Advertising and Brand Communications

The 21st century marketer needs to be equipped with the tools to understand, and think critically, about responsible marketing practices in relation to the wider social and environmental impacts of business at different levels.

The module introduces students to the fundamentals of advertising and brands. Students will explore the role of brands in adding consumer value and how they are used to build customer-based equity within organisations. Students will also explore why successful global brands are recognised through how they are advertised to and connected with consumers increasingly through digital media platforms.

Key marketing principles, techniques and measures are introduced and explored in relation to the marketing consumer interface; helping to shape an understanding of strategic and operational aspects of business.

Students will gain insight on major external factors that influence business decision-making, performance and the strategies developed in response to competitors, cultural differences and regulatory implications.

Marketers need to understand the psychology of consumers and their buying behaviour. Namely, their perception, beliefs, attitudes and what influences them towards buying or not buying products and services.

An understanding of digital and social platforms and how they impact on today’s marketing environment is an important consideration for marketing students.

You can add a foreign language to your portfolio of skills. Enhance your employability by learning French, Japanese, Mandarin Chinese, Modern Standard Arabic or Spanish alongside your main degree. Whatever your language knowledge, from beginner to advanced, these classes will take you to the next level of proficiency.

Several factors affect most businesses and marketing students need an understanding regarding the roles of customers, employees, competitors, shareholders and suppliers. Other modern business activities will be explored such as franchising, joint ventures and social enterprise.

Brand management is a crucial part of a marketing strategy within organisations. The module develops a holistic approach to strategic branding decision-making that will help create brand equity for organisations in a global context. The key areas of study include brand strategy, brand portfolio management, brand management toolkit and brand culture.

Students will explore how to appraise and apply research methods as a critical skill for undergraduates in the advertising and brand communications context and develop knowledge in academic research through this module.

The module examines the theory behind the principles and practice of public relations and develops students' knowledge and skills in public relations in a global context. The areas of study include the function of PR in organisations, strategic perspectives for PR, the external public and PR activities, and the role of PR in corporate reputation and crisis management.

Students will examine digital technology and its impact on advertising and brand communications including communication theory and practice. Planning, development and implementation of digital communications strategies will be examined.

The module develops an understanding of the process of advertising using an applied approach. Students will explore the main creative approaches to advertising, the main media available and the regulatory system of the advertising industry in a global context by undertaking practical advertising activities. Where appropriate, students will create innovative solutions to live client briefs.

Sociological and consumer behaviour is a fundamental aspect in understanding the nature of consumers as individuals and within society and their culture.

This module aims to develop a critical understanding of the practice of integrated marketing communications and the implications for planning and design of marketing communications strategies.  Students will apply and adapt the communication mix to satisfy stakeholder needs. Students will gain knowledge of communication theory and its impact in practice.

This module aims to develop your expertise in the planning, development and implementation of integrated marketing communications strategies for a range of target audiences. Current trends within the industry and key ethical factors are also explored. In addition, the module will allow you to consider target audiences and profile development; communications tools; ethics, legal controls and codes of conduct; how to evaluate campaigns; current campaigns and trends within the communications industry.

Marketers need to critically assess the value of strategic marketing as part of the broad longer-term business objectives. Taking into consideration corporate management issues and opportunities leading to appropriate strategic marketing solutions.

The module explores the strategic role of digital content in an organisation's marketing communications. Students will plan the creation and distribution of digital content to deliver effective propositions.

Creativity is at the heart of advertising and branding. This module provides a deeper understanding of creativity in advertising and brand communications in a constantly evolving media landscape.

Students undertake a substantial project based on work experience or academic research.