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
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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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.
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Additional Information
| Graduate Attributes and Skills |
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 |
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