Media are indispensable tools for businesses and organisations in the creative industries to create awareness and promote themselves and their products, but how have new digital technologies altered the shape and forms of these promotional tools? How do promotional activities impact our culture and society? You’ll explore promotional media as an academic field of study, reviewing the development of promotional media in both historical and contemporary contexts, and within theoretical discourses. You’ll critically discuss their key current forms and examine different types of public relations, marketing and advertising practices in the media and culture industries. Alongside theoretical reflection and the critical analysis of key case studies, you’ll also apply your knowledge about promotional media in your own independent projects.
LecSem 16, Workshop 16
2,500 words (or equivalent) Digital Portfolio . Assessment Details: Complete a series of practical tasks worth 50%.
2,500 words (or equivalent) Individual Project . Assessment Details: Design a mini promotional media project worth 50%.
Reassessment Method: Like-for-like
On successfully completing the module, students will be able to:
Appraise and analyse different types of public relations, marketing and advertising practices in the media and culture industries, including their historical developments and current implications.
Evaluate media strategies and issues related to influencing public opinion and consumer choices through critical analysis of key case studies, including the academic critiques of promotional media.
Investigate and critically evaluate how certain promotional forms, styles and platforms make meaning and are used and interpreted by end users.
Critically assess how the development of new technologies and new media formats have shaped and transformed promotional media practices.
Apply acquired knowledge of theoretical debates via practical engagement with tasks associated with promotional media practice.
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