Module Details

The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title Branding Strategy and Communication
Code COMM521
Coordinator Dr WM Motta Guarneros
Communication and Media
wallis.motta@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2021-22 Level 7 FHEQ Second Semester 15

Aims

• Provide students with fundamental knowledge of theories and key concepts in strategic communication underlying branding strategy formulation and implementation.
• Introduce students to the different contexts and areas of the application of branding.
• Teach students how to define a brand and its strategy, translating it into a communication strategy.
• Offer students the opportunity to develop analytical skills for brand strategy analysis.


Learning Outcomes

(LO1) Students will have an advanced understanding of the main theories and concepts underlying branding management and communication

(LO2) Students will acquire familiarity with a wide range of contexts and applications of branding communication

(LO3) Students will have an advanced critical knowledge of key issues and debates relating to the societal and ethical implications of branding practices

(LO4) Students will be able to analyse branding communication strategies

(S1) Business and customer awareness, including basic understanding of the key drivers for branding success

(S2) Communication skills, like listening and questioning whilst respecting others, contributing to discussions, communicating in a foreign language, influencing and presentation of viewpoints during seminars

(S3) Problem solving, critical thinking and creativity analysing brands

(S4) Commercial and customer awareness


Syllabus

 

Lectures will cover a range of key topics that include the following:
• A brief history of branding.
• Introduction to the roles of PR, Marketing and Advertising cultures in branding.
• Branding social theory and industry basic concepts.
• Transmedia branding and storytelling.
• Branding, representation and stereotyping: issues of ageism, sexism and ethnocentrism in promotional campaigns.
• Branding ethics, power and activism: condemning branding, promoting social change through de-branding, culture jamming, clash and critical perspectives.
Subject areas covered on the module will feature a series of case studies. These will provide opportunities for students to engage with and examine a diversity of branding initiatives and strategies (e.g. self-branding and brand communities). Library resources will be accessible through the module reading list and other key learning resources will acces sible through CANVAS. Students are expected to read all reading marked essential and to find their own supplementary resources.


Teaching and Learning Strategies

Summary of Learning and Teaching Methods:
Teaching method: Lecture and Seminar
This activity may be online or on campus and could be subject to changes.
Description: Weekly 1-hour lecture and seminar
Schedule directed student hours: 22
Unscheduled directed student hours:128
Attendance recorded: Yes

Notes:
Description of how self-directed learning hours may be used: reading module learning materials (key and further reading, researching, set seminar tasks, assignment preparation).


Teaching Schedule

  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours 11

11

        22
Timetable (if known)              
Private Study 128
TOTAL HOURS 150

Assessment

EXAM Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
             
CONTINUOUS Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Brand Analysis. Resit opportunity: Yes Anonymous assessment: Yes  3000 words    100       

Recommended Texts

Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.