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 Academic Year: | 2016/7 |
| Owning Department/School: | School of Management |
| Credits: | 6 [equivalent to 12 CATS credits] |
| Notional Study Hours: | 120 |
| Level: | Masters UG & PG (FHEQ level 7) |
| Period: |
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| Assessment Summary: | EX 100% |
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| Supplementary Assessment: |
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| Description:
| Aims: * To provide participants with a comprehensive overview of modern brand communications theory and practice. * To teach a wide range of advertising and communication models and relate these to models of consumer behaviour * To outline best practice in brand communication evaluation. Learning Outcomes: * Students will become familiar with a range of different models of brand communication, so as to be able to apply these models to a wide range of existing brand communication campaigns. * Students will be empowered to apply these models in practical business situations, where development and evaluation of communication campaigns is required. Skills: * Analytical Skills (T,F,A) * Writing Skills (A) * Class participation skills (T, F) Content: This unit focuses on the theories and practices involved in effectively linking consumers with brands through advertising in both domestic and multinational contexts, from both 'client' and `agency' perspectives. Areas covered include: Strategic communications planning and execution; Digital and Mobile Communications; Promotional, corporate, tactical and long-term advertising. The 'Big Idea'; Advertising research methods; Advertising evaluation; Advertising across cultural borders; Communications channel planning and evaluation. The unit reflects longer term and current developments in advertising and the content will therefore be reviewed on an annual basis and updated as appropriate. |
| Programme availability: |
MN50335 is a Designated Essential Unit on the following programmes:School of Management
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