MODULE DESCRIPTOR

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1. Analyse and discuss the internationalisation process in the context of brand management
2. Critically evaluate key theoretical and industry brand management concepts relating to the implementation of a global brand management strategy
3. Appraise and discuss the activities associated with effective brand management when operating in diverse cultures and markets globally
4. Examine and evaluate the success criteria for global brands

Indicative Module Content

Globalisation processes; Mechanism of Internationalisation; Global Marketing Environment – Social and Cultural Environment; Political and Legal Environment; Technological Environment; Financial Environment; Defining Branding; Brand Equity; Brand Image; Brand Identity; Brand Dimensions; Principles of Service Branding; Brand Management Rationale and Strategic Approaches; Building the Brand: Positioning, Communication, Reputation and Loyalty; Global Marketing Information System; Global Marketing Research; Global Marketing Programmes and Global Brand Strategy; Global Branding Organisation and Control; The Global Brand Value Chain; Brand Measurement.

Module Delivery

The module is delivered through a series of lectures and interactive teaching sessions. Students will appraise and apply theory to relevant industries examples and case studies. On-campus taught delivery hours are denoted below as full-time. Online distance learning delivery is denoted as part-time.

Indicative Student Workload         Full Time             Part Time

Contact Hours                     36                         18

Non-Contact Hours                         114                        132

Placement/Work-Based Learning Experience [Notional] Hours             N/A     N/A

TOTAL                                           150                        150

Actual Placement hours for professional, statutory or regulatory body

ASSESSMENT PLAN

If a major/minor model is used and box is ticked, % weightings below are indicative only.

Component 1

Type: Group and Individual Portfolio Assessment              Weighting:    100%

Outcomes Assessed:     1, 2, 3, 4

Description: Individual Portfolio Assessment

MODULE PERFORMANCE DESCRIPTOR

Explanatory Text

The Module is assessed by one component: C1 – Coursework – 100% weighting. Module Pass Mark = Grade D (40%)

Module Grade Minimum Requirements to achieve Module Grade:

A         At least 70% on weighted aggregate

B          At least 60% on weighted aggregate

C         At least 50% on weighted aggregate

D         At least 40% on weighted aggregate

E          At least 35% on weighted aggregate

F          Less than 35% on weighted aggregate

NS       Non-submission of work by published deadline or non-attendance for examination

Module Requirements

Prerequisites for Module           None.

Corequisites for module            None.

Precluded Modules       None.

ADDITIONAL NOTES

The Library offers access to a host of international and global marketing journals and on-line resources. The Library provides a wide range of books to support your studies. It is our policy to provide these in electronic format wherever possible so that you can use these across the internet at your own convenience and they are more easily accessible to a wide range of people at the time they are required. However, institutional access differs from any access you would expect if you were to buy your own copy of the book: in effect, you “borrow” these eBooks from the Library in a similar way to borrowing paper books. These eBooks are provided across a number of different platforms, some of which may allow downloading of books to your computer (but not to a Kindle eBook reader), perhaps only for a limited period, or may only allow online reading and the printing of extracts to a maximum amount determined by the publisher. As you log on to an eBook from the Library catalogue, check out the help screen on each platform to determine what is permissible. And check if the eBook`s access permits you to download the eBook to your computer, you may need to ensure that you have installed Adobe Digital Editions first: http://www.adobe.com/solutions/ebook/digital-editions.html

INDICATIVE BIBLIOGRAPHY

1. HOLLENSEN, S., 2017. Global marketing. 7th ed. Harlow: Pearson. ebook *
2. CZINKOTA, M.R. and RONKAINEN, I.A., 2013. International marketing. 10th ed. Cengage: South-Western
3. DE CHERNATONY, L. and MCDONALD, M.H.B., 2011. Creating powerful brands. 4th ed. Oxford: Butterworth Heinemann.
4. KELLER, K-L, APERIA, T. and GEORGSON, M., 2012. Strategic brand management: a European perspective. 2nd ed. Harlow: Pearson Education.
5. ROSEBAUM-ELLIOT, R., PERCY, L. and PERVAN, S., 2018. Strategic Brand Management. 4^th Oxford: Oxford University Press
6. Journal of Brand Management
7. Journal of Marketing
8. Journal of the Academy of Marketing
9. Journal of International Marketing Review