Postgraduate Course: Consuming and Communicating Brands (BUST11192)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Course type | Standard |
Availability | Not available to visiting students |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Credits | 10 |
| Home subject area | Business Studies |
Other subject area | None |
| Course website |
None |
Taught in Gaelic? | No |
| Course description | Although a great deal of marketing effort is devoted to developing and building brands, it is increasingly recognised that brands are co-created by consumers and marketers, and that this has a profound impact on marketing communications. Drawing on a range of cases and both practitioner- and academic-oriented journal articles, this course aims to examine how consumers relate to brands, and how this affects the planning of marketing communications campaigns. The course will be taught by a mixture of student presentations and class discussion of cases, contextualised by interactive lectures to draw out key themes and analytical frameworks, and a guest lecture. |
Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
| Additional Costs | Textbooks |
Course Delivery Information
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| Delivery period: 2012/13 Semester 2, Not available to visiting students (SS1)
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WebCT enabled: Yes |
Quota: None |
| Location |
Activity |
Description |
Weeks |
Monday |
Tuesday |
Wednesday |
Thursday |
Friday |
| No Classes have been defined for this Course |
| First Class |
First class information not currently available |
| No Exam Information |
Summary of Intended Learning Outcomes
| On completion of this course a student should have developed their skills as a brand manager responsible for marketing communications. These skills should be underpinned by a greater understanding of contemporary marketing theories and practice in the field of branding and marketing communications. Completing this course should also familiarize a student with key resources, both on-line and off-line, practitioner-oriented and academic, that will allow a student to update their knowledge as the career unfolds. |
Assessment Information
| The course is assessed by one individual case study assignment (2,500 words, excluding tables, figures and references) accounting for 40% of marks and one group practical project, accounting for 60% of marks (50% on for the written project and 10% for peer review assessment). |
Special Arrangements
| None |
Additional Information
| Academic description |
Not entered |
| Syllabus |
Not entered |
| Transferable skills |
Not entered |
| Reading list |
Not entered |
| Study Abroad |
Not entered |
| Study Pattern |
Not entered |
| Keywords | Not entered |
Contacts
| Course organiser | Dr Stephanie O'Donohoe
Tel: (0131 6)50 3821
Email: |
Course secretary | Mr Stuart Mallen
Tel: (0131 6)50 8071
Email: |
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