Module code: MARK 5077
The module will briefly consider the nature of brands, and of PR generally, but will concentrate on the use of PR techniques to build and promote brands.
Brand or consumer PR practitioners operate at the intersection of public relations, advertising and marketing and their activities are concerned both with direct support for sales activities and also more indirectly, in the development of a more favourable commercial environment for companies to operate and enhancing consumer-brand relationships.
As the modern media landscape continues to evolve, with greater convergence between media channels and platforms, traditional boundaries between marketing communications disciplines are breaking down. The rise of social media has refocused our attention on the power of word-of mouth and third party endorsement so today, PR thinking infuses much of modern marketing. Hutton (2010) even suggests that marketing is essentially redefining itself as public relations!
Contact hours per student per year
Additional costs: No extra costs other than purchase of books
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