Marketing and Promotion
| Code | School | Level | Credits | Semesters |
| CULT4032 | Cultural, Media and Visual Studies | 4 | 20 | Spring UK |
- Code
- CULT4032
- School
- Cultural, Media and Visual Studies
- Level
- 4
- Credits
- 20
- Semesters
- Spring UK
Summary
This module considers the main processes and people involved in the global marketing of film, television and screen media and in the associated production of promotional screen content.
In particular, it will cover the following areas:
Promotional Screen Industries (what companies and intermediaries operate in the sector of marketing and promotion, and what is their role and expertise?)
Marketing Strategies (how are marketing strategies developed around screen content and how does this account for, and respond to, specific audiences and media environments?)
Promotion as content (What is the textual and paratextual status of promotional content? What cultural or creative issues are at stake in the production and distribution of this content?)
•Branding (How does marketing and promotion develop brand relationships/experiences/emotions?)
Target Students
Only available to students on MA in Film, Television and Screen Industries or MRes Film andTelevision Studies. Open to PG mobility students.
Classes
- One 2-hour workshop each week for 11 weeks
The School of Cultures, Languages and Area Studies operates an attendance policy. The details of this policy can be found in the student handbook on Workspace and in module handbooks.
Assessment
- 100% Coursework: Coursework - Portfolio of work including written work or equivalent not to exceed 4,000 words
Assessed by end of spring semester
Educational Aims
The module aims to develop student understanding and knowledge of the processes and people involved in the marketing, promotion and branding of film, television and screen products in contemporary media culture. Specifically, its aims are to: a) enable understanding of the marketing and production process in ways that engage broader theoretical contexts and debates about the promotional screen industries and promotional content/work b) develop knowledge in relation to key contemporary developments in the field of marketing, promotion and branding c) Provide opportunities for students to practically apply skills and problem- solving in the area of marketing, promotion, and branding.Learning Outcomes
1. Intellectual skills
a. Identify and analyze the various processes that comprise what is collectively referred to as marketing, promotion and branding in the context of the film and television industry and related screen contexts
b. Critically evaluate, package and present research and a variety of types of information and evidence
2. Professional / practical skills
a. Identify and assess various modes of marketing strategies, promotional materials and branding communication, such as publicity, branded entertainment, and issues such as convergence
b. Approach and address issues and challenges from a global perspective to facilitate the assessment of marketing and promotion in different contexts and media
c. Develop ability to engage with industry attitudes and specialist languages and apply relevant knowledge to real-life scenarios
3. Transferable / key skills
a. Oral and Written Communication
b. Professionalism
c. Team Work
d. Self Management