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.

Tekst- og diskursanalyse av journalistikk og andre medietekster kan gi oss kritisk bevissthet om hvordan pressen og andre aktører i samfunnet tenker om verden. Slik analyse kan belyse hvordan bestemte skrivemåter er med på å reprodusere eller forandre vante tankemønstre. I dette emnet skal studentene utvikle sin kunnskap om språket med fokus på de journalistiske sjangrene. De skal opparbeide seg en økt bevissthet om ulike sider ved journalistspråket slik det har vokst fram over tid i nett- og papiraviser, radio, TV, og i sosiale medier. Studentene skal dessuten oppnå innsikt i og utvikle forståelse for hvordan journalistiske tekster kan avdekke eller tilsløre maktforhold i samfunnet.

Undervisningsspråk er norsk.

Studenten skal etter å ha fullført emnet ha følgende totale læringsutbytte definert i kunnskap, ferdigheter og generell kompetanse:

Kunnskap

Studenten

• har avansert kunnskap om sentrale begreper og analyseredskaper i tekstanalyse
• har innsikt i journalistikkforskning der tekstanalyse, sjangerteori, diskursanalyse og språkanalyse har en sentral plass
• har kunnskap om språket innen ulike medieplattformer som radio, avis (nett og papir), TV, nett og sosiale medier og kjennskap til metoder for å analysere språkbruk.

Ferdigheter

Studenten

• kan analysere journalistiske tekster metodisk og kritisk
• kan anvende tekst- og diskursanalytiske teorier og metoder i egen forskning
• kan reflektere kritisk over journalistspråket i en historisk kontekst
• kan analysere både verbalspråk og billedspråk i journalistikk
• kan inspirere kolleger, studenter eller elever til kritisk språkforståelse av journalistikk
• kan kommunisere faglige problemstillinger innenfor fagområdet og bidra til prosjekter der tekst- og diskursanalyse står sentralt

Generell kompetanse

Studenten

• har evne til å analysere problemstillinger knyttet til språket i journalistiske og tilgrensende tekster
• har kompetanse i å presentere analyser av journalistisk materiale med bakgrunn i akademiske metoder knyttet til tekst- og diskursanalyse, og har utviklet evnen til å gi og motta konstruktiv kritikk og tilbakemeldinger
• har kompetanse til selvstendig forskningsarbeid innen feltet språk og diskurs gjennom konkret analysearbeid på solid teoretisk og metodologisk grunn

Undervisningen er fordelt på to fulle uker. Samlingene kan ha avgrenset tematikk, men det er en tråd i emnet som helhet. Samlingene vil være en kombinasjon av forelesninger, gruppearbeid, diskusjoner og pensumseminar med bidrag fra emnedeltakerne.

Detaljert undervisningsopplegg publiseres ved semesterstart

Eksamen i emnet er en individuell skoleeksamen på 6 timer.

Alle ikke-digitale hjelpemidler er tillatt. Eventuelle regler for kildehenvisning vil bli spesifisert i oppgaveteksten.