Module manager: Karen Tejedor Bowen
Email: k.tejedorbowen@leeds.ac.uk
Taught: Semester 2 (Jan to Jun) View Timetable
Year running 2025/26
| LUBS1860 | Fundamentals of Marketing |
This module is not approved as a discovery module
Branding is an essential part of a business's marketing strategy, but consumers are exposed to thousands of brands every day. How do you ensure that your brand cuts through the clutter? This module will give you a comprehensive understanding of the main principles and theories of branding. Using a real-world approach, you will learn how to create, grow and manage brands in physical and digital environments. The theory will be complimented with practical examples from the contemporary environment.
This module aims to guide students in the real-world application of central concepts of branding. The module uses a learning-by-doing approach, which offers students the opportunity to apply branding theory and concepts in practice.
Overall objectives:
- Recognise the role of branding within the broader context of marketing.
- Discuss the key issues of branding in a contemporary environment.
- Understand main principles of branding and key theories of brand management.
- Identify solutions to grow and manage brands in diverse industries and both physical and digital contexts.
On successful completion of the module students will have demonstrated the following learning outcomes relevant to the subject:
- Assess and apply the key theories and strategies commonly used to develop and manage brands in a diverse set of industries and consumer segments, in both physical and digital environments.
- Recognise the key issues faced by brand managers in a dynamic and changing environment.
- Appraise different notions of brand value, in relation to both organisations and consumers.
- Explore the role of design in branding, and recognise the inherent link between brand strategy and brand design.
- Reflect on the concepts of brand purpose, marketing ethics and brand activism.
On successful completion of the module students will have demonstrated the following skills learning outcomes:
1. Work-ready skills
- Critical thinking
- Communication
- Commercial awareness
2. Digital skills
- Digital creation, problem-solving & innovation
3. Enterprise skills
- Spotting opportunities
4. Academic skills
- Reflection
Indicative content:
- Key principles of branding
- Concept and sources of brand value
- Brand architecture and brand extensions
- Brand experience in physical and digital environments
- Brand coolness
- Brand identity and brand design principles
- Brand purpose, marketing ethics and brand activism
- Brand management with AI
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Lecture | 10 | 1 | 10 |
| Seminar | 5 | 1 | 5 |
| Private study hours | 85 | ||
| Total Contact hours | 15 | ||
| Total hours (100hr per 10 credits) | 100 | ||
All seminars will be designed to be highly interactive. In the seminars, students discuss practical exercises in groups, have the opportunity to clarify any doubts with the tutor, and present their application of the theory in class, receiving formative feedback orally. Thus, formative feedback will be provided each week during the practical exercises performed in the seminars.
In addition, two of the seminars (week 5 and week 9) will run as clinics and focus on assignment development. Students will be offered the opportunity to discuss their work in progress between them (in small groups) and with the tutor. Some examples will be presented to the class and analysed, so to provide personal feedback to the presenter as well as offering guidance to others.
Students will also be able to send a short overview of their selected brand to the module leader for personalised feedback on the direction and feasibility of their assignment.
Lastly, students can use the tutor’s office hours to receive feedback on the work in progress for their report.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Coursework | 2,000 word Individual Report | 100 |
| Total percentage (Assessment Coursework) | 100 | |
The resit for this module will be 100% by 2,000 word Individual Report.
There is no reading list for this module
Last updated: 30/04/2025
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