APME65-Advertising and Branding

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Level:7
Terms in which taught: Autumn term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Module version for: 2017/8

Module Convenor: Mr Edward Collins

Email: edward.collins@reading.ac.uk

Summary module description:
Toward an understanding of advertising and branding in contemporary society.

Aims:
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 100.00
       
Total hours for module 100.00

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

Other information on summative assessment:

Formative assessment methods:

Penalties for late submission:



Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information: http://www.reading.ac.uk/internal/exams/student/exa-guidePG.aspx

Length of examination:

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:
2) Specialist equipment or materials:
3) Specialist clothing, footwear or headgear:
4) Printing and binding:
5) Computers and devices with a particular specification:
6) Travel, accommodation and subsistence:

Last updated: 31 March 2017

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