Advertising and Brand Management

Public Relations, Sales and Marketing

Course Overview

This course will cover the main areas of this dynamic and fast-moving sector, namely marketing, advertising, market research, consumer behaviour, brand management, customer relationship management and direct marketing. The media we use continues to evolve at a rapid rate and you will analyse integrated campaigns that combine digital communications (viral marketing via YouTube, Facebook and Twitter, search engine optimisation and html emails) with more traditional media (newspapers, magazines, radio, television and poster sites) to reach a wide range of audiences.

Creativity is a highly valued attribute in this industry and course assignments are designed to develop your ideas, encourage you to take a few risks and devise memorable advertising materials. At the same time, you will also take a strategic approach to your work and check how your concepts can contribute to a marketing strategy to build or transform a brand.

Course Objectives

  • Enhance awareness and knowledge about branding issues in creative industries
  • Develop ability to identify strategic issues in branding of creative products
  • Survey academic research streams addressing branding issue
  • Develop critical perspectives in evaluating research in branding and applying them in strategic management of brands in creative industries
  • Conduct case study focusing on branding and marketing
  • Develop hands-on abilities on brand building and marketing 

Course Outline

Digital Media and Marketing Platforms

  • Students will explore significant developments in e-commerce and digital marketing and use this knowledge alongside industry standard skills and techniques.

Marketing Communications Theory and Practice

  • This unit will introduce communication theory and its impact on practice in areas such as marketing, advertising, retail promotion, brand and public relations management and mass media communication.

Principles of Marketing

  • Key marketing principles, aims, techniques and measures are introduced and explored in relation to the marketing consumer interface.

The Responsible Marketer

  • This unit aims to equip delegates to understand the wider impact of business and its sustainability at both a corporate and individual level. Key topics include ethics, CSR and professional development planning.

Advertising Management

  • Introduces delegates to key concepts of advertising theory and practice.

Brand Management

  • Examines through practical and theoretical engagement, the theories and techniques in the management and development of brands.

Consumer Behaviour and Culture

  • Key sociological and consumer behaviour theories are introduced, explored and applied at a macro and micro level to consumer as individuals and the society and culture they operate within.

Corporate and Reputation Management

  • This section provides non-cognate students with an understanding of the key strategic importance of corporate reputation in organisations and the role of public relations in managing this. Key topics include corporate image and identity, corporate branding, PR tactics and campaign planning.

Research Project

  • Delegates undertake a substantial project based on work experience or academic research.

Strategic Communications and Advertising Planning

  • Analysing the brand and the strategic communications process.  Campaign development and marketing communications planning, taking account of current trends in the industry.

Strategic Marketing Management

  • An analytical investigation into the contemporary principles related to the study and practice of strategic marketing, including aspects digital and service marketing strategies.
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Course Features
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  • 8 Weeks Online
  • 1-2 Weeks Classes
  • Certified

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