Consumer Behaviour and Culture
Key sociological and consumer behaviour theories are introduced, explored and applied at a macro and micro level to consumers as individuals and the society and culture they operate within. Core themes include the application of consumer behaviour, psychology and consumer sociology theories to consumption activity. Themes such as individual influences of consumer perceptions, personality and concept of self are explored to understand how we make consumption decisions. Relevant themes such as reference groups, family, social class, culture and lifestyles are explored to understand the influence on cognitive process. Introduction to sociological theories to underpin the development of consumer culture and application of key principles of consumer culture to topics such as gender, sport and media.
In this unit, you will examine the theories and techniques involved in the management and development of brands. You will cover core themes including the historical development of brands, the social and cultural impacts on brands, different types of brands, reputation, image and identity. You will also explore the concepts of brand extensions, brand equity, brand personality, celebrity endorsement and critically examine the relationship between brands, stakeholders and corporate social responsibility. In addition, the unit offers an introduction to communication design, history and contemporary applications including image, type and message; the creative production process and legal/regulatory issues of branding.
This unit aims to introduce you to key concepts of advertising theory and practice. Your studies will cover themes including the evolution and history of advertising and media; evaluation of advertising models and theory in relation to contemporary society. Social, regulatory and ethical dimensions of advertising are explored, alongside media planning and evaluation. Advertising terminology and how it is used, in addition to understanding how the advertising and creative planning process works are also key themes of this unit.
Agency Life - Internships
This unit allows you to engage in workplace practice and develop employability skills in the context of a real world organisation. You will learn about aspects of organisational culture and professional working practice in the context of internships in marketing; public relations and digital agencies and functions. You will gain workplace experience through an internship and will be measured on your performance, improvement in attitude, behaviour and competence. This will be typically done through a personal development review and an employer assessment.
The Big Agency
Creative agencies today are not just looking for creativity; they’re looking for employability. In the agency world, skills such as communication, team working, client relationship building, strategic thinking, project management and customer-centric research all play an important role in understanding and answering the client brief. The Big Agency unit will give you the chance to work on a brief provided by one of our industry partners, pitching for the client you want to work on. It will help you build your practical agency skills through a range of account management, research and creative-related tasks, whilst helping you develop your personal skills through the process of self-reflection and personal development planning. The Big Agency will help bring to life theories, concepts and models of PR, marketing, branding, advertising and self-development and show how you can apply them. This unit is assessed on an evidence-based portfolio of work to demonstrate your approach and response to a client’s creative brief and your own personal development: a) in the form of an end-of-year video documenting your work, and b) in the form of self-reflective essays and blogs evaluating your personal and professional goals and achievements.