Overview
Understand the role, function, tactical and strategic importance of brands and advertising both in the marketplace and in relation to ethical, social and environmental issues.
About this paper
| Paper title | Advertising and Branding |
|---|---|
| Subject | Marketing Management |
| EFTS | 0.1667 |
| Points | 20 points |
| Teaching period | Semester 1 (On campus) |
| Domestic Tuition Fees ( NZD ) | $1,665.83 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Restriction
- MART 468, 469
- Contact
- Teaching staff
- Teaching Arrangements
One two-hour lecture per week.
- Textbooks
There is one required textbook for this paper:
- Douglas Holt (2004) How Brands Become Icons: The Principles of Cultural Branding. Harvard Business Review Press (November 1, 2004). ISBN: 978-1578517749.
A list of recommended background readings is provided below:
- Carolina Rogoll (2015) Star Brands: A Brand Manager’s Guide to Build, Manage and Market Brands, Allworth Press.
- Alina Wheeler (2017) Designing Brand Identity: An Essential Guide for the Whole Branding Team, Wiley, 5 edition. (Practical and creative side of brand execution and visual identity).
- Brad VanAuken (2014) Brand Aid: A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position (AMACOM).
- Naomi Klein (2009) No Logo (Picador, 3rd -10th Anniversary ed. Edition). (An anti-branding/anti-corporate perspective on consumer marketing).
- Kevin Keller (2012) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition, Pearson/Prentice Hall.
- Course outline
- Graduate Attributes Emphasised
- Global perspective, Lifelong learning, Communication, Critical thinking, Cultural understanding, Ethics, Environmental literacy, Research, Self-motivation, Teamwork.
View more information about Otago's graduate attributes. - Learning Outcomes
- Understand the nature and role of brands and advertising
- Identify and evaluate branding and advertising strategies
- Understand the various methods of addressing brand value
- Consider the different ways of thinking about brands and advertising
- Understand what is meant by creativity
- Understand the different approaches to advertising effectiveness
- Consider the role of brands and advertising in relation to sustainability