APME65-Advertising and Branding

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Autumn term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2017/8

Module Convenor: Mr Edward Collins
Email: edward.collins@reading.ac.uk

Type of module:

Summary module description:

Explore the role of advertising and branding in contemporary society. You'll develop a critical understanding of brand management and advertising theory, and you'll investigate the role of integrated marketing communications (IMC) in creating strong brands in the consumer’s mind. You'll learn through a combination of traditional lectures, case studies, and group work. You'll be encouraged to participate throughout by sharing examples, answering questions, and presenting within your group.

This module investigates, in its contextual and historical approach, the role of advertising and branding as forms of social communication. Both the changing practices of marketers and the emerging institutions of commercialised media will be discussed.

Assessable learning outcomes:

  • To demonstrate a critical understanding of the development of advertising and branding in their historical, cultural and institutional contexts;

  • To relate this understanding to the everyday images that surrounds us;

  • To develop aesthetic and political sensibilities to advertising and branding practices;

  • To give evidence of reading and writing skills in the field of social science.

Additional outcomes:

  • To work in groups and develop presentation skills.

Outline content:

  • Birth and development of brands and ads

  • Branding in consumer society

  • Reading advertising

  • Producing advertising

Brief description of teaching and learning methods:
The module will consist of a series of nine two-hour lectures during which students will participate via presentations.

Contact hours:
  Autumn Spring Summer
Lectures 18
Guided independent study: 82
Total hours by term 100
Total hours for module 100

Summative Assessment Methods:
Method Percentage
Written assignment including essay 70
Oral assessment and presentation 30

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

Individual Assignment: Essay

Weighting of assessment

The title of the essay will be announced at the beginning of the module.

Overview and learning outcomes assessed

The aim of this assignment is to demonstrate the ability to critically reflect upon the various strategies, theories and concepts within the fields of branding and advertising.


2000 Words +/- 10%

 Your explanations and considerations should be based on academic resources. Your review of academic literature must go beyond the general reading recommended for the module and make use of specialist texts and academic journals (mostly from peer-reviewed academic journals) to support your explanations. Focus on academic literature and avoid internet references such as Wikipedia etc. as well as unknown or less academic internet sources. Reference your sources using the Harvard referencing style.

Group Assignment:

Group presentation 

Overview and learning outcomes assessed

The aim of this assignment is to develop a new brand for the food industry. It is a team-based activity. The assignment will enable you to understand how customer-based brand equity is built through the development of a new brand. It is also hope that you will develop a broad understanding of the affects of communications through analysing how to design components within advertising campaigns through the design of an integrated marketing communications plan. 

The following are the presentation assessment criteria All elements carry equal  marks:

1.           Delivery of presentation

Confident delivery Good diction; good articulation and persuasion

2.           Creativity and originality of logic

Timeliness and uniqueness of ideas. Position in Market is clearly set out

3.           Organization

Thoughts and ideas flow in a logical manner. The team is well rehearsed, and each person understands their role

4.           Knowledge of Material (Familiarity with subject matter)

               Exhibits knowledge of subject matter clearly applying models and concepts

Formative assessment methods:

Penalties for late submission:

Assessment requirements for a pass:
A mark of 50% overall.

Reassessment arrangements:
By submission of a new written essay.

Additional Costs (specified where applicable):

1) Required text books:  None

2) Specialist equipment or materials:  None

3) Specialist clothing, footwear or headgear:  None

4) Printing and binding:  None

5) Computers and devices with a particular specification:  None

6) Travel, accommodation and subsistence:  None

Last updated: 21 October 2021


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