| CODE | MRK3005 | ||||||||
| TITLE | Branding and Public Relations | ||||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 6 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | The study-unit covers a market driven subject which gives prominence to the two of the four components of the marketing communications mix: branding and public relations. Study-unit Aims: The study-unit aims to engage students in an practical and informative way, setting the conceptual mechanics of branding and public relations in a contemporary, dynamic context. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to understand the concepts of: - Brand Equity; - Brand Narrative and Relational Management; - Public Relations and Hybrid Marketing Communications; - Beyond Traditional Marketing Communications; - Evaluating Marketing Communications. 2. Skills: By the end of the study-unit the student will be able to: - Develop a brand equity plan; - Design brand narrative structures; - Create public relations campaigns; - Conduct detailed evaluations of branding and public relations campaigns. Main Text/s and any supplementary readings: Dahlen, M., Lange, F., Smith, T. (2011) Marketing Communications: A Brand Narrative Approach, Wiley and Sons. |
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| STUDY-UNIT TYPE | Lecture and Workshop | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Ana Christina Zammit Munro |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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