Postgraduate Course: Consuming and Communicating Brands (BUST11192)

Course Outline
School	Business School	College	College of Humanities and Social Science
Credit level (Normal year taken)	SCQF Level 11 (Postgraduate)	Availability	Not available to visiting students
SCQF Credits	10	ECTS Credits	5
Summary	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.
Course description	Not entered

Entry Requirements (not applicable to Visiting Students)
Pre-requisites		Co-requisites
Prohibited Combinations		Other requirements	For Business School PG students only, or by special permission of the School. Please contact the course secretary.
Additional Costs	Textbooks

Course Delivery Information
Not being delivered

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.