Studying at York
Marketing and Branding - TFT00044I
- Department: Theatre, Film, Television and Interactive Media
- Credit value: 20 credits
- Credit level: I
- Academic year of delivery: 2023-24
- See module specification for other years: 2024-25
Module summary
This module will focus on the centrality of defining a brand and developing a marketing strategy in the design and distribution of creative outputs, and in securing a return on investment. It will equip you with the initial skills to use audience and market research to conceive branding and marketing ideas and it will encourage you to evaluate and critically analyse how strategies can adapt to meet the demands of different creative industrial sectors. What makes marketing a movie different from marketing a computer game? At the same time it will engage with cutting-edge commercial issues like the role of digital convergence and transmedia in the viral, social media and cross-content branding and promotion.
Module will run
| Occurrence | Teaching period |
|---|---|
| A | Semester 2 2023-24 |
Module aims
Over the course of this module, you can expect to:
- Engage with some of the core concepts on which successful brand identities and marketing strategies are based.
- Explore the particular branding and marketing demands made by the creative industries.
- Critically analyse the degree to which branding and marketing strategies may vary between creative industrial sectors.
- Relate market research and other forms of data to the design and definition of branding and marketing strategies.
- Explore the impact of new technologies - and innovative modes of storytelling - on contemporary and future marketing and branding opportunities.
Module learning outcomes
At the end of this module you will be expected to:
- Demonstrate compelling design and presentational skills in defining and applying content- specific branding and marketing strategies
- Justify your branding and marketing decisions based on audience or market research or other data
- Evaluate and develop your marketing decisions by critically analysing key creative industrial case studies
- Assess the allocation of resources - financial and human - in the prosecution of marketing campaigns
- Contextualise and consolidate your marketing ideas and strategies in terms of conceptual thinking, theoretical and field research and critical analysis
- Explore the deployment of new technologies and modes of storytelling - from social media to transmedia - in support of marketing and branding campaigns
Indicative assessment
| Task | % of module mark |
|---|---|
| Essay/coursework | 100 |
Special assessment rules
None
Additional assessment information
Formative work is embedded into the practical sessions for this module alongside the specific formative presentation exercise
Indicative reassessment
| Task | % of module mark |
|---|---|
| Essay/coursework | 100 |
Module feedback
You will receive written feedback in line with standard University turnaround times. Verbal feedback on the formative presentation - peer and staff - will be largely immediate.
Indicative reading
Adcock, D and Ross, C. (2001). Marketing Principles and Practice. London: Financial Times / Prentice Hall.
Bryant, A and Mawer, C. (2016). The TV Brand Builders: How to Win Audiences and Influence Viewers. London: Kogan Page.
Hill, L, et al. (2017). Creative Arts Marketing. Routledge.
Kotler, P. (2017). Marketing 4.0: Moving from Traditional to Digital. London: John Wiley and Sons.
Lerman, S. (2014). Building Better Brands. London: How Design Books.