This module focusses on the intersection between academic research and the practice of strategic communications, paying particular attention to the relationship between brands and individual and collective identities. The module aims to connect academic discussions with professional perspectives through a mix of lectures, seminar exercises and guest speakers, in order to facilitate a cross-fertilisation between scholarly research, public debates and professional experiences.

The academic lectures will examine discussions about the significance of branding in society, the relationship of brands with different understandings of identity, as well as an overview of professional models employed in the practice of branding and strategic communications. Students will be expected to critically engage with ideas from both theory and practice in the seminars, developing reflexivity and analytical skills through the course, as well as getting an idea of how brands are developed in practice. Academic lectures will be complemented with guest talks from industry practitioners working in various forms of branding and strategic communications.