Extension & Consolidation
You should be consolidating your knowledge and practice of research skills through the summative assignment.
Independent Study:
Task: You should be reading from the core and other text books on your reading list to consolidate your understanding of the research process and your chosen marketing theme. You will also find that the research methods books on your reading list and Cottrell’s book will take you through the different stages and give you advice on preparing a research proposal.
Revision Week
Assignment
Students will be using the revision week to complete their literature reviews.
Assignment and Revision
Task: Complete the summative assignment drawing on learning from Weeks 1 to 10 and your own self-directed reading.
Managing International Brands General Information
School Business School
Level Level 7 (Masters)
Credit Value 15 Credits
Contact Hours 30 Hours
Programme(s) MSc International Marketing
Module Leader Emmanuel Asiedu
Related Modules Pre-requisites None Co-requisites None Post-requisites None Excluded Combinations None External Accrediting Body None Introduction
"Manage your digital brand because this is the image the Internet will have forever." Gma Goldie
Strong brands will transcend industries and provide an organisation with a valuable asset. The basic philosophy of this module is to blend the theory and practice of product and brand management as relevant to operating in a digital world. Branding is both an art and a science. This module aims to teach digital marketing strategy theories, concepts and
models, with an emphasis on strategic & operational decision-making in what is undoubtedly an unpredictable and complex environment.
It is widely recognised that while theory can provide strategic direction. It’s the ability to apply theory, taking into consideration the impact of market forces, that often determines the competitive success of organisations in practice. Therefore, this module includes the use of relevant case studies taken from the leading digital players in this space.
Within this module you will develop a comprehensive level of knowledge and understanding of the digital brand management, including the exploration of strategic options, as well as the selection and de-selection of strategic options. Ensuring students can plan to engage in digital environment for both online and offline brands.
Educational Aims This module aims to:
• Explore brands management and the implications for brands operating in a digital marketplace.
• Evaluate the business and revenue models for digital brands. • Understand how to design and implement brand strategies.
• Critically assess how brand positioning in a digital context.
• Examine how to develop customer knowledge and insight for digital marketing. • Select and develop acquisition and retention strategies.
• Financial analysis, including budgeting and modelling of customer lifetime value. • Examine metrics frameworks for digital brands.
• Critically evaluate customer equity and improvement models for digital brands. Learning Outcomes
Knowledge and Understanding
Ref A. Students should be able to demonstrate a: (subject specific)
K1 Deep and systematic understanding of brand management in a digital context. K2 High level of awareness of current issues in areas pertaining to digital branding. K3 Depth of knowledge of the tools and techniques available for the effective evaluation
and control of digital marketing activity.
K4 Comprehensive understanding of the tools and techniques available to the digital marketer in order to gain true customer insight.
Cognitive Skills
Ref B. Students should be able to:
C1 Proactively source and apply research to inform managerial options in a range of organisational contexts.
C2 Evaluate the relationships between an organisation and its environments and propose alternative approaches for the purpose of efficiency or effectiveness. C3 Use expertise in the evaluation and the use of tools and techniques for the
development of strategies for the purpose of business development. C4
Apply a wide range of theories to the area of Digital Marketing with a high level of competence displaying an awareness of the various factors contributing to business success.
Professional Skills and Attitudes Ref C. Students should be able to:
P1 Critically evaluate a range of alternative courses of action for an organisation in order to implement valuable change.
P2 Demonstrate sensitivity to the needs of stakeholders when recommending courses of action.
P3 Apply the practical skills associated with the strategic planning process and shape concepts to formulate and implement strategic business plans.
P4 Work effectively in a team in order to prepare and present analyses and strategic plans in a variety of business contexts.
Ref D. Students should be able to:
T1 Make relevant contributions to decisions that reflect good business practice in given situations.
T2 Take responsibility for initiating and controlling their own work and learning experience in order to improve their personal effectiveness.
T3 Use relevant presentation formats in order to communicate their methodologies and recommendations to different stakeholders.
T4 Foster empathy and sensitivity to the needs and opinions of others in order to maximise the effectiveness of team working.
Mode of Assessment
This module is assessed through the completion of one (1) independent task [the Summative Elements].
In addition to the summative elements, the module contains one (1) task to assist you in evaluating your progress in the module [the Formative Element].
Formative Elements
Please Note: These elements do not count towards your final module grade. 1. Digital Brand Book
Maximum 20 Pages.
Formative Assessment Handout: Week 2. Formative Assessment Due Date: Week 6. Summative Elements
Please Note: You must achieve a pass in the following element(s) to pass the module. 1. 2 hour exam based on pre-seen case study [100% of Module Grade].
Case Studies are to be released in the last week of teaching.
The exam paper will be of 2 hours duration and will offer students six questions of which three must be answered. All questions are equally weighted.
Students are permitted to bring into the exam room two sides of A4 notes. Summative Assessment Handout: Week 10 – provision of case study. Summative Assessment Due Date: Week 13 – exam.
The formative and graded elements are awarded a percentage grading according to the Level 7 (Masters) Marking Criteria contained in your programme handbook.
Each assessment is marked on a percentage basis and combined as a final module grade. For the classification of your degree (Distinction, Pass) the final module grades will be
combined according to the Diagram of Outcomes Leading to Award, detailed in your programme handbook.
Indicative Reading
To develop your skills in finding, accessing and analysing business information, data and knowledge you are encouraged to explore all sources of information to drive and enhance your learning (books, academic and professional journals, online resources, etc.). Below is an indicative list of reading that you may find helpful in your studies; more specific readings may be utilised throughout the module.
Seminal Works
Ryan D., Jones C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, London: Kogan Page Ltd.
Kapferer J.N. (2008) The New Strategic Brand Management, London: Kogan Page. Books and Texts
Adamson A. (2008), BrandDigital, Basingtstoke: Palgrave Macmillan.
Bird D. (2007), Commonsense Direct and Digital Marketing, 5th ed., London: Kogan Page Ltd.
Chaffey D., Ellis-Chadwick F., Jonston K. and Mayer R. (2009) Internet Marketing: Strategy, Implementation and Practice, 4th ed., FT –Prentice Hall. Chaffey
D.http://www.amazon.co.uk/eMarketing-eXcellence-optimising-Emarketing-
Essentials/dp/0750689455, Smith P.R. (2009) E-marketing, e-xcellence: planning and optimising your digital marketing, 4th ed., Harlow: Prentice Hall.
Elliott R., Percy L. (2007) Strategic Brand Management, Oxford University Press. Grappone J, Couzin G (2008), Search Engine Optimization: An Hour a Day, 2nd ed., Chichester: John Wiley & Sons.
Keller K., Aperia T., Gorgson Hall M. (2008) Strategic Brand Management: A European Perspective, FT: Prentice.
Spiller L., Baier M. (2009), Contemporary Direct Marketing, Harlow: Prentice Hall.
Wertime K, Fenwick I (2008) DigiMarketing: The Essential Guide to New Media and Digital Marketing, Chichester: John Wiley & Sons.
Sterne J., Kaushik A. (2007), Web Analytics: An Hour a Day, Chichester: John Wiley & Sons.
Kirby J., Marsden P. (2005), Connected Marketing: The Viral, Buzz and Word of Mouth Revolution, Oxford: Butterworth-Heinemann.
Academic and Professional Articles
Touchpoints White Paper - How consumers see the role of digital media in their purchase decisions.
Srivastava (2010),Managing Brand Performance: aligning positioning, execution and experience Journal of Brand Management 17, p.465 -471.
Balloui K., Hutchinson M., To Tweet, or Not To Tweet: Brand Building through the strategic use of Twitter.
Simmon G. (2010) Managing i-branding to create brand equity, European Journal of Marketing.
Frechette B. (2010) Brand Digital: Simple Ways Top Brands Succeed in the Digital World, Journal of Consumer Marketing.
Online Resources Websites:
Digital brand engagement: www.digitalbrandengagement.ning.com
Mckinsey Digital Marketing: www.mckinseyquarterly.com/marketing/digital marketing The Institute of Direct Marketing: http://www.theidm.com
The Direct Marketing Association: www.dma.org.uk The Chartered Institute of Marketing www.cim.co.uk
Dave Chaffey: www.davechafey.com/students and www.smartinsights.com New Media Age: www.nma.co.uk
Brand Republic: www.branrepublic.com/go/digitalmarketing/ i- advertising: www.i-advertising.com
Financial Times: www.ft.com /technology/digital business Guardian: www.guardian.co.uk/media/digital-media
LED – The internet marketing discussion list: www.led-digest.com eMarketer: www.emarketer.com
MarketingProfs: www.marketingprofs.com Blogs:
Adventures in Digital Marketing: www.adventuresdm.co.uk Marketing Metrics Blog: http://metricman.blogspot.com Digital Marketing Blog: http://connect.icrossing.co.uk Digital Campaigns: www.digitalbuzzblog.com Case Studies:
Superbrands: ww.superbrands.com
CIM resources:www.cim.co.uk/resoures/casestudies/home.aspx Figaro Digital: www.figarodigital.co.uk
SAS: www.sas.com/success/
Digital training academy: www.digitaltrainingacedemy.com/casestudies/ Use will also be made of Social Networking Sites:
Facebook LinkedIn Twitter Video Sharing: YouTube GoogleVideo
INDICATIVE SCHEME OF WORK
In some instances information regarding content of module is indicative - actual module content will be determined according to considerations (for example, opportunities for work with specific external partners or new developments in the field) which are taken into account at the time of module delivery.
Module Title: Managing Brands in a Digital Environment. Syllabus
• Brands Management and the Implications of Operating in a Digital Marketplace. • Business and Revenue Models for Digital Brands.
• Designing and Implementing Brand Strategies. • Brand Extensions and New Product Development. • Positioning of Brands in a Digital Context.
• Customer Knowledge and Insight for Digital Marketing. • Developing Acquisition and Retention Strategy.
• Financial Analysis, including Budgeting and Modelling of Customer Lifetime Value. • Metrics Framework for Digital Brands.
Week Content Learning and Teaching Strategy
Head Start
Introduction to Brands
Review of what is a brand and how brands create value for the customer and the company.
Preparation for module:
Key Reading: Chapter 1, Ryan D, Jones C (2009), Understanding
Digital Marketing: Marketing Strategies for Engaging the Digital Generation, London: Kogan Page Ltd.
Chapter 1, Kapferer J.N.(2008) The New Strategic Brand Management by JN, London: Kogan Page.
Task: Read case study: Burberry (to be posted online).
Week 1
Brand Management
Assess role of branding and brand management in a digital context, this includes on and offline brands.
This will concentrate on: • Digital vs Offline Brands.
• Assess the Strategic Implications of Branding in a Digital. Environment.
• Evaluate Strategic Brand Management Process.
Independent Study
Key Reading: Chapter 2, Ryan D, Jones C (2009), Understanding
Digital Marketing: Marketing Strategies for Engaging the Digital Generation, London: Kogan Page Ltd.
Chapter 2, Kapferer J.N.(2008) The New Strategic Brand
Management by JN, London: Kogan Page.
Session 1:
Workshop Activity 1: Online exercise to identify the characteristics
of successful brands; offline brands with diversified online offer. Tutor to facilitate discussion on key learning.
Workshop Activity 2: Review of Burberry case study and group
work to identify values, strategy and strategic risk.
Independent Study: (all independent study questions can be
completed and passed to tutor for marking to develop experience of exam type questions).
Task: Visit a fashion label website e.g. www.diesel.com and identify
what difficulties a designer brand might encounter when selling online.
Week 2
Business and Revenue Models
Business and Revenue Models for Digital Channels. This will concentrate on:
• Brand Diversity: the Types of Brand.
Independent Study:
Key Reading: Chapters 3, 4 and 5, Kapferer J.N.(2008) The New
Strategic Brand Management by JN, London: Kogan Page.
Chapter 3 and 9, Chaffey D.http://www.amazon.co.uk/eMarketing- eXcellence-optimising-Emarketing-Essentials/dp/0750689455, Smith
• Assess how to Build a Market Leader.
• Critically Compare Brands and Business Models. Brief on group formative assessment.
P.R. (2009) E-marketing, e-xcellence: planning and optimising your
digital marketing, 4th ed., Harlow: Prentice Hall.
Task: Review Napster case study (provided online –
www.davechaffey.com).
Session 1:
Workshop Activity 1: Tutor lead discussion to evaluate how
Napster varied its offer to compete with traditional online music retailers.
Workshop Activity 2: Online exercise to find 3 competitors with
similar offerings (from given product area) Identify ways in which each has used the internet to vary its core and extended product. Which makes the best use of the internet and why?
Independent Study:
Task: Identify 3 alternative locations for transactions for a B2B
company on the internet.
Week 3
Brand Strategies
Review the range of strategic options facing brands operating in a digital context.
This will concentrate on:
• Understanding of Brand Planning Activities and Objective Setting.
• Strategy Formulation for Digital Brands.
• Critically Evaluate Trends in Branding Strategies.
Independent Study:
Key Reading: Chapter 6, 7 and 13, Kapferer J.N.(2008) The New
Strategic Brand Management by JN, London: Kogan Page.
Session 1:
Workshop Activity 1: Tutor led exercise to work on mini cases
identifying brand strategies and then setting objectives.
Workshop Activity 2: Tutor facilitated group work, each group given
product/service e.g. medium sized bank. Groups then present back how they would tackle the job of building the company brand.
Independent Study:
Task: Select one of the Superbrands case studies and evaluate the
selected brands’ strategy.
Week 4
New Product Development and Brand Extension
Explores the relationship between the role of brands and growth, particularly focusing on NPD and brand extension but also identifying alternative strategies.
This will concentrate on:
• Relationship Between Brands and Growth.
Independent Study:
Key Reading: Chapters 9, 11, 12 and 16, Kapferer J.N.(2008) The
New Strategic Brand Management by JN, London: Kogan Page.
Chapter 5, Ryan D, Jones C (2009), Understanding Digital
Marketing: Marketing Strategies for Engaging the Digital Generation,
• Assess Extending the Brand versus Innovation/NPD. • Critically Evaluate the Role of Research in Digital Brand
Management.
Task: Read Levi case study (provided online – Jobber)
Session 1:
Workshop Activity 1: Tutor led discussion on case study to
evaluate branding decisions in relation to achieving increased grow market share. Individual work with tutor facilitated feedback.
Workshop Activity 2: Online exercise to complete variety of online
research surveys both quantitative and qualitative. To evaluate the value these provide to brand managers.
Independent Study:
Task: Develop a 2 page research proposal as to how to evaluate a
multichannel campaign designed to drive traffic to a job search website.
Week 5
Positioning of Brands in a Digital Context
Applying segmentation, targeting and positioning in a digital context. This will concentrate on:
• Online Profiling and Segmentation Options. • Approaches to Segmentation and Targeting.
• Critically Evaluate Role of Positioning Strategies for Digital Brands.
Independent Study:
Key Reading: Chapters 7, Kapferer J.N.(2008) The New Strategic
Brand Management by JN, London: Kogan Page.
Session 1:
Workshop Activity 1: Exercise using given scenarios, use benefit
segmentation to identify market segments. Discuss the likely profiles of the resulting segments.
Workshop Activity 2: Tutor led review of case study to identify
brands positioning framework and analyse repositioning opportunities.
Independent Study:
Task: Why might a company rebrand and what is required for the
success of the implementation of the rebranding process?
Reading Week
Reading Week Consolidation
Key Reading: Chapters 1- 9, 13 and 16, Kapferer J.N.(2008) The
New Strategic Brand Management by JN, London: Kogan Page.
Chapters 1-11, Ryan D, Jones C (2009), Understanding Digital
Marketing: Marketing Strategies for Engaging the Digital Generation,
London: Kogan Page Ltd.
Task: Revision for exam and completion of any outstanding
independent study questions.
Week 6
Customer Knowledge and Insight
Assess and improve the quality of customer knowledge. This will concentrate on:
• Information sources and tools for Understanding the Digital Customer, Including Web Analytics.
• Devising a Customer Data Strategy from Internal and External Data Sources.
• Critically Evaluate how Customer Insights can improve Digital Marketing Effectiveness.
Group presentations formative assessment
Independent Study
Key Reading: Chapter 9, Bird D (2007), Commonsense Direct and
Digital Marketing 5th ed., London: Kogan Page Ltd.
Chapter 4, Chaffey D.http://www.amazon.co.uk/eMarketing-
eXcellence-optimising-Emarketing-Essentials/dp/0750689455, Smith P.R. (2009) E-marketing, e-xcellence: planning and optimising your
digital marketing, 4th ed., Harlow: Prentice Hall.
Session 1:
Workshop Activity 1: Tutor led exercise to assess data provision
and identify 3 consumer insights. Tutor led discussion to summarise key learnings.
Workshop Activity 2: Using insights generated in previous
exercise, group work to evaluate how these could be used to improve the company’s digital marketing? Tutor facilitated session.
Independent Study:
Task: What are the strength and limitations of using the internet as a
data collection instrument?
Week 7
Customer Acquisition and Retention
Explore how the Digital Arena creates an opportunity for brands to manage their relationships with customers differently.
This will concentrate on:
• Understand Principles of Customer Relationship Management. • Assess Approaches to Customer Value Management.
• Critically Analyse how to Maximise Customer Equity.
Independent Study:
Key Reading: Chapter 8, Chaffey
D.http://www.amazon.co.uk/eMarketing-eXcellence-optimising- Emarketing-Essentials/dp/0750689455, Smith P.R. (2009) E-
marketing, e-xcellence: planning and optimising your digital marketing, 4th ed., Harlow: Prentice Hall.
Task: Read Nectar case study (Jobber)Session 1:
Workshop Activity 1: Tutor led discussion on case to assess the
main applications for the information gathered on customers who use their Nectar loyalty cards.
Workshop Activity 2: Tutor facilitated group exercise to develop
goals for an online acquisition campaign in terms of response rates or engagement with creative, cost and overall campaign
effectiveness.
Task: Discuss the advantages and disadvantages of retailer loyalty
programmes such as Sainsbury’s Nectar card from both a customer and retailer perspective.
Week 8
Financial Analysis
Costs Benefit Analysis of Digital Marketing. This will concentrate on:
• Principles of Budgeting for Digital Marketing at Strategic and Campaign Level.
• Assessing the Effectiveness of Digital Marketing from a Financial Perspective.
• Critically Evaluate Customer Lifetime Value Models.
Independent Study:
Key Reading: Chapter 18, Bird D (2007), Commonsense Direct and
Digital Marketing 5th ed., London: Kogan Page Ltd. Chapter 5, Ryan D, Jones C (2009), Understanding Digital
Marketing: Marketing Strategies for Engaging the Digital Generation,
London: Kogan Page Ltd.
Session 1:
Workshop Activity 1: Tutor led exercise using scenario to budget
set for digital marketing plan at both strategic and campaign level. (davechaffey.com/ spreadsheets).
Workshop Activity 2: Tutor led exercise using mini case, charity
uses lifetime value model to assess returns from new e-CRM system (Chaffey p. 360).
Independent Study:
Task: Explain and evaluate the conversion marketing approach to
objective setting for web communications, using examples where relevant.
Week 9
Metrics Framework
Planning and assessment of the contribution of Digital Marketing to a brand.
This will concentrate on:
• Understand Metrics and Performance Frameworks for ssessing the effectiveness of Digital Marketing.
• Evaluation and Attribution of Multi Touchpoint Journeys. • Critically Analyse the Contribution of Web Analytics.
Independent Study:
Key Reading: Chapter 8, Chaffey
D.http://www.amazon.co.uk/eMarketing-eXcellence-optimising- Emarketing-Essentials/dp/0750689455, Smith P.R. (2009) E-
marketing, e-xcellence: planning and optimising your digital marketing, 4th ed., Harlow: Prentice Hall.
Task: Online research to identify buzz metrics.
Session 1:
Workshop Activity 1: Tutor led discussion to evaluate usefulness of
buzz metrics.
Workshop Activity 2: Tutor facilitated group work to develop a
metrics programme for an identified website. Followed by group discussion to evaluate the contribution of web analytics versus other analytics and offline metrics.