School of Management, Unit Catalogue 2011/12 |
|
 Credits:
| 6 |
| Level:
| Masters UG & PG (FHEQ level 7) |
| Period: |
Semester 2 |
| Assessment:
| EX 100% |
| Supplementary Assessment: | Like-for-like reassessment (where allowed by programme regulations) |
| Requisites:
| In taking this unit you cannot take MN30036 |
| 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. |
| Programme availability: |
MN50335 is a Designated Essential Unit on the following programmes:School of Management
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