Module BUSS2141: STAKEHOLDER BRAND MANAGEMENT

Department: Business School (Business) [Queen's Campus, Stockton]

BUSS2141: STAKEHOLDER BRAND MANAGEMENT

Prerequisites

• Marketing Principles

Corequisites

• None.

Excluded Combination of Modules

• None.

Aims

• Corporate reputation and brands are among the most valuable intangible assets of a company. Managing those assets well is crucial for corporate success. Since products and services are often difficult to evaluate and to differentiate, the brand or the reputation of the producer can convince the undecided to chose a product or dissuade existing customers to switch to a competitor. But, apart from customers and consumers, who can be influenced by the reputation of the firm or its brands, companies have a multitude of other stakeholders: employees, investors, governments, to name just some of the most significant ones. The firm’s reputation among these stakeholders can be the determining factor for their support in terms of loyalty, capital investment or providing the infrastructure for doing successful business.
• This module aims to:
• explore the theoretical and practical aspects of managing brands in a way that will maximise their effectiveness and longevity. It will identify what brands are, how they are created and managed, and how they add value to consumers and the firm. The module also details the role brand management plays in the strategic marketing process, the steps of the consumer adoption process, the different types of branding strategies, and the signs that can indicate a troubled branding strategy.
• address analytical, collaborative and action mindsets.

Content

• Marketing orientation and the stakeholder perspective
• The branding concept; corporate, product, service, people, place brands
• Brand equity and brand intangible asset
• Competitive brand positioning, brand values and brand personality
• Brand knowledge and brand commitment
• Branding strategy and brand portfolios
• Brand management, category management and the brand life cycle
• International brand management
• Brand protection, reputation & corporate social responsibility
• Internal marketing and employee brands

Learning Outcomes

• 1. Explain the importance of branding as a marketing tool
• 2. Recognise where brand-added value can be created
• 3. Identify the range of stakeholder brand contact points

• 4. Recommend appropriate brand elements for a chosen product for a given target audience
• 5. Propose & develop basic strategies that marketers might use to sustain and build brand equity
• 6. Identify and implement methods that might be used to measure brand equity

• Time management
• Ability to communicate effectively in writing on specialised subject areas Skills of critical thinking and analysis
• Problem-solving and decision-making

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

• Teaching will be via lectures, discussing the key conceptual and theoretical ideas in brand management. These ideas will be put into practice in group-work, supported by surgery sessions and specialist tutorials. Strong emphasis is placed on group participation, developing formatively the students’ interpersonal and team working skills. Students will be expected to prepare for lectures through identified readings and exercises. Formative assessment is by means of one group presentation. Summative assessment is by means of one written report and one examination.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

One group seminar presentation..

■ Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University