Advertising and Promotion in Brand Marketing
STMARTINS.EDU/COMPUTING
MQF LEVEL
6
TOTAL CREDITS: 15ECTS
This unit provides a critical understanding of the marketing media industry and its structure. The unit articulates the changing nature of the relationship the media industry has with its clients in profit and in not-for-profit sectors. Students are encouraged to analyse the relationship between the marketing industry and modern society and the strategic motivation of profit and the not-for-profit sector and how marketing media support these strategic objectives. The unit aids students in analysing, explaining and communicating effectively how the connections between the various actors in the industry can be used to understand the variable and changing relationship between marketing media, client relations and the products and services provided to consumers and households. At the end of this unit the student will have acquired the responsibility and autonomy to: — develop a marketing strategy for an organisation and its relative product/s and/or service/s; — recognise the social and cultural anthropologies, applied lingusitics and cultural psychology; — describe some of the main research techniques used in advertising and the rationale for using them; — explain which research techniques are commonly used at the different stages in the advertising development process; — explain why research is such a contested and controversial topic in advertising; — describe the account planning role and outline the issues it addresses. The assessment for this unit will be computed using the following weighting system: — 15% Assessed Coursework — 85% Examinations
©2021 SAINT MARTIN’S INSTITUTE OF HIGHER EDUCATION HIGHER EDUCATION LICENSE No 196