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 |
|
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
|
| Delivery period: 2013/14 Semester 2, Not available to visiting students (SS1)
|
Learn enabled: Yes |
Quota: None |
|
Web Timetable |
Web Timetable |
| Course Start Date |
13/01/2014 |
| Breakdown of Learning and Teaching activities (Further Info) |
Total Hours:
100
(
Lecture Hours 20,
Programme Level Learning and Teaching Hours 2,
Directed Learning and Independent Learning Hours
78 )
|
| Additional Notes |
|
| Breakdown of Assessment Methods (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
|
| 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 | MBA Consuming and Communicating |
Contacts
| Course organiser | Mrs Caroline Marchant
Tel: (0131 6)50 3807
Email: Caroline.Marchant@ed.ac.uk |
Course secretary | Miss Kate Ainsworth
Tel: (0131 6)51 3854
Email: Kate.Ainsworth@ed.ac.uk |
|
© Copyright 2013 The University of Edinburgh - 13 January 2014 3:38 am
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