Global Opportunities

MKT3101 : Global Advertising and Brand Promotion (Study Abroad S1)

Semester 1 Credit Value: 10
ECTS Credits: 5.0


To provide students with a solid grounding in advertising and integrated brand promotion. This module will examine:
-       Advertising and integrated brand promotion in business and society
-       Analyzing the environment for advertising and integrated brand promotion
-       The creative process
-       Placing the message in conventional and “new” media
-       Integrated brand promotion

Outline Of Syllabus

-       The world of advertising and integrated brand promotion (IBP)

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture111:0011:00PiP lectures, combination of 1 and 2 hour long sessions
Guided Independent StudyAssessment preparation and completion130:0030:00Time for students to complete formative and summative coursework & assessments
Guided Independent StudyDirected research and reading133:0033:00Estimated based on 3 hours per teaching week (not necessarily to do in that week)
Scheduled Learning And Teaching ActivitiesSmall group teaching41:004:00PiP seminars
Guided Independent StudyIndependent study120:0020:00Balance to equal 100 overall
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time21:002:001 whole cohort intro, 1 pre-assessment clinic
Jointly Taught With
Code Title
Teaching Rationale And Relationship

Lectures introduce aspects of theory and relate it to practical examples and case studies.
Seminars enable more interaction and discussion amongst students and academic staff and allow for elaboration of theoretical frameworks and how they are applied in practice to allow students to reflect on their learning and skillsdevelopment.

Private Study reflects time required to conduct secondary/ desk research, and prepare for assignment submissions.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Essay1M1002,000 words
Formative Assessments
Description Semester When Set Comment
Written exercise1MN/A
Assessment Rationale And Relationship

The individual assignment tests the students’ ability to critically evaluate academic theories and link them to practice.

Formative assessment - Students are asked to prepare a short written piece of work applying one advertising related theory each time to a print advertisement of their choice. The seminar convenor then provides individual feedback as well as cohort concluding comments at the end of each session

Reading Lists