Case study presentation

1 - Oral assessment and presentation - 30

Portfolio

2 - Portfolio - 70

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Topics will include: 
 
Brand management: 
Deciding your brand values 
Brand assessment: identity, image and reputation 
Positioning through branding: brand equity and brand associations  
Competitor analysis 
Customer relations 
Marketing Brand Purpose 
 
Public relations:  
Working with the media 
Government, stakeholder, international and corporate relations 
Reputation management 
Crisis management 
 
Intersections:  
Brand Narrative and social media campaigns

Feedback is provided in a number of ways throughout your module. This includes feedback you receive during teaching from both peers and lecturers and that provided for formative assessment. Following an assessment, you will be given your marks and feedback in line with the assessment regulations and policy. More information on the timing and type of feedback that will be provided for each assessment will be available from the module leader. <a href='https://www.citystgeorges.ac.uk/about/governance/policies/student-policies-and-regulations'>https://www.citystgeorges.ac.uk/about/governance/policies/student-policies-and-regulations</a>

This module will support the development of all the graduate attributes. Your module leader will provide you with information about how your learning, teaching and assessment activities support your development of these attributes. The graduate attributes are: - Always learning - Engaged in the world - Technical and digital - Connected Professional - Creating Impact

Self-directed - 

In-Person - 

 Marketing Strategy for the Creative and Cultural Industries. 

Public relations as a creative industry. 

Organisational listening for Strategic Communication

Organisational marketing, identity and the creative brand.

Journal of Brand Management

Essentials of Corporate Communication.

The management and consumption of organisational creativity

Journal of Consumer Marketing

Strategic Analysis: A Creative and Cultural Industries Perspective.

 Brands and breakthroughs: How brands help focus creative decision making

Internal crisis communication strategies: Contingency factors determining an accommodative approach

Public Relations Review

MCM301 - Managing Your Brand and Reputation

MCM301-PRD3-PER-ALV1

Learning will take place through lectures and independent learning material that will develop skills in brand management and PR for creative leaders. 
 
Lectures are based around the discussion of key issues, practice in applying and evaluating concepts and perspectives, orally and in writing, analysis and interpretation of material and feedback on work produced. The various learning and teaching methods such as practical exercises, group work, or tutorials during workshops will provide an opportunity for you to rehearse and so acquire those skills for yourselves.  
  
Key learning and teaching resources will be put on the module website on Moodle. There may be other blended/online activities such as formative activities on which you will be provided feedback that are meant to check and strengthen understanding. The formative activities can be any of, but not limited to, weekly reflective diary entries, applicative exercises, visual ideation maps, summarising secondary sources etc. 
 
Self-directed learning hours are for independent study. For example, reviewing lecture slides, carrying out research, practicing and reflecting on techniques learned in class, reading widely from the module bibliography but also around the subject to develop a deeper understanding, carrying out activities using Moodle, preparing your class participation, collecting and organising source material for your coursework, working to complete assignments and/or presentations, and completing individual assignments and other homework and planning and composing assessment work. These activities ensure continuity of progress.

Managing Your Brand and Reputation

Discuss critical concepts such as segmentation and positioning. 

Knowledge

Manage your brand position and reputation during a crisis.   

Position a product or service in the target segment by making appropriate brand/PR mix decisions (product, price, place, promotion). 

Skills

Values and attitudes

Develop a critical eye around diversity and the representation of different groups.  

Evaluate key success criteria for both brand and public relations strategies. 

Develop or improve confidence to defend your view on success or failure around brand and PR campaigns 

Confidently interpret information and knowledge from original sources and critically assess literature. 

Align brand and values with audiences and the market.  

Reflect on the sensitivities around diversity in the presentation of different groups through PR, brand and marketing campaigns.  

Interpret data regarding consumer choice and behaviour (e.g. social listening). 

Apply appropriate frameworks to solve a real-life problem. 

Articulate the importance of brand and how it relates to potential diverse audiences. 

Engage critically with ethical issues pertinent to PR and branding. 

Reflect on the importance and value of marketing as a critical study. 

Identify the key variables that will determine the influence of a successful brand and PR campaign. 