Study-Unit Description

Study-Unit Description


CODE MRK2012

 
TITLE Public Relations and Branding Strategy

 
UM LEVEL 02 - Years 2, 3 in Modular Undergraduate Course

 
MQF LEVEL Not Applicable

 
ECTS CREDITS 4

 
DEPARTMENT Marketing

 
DESCRIPTION The study-unit covers a market driven subject that gives prominence to two out of the four elements of the marketing communications mix: public relations and branding.

Study-unit Aims:

The unit aims to engage students in a practical and informative way, setting the conceptual mechanics of branding and public relations in a contemporary, dynamic context. The objective of the unit is met through the comprehensive curriculum described below, which is designed to deliver tangible learning outcomes, both in terms of academic knowledge and practical skill.

Learning Outcomes:

1. Knowledge & Understanding:

By the end of the study-unit the student will be able to understand the concepts of:
1. Brand Equity
2. Brand Narrative and Relational Management
3. Public Relations and Hybrid Marketing Communications

2. Skills:

By the end of the study-unit the student will be able to develop a brand equity plan, design brand narrative structures, create public relations campaigns and conduct detailed evaluations of branding and public relations campaigns.

Main Text/s and any supplementary readings:

Core Textbook:
Dahlen, M., Lange, F., Smith, T. (2011) Marketing Communications: A Brand Narrative Approach, Wiley and Sons.

 
STUDY-UNIT TYPE Lecture

 
METHOD OF ASSESSMENT
Assessment Component/s Sept. Asst Session Weighting
Assignment Yes 100%

 
LECTURER/S Ana Christina Zammit Munro

 

 
The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints.
Units not attracting a sufficient number of registrations may be withdrawn without notice.
It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years.

https://www.um.edu.mt/course/studyunit