Module overview
This module is the second core module of the programme. The module builds on some of the concepts and ideas used In Global Adverting and Branding 1 and you will be encouraged to go further into your reading understanding and application of advertising and branding concepts and practice.
You will learn about key concepts such as brand positioning and constructing advertising messages. We will cover the evolving world of social media and consider the importance of media strategy and the evaluation of advertising and branding campaigns. You will be expected to apply this knowledge in real world situations.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- the development of successful global advertising and branding campaigns;
- the management of, and tools used, to develop advertising and branding campaigns around the world;
- 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.
Syllabus
- 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
Learning and Teaching
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
Type | Hours |
---|---|
Independent Study | 174 |
Teaching | 26 |
Total study time | 200 |
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.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Individual Digital Presentation Group presentationSummative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Individual Digital Presentation | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Individual Digital Presentation | 100% |
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.
Method | Percentage contribution |
---|---|
Individual Digital Presentation | 100% |
Repeat Information
Repeat type: Internal & External