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Programme & Unit Catalogues

MN30036: Advertising theory and practice

[Page last updated: 15 October 2020]

Follow this link for further information on academic years Academic Year: 2020/1
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: Honours (FHEQ level 6)
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: Before taking this module you must take MN20607 OR take MN20081 OR take MN20016
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:

MN30036 is Compulsory on the following programmes:

School of Management
  • UMMN-AKB05 : BSc(Hons) Management with Marketing with Year long work placement (Year 4)

MN30036 is Optional on the following programmes:

School of Management
  • UMMN-AFB02 : BSc(Hons) Accounting and Finance (Year 3)
  • UMMN-AKB02 : BSc(Hons) Accounting and Finance with Year long work placement (Year 4)
  • UMMN-ANB01 : BSc(Hons) Business Administration with Thin sandwich placement(s) (Year 4)
  • UMMN-AYB06 : BSc(Hons) International Management with Year Abroad (Year 4)
  • UMMN-AFB04 : BSc(Hons) Management (Year 3)
  • UMMN-AKB04 : BSc(Hons) Management with Year long work placement (Year 4)
Department of Politics, Languages and International Studies
  • UXXX-AYB05 : BSc(Hons) International Management and Modern Languages (French) with Year Abroad (Year 4)
  • UXXX-AYB04 : BSc(Hons) International Management and Modern Languages (German) with Year Abroad (Year 4)
  • UXXX-AYB06 : BSc(Hons) International Management and Modern Languages (Spanish) with Year Abroad (Year 4)


  • This unit catalogue is applicable for the 2020/21 academic year only. Students continuing their studies into 2021/22 and beyond should not assume that this unit will be available in future years in the format displayed here for 2020/21.
  • Programmes and units are subject to change 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.
  • Find out more about these and other important University terms and conditions here.