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
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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 |
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Prohibited Combinations |
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Other requirements |
None
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Additional Costs |
Textbooks |
Course Delivery Information
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Delivery period: 2011/12 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: S.O'Donohoe@ed.ac.uk |
Course secretary |
Mr Stuart Mallen
Tel: (0131 6)50 8071
Email: Stuart.Mallen@ed.ac.uk |
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copyright 2011 The University of Edinburgh -
1 September 2011 5:43 am
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