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2024/25 Undergraduate Module Catalogue

COMM3950 Promotional Culture

20 creditsClass Size: 63

Module manager: Sophie Bishop

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2024/25

This module is not approved as a discovery module


This module aims to introduce students to the histories and theories of promotional communication. Taking an historically informed perspective it will encourage students to explore different forms of promotional communication and use relevant theoretical perspectives. Students will enhance their analytical skills and engage critically with the relationship between promotional and media cultures.

Learning outcomes
1. Explain what is meant by promotional culture and how promotional media has changed historically
2. Give examples of a range of promotional media texts and practices explaining how they work to achieve specific communications goals.
3. Apply media and communications theory to the analysis of promotional culture at an advanced level
4. Explain key theories and approaches to the study of promotional media audiences


This module brings together historical and theoretical perspectives on promotional communication. Our aims in lectures are to explore and apply concepts and ideas within the field PR and advertising. This module does not attempt to be a practical introduction to advertising. In weekly lectures we examine themes such as the birth of the consumer society, the rise of PR in the context of political and social change in the twentieth century, the interactions between promotional and celebrity cultures, and the role of advertising in the construction of gender.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours180.00
Total Contact hours20.00
Total hours (100hr per 10 credits)200.00

Private study

Students use independent study time to work on required readings and assessments.

Opportunities for Formative Feedback

- Contribution to seminar group discussions;
- Seminar discussion and support for assignments.

Methods of assessment

Assessment typeNotes% of formal assessment
Essay1 x 2,500 - 3,000 word50.00
Essay1 x 2,500 - 3,000 word50.00
Total percentage (Assessment Coursework)100.00

To resit either component, please select an alternative essay question from the module handbook

Reading list

The reading list is available from the Library website

Last updated: 20/06/2024 14:03:56


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