Universities and Online Degrees Guide

The Independent Institute of Education

Bachelor of Arts with Honours in Strategic Brand Communication

The Bachelor of Arts with Honours in Strategic Brand Communication in Communication and Media is offered by The Independent Institute of Education.

Program Length: 1 YEAR.

Subjects: 5.

Bachelor of Arts with Honours in Strategic Brand Communication offered by the Independent Institute of Eduation at the Faculty of Humanities

The purpose of this programme is to provide students with postgraduate skills and knowledge in order to prepare them for middle and senior management positions in the brand communication industry, at an advertising agency/ consultancy or a corporate. Students are equipped with further skills and competencies in their chosen area of application, whilst developing field specific research capacity underpinned by a strong methodological understanding to follow a career in Strategic Brand Communication. This honours degree provides students with the knowledge, skills and real-world understanding identified by industry as critical for employees in a highly competitive and cluttered communication environment (referring to the barrage of communication messages audiences are exposed to). 

The IIE BA Honours in Strategic Brand Communication explores the nature of creative and strategic thinking and the development of innovative and accountable communication strategies for brand building. Students engage with various brand identity and architecture models, consumer insights, research methodologies, strategic models, brand communication tools, channel and media planning options, and stakeholder relationship management. Students specialise in strategy development and acquire skills that can be utilised in brand organisations as well as communications consultancies and agencies. The research methodology module enables the student to pursue research in an area of particular interest.

Modules

• Brand and Brand Building
• Research
• Practice of Brand Building
• Brand Communication Strategy and Planning
• Channel and Media Planning

BRAND AND BRAND BUILDING

This module develops students’ understanding of the key brand concepts that guide the development of innovative and purposeful solutions to brand building opportunities and challenges. Emphasis is placed on creative, critical and systemic thinking.

BRAND COMMUNICATION STRATEGY AND PLANNING

The purpose of Brand Communication Strategy and Planning is to enable the student to practically develop a brand positioning which will drive communication strategy. Students will engage with various strategic models and multiple brand communication channels and tools to develop brand communication strategies and plans. An insight-based critical examination of all touch points will facilitate alternative and disruptive thinking.

CHANNEL AND MEDIA PLANNING

Channel and Media Planning introduces and integrates channel, media and contact planning in context of the various media platforms available, and actively considers the planning mechanics when developing a channel plan. Students will consider the importance of optimising media spend in light of increasing media fragmentation and complexity.

PRACTICE OF BRAND BUILDING

This module applies the theories of strategic brand management and communication to answer real-life client briefs. The focus is on the development and crafting of an innovative brand building strategy and plan that will address complex business and societal challenges. Students will implement brand research to investigate situational, environmental and commercial scenarios. They will derive consumer insights to drive the execution of original and meaningful solutions to multi-faceted brand challenges. Students work in teams to address real-life working situations; develop their skills in recommending brand solutions; and to collaborate with peers in a process of innovative problem solving.

RESEARCH

Students will develop essential research skills for both professional and academic contexts alongside the ability to present and defend research to an expert audience. Emphasis is placed on independent and critical thinking, analysis, research design and methods, as well as academic discourse. Students complete a self-directed research project of limited scope under supervision in the discipline of the degree.