100% coursework:

* Presentation of findings and strategic position (LO 2, 3, 4) - 20%
* A 3500 word report (LO 1, 3, 4, 5) - 40%
* Accompanying portfolio based on a project negotiated after discussion with the module tutor (LO 1, 2, 3, 4, 5) - 40%

This module will develop skills in the application of market and audience research to future planning in successful campaigns. Brands need to grow with their consumers and market research can help us predict our customer's needs, wants, desires based on the development of current trends. You will apply research by Mintel and other organisations to the future planning of new or established brands. You will be introduced to the importance of future planning through a series of case studies.

A series of seminars will introduce key issues and case studies prompting group discussion.
Working independently you will engage in research and the writing of the required industry-standard report.
Studio sessions will enable you to produce a visual strategy and a series of concept boards.
Peer discussion groups and work-checks will encourage dissemination of material and generation of knowledge.

Roberts, K., Lovemarks: The Future Beyond Brands (Powerhouse Books: 2004) ISBN: 1576872041
Atkin, D., The Culting of Brands: When Customers Become True Believers (Portfolio: 2004) ISBN: 1591840279
Lewis, D. & Bridger, D., The Soul of the New Consumer: Authenticity - What We Buy and Why in the
New Economy (Nicholas Brealey Publishing: 2001) ISBN: 1857882989
Popcorn , F. & Hanft , A., Dictionary of the Future: The Words, Terms and Trends That Define the Way
We'll Live, Work and Talk (Hyperion: 2001 ISBN: 0786866578
Hill, S., Sixty Trends in Sixty Minutes (John Wiley & Sons Inc: 2002) ISBN: 0471225800
Raymond, M., Tomorrow People: Mapping the Needs and Desires of Tomorrow's Customers Now
(Financial Times Prentice Hall: 2003) ISBN: 027365957X
Baskin, M. & Earls, M., Brand New Brand Thinking: Brought to Light by 11 Experts Who Do (Kogan Page: 2002) ISBN: 0749436786

Advertising and brand management studio/workshop
Thompson library
Non-specialist computing facilities
The Blackboard virtual learning environment will be available (where relevant) to support this module. Details will be supplied in the module handbook.