Strategic Brand Communication brings together the worlds of branding and integrated marketing communications (IMC) to show you how powerful brands are designed, communicated and sustained in an increasingly complex global environment. The module will introduce you to the strategic foundations of brand building while giving you the tools to plan, craft and manage communications that create meaning, shape perceptions and influence audiences across multiple touchpoints.
Throughout the module, you will explore how brands operate, compete and evolve, and how organisations strategically translate brand values into clear, compelling and consistent communication. You will learn how different elements of the promotional mix—advertising, digital and social media, PR, experiential marketing and more—can be integrated to deliver coherent brand messages that cut through noise and build long-term relationships with consumers.
You will engage with a blend of theory and practice: analysing local and global brands, critiquing real-world campaigns, and applying communication and branding models to develop your own strategic solutions. By designing and delivering a coherent brand communication strategy, you will gain hands-on experience of the full IMC planning process, from insight generation and audience segmentation to message development, channel selection and evaluation.
By the end of the module, you will be equipped with the theoretical grounding and practical expertise needed to design, manage and evaluate strategic communication that strengthens brand equity and drives meaningful connections between brands and their audiences.