Branding and Marketing Communications
| Code | School | Level | Credits | Semesters |
| BUSI4483 | Business | 4 | 10 | Spring UK |
- Code
- BUSI4483
- School
- Business
- Level
- 4
- Credits
- 10
- Semesters
- Spring UK
Summary
The module provides an introduction and overview to branding and marketing communications research. It explores the nature of branding and marketing communications practice and theory.
Target Students
Only available for MSc Marketing OR MSc International Tourism Management and Marketing students and MSc Exchange students.
Classes
- One 2-hour lecture each week for 11 weeks
2-hour lectures x 11 weeks Total Contact Hours: 100. Lectures: 22; Background reading and independent studies: 50; Coursework preparation: 28.
Assessment
- 100% Coursework: Individual coursework, 2,000 words.The reassessment of this module will be 100% coursework (2,000 words).
Educational Aims
On completion of this module students will be able to:1. Describe the nature and scope of marketing communications practice and the marketing communications industry.2. Evaluate theoretical models developed in branding and marketing communications research from a broad range of academic disciplines.3. Identify pertinent ethical, social and political issues in branding and marketing communications practice, research and theory.Learning Outcomes
Knowledge and Understanding
- Marketing and sales – different approaches for segmentation, targeting, positioning, generating sales, and the need for innovation in product and service design
Intellectual Skills
- Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately
Professional Practical Skills
- The ability to recognise and address ethical dilemmas, corporate social responsibility and sustainability issues, applying ethical and organisational values to situations and choices
Transferable (Key) Skills
- Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports
- Communications – the comprehension and use of relevant communications for application in business and management, including the use of digital tools
Conveners
Last updated 07/01/2025.