APME65-Advertising and Branding

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Level:7
Terms in which taught: Autumn term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2020/1

Email: edward.collins@reading.ac.uk

Type of module:

Summary module description:

Explore the role of advertising and branding in contemporary society. You'll develop a critical understanding of brand management and advertising theory, and you'll investigate the role of integrated marketing communications (IMC) in creating strong brands in the consumer’s mind. You'll learn through a combination of traditional lectures, case studies, and group work. You'll be encouraged to participate throughout by sharing examples, answering questions, and presenting within your group.

Aims:
This module investigates, in its contextual and historical approach, the role of advertising and branding as forms of social communication. Both the changing practices of marketers and the emerging institutions of commercialised media will be discussed.

Assessable learning outcomes:

• To demonstrate a critical understanding of the development of advertising and branding in their historical, cultural and institutional contexts;


• To relate this understanding to the everyday images that surrounds us;


• To develop aesthetic and political sensibilities to advertising and branding practices;


• To give evidence of reading and writing skills in the field of social science.

Additional outcomes:

• To work in groups and develop presentation skills.

Outline content:

• Birth and development of brands and ads


• Branding in consumer society


• Reading advertising


• Producing advertising

Brief description of teaching and learning methods:
The module will consist of a series of nine two-hour lectures during which students will participate via presentations.

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

Formative assessment methods:

Penalties for late submission:

Assessment requirements for a pass:
A mark of 50% overall.

Reassessment arrangements:
By submission of a new written essay.

Additional Costs (specified where applicable):

1. Required text books:


2. Specialist equipment or materials:


3. Specialist clothing, footwear or headgear:


4. Printing and binding:


5. Computers and devices with a particular specification:


6. Travel, accommodation and subsistence:

Last updated: 14 July 2020