. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff.
Contact time is subject to increase or decrease in line with additional restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors, potentially to a full online offer, should further restrictions be deemed necessary in future. Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.
Full time Courses starting in 2023 are primarily delivered via on-campus face to face learning but may include elements of online learning. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff.
Contact time is subject to increase or decrease in line with additional restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors, potentially to a full online offer, should further restrictions be deemed necessary in future. Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.
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