2016/17 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 2016/17
Module replaces
LUBS 5432MThis 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 websiteLast updated: 19/03/2015
Browse Other Catalogues
- Undergraduate module catalogue
- Taught Postgraduate module catalogue
- Undergraduate programme catalogue
- Taught Postgraduate programme catalogue
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