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MN50335: Advanced advertising theory

Follow this link for further information on academic years Academic Year: 2013/4
Follow this link for further information on owning departmentsOwning Department/School: School of Management
Follow this link for further information on credits Credits: 6
Follow this link for further information on unit levels Level: Masters UG & PG (FHEQ level 7)
Follow this link for further information on period slots Period: Semester 1
Follow this link for further information on unit assessment Assessment: EX 100%
Follow this link for further information on supplementary assessment Supplementary Assessment: Like-for-like reassessment (where allowed by programme regulations)
Follow this link for further information on unit rules Requisites: In taking this unit you cannot take MN30036
Follow this link for further information on unit content Description: Aims:

* To provide participants with a comprehensive overview of modern brand communications theory and practice;
* To teach a wide range of advertising and communication models and relate these to models of consumer behaviour;
* To review recent psychology learning and show how this relates to new ideas about brand communication;
* To outline best practice in brand communication evaluation.

Learning Outcomes:

* Students will become familiar with a range of different models of brand communication, and learn to apply these models to a wide range of existing brand communication campaigns.
* Students will be empowered to apply these models in practical business situations, where development and evaluation of communication campaigns is required.

Skills:

* Analytical Skills (T,F,A)
* Writing Skills (A)
* Class participation skills (T, F).

Content:
The course will contain a range of lectures, in-class assignments, case-studies and exercises for the following topics:
* Cognitive brand-choice models
* Simple non-cognitive models
* Practical issues in advertising development
* Psychology of learning & attention
* Psychology of affective processing
* Models of affect and attention
* Low attention processing model
* Practice in developing advertising strategies
* Advertising evaluation.
Follow this link for further information on programme availabilityProgramme availability:

MN50335 is a Designated Essential Unit on the following programmes:

School of Management
Notes:
* This unit catalogue is applicable for the 2013/14 academic year only. Students continuing their studies into 2014/15 and beyond should not assume that this unit will be available in future years in the format displayed here for 2013/14.
* Programmes and units are subject to change at any time, in accordance with normal University procedures.
* Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.