Branding and Marketing Communications

BMAN75502 Branding and Marketing Communications 15 Semester 2 Postgraduate Taught Level 7 Pietro Paolo Frigenti Unit coordinator 1 FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 ' European Credit Transfer & Accumulation System Rating : 7.5 This unit provides an in-depth exploration of branding and communications management, equipping students with the knowledge and skills to design, launch, and manage successful brands. It examines core branding theories, the communication mix, and integrating approaches, emphasising the creation of cohesive and impactful brand messages. The course also focuses on developing strategies that integrate traditional and modern communication platforms to align with brand objectives and consumer expectations.  This unit provides an in-depth exploration of branding and communications management, equipping students with the knowledge and skills to design, launch, and manage successful brands. It examines core branding theories, the communication mix, and integrating approaches, emphasising the creation of cohesive and impactful brand messages. The course also focuses on developing strategies that integrate traditional and modern communication platforms to align with brand objectives and consumer expectations.  The unit aims to:1. Develop a comprehensive understanding of how digital channels contribute to building and managing brand identity and reputation.2. Equip students with the skills to strategically plan and execute branding campaigns that effectively leverage digital and traditional communication platforms.3. Encourage critical thinking in evaluating the impact of digital touchpoints on brand performance and audience engagement.  Knowledge and understanding KU1 Demonstrate knowledge and understanding of the theoretical foundations of branding, with a focus on its integration into marketing strategies.Intellectual skills       IS1 Apply critical thinking to analyse branding challenges, including ethical considerations in brand management.  IS2 Evaluate and predict the effectiveness of branding strategies, such as positioning, repositioning, and consumer adoption trajectories. Practical skills       PS1 Acquire practical skills in designing and implementing branding strategies, including omnichannel approaches that enhance brand-consumer engagement.PS2 Formulate effective branding tactics, such as creating brand elements (name, logo, personality) and leveraging digital tools to strengthen brand identity.PS3 Plan and execute branding campaigns that align with strategic business objectives. Transferable skills and personal qualitiesTS1 Apply strategic planning processes and demonstrate effective teamwork in responding to branding challenges and opportunitiesTS2 Enhance ethical decision-making and responsibility in brand managementTS3 Communicate effectively in professional settings, fostering collaboration and practical application.    Introduction to marketing communications and their role in brand-building.Core theories and frameworks of Integrated Marketing Communications (IMC).The role of branding in shaping and executing communication strategies.Omnichannel marketing and managing consumer touchpoints for cohesive brand experiences.Understanding consumer behaviour and its influence on media planning.The brand-consumer experience: psychological, contextual, and socio-cultural factors.Methods for analysing and measuring brand value.Strategic decisions for launching and positioning new brands.Tactical branding decisions: developing brand elements (name, logo, personality).Brand promotion, pricing, and digital branding strategies.Managing brand extensions and strategic brand portfolio management.Planning and executing digital marketing communication strategies.Evaluating and optimising the communication mix to support branding goals. Seminar Hours: 6  Lectures hours: 24    0 Other 100% Group Project 40% Individual Coursework 60%   <span class="TextRun SCXW12457069 BCX2 NormalTextRun" style="font-family:"Microsoft Sans Serif", "Microsoft Sans Serif_EmbeddedFont", "Microsoft Sans Serif_MSFontService", sans-serif;font-size:10pt;line-height:16.1875px;" data-contrast="none" xml:lang="EN-GB" lang="EN-GB">In the form of a mark <span class="TextRun SCXW12457069 BCX2 NormalTextRun ContextualSpellingAndGrammarErrorV2Themed" style="font-family:"Microsoft Sans Serif", "Microsoft Sans Serif_EmbeddedFont", "Microsoft Sans Serif_MSFontService", sans-serif;font-size:10pt;line-height:16.1875px;" data-contrast="none" xml:lang="EN-GB" lang="EN-GB">and comments. N Keller, K. and Swaminathan, V. (2020), Strategic Brand Management: Building, Measuring and Managing Brand Equity- Global Edition, 5th Edition, Pearson, ISBN-10:  1-292-31496-6Pelsmacker, P. de, Geuens, M. and Bergh, J. van den. (2018). Marketing communications : a European perspective. Sixth edition. Harlow, England: Pearson.Smith, P.R. and Zook, Ze. (2020) Marketing Communications: Integrating online and offline, customer engagement and digital technologies. 7th Edition, Kogan Page.  Lectures 26 Seminars 4 0 120