module book
Module book
Branding & Communication
Media & Entertainment Management
2013/2014, Year 2, Module 2
Stenden University
Module coordinator:
Rengerslaan 8
P.O. Box 1298
8900 CG Leeuwarden
Ronald van den Berg
Office: 2.19 ronald.van.den.berg@stenden.com Preface
Dear Student,
This is the Module Book for the Branding & Communication module. Branding & Communication is a compulsory subject during the second year of the degree course in Media & Entertainment
Management at Stenden University. The module is taught in the first semester. As you will see in this Module Book, Branding & Communication is divided up into the following elements:
1. Case Based Learning (CBL)
2. Lectures and workshops
3. A module assignment
4. Management skills.
Compared to the former years, the Module Branding and Communication has been revised significantly: The lectures and module book are offered in English only;
The 12 PBL tasks are converted into 8 CBL cases;
The module assignment has not been changed, but there are now three experience brands across the tutor groups instead of four;
The presentations of the marketing communication plans (in week 9) have been canceled;
The traditional MAC sessions are cancelled, instead there will be bi-weekly MAC workshops per two tutor groups during wk 1, 3, 5 and 7;
The MAC workshops and the assessment of the module assignments will be taken care of by specialists of the marketing department;
In week 9 there will be a MAC feedback sessions, after which students will receive their module assignment grade.
The Module Book begins by explaining the rationale behind the module and describes the subjects covered during the CBL sessions, the lectures and workshops and the module assignment that make up the Branding & Communication module. The first chapter of the Module
Book also explains the theoretical framework on which the module is based and defines the attainment targets and learning outcomes
Branding & Communication
Media & Entertainment Management
2013/2014, Year 2, Module 2
Stenden University
Module coordinator:
Rengerslaan 8
P.O. Box 1298
8900 CG Leeuwarden
Ronald van den Berg
Office: 2.19 ronald.van.den.berg@stenden.com Preface
Dear Student,
This is the Module Book for the Branding & Communication module. Branding & Communication is a compulsory subject during the second year of the degree course in Media & Entertainment
Management at Stenden University. The module is taught in the first semester. As you will see in this Module Book, Branding & Communication is divided up into the following elements:
1. Case Based Learning (CBL)
2. Lectures and workshops
3. A module assignment
4. Management skills.
Compared to the former years, the Module Branding and Communication has been revised significantly: The lectures and module book are offered in English only;
The 12 PBL tasks are converted into 8 CBL cases;
The module assignment has not been changed, but there are now three experience brands across the tutor groups instead of four;
The presentations of the marketing communication plans (in week 9) have been canceled;
The traditional MAC sessions are cancelled, instead there will be bi-weekly MAC workshops per two tutor groups during wk 1, 3, 5 and 7;
The MAC workshops and the assessment of the module assignments will be taken care of by specialists of the marketing department;
In week 9 there will be a MAC feedback sessions, after which students will receive their module assignment grade.
The Module Book begins by explaining the rationale behind the module and describes the subjects covered during the CBL sessions, the lectures and workshops and the module assignment that make up the Branding & Communication module. The first chapter of the Module
Book also explains the theoretical framework on which the module is based and defines the attainment targets and learning outcomes
References: Clow, K. E, Baack D. (2009), Marketing Communication, Pearson Prentice Hall Keller, K.L Boswijk, A., Thijssen, T. & Peelen, E. (2007) The experience economy, Pearson Education Benelux.