A professionally constructed report supporting a sustained campaign. (LO 1 - 4)

Key Information Set:
100% Coursework

This module will explore how corporate social responsibility (CSR) & Sustainability will play a central role in the future of Advertising and Brands. The first part of the module will introduce you to the key issues and how they impact on the future of brand communications and advertising. Its aims are to equip you with 'future proof' skills that are relevant for an evolving societal and business ethos. The module will look at the themes of cultural sustainability, economic sustainability, social responsibility, ethics and environmental responsibility. It will give you the creative freedom to consider these themes within the context of branding, digital technology and visual communication. As well as a thorough exploration of these themes, a focus will be given to specific issues such as materiality and the commercial value of a responsible design approach.

The second part of the module will allow you to apply the understanding and skills within the context of account planning:
Successful account planners must soak up knowledge from the most unlikely of places and must be aware of issues, legal and ethical, that will impact on the successful resolution of a brand communications problem. This module will help you understand the relevance of account and media planning in the success or failure of an advertising campaign.

It is important to ensure that you are ready to meet the challenges of working in a business environment where understanding of global issues matters. Because of this you will be introduced to key issues affecting the communications industry and you will engage broadly with sustainability, ethics, culture and globalization and will develop your understanding of their impact on the creation of an advertising campaign.

Throughout this module you will develop your knowledge of processes, audience research and context. You will also begin to engage with the issue of future planning and strategy development and applying insight.

An integral aspect of this module will also be your understanding of the wide array of media available to the advertiser and best ways to exploit new channels of communication, appropriateness of media and other key issues relating to brand-building and the development of brand-loyalty amongst consumers.

Advertising and brand management studios.
Access to Thompson Library
University computing facilities
Art and Design Mac workshops.
The Blackboard virtual learning environment will be available (where relevant) to support this module. Details will be supplied in the module handbook.

Gerber, A. (2009) Good: An introduction to ethics in design. AVA Academia.
Thaler, W. (2010) Nudge; Health, Wealth and Happiness. Sunstien & Shuster.
Braungardt, M. (2009) Cradle to Cradle; Remaking the Way We Make Thing. Vintage.
Siegal, L. (2010) Recycle; The essential guide. Black Dog Publishing.
Johnson, M. (2012) Problem Solved; A primer in Design, Branding and Visual Communication. Phaidon Press.
Bessant, J. (2001) Design in Business; Strategic innovation through design. Financial Times/ Prentice Hall 1st Edition.
Best, K. (2009) The Fundamentals of Design Management. AVA Publishing.
Morris, E. Siegel, D. (2011) Green Patriot Posters; Graphics for a sustainable community. Thames & Hudson.
Lannon, J. (2007) A Master Class in Brand Planning: The Timeless Works of Stephen King. John Wiley.
Morgan, A. (2009) Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders. John Wiley.
Earls, M. (2009) Herd: How to Change Mass Behaviour by Harnessing Our True Nature. John Wiley.
Grant, J. (2010) Co-opportunity: Join Up for a Sustainable, Resilient, Prosperous World. John Wiley.
Arnold, C. (2009) Ethical Marketing and the New Consumer: Marketing in the New Ethical Economy. John Wiley.
Palomba, M. (2008) Ad Law: Breaking the Mould without Breaking the Rules. IPA.
Ramsay, I. (1996) Advertising, Culture & the Law: Beyond Lies, Ignorance and Manipulation. Sweet & Maxwell.

Essential Websites & Online Communities
plana.marksandspencer.com
designcouncil.org.uk
saradebondt.com/index.html
visual-editions.com/
greenpeace.org.uk/
interfaceglobal.com
co-operative.coop/corporate/ethicsinaction/
airside.co.uk/
considerwhat.wordpress.com/
thomasmatthews.com/
threetreesdontmakeaforest.org/

Lectures/Case Studies
Independent Learning
Problem based Learning
Digital/Online content utilisation
Workshops, Research Activities
Studio Practice
Critiques

Key Information Set:
17% scheduled teaching and learning activities
83% guided independent study