Global Advertising and Branding 2

Learning Outcomes

Knowledge and Understanding

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

• the management of, and tools used, to develop advertising and branding campaigns around the world;
• the development of successful global advertising and branding campaigns;
• the current ethical and sustainabality challenges when developing advertising and branding campaigns.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• demonstrate ability to work effectively individually and in a team role solving problems in innovative and creative ways;
• communicate effectively using a range of media.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• critically evaluate advertising strategies for global brands.

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

• demonstrate knowledge and understanding of current advertising and branding strategies within a local, national and global context, and the ability to critically analyse those strategies.

• Connecting brands to people through media
• New social media and mega trends
• The role and types of objectives and positioning in advertising and branding
• Comtemporary advertising and branding techniques including emerging trends
• Developing creative advertising
• Evaluating the effectiveness of advertising and branding
• Ethics and sustainability issues in advertising and branding

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

Fill, C. Turnball, S. (2016). Marketing Communications: Discovery, Creation and Conversations. Pearson Education Limited.

Barry, P. (2012). The Advertising Concept Book: Think Now, Design Later. Thames and Hudson Ltd.

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