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
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.
One of the most valuable assets of an organisation is its brand, which is strange given that a brand is not actually tangible. Brands live in the minds of consumers and at their heart is a promise. This promise is communicated through advertising, which tries to engage, interest and persuade consumers to believe the promise. This paper will look critically and creatively at how brands and advertising work and the role they play in business and society. It will consider issues in relation to social responsibility, authenticity and sustainability in a range of consumption and communication environments.
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 | Tuition Fees for 2027 have not yet been set |
| 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. 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 (5th ed.). Wiley. (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. (An anti-branding/anti-corporate perspective on consumer marketing).
- Kevin Keller. (2012). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th ed.). 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.