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Brands & Marketing (BCI) - TFT00055H

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  • Department: Theatre, Film, Television and Interactive Media
  • Module co-ordinator: Dr. Edward Braman
  • Credit value: 20 credits
  • Credit level: H
  • Academic year of delivery: 2022-23
    • See module specification for other years: 2023-24

Module summary

This module will focus on the centrality of defining a brand and developing a marketing strategy in the design and distribution of creative outputs, and in securing a return on investment. It will equip students with the initial skills to use audience and market research to conceive branding and marketing ideas and it will encourage students to evaluate and critically analyse how strategies can adapt to meet the demands of different creative industrial sectors. What makes marketing a movie different from marketing a computer game? At the same time it will engage with cutting-edge commercial issues like the role of digital convergence and transmedia in the viral, social media and cross-content branding and promotion. 

Module will run

Occurrence Teaching period
A Spring Term 2022-23

Module aims

This module aims to:

Acquaint you with some of the core concepts on which successful brand identities and marketing strategies are based.

Explore the particular branding and marketing demands made by the creative industries.

Critically analyse the degree to which branding and marketing strategies may vary between creative industrial sectors.

Equip you with the skills to relate market research and other forms of data to the design and definition of branding and marketing strategies.

Explore the impact of new technologies - and innovative modes of storytelling - on contemporary and future marketing and branding opportunities.

 

 

Module learning outcomes

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

Design and present a content specific branding and marketing strategy

Justify your branding and marketing decisions based on audience or market research or other data.

Evaluate and develop your marketing decisions by critically analysing key creative industrial case studies.

Assess the allocation of resources - financial and human - in the prosecution of marketing campaigns

Involve new technologies and modes of storytelling - from social media to transmedia - in support of marketing and branding campaigns.

 

Assessment

Task Length % of module mark
Essay/coursework
3000 word portfolio Marketing Campaign with Contextual Analysis		 N/A 100

Special assessment rules

None

Additional assessment information

Formative work is embedded into the practical sessions for this module alongside the specific formative presentation exercise

Reassessment

Task Length % of module mark
Essay/coursework
3000 word portfolio Marketing Campaign with Contextual Analysis		 N/A 100

Module feedback

Students will receive feedback on all assessments and reassessments within four weeks as per university guidelines. Verbal feedback on the formative presentation - peer and staff - will be largely immediate.,.

Indicative reading

Liz Hill et al., Creative Arts Marketing (London: Routledge, 2017)

Philip Kotler, Marketing 4.0: Moving from Traditional to Digital (London: John Wiley and Sons, 2017)

Dennis Adcock and Carolie Ross, Marketing Principles and Practice (London: Financial Times / Prentice Hall, 2001)

Andy Bryant and Charlie Mawer, The TV Brand Builders: How to Win Audiences and Influence Viewers (London: Kogan Page, 2016)

Scott Lerman, Building Better Brands (London: How Design Books, 2014)


The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.