2015/16 Taught Postgraduate Module Catalogue

LUBS5433M Brand Management and Corporate Identity

15 creditsClass Size: 180

Module manager: Angela Carroll
Email: ac@lubs.leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2015/16

Module replaces

LUBS 5432M

This module is not approved as an Elective

Objectives

The module aims to facilitate understanding of corporate identity, grounded within the context of branding and the brand management process. Students will be encouraged to adopt an applied and strategic perspective in order to develop managerial insight.

Learning outcomes
On completion of this module, students should be able to:
- Demonstrate clear understanding of the branding concept
- Explain the evolution of this concept and the current issues faced by brand managers in the contemporary environment
- Explain the key dimensions of brand development and the brand management process
- Critically evaluate the strategic importance of branding to organisations
- Explain the role of corporate identity in branding
- Critically evaluate the dimensions of corporate identity development from a strategic perspective

Syllabus

Definition of a brand (versus product) and the concept of added value
- Tangible and intangible dimensions of brands
- Brand identity versus brand image
- Brand/customer interface and the concept of brand associations
- Strategic brand management process
- Product brand versus corporate brand
- Process of corporate identity development
- Brand equity valuation

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	2.00	20.00
Seminar	10	1.00	10.00
Private study hours			120.00
Total Contact hours			30.00
Total hours (100hr per 10 credits)			150.00

Private study

Students will be required to undertake a programme of academic reading to support their studies. In addition weekly preparation for seminars will be expected. For the individual assignment students will need to undertake background research which may include some primary research.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Assignment	Individual 3,000 words + appendices	100.00
Total percentage (Assessment Coursework)		100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 19/03/2015

Disclaimer

Browse Other Catalogues

• Undergraduate module catalogue
• Taught Postgraduate module catalogue
• Undergraduate programme catalogue
• Taught Postgraduate programme catalogue

Errors, omissions, failed links etc should be notified to the Catalogue Team.PROD