Module overview
This module sets out a theoretical framework of advertising and branding which will underpin the other modules on the programme. You will examine current issues and debates and key principles of contemporary global advertising and branding. Drawing on the critical reading and analysis skills developed in the 'Professional and Academic Skills' module, you will examine and analyse scholarly articles, industry reports and papers and apply this to current examples and case studies. This module will provide you with the conceptual framework required to develop the practical applications in advertising and branding.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- how to critically examine academic ideas and debates related to arts and global advertising and branding
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- critically analyse examples and case studies relevant to arts and global advertising and branding
Disciplinary Specific Learning Outcomes
Having successfully completed this module you will be able to:
- demonstrate knowledge and understanding of current advertising and branding strategies within a national and global context and ability to critically analyse those strategies
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- demonstrate accurate and effective academic research and communication skills
Syllabus
Indicative activities and topics covered:
- Introduction to brand theory (brand essence, brand portfolios, brand creation and management)
- Introduction to advertising theory (NFP/B2B/B2C.
- Social media (channels, influencers, commercial application.)
- Segmentation and positioning
- Campaign planning (planning models. Global planning issues e.g. cultural issues)
- New technologies (Gartner’s model of diffusion. Adoption model. Emerging tech)
- Ethical and sustainability issues
Learning and Teaching
Teaching and learning methods
Teaching methods may include:
- Formal Lectures
- Seminars
- Tutorials
- Group discussions
- Group presentations
- Group projects
- Guided independent reading and reflection
- Use of library resources to advance your understanding of emerging research
| Type | Hours |
|---|---|
| Teaching | 48 |
| Private study hours | 252 |
| Total study time | 300 |
Resources & Reading list
Journal Articles
Kempster, S. and Jackson, B. (2022). Leadership for What, Why, for Whom and Where? A Responsibility Perspective. Journal of Change Management, 21(1), pp. 45-65.
Todnem, R.B.. Leadership: In Pursuit of Purpose.. Journal of Change Management, 21(2), pp. 30-44.
Textbooks
Malik, K. and Dudrah, R. (2020). South Asian Creative and Cultural Industries.. Routledge.
Raviola, E. and Zackariasson, P. (2016). Arts and Business: Building a Common Ground for Understanding Society. Routledge.
Henze, R. and Escribal, F. (2021). Cultural Management and Policy in Latin America. Routledge.
Hadley, S. (2021). Audience Development and Cultural Policy. Springer.
Mohr, J.W., Bail, C.A., Frye, M., Lena, J.C., Lizardo, O., McDonnell, T.E., Mische, A., Tavory, I. and Wherry, F.F. (2020). Measuring Culture. Columbia University Press.
Pitts, S.E and Price, S.M. (2021). Understanding Audience Engagement in the Contemporary Arts. Routledge.
Rentschler, R. (2018). Arts Governance: People, Passion, Performance. Routledge.
Paquette, J. and Redaelli, E. (2015). Arts Management and Cultural Policy Research. Palgrave Macmillan.
Caust, J. (2018). Arts Leadership in Contemporary Context. Routledge.
DeVereaux, C. (2018). Arts and Cultural Management: Sense and Sensibilities in the State of the Field. Routledge.
O’Reilly, D. (2013). The Routledge Companion to Arts Marketing.. Routledge.
Kaehler, B. (2022). Management and Leadership: Definition, Differentiations, and Other Theoretical Considerations (chapter in Contemporary Management). Springer.
Durrer, V. and Henze, R. (2020). Managing Culture: Reflecting on Exchange in Global Times. Springer.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Group presentation
- 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.
| Method | Percentage contribution |
|---|---|
| Individual written report | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Individual written report | 100% |
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.
| Method | Percentage contribution |
|---|---|
| Individual written report | 100% |