Browse Hierarchy CMC6003: Branded Communication: Collectivity and Identity

This module provides a detailed analysis of how organisations use brands to communicate their identities outside their boundaries. It examines processes of external communication in the context of the construction of group identities and organisational cultures. The marketing communications practices involved in presenting a public face -- advertising, public relations, consumer research, sponsorship and promotion-- are considered individually and together. The module addresses the international nature of branded communications, as well as the impact on marketing practices of technological developments such as social network websites. Diverse organisations are considered, including commercial enterprises, charities, clubs and medical practices, et al. The module offers both a critical and a practical approach, situating branding practices in their social, historical, economic and intellectual contexts.