The University of Southampton
Courses

ARTD6138 Global Advertising & Branding 2

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

Module Aims

- To build on and consolidate the learning from Global Advertising & Branding 1 - To encourage you to think more broadly with regard to advertising and branding - To develop your understanding of the management, development and evaluation of advertising and branding campaigns

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
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Critically evaluate advertising strategies for global brands
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
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

Special Features

A field trip or advertising simulation event relevant to the module content and learning outcomes is normally incorporated within the module syllabus.

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

TypeHours
Teaching26
Independent Study174
Total study time200

Resources & Reading list

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

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

Assessment

Formative

Peer Group Feedback

Summative

MethodPercentage contribution
Critical Report  (3000 words) 100%

Repeat

MethodPercentage contribution
Critical Report  (3000 words) 100%

Referral

MethodPercentage contribution
Critical Report  (3000 words) 100%

Repeat Information

Repeat type: Internal & External

Costs

Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Textbooks

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/recommended text as appropriate.

Travel Costs for placements

Reasonable travel costs for study trips (these may not be covered by the University).

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.

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