Advertising and Branding

University of Reading

Course Description

  • Course Name

    Advertising and Branding

  • Host University

    University of Reading

  • Location

    Reading, England

  • Area of Study


  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Module Provider: Agr and Food Econ
    Number of credits: 10 [5 ECTS credits]
    Terms in which taught: Autumn term module
    Pre-requisites: AP2EC1 Consumer Behaviour AP2EM1 Marketing Management AP1EM1 Introduction to Marketing
    Non-modular pre-requisites:
    Modules excluded:
    Module version for: 2014/5
    Module Convenor: Dr Christian Brunner
    Summary module description:
    Toward an understanding of advertising and branding in contemporary society.
    Brands are images in the consumer?s mind. This module investigates the role of integrated marketing communications (IMC) in order to create strong brands in the consumer?s mind. Starting with brand management and customer-based brand equity, the IMC planning process as well as traditional and new media of marketing communications will be discussed.
    Assessable learning outcomes:
    By the end of this module students will be able to:
    ? demonstrate a critical understanding of the development and management of strong brands;
    ? understand customer-based brand equity;
    ? develop the process of integrated marketing communications;
    ? develop the advertising management and design process;
    ? give evidence of reading and writing skills in the field of social science;
    ? analyse and critically discuss advertising and branding concepts and to apply them to companies and brands.
    Additional outcomes:
    By the end of this module students will be able to:
    ? understand the meaning of customer-based brand equity and be able to apply brand equity and brand growth on companies and their brands.
    ? integrate and select appropriate marketing communication channels, including traditional and new as well as alternative media.
    ? work successfully in groups and develop presentation skills.
    Outline content:
    In the module AP3EM3 the importance of customer-based equity and the role of integrated marketing communications (IMC), aiming to create a clear brand image in the consumer?s mind will be discussed. Then the process between brand identity, brand positioning and brand image will be emphasized. After that the focus lies on advertising management and advertising design, followed by the selection of traditional and modern forms of marketing communication channels.
    Lecture 1: The importance of strong brands and consumers? reactions towards strong and weak brands
    Lecture 2: Customer-based brand equity
    Assignment briefing for group work
    Lecture 3: Measuring customer-based brand equity (I)
    Lecture 4: Measuring customer-based brand equity (II)
    Lecture 5: From brand identity to brand image
    Lecture 6: Creating strong brands through Integrated Marketing Communications
    Lecture 7: Advertising design and analysis (I)
    Assignment briefing for individual assignment
    Lecture 8: Advertising design and analysis (II)
    Lecture 9: Advertising design and analysis (III)
    Lecture 10: Revision of the Module
    Brief description of teaching and learning methods:
    The module is delivered through 10 two-hour sessions comprising of traditional lectures, case studies and group work. All students are asked to participate by sharing examples and answering questions as well as to present within groups.
    Contact hours:
    Lectures 20
    Guided independent study 80
    Total hours by term 100.00
    Total hours for module 100.00
    Summative Assessment Methods:
    Method Percentage
    Written assignment including essay 80
    Oral assessment and presentation 20
    Other information on summative assessment:
    The module is assessed through a group work, which counts 20% of the final mark. Furthermore students have to hand-in an individual assignment at the end of term. The assignment includes the analysis of a branding or advertising concept which has to be explained and then applied, analysed and evaluated on a given company or brand. e.g. an analysis of an advertisement (1,500 words +/- 10%, excluding references and appendix). [the assignment carries 80% of the total module mark].
    Formative assessment methods:
    During the module students will get formative feedback within the class to case-studies and group work.
    Penalties for late submission:
    The Module Convener will apply the following penalties for work submitted late, in accordance with the University policy.
    where the piece of work is submitted up to one calendar week after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for the piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
    where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.
    You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.
    Length of examination:
    Requirements for a pass:
    A mark of 40% overall.
    Reassessment arrangements:
    By submission of a new written essay.
    Last updated: 8 October 2014

Course Disclaimer

Courses and course hours of instruction are subject to change.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.


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