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MN50335: Advertising theory and practice

Follow this link for further information on academic years Academic Year: 2019/0
Further information on owning departmentsOwning Department/School: School of Management
Further information on credits Credits: 6      [equivalent to 12 CATS credits]
Further information on notional study hours Notional Study Hours: 120
Further information on unit levels Level: Masters UG & PG (FHEQ level 7)
Further information on teaching periods Period:
Semester 1
Further information on unit assessment Assessment Summary: CW 100%
Further information on unit assessment Assessment Detail:
  • Coursework (CW 100%)
Further information on supplementary assessment Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Further information on requisites Requisites:
Further information on descriptions 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 outline best practice in brand communication evaluation.

Learning Outcomes:

* Students will become familiar with a range of different models of brand communication, so as to be able 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.


* Analysis, Strategy and Conceptualisation (T, F, A)
* Class participation skills (T, F)

This unit focuses on the theories and practices involved in effectively linking consumers with brands through advertising in both domestic and multinational contexts, from both 'client' and `agency' perspectives. Areas covered include: Strategic communications planning and execution; Digital and Mobile Communications; Promotional, corporate, tactical and long-term advertising.
The 'Big Idea'; Advertising research methods; Advertising evaluation; Advertising across cultural borders; Communications channel planning and evaluation.
The unit reflects longer term and current developments in advertising and the content will therefore be reviewed on an annual basis and updated as appropriate.
Further information on programme availabilityProgramme availability:

MN50335 is a Designated Essential Unit on the following programmes:

School of Management