Advertising and Branding in Action

Learning Outcomes

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

• demonstrate knowledge and understanding of current advertising and branding strategies, together with the ability to apply that knowledge and understanding to identify and implement solutions to advertising and branding problems

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• use inclusive, ethical and sustainable practices to design and evaluate an assessment output evidencing project management techniques and research methods

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• design and create an assessment output that demonstrates creative problem-solving and effective communication techniques

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• how different organisations, communities and individuals employ inclusive, ethical and sustainability practices to address current and future challenges related to advertising and branding

Indicative activities and topics covered:

• The agency environment (and in-house dept) structure, roles/stakeholders, responsibilities.
• The client brief - interpretation, information sourcing
• Client and account management skills (leadership, managing expectations, etc)
• Ideation in action (working with creative teams, understanding the creative process,)
• Branding (branding, colour psychology, semiotics, typography, copy)
• Global campaign planning in practice (cross sector/country planning skills, challenges, opportunities, ad tech and cultural connotations)
• Sustainability, ethics and inclusivity in global advertising and branding
• The pitch (presentation skills, psychology of persuasion/selling)
• Storytelling

Teaching methods and learning activities may include:

• Formal Lectures
• Tutor-led seminars
• Visiting lecturers Input via recorded and live sessions from practitioners
• Case study analyses
• Tutorials
• Workshop days
• Live Briefs
• Directed learning
• Peer group learning
• Class discussion

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Class verbal responses

• Assessment Type: Formative
• Feedback: Written and verbal feedback
• Final Assessment: No
• Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.