Module Details

BE554-7-SP-CO: Strategic Brand Communication

Year: 2016/17
Department: Essex Business School
Essex credit: 20
ECTS credit: 10
Available to Study Abroad / Exchange Students: Yes
Full Year Module Available to Study Abroad / Exchange Students for a Single Term: No
Outside Option: No

Staff
Supervisor: Fatema Kawaf
Teaching Staff: Fatema Kawaf
Contact details: Email: fkawaf@essex.ac.uk

Module is taught during the following terms
Autumn Spring Summer

Module Description

This module addresses key concepts within contemporary branding theory with a focus on a marketing communication perspective. Strategic brand communication considers all the means by which brand meaning is created and circulated - not only through channels such as promotion and distribution, but also, for example, through the ways in which employees are utilised for the purpose of communicating a consistent brand message. We will critically analyse the underlying ideas that inform how brand messages are constructed, and how for example stereotypes or normative ideas of gender are reproduced in those messages.

Module Aims

1. To introduce students to key theories of branding and brand communication
2. To provide critical approaches to understanding brands and branding practices
3. To demonstrate how concepts of branding translate into contemporary business practices, and wider cultural practices
4. To address the role of global brands, and the challenges of managing them

Learning and Teaching Methods

The module will be taught in ten weekly sessions. Each three-hour session will consist of a formal lecturer-led presentation on the topic under discussion, followed by interactive workshop-style case studies that will provide the opportunity for students to relate the conceptual frameworks to practical cases. It is vital that students undertake the required reading prior to the session in order to gain as much value as possible from the case studies.

Assessment

100 per cent Coursework Mark

Coursework

One 2,000 word essay (60%) One presentation (40%)

Other information

This module is compulsory for:

MSc in Marketing Management
MSc in Marketing and Brand Management

Postgraduate Administrator - Jade D'Mello
Email: ebspgtad@essex.ac.uk

Further information