Bachelor of Communication (Hons) Branding & Digital Marketing (ODL)

COURSE MODULES

Year 1

Mass Communication Fundamentals

This module covers the role of mass media in society, its history, functions, and impact, as well as the policies shaping mass and news media.

Principles of Advertising

This module introduces the basic principles and practices of advertising, laying the foundation for advanced study. You will learn key concepts and the roles of advertisers, agencies, and other industry professionals.

Principles of Marketing

This module covers the role of marketing, with a focus on market analysis. You will learn about product management, promotion, pricing, and distribution strategies.

Critical Thinking

This module challenges you to rethink creativity. You will develop creative thinking, sharpen your analytical skills, and learn the fundamentals of critical and creative thinking.

Creative Idea Conceptualisation

This module challenges your mindset by helping you understand creativity and how to transform ideas into actual products or projects. It encourages creative, out-of-the-box thinking for any medium.

Popular Culture

This module explores popular culture from different sociological perspectives and its impact on daily life. You will examine its influence on areas such as cinema, television, literature, music, celebrity, food, shopping, street culture, and cyberculture.

Photography

In this module, you will learn the basics of photography and digital imaging, from display design to using a DSLR, and study the work of renowned photographers.

Digital Image Creation for Visual Branding

This module covers publication tasks, including grid techniques, typography, image manipulation, and multi-page design. You will enhance your layout skills and learn how visual branding helps a brand stand out and be recognised.

Consumer Behaviour

This module helps you understand consumers, exploring how values, beliefs, prejudices, and persuasion influence their lifestyle, thought process, and decision-making.

Copywriting across Media

This module covers effective copywriting for traditional, digital, and new media, including print, radio, TV, billboards, the internet, and other alternative mediums.

Digital Branding and Business Strategies

This module explores branding in the digital world, helping you develop business skills by analysing how businesses brand their products, services, organisations, and experiences online for a competitive edge.

Year 2

Applied Branding Strategy, Planning and Management

This module focuses on brand strategy from a customer-based brand equity perspective. You will learn to define and analyse key elements in brand creation, critique marketing techniques for building brand resonance, and manage brand audits. Additionally, you will gain skills in designing brand identity and elements for clients.

Video Production

This module teaches you to operate video equipment from pre- to post-production and use the right techniques in field production.

Media Ethics

This module covers media ethics and standards, focusing on the responsible and ethical behaviour of practitioners and addressing the public's demand for honest and fair reporting.

Media and Communication Theories

This module explores critical and theoretical approaches to contemporary media, including television, radio, and internet streaming. You will examine the meanings, pleasures, and practices of media production and consumption, while applying communication theories in research.

Creative Execution

This module covers the creative process, including creative disciplines, thinking, approaches, styles, and the execution of art direction.

New Media Technology

This module introduces critical concepts and practical skills related to "new social media." You will explore how phenomena like the World Wide Web and multimedia communication change user experiences and examine emerging media in the broadcast industry.

E-Commerce

This module focuses on the consumer's marketing journey from awareness to retention. You will learn how digital has transformed interactions between firms and consumers at each stage of the journey.

Social Media and Content Marketing

This module covers effective social media marketing techniques and strategies to boost user engagement on the internet and mobile devices.

Media Strategy

This module covers the nature and scope of media research, media objectives, and their rationale. You will learn how to select, plan, and execute media strategies, helping to enhance your career in the communication industry.

SEM and SEO

This module offers an overview of effective web marketing techniques, including search engine marketing and search engine optimisation.

Year 3

Research Methodology

This module highlights the importance of research in today’s world. You will learn to articulate your thoughts, ask the right questions, and choose the best research methods to explore the world around you.

International Branding Strategies and Execution

This module focuses on the transferability and adaptability of branding in the global market. You will learn to assess a brand's readiness for international expansion by examining case studies and considering cultural, economic, legal, and ethical factors, as well as the consistency of brand elements.

Web Analytics

This module provides an overview of digital analytics, introducing the platforms, tools, and apps used in the industry. You will learn key web analytics concepts and how they help understand online customer behaviour and measure campaign effectiveness.

Final Year Project

This module guides you through project planning and research. You will conceptualise an idea, propose a project, and present a written proposal with analysis, research, visual ideas, and expected outcomes.

Internship

This module lets you apply your learning in the industry, develop strategies to extend your knowledge, and reflect on industry practices. You will enhance your communication skills, explore potential careers, and submit a detailed report and presentation.