Course details

Summary

When advertising was king, ad agencies were the brand guardians. They were the voice of the consumer and took great pains to translate client product benefits into consumer needs and desires. Now that's all changed. We live in a society where promotion is everywhere and everything from goods and organisations to people, ideas and cultures are seen as a brand. The Postgraduate Diploma in Brand Communication (PgDipBC) is practice-based. It has been developed with industry in response to the need for a specific qualification in an area that has become increasingly important, particularly since the emergence of the internet and the rapid convergence of communication technologies.

The PgDipBC develops your knowledge and understanding of creative and applied practice and process (from both agency and supplier perspectives). Crucially, you will be required to develop an in-depth creatively-focused project relevant to a particular genre of practice (Commercial, Not-for-Profit, Societal). This project will involve working closely with an industry partner and completing a project that is capable of implementation.

You will study brand story-telling, brand co-creation and the synergy between brand strategy, brand experience, brand expression and corporate responsibility. You will develop the critical knowledge and professional competencies and skills relevant to marketing and communication roles within various industries and organisations, including not-for-profit, NGOs, and in the commercial and corporate sectors.

Structure

Most papers last one semester and are worth 15 points. You must complete 120 points in total. You may substitute up to 30 points with any other postgraduate paper with the approval of the programme leader.

CORE PAPERS

• ADVT880 Understanding Brand Communication in a Culture of Promotion (15 points)
• ADVT881 Brand Communication Studio (15 points)
• ADVT882 Brand Communication Project (30 points)
• ADVT883 Brand Stories (15 points)

SELECT a further 45 points from the following elective papers

• ADVT884 Not-for-Profit Communication (15 points)
• ADVT885 Retail Engagement (15 points)
• ADVT886 Social Marketing (15 points)
• COMM803 A Political Economy Approach to the Media (15 points)
• COMM810 New Media & Society (15 points)

Further study

Students completing the PgDipBC are eligible to staircase into the Thesis year of the Master of Communication Studies programme (subject to meeting the entry requirements)

Entry criteria

Applicants must have completed: a relevant bachelor’s degree or a relevant professional qualification or professional experience approved by the dean (or representative) to be equivalent to a bachelor’s degree.

English Language requirements:

Minimum IELTS (Academic) score of 6.5 overall with all bands 6.0 or higher; TOEFL iBT score of 90; Certificate in English for Academic Study (CertEAS) with A grade; GIE with B+ grade; CAE minimum overall score of 176; PTE minimum overall score of 58.