MEDK4400 Brands, Branding and Marketing: Communication Trends and Strategies Course description

After completing the course, the student should have the following learning outcomes defined in terms of knowledge, skills and general competence:

Knowledge

The student

• can explain cell proliferation and discuss different forms of cell death and carcinogenesis
• can account for cellular communication and biochemical signal transmission and explain how these processes are important to regulate cell division and cell death
• can describe different models of membrane transport in cells and discuss common features and differences between the models
• can explain how different types of cytoskeletons are built up and function, and discuss the regulatory roles of auxiliary proteins
• can explain gene regulation in detail and account for different epigenetic and post-translational modifications
• can describe molecular mechanisms for selected metabolic and endocrine diseases and cardiovascular and neurological disorders
• can account for different types of stem cells and discuss their potential application

Skills

The student

• can use cell biology to explain both normal cellular processes and selected pathological conditions and assess possible intervention strategies
• can reflect on ethical issues linked to research in molecular cell biology

General competence

The student

• can analyse, critically assess, summarise and disseminate scholarly articles in the field of molecular cell biology
• can explain selected diseases at a molecular level and in a global epidemiological perspective
• can update their knowledge in the field of molecular cell biology

Work and teaching methods include lectures, digital resources, seminars with oral student presentations and discussions, group work and self-study.

After completing the course, the student should have the following overall learning outcomes defined in terms of knowledge, skills and general competence:

Knowledge

The student has

• insight into theoretical knowledge associated with marketing and branding studies
• acquired an ability to critically evaluate relevant academic literature on current branding and marketing trends and strategies across a range of diverse organisations, both in the public and private sector, as well as nationally and internationally
• an understanding of how related theories and strategies affect individuals and communities within and between societies

Skills

The student is able to

• locate and identify relevant material in the media and communication field
• analyse and apply relevant material across a range of examples to assess the effectiveness of the adopted branding and marketing strategies
• independently access necessary literature and available tools to conceptualise and outline analternative or improved branding or marketing strategy based on the needs of the organizationand intended group in society.

General competence

The student can

• understand and assess the strengths and limitations of select brands and campaigns incontemporary society
• conceptualise and outline possible strategies that could be adopted to create, develop, and maintain a brand and/or campaign
• use and evaluate their own strategies and findings to demonstrate the applicability, credibility and potential impact of a suggested campaign in a specific context

Course content will be delivered across a combination of lectures, practical exercises and peer presentations. The course adopts a student-centred approach, with an emphasis on inquiry-based learning. Teaching methods include interactive class participation; supervised and independent research analysis; as well peer discussion around findings and strategies. The opinion of all students is respected and given due consideration as part of the learning experience.

The following coursework requirements must have been approved in order for the student to take the exam:

Coursework 1: Analysis of chosen brand/campaign/organisation (max. 3000 words)

The purpose of this task is to identify a brand/campaign/organisation that will be the student’s focus for this course, and to evaluate the current branding/marketing strategies using relevant academic literature and market-research tools.

Coursework 2: Mood Board

The purpose of this task is to create a single slide visual presentation that captures the essence of the selected brand/campaign/organisation to inspire and inform ‘my own campaign’. Instructions provided in class.

Coursework 3: Class presentation of ‘My Own Campaign’ (5-10 minutes)

The purpose of this task is to outline ‘my own campaign’ for the chosen brand/campaign/organisation and receive feedback from peers on how the strategy may be developed.

Instructions, templates and deadlines are provided to the students during the course. Students may complete these activities as individuals or pairs (groups of 2). Students are expected to provide their peers with constructive feedback during the presentation process.

All required coursework must be completed and approved by the given deadline in order for the student to take the exam. If one or more coursework requirements have not been approved, the student will be given one opportunity to submit an improved version by the given deadline.

Note that all classes in this course are compulsory. The minimum attendance requirement is 80%. If a student's absence exceeds 20%, they must submit an alternative coursework requirement. If a student's absence exceeds 25%, they lose the right to take the exam. The reason why attendance is compulsory is that the student will in this way acquire the competences necessary to meet the objectives of the course that cannot be acquired by only reading the syllabus and/or taking the exam.

Grade scale A-F

All papers will be assessed by two examiners, one of whom must be external.

The course is offered as an individual course. Admission requirements:

• Bachelor’s degree or equivalent degree in medical laboratory sciences, pharmacy, biotechnology, chemical engineering or molecular biology.

10 credits overlap with MABIO4100 Molecular Cell Biology

Nathalie Hyde-Clarke