STRATEGIC MARKETING AND BRAND MANAGEMENT - 2019/0

Module Overview

This module builds on the prior knowledge of the fundamentals of marketing that have been learnt through an undergraduate programme. In particular, this module recognises the importance of brand identity, brand value, and brand building and maintenance for the success of international hotel groups and will build on existing marketing understanding to build an appreciation of the different marketing strategies that companies can employ in this area.

Module provider

Hospitality, Tourism & Events Management

Module Leader

ZAINAL ABIDIN Husna (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

Module cap (Maximum number of students): N/A

Module Availability

Semester 1

Prerequisites / Co-requisites

None

Module content

Indicative content includes:

• Marketing mix


• Market segmentation, targeting and positioning


• Integrated marketing communication


• Managing Brands


• Brand management


• Customer based brand equity


• Brand positioning


• Brand personality


• Measuring and evaluating brand equity

Assessment pattern

Alternative Assessment

Group presentation will be replaced by requiring an individual report of 2,000 words.

Assessment Strategy

The assessment strategy is aimed at giving students the opportunity to gradually build up their knowledge and understanding of brand management in the hospitality context and is designed to allow students to evidence their achievement of the learning outcomes. The assessment comprises an individual report and a group presentation.

Thus, the summative assessment for this module consists of:

• As part of the first assessment component (i.e., the individual report), students are examined based on critically reviewing the literature, theories and techniques related to brand management and applying this subject knowledge to an organization from the hospitality industry. This report has a target length of 2000 words.


• For the second assessment (i.e., the group presentation) students will be working as a role of marketing managers; students will be asked to evaluate the marketing and brand strategy of one organization in the hospitality industry. Due to the competitive market in this area, hospitality marketing managers are required to revise brand strategies to attract guests. Accordingly, students need to give a presentation which critically assesses the current brand strategy of one organization. Ultimately managerial implications need to be provided: how the organization can improve its marketing and/or brand strategy.

• During the first seminar, the assignments and the feedback process is explained


• Feedback is also provided during and after in-class discussions


• As the seminars are built around topic-specific group exercises, students do not only benefit from lecture’s feedback but also receive peer evaluations


• A pre-assignment feedback session is an integral part of this module and is offered in week 6. During this session, students work in groups on a task which reflects the report requirements and receive feedback on their work


• Further, as part of the formative feedback, students are provided with good and bad practice examples and in group discussion will discuss the key components of good reports and less good reports


• In the first lecture after submission, students are provided with initial feedback on what went well and not so well, hence outlining key learning issues deriving from the assignment


• Once marking is completed, students are able to access a report online which contains detailed generic feedback as well as a breakdown of marks. This enables students to assess their own performance compared to their peer students

• For the first assessment, students receive written feedback together with their returned reports. Apart from comments on the scripts, a formal sheet outlines students’ strengths, areas for improvements and suggestions on how to improve students’ performance for other assignments.


• A post-assignment feedback session is designed to help students to fully understand the feedback given, which is particularly important at this stage as the report is one of the first assignments that students submit. 

Module aims

• build on students' existing understanding of marketing principles with knowledge of the meaning and application of strategic marketing and brand management in the hospitality context.
• enhance students decision-making capabilities by applying creative and critical strategies and tactics involved in developing, positioning, leveraging, managing a brand, and measuring its value

Learning outcomes

Methods of Teaching / Learning

The teaching and learning strategy is designed to provide a framework of contemporary knowledge and theories supported by examples from industry. The current issues and debates will be highlighted so that the students are able to apply critical thinking to the literature. The teaching and learning methods are based on a series of lectures and, where appropriate case studies and guest lectures, supported by guided study. The module is delivered as generic strategic marketing and branding lectures followed by specific applications in seminars.

The learning and teaching methods include:

• Lectures (1 hours x 11 weeks)


• Seminars and/or class discussion (2 hours x 11 weeks)


• Guest lectures (2 hours x 1 week)


• Guided study(3 hours per week) – students will be provided through SurreyLearn with a series of activities including inter alia reading and discussion fora to extend their understanding

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MANM322

Programmes this module appears in

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2019/0 academic year.