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

This course encourages students to critically assess and analyse the role brands, branding and marketing communication plays in contemporary society. The course introduces a selection of key concepts and theoretical approaches that are relevant to branding and marketing communication, as well as how the impact on society may be assessed. Topics include the study of brands, branding, campaign development and analysis, marketing strategies, market survey research, campaign ethics and current trends. Drawing on relevant examples from a range of fields (political, educational, nonprofit, commercial, etc.), students are afforded the opportunity to critically engage with actual case studies to determine the effectiveness of a branding and marketing strategy, and then apply these theories and strategies while developing their own campaign.

The course is arranged as an intensive course over two weeks at OsloMet. Dates and other practical details are made available well in advance.

The language of instruction is English.

None

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: 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.

The exam in the course is a portfolio with two parts. It is possible to submit the portfolio as an individual or as a group of 2:

1. A course paper on ‘My Own Campaign’ based on the template and instructions received in the course (max. 3000 words for individual work and max. 5000 for work in pairs). Font and font size: Arial / Calibri 11 points. Line spacing: 1.5. Referencing style: APA.

2. A ‘mock-up’ or model of a media or communication output for ‘My Own Campaign’. This can be a maximum of: 1 advert image with text; OR 1 video of 30s; OR a 3 minute podcast; OR a 30s radio clip; OR a one page design of product packaging.

Students awarded a fail grade are given one opportunity to submit an improved version of the assignment/portfolio for assessment. It is possible to submit the exam in English or Norwegian.

All aids are permitted, as long as the rules for source referencing are complied with.

Grade scale A-F

The exam papers are assessed by one internal and one external examiner. At least 25% of the exam papers will be assessed by two examiners. The grades awarded for the papers assessed by two examiners form the basis for determining the level for all the exam papers.

Nathalie Hyde-Clarke