AP3EM3-Advertising and Branding

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Autumn term module
Pre-requisites: AP2EC1 Consumer Behaviour AP2EM1 Marketing Management AP1EM1 Introduction to Marketing
Non-modular pre-requisites:
Modules excluded:
Current from: 2020/1

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.


Brands are images in the consumer’s mind. This module investigates the role of integrated marketing communications (IMC) in order to create strong brands in the consumer’s mind. Starting with brand management and customer-based brand equity, the IMC planning process as well as traditional and new media of marketing communications will be discussed.

Assessable learning outcomes:

Assessable learning outcomes: By the end of this module students will be able to:

  • demonstrate a critical understanding of brand management and advertising theory

  • understand how customer-based brand equity is built through the deployment of integrated marketing communications

  • evaluate scholarly literature within the disciplines of advertising and branding

  • analyse how design components within advertising campaigns can influence consumer perceptions

  • appreciate how different media and marketing channels may be leveraged to maximise the impact of advertising and brand activities

  • critically evaluate how companies and brands use advertising and branding techniques in the modern marketplace

Additional outcomes:

By the end of this module students will be able to:

  • understand the powerful positive and negative influences that adverting and branding activities exert upon modern society

  • work successfully in groups and present their work to an audience

Outline content:
Students will learn how advertising and branding is used to build customer-based equity. The role of integrated marketing communications (IMC) in brand building and brand positioning activities will be evaluated. Students will also learn how strategic decision- making informs the design and deployment of advertising and branding campaigns. Students will also gain an appreciation of how advertising and branding activities shape modern society.

Brief description of teaching and learning methods:
The module is delivered through 10 two-hour sessions comprising of traditional lectures, case studies and group work. All students are asked to participate by sharing examples and answering questions as well as to present within groups.

Contact hours:
  Autumn Spring Summer
Lectures 20
Guided independent study: 80
Total hours by term 100
Total hours for module 100

Summative Assessment Methods:
Method Percentage
Written assignment including essay 60
Oral assessment and presentation 40

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

Written Assignment 60% - Essay titles will be released on the first day of the module.

Oral Assessment and preseantion 40% - This is a new brand development and launch task. Each group will be asked to develop a new Brand concept in an industry that will be revealed at the beginning of the module. For example you could be asked to develop a new healthy drinks brand and an accompanying communications plane for the launch of this brand.

Formative assessment methods:

Each week there will be formative feedback given through case study work in class. Also the Convenor will be available during office hours if the candidate needs extra formative feedback on wither the essay or group presentation element.

Penalties for late submission:

The Module Convenor will apply the following penalties for work submitted late:

  • where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day[1] (or part thereof) following the deadline up to a total of five working days;
  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.
The University policy statement on penalties for late submission can be found at: http://www.reading.ac.uk/web/FILES/qualitysupport/penaltiesforlatesubmission.pdf
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:
A mark of 40% 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: 14 July 2020


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