MK4D04 - Strategic and Digital Brand Management and IMC in an Age of Uncertainty 01 Sep 2025 - 31 Aug 2027 | Version 1
Associated Module Information
| Module Code: | MK4D04 | ||
|---|---|---|---|
| Module Title: | Strategic and Digital Brand Management and IMC in an Age of Uncertainty | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Fashion, Marketing and Photography | ||
| Faculty Sub Group: | Marketing | ||
| Module Leader: | Jackie Harris | ||
| Module Team: | Sofia Christidi, Michael Parsons, Francesca Carpanini, Alexandra Hollyman, Callum Evans, Steven Wright | ||
| First Intended Intake: | SEP 2025 | Final Year of Intake: | 2026 |
| Date Closed: | |||
| Credit Value: | 40 | Credit Level: | 7 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 12 | ||
| Equivalent Module: | |||
| HECOS codes: | 100075 - marketing | 100078 - business and management | |
| HECOS Code Weighting: | 90 | 10 | |
Document Version Information
| Version | 1 |
|---|---|
| Valid From | 01 Sep 2025 |
| Valid To | 31 Aug 2027 |
Module Aims
This module aims to equip students with the critical understanding and practical skills required to evaluate contemporary theories of brand management and integrated marketing communications (IMC), and to apply this knowledge through the design of omnichannel campaigns and the management of brand reputation and crisis response.
Content Summary
The indicative content will include, but is not limited to:
Strategic and Integrated Communications
Evaluating campaign performance and KPIs
Contemporary Brand Management Theory
Managing Brands in Uncertainty
Brand Crisis and Reputation Management
Professional Practice and Application
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Lecture | 20 |
| Seminars | 15 |
| Tutorials | 5 |
| Project Supervision | 3 |
| Practical Classes and Workshops | 15 |
| Independent Study | 180 |
| Directed Study (including online independent learning) | 142 |
| Formative assessment - scheduled | 1 |
| Active/simulation based | 14 |
| Problem/Challenge based learning | 5 |
| Total Hours Selected | 400 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Critically evaluate integrated marketing communications (IMC) strategies, in response to defined objectives in an uncertain environment. |
| LO2 | Critically evaluate contemporary theories and perspectives on brand management and challenges affecting brand strategy. |
| LO3 | Demonstrate critical reflection of IMC and brand management in practice. |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Synchronous Onsite Oral Assessment | Presentation (Synchronous Onsite) 1 | Requires students to develop and present a campaign plan in relation to organisational objectives with supporting evidence as associated and dependent upon the needs of the client(s) brief (equivalent to 3000 words) | 20 | N/A | 25 | No | 40 |
| Asynchronous Assessment | Practical Coursework 1 (Asynch) | Students will demonstrate their critical awareness of the key brand perspectives, theories, and concepts during a brand crisis simulation. | 0 | N/A | 25 | No | 40 |
| Asynchronous Assessment | Self Reflective Assessment 1 | A personal record of student's learning experiences during the module assessments. | 0 | 2000 | 50 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | LO3 | |
| Presentation (Synchronous Onsite) 1 | ✔ | ✔ | ✔ |
| Practical Coursework 1 (Asynch) | ✔ | ✔ | ✔ |
| Self Reflective Assessment 1 | ✔ | ✔ | ✔ |