Global Advertising and Branding 1

Learning Outcomes

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

• demonstrate the ability to apply creative thinking in order to plan and implement solutions to advertsing and branding problems.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• analyse advertising strategies for global brands.

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• how to critically examine academic ideas and debates related to the management and implementation of advertising and branding strategies;
• the development of contemporary cultural context influencing global advertising and branding campaigns.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• critically analyse and synthesise appropriate research to underpin your argument.
• effectively communicate your analysis and argument in writing, applying appropriate academic rules and conventions;

• Global Advertising techniques, adaptation and ‘Glocalisation’
• Creative briefs development writing and evaluation
• Visual analysis and semiotics
• Advertising persuasive techniques
• Branding and advertising management
• Advertising planning and targeting
• Creative thinking and problem solving

Teaching and learning methods

Teaching methods include:

• Formal Lectures
• Tutor-led seminars
• Visiting lecturers
• Case study analyses
• Tutorials
• Workshop days
• Directed learning

Learning activities include:

• Independent study (Reading material as directed by tutor, analysing material delivered during taught sessions, writing up notes, reflecting on taught material and feedback, conducting research where appropriate, analysing results and writing up assignment).
• Peer group learning
• Class discussion

Resources & Reading list

Textbooks

Cairns, G. (2010). Deciphering Advertising, Art and Architecture – New Persuasion Techniques for Sophisticated Consumers. Oxford: Libri Publishing.

Fill, C. Turnball, S. (2016). Marketing Communications: discovery, creation and conversations. Pearson Education Limited.

Mahon, N. (2011). Basics Advertising 03: Ideation. London: Bloomsbury Publishing.

Wells, W., Moriarty, S., Burnett, J. and Lwin, M. (2007). Advertising, Principles and Effective IMC Practice. Pearson Ed. Asia.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Repeat Information

Repeat type: Internal & External