School of Management, Unit Catalogue 2011/12 |
|
 Credits:
| 6 |
| Level:
| Honours (FHEQ level 6) |
| Period: |
Semester 1 |
| Assessment:
| CW 0%, EX 100% |
| Supplementary Assessment: | Like-for-like reassessment (where allowed by programme regulations) |
| Requisites:
| Before taking this unit you must take MN20016 or take MN20081 |
| Description:
| Aims: * To provide participants with a comprehensive overview of 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 models of advertising communication. * Students will learn to apply models of advertising to existing brand communication campaigns. * Students will be able to use models to develop and evaluate new communication campaigns. Skills: * Analytical Skills - assessed * Writing Skills - assessed * Class participation skills. Content: The role of brand communication in influencing brand choice will be critically examined making extensive use of in-class discussion of examples of advertising. The following specific subjects will be covered: Lecture 1: Introduction to the course & review of classic consumer buying behaviour Lecture 2: Cognitive Brand Choice Models Lecture 3: Simple non-cognitive models Lecture 4: Psychology of Learning & Attention Lecture 5: Psychology of Affective Processing Lecture 6: Models of Affect and Attention Lecture 7: Low Attention Processing model Lecture 8: Advertising Evaluation Lecture 9: Practical issues in advertising development Lecture 10: Practical session in developing ad strategies Lecture 11: Revision. |
| Programme availability: |
MN30036 is Optional on the following programmes:Department of Chemistry
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