5B025B - Broken Brands: Reputation and Crisis Management 01 Sep 2026 - 31 Aug 2032 | Version 0
Associated Module Information
| Module Code: | 5B025B | ||
|---|---|---|---|
| Module Title: | Broken Brands: Reputation and Crisis Management | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Fashion, Marketing and Photography | ||
| Faculty Sub Group: | Marketing | ||
| Module Leader: | Michael Parsons | ||
| Module Team: | Callum Evans, Steven Wright, Lee Thomas, Philip Harfield | ||
| First Intended Intake: | SEP 2032 | Final Year of Intake: | 2031 |
| Date Closed: | |||
| Credit Value: | 30 | Credit Level: | 5 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 30 | ||
| Equivalent Module: | |||
| HECOS codes: | 100075 - marketing | ||
| HECOS Code Weighting: | 100 | ||
Document Version Information
| Version | 0 |
|---|---|
| Valid From | 01 Sep 2026 |
| Valid To | 31 Aug 2032 |
Module Aims
The main aims of the module are:
To introduce the strategic role of branding, identity, and public relations in shaping organisational reputation and stakeholder perceptions.
To equip students with both the theoretical insight and practical skills to reposition and revitalise brands through ethical and effective public relations and communication strategies.
Content Summary
Armed with a growing repertoire of marketing knowledge and skills, this module introduces students to the strategic nature of identity and public relations in shaping brand reputation and stakeholder perceptions. Students will deepen their understanding of communication theories and will be introduced to ethical public relations practices to apply them to a real-world challenge. Through guided application and evaluation, students will develop a strategic repositioning plan for a damaged brand and prepare a time-sensitive crisis response, addressing concepts like crisis contagion. The module blends theory with practice, preparing students to influence brand narratives and manage reputation in complex global business environments. This module is accredited by the Chartered Institute of Public Relations.
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Problem/Challenge Based Learning | 56 |
| Guided Study | 174 |
| Formative Assessment | 10 |
| Summative Assessment | 60 |
| Total Hours Selected | 300 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Apply and evaluate a range of branding, public relations and communications theories. |
| LO2 | Develop and justify a strategic brand repositioning plan. |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Asynchronous Assessment | Portfolio 1 | The module assessment (Portfolio) uses two connected elements - a simulation and a reflection - to deliver an impactful challenge-based learning experience. This structure prioritises doing, acting, and reflecting, moving the focus away from simply memorising facts towards the practical demonstration of professional and strategic skills. | 15 | 2000 | 100 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | ||
| Portfolio 1 | ✔ | ✔ | |