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MN50335: Advertising theory and practice

[Page last updated: 23 August 2022]

Academic Year: 2022/23
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:
Semester 1
Assessment Summary: CW 100%
Assessment Detail:
  • Coursework (CW 100%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites:
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.

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.

Skills:
* Analysis, Strategy and Conceptualisation (T, F, 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

Notes:

  • This unit catalogue is applicable for the 2022/23 academic year only. Students continuing their studies into 2023/24 and beyond should not assume that this unit will be available in future years in the format displayed here for 2022/23.
  • Programmes and units are subject to change in accordance with normal University procedures.
  • Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.
  • Find out more about these and other important University terms and conditions here.