This module introduces the post-graduate learner to the key concepts underlying Consumer Culture and Branding. It investigates some of the main theories and practices within consumer culture and branding and their application relevant to the field of Gastronomy. It provides an overview of brands and brand management as well as providing an insight into modern consumerism and the development of a consumer society.
Unit 1 -Consumer Culture and Branding
Unit 1 Introduction and overview
Unit 2- Consumer culture
Unit 2 Introduction to contemporary consumer culture and their impact on gastronomy part 1
Unit 3- Consumer Culture
Unit 3 Introduction to contemporary consumer culture and their impact on gastronomy part 2
Unit 4 - Consumer Culture
Unit 4 The theory and application of Consumer Research
Unit 5- Consumer Culture
Unit 5 Exploring Food, identity and the self
Unit 6 - Branding:
Unit 6 Introduction to the brand and brand equity, gastronomic brands
Unit 7 - Branding
Unit 7 Semiotics and ways in which brand meaning is created
Unit 8 - Branding
Unit 8 Criticisms of branding communications, the sustainable brand
Unit 9- Branding
Unit 9 Communicating the brand, social media, building up the value of the brand
Unit 10 - Consumer Culture and Branding
Unit 10 Assessment Tutorial
Unit 11 - Consumer Culture and Branding
Unit 11 Assessment Presentations
Unit 12- Consumer Culture and Branding
Unit 12 Assessment Presentations
A flexible approach to delivery of this module will be adopted. A variety of teaching strategies will be employed. Lectures will be presented in a varied way to include PowerPoint, use of flipchart and whiteboard, brainstorming, discussion, case studies, group-work, presentations and video. Guest lecturers may also contribute when relevant.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |