General Information

General Information
NBS-5006S
2018/9
BRANDING, ADVERTISING AND DIGITAL MARKETING
CW
SEM3
5
20
UG

 

SUMMER
Y
20
Dr Usha Sundaram

Module Description

Module Description
Are you fascinated by the world of brands and branding? Do you wonder about how advertising brings to life the power of brands and makes them resonate with our emotions? This intensive and interactive module will help you explore the connection between advertising and marketing communication techniques and how they shape brand messages.
Throughout this module you will expand your awareness of brands and brand values and how brand ideals can be communicated to an audience through narratives, imagery, emotions, and stories. You will learn about theories that explain communication techniques and apply them to create a brand campaign of your own using various marketing communication techniques. You will get hands on experience of creating advertisements, posters, TV commercials, event marketing campaigns, social media strategy, and website design. This module is ideal for you if you have a personal and professional interest in branding, advertising, and digital marketing.
In this module you will explore both theory and practice in branding and advertising and apply these in creating your own branding campaign. Through a mixture of lectures, seminars, workshops, labs, field visits, media production training, and first-hand field work, you will be able to learn how to visualise a brand campaign, how to create an emotional selling point and craft brand stories through the power of advertising, communication, and digital marketing. Through this experience you will sharpen your understanding of branding and marketing communications.

Learning objectives and Outcomes

Learning objectives and Outcomes
In this module you will:

• Learn and understand the theories behind brands and marketing communications
• Understand and apply theories of communication in creating and communicating brand values
• Analyse the effectiveness of communication theories in building brand images
• Apply and analyse the role of technology in marketing and the importance of a strong digital focus in brand campaigns
• Analyse the contribution of the end-user-consumer in creating their own brand experiences

• Understand, apply, and analyse theories of marketing communications in a practical manner

Teaching Team

Teaching Team
Dr Usha Sundaram

Learning activities and Effort hours

Learning activities and Effort hours
Learning activity Total effort hours Indicative effort hours per week
40 10
40 10
10 2.50
20 5
50 12.50
40 10
200.00 50.00

Teaching Sessions

Teaching Sessions
Week 1 - Introduction, Module and Assessment Overview / Marketing Communications / Introduction to Branding, Brand Architecture, meaning, associations, brand communications, Marketing communication theories - Hierarchy of Effects, ELM, NTT, ESP
Week 2 - IMC - goals, purpose, audience, targets, measurement, medium, IMC tools, Formative assessment briefing, BBC Voices Workshop (tbc), field trip
Week 3 - IMC tools - Advertising, celebrity endorsement, product placement, experiential and event marketing, Essentials of digital marketing, designing a website, mobile optimisation, search campaign, SEO, PPC, social media marketing, social media campaigns, online branding, field trip (tbc)
Week 4 - formative assessments, presentations, feed forward, field trip (tbc), pulling together a campaign, final presentations, summative assessment, hand ins, evaluation
Teaching Sessions
all included as above - interactive taught sessions,
Teaching Sessions
field trips, lab time, studio time, workshops

Learning Support Materials

Learning Support Materials
N
Learning Support Materials

Formative Assessments

Formative Assessments
MAP_CODE=AST_CODE=FRM
Sequence Assessment Type Title Deadline

Summative Assessments

Summative Assessments
    MAP_CODE=AST_CODE=FRMMAB_SEQ=100
Sequence Assessment Type Title Deadline Weighting Method of submission Method of return  Return dateFormat and purpose of feedback  Colour printingModeration  Double Marked 

Mapping of summative assessment(s) to learning outcomes

Mapping of summative assessment(s) to learning outcomes

The following learning outcomes may be demonstrated in the relevant summative assessments, as indicated below.

Module Enhancements

Module Enhancements

This section outlines any changes introduced to the module in light of student feedback and module review.

final field trip to be modified depending on student workloads for final hand-in - no other major changes

Attribute Development

Attribute Development

On this module students will develop knowledge, insights and attributes that are readily transferable into future or current work settings. The attributes are articulated below to help understand how the module will help students to  thrive on their course and prepare them for the world of work. These attributes are also articulated within the UEA Award.

Academic excellence

Critical thinking & problem solving

Learning & personal development

Digital literacy and IT

Self-management & professionalism

Team working and leadership

Communication

Applied numeracy and Technical proficiency

Career management

Commercial awareness

Innovation and enterprise

Citizenship and stewardship