In association with RadioCentre and Inspire
Understand the power of sound and its unique ability to communicate, engage and inspire
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Course Overview
Our senses have been finely tuned over millions of years of evolution, either working together or on their own they feed us information so we can make reasoned decisions on all aspects of our lives. Anyone with an interest in media, branding, advertising, sales or marketing will appreciate the developments in sensorial communication and that sonic communication is far less widely understood than visual and this course is aimed at redressing that balance.
Whether it’s the sound only environment of radio or the sonic elements of other marketing channels, having a clear understanding of sounds’ unique abilities will give you an edge. If you ultimately sell sound as part of the commercial radio industry or to clients within the advertising and branding world, Sound Marketing will have a direct day-to-day benefit.
Sonic Experience - A key component to Sound Marketing is based on Marshall McLuhan’s famous observation, “The Medium is the Message”. For people to truly understand sound they need to experience it.
Theory – From the basics of sound and its role in our evolution, to its historical development through broadcast channels to the multi-platform world of today, the best and most creative examples of media and marketing sound will be at the heart of the experience.
Practical – Learn how to select, source, edit and mix sound at a very practical ‘desk top’ level. Once the preserve of expensive studio set-ups, sound can now be manipulated quickly and easily without vast technical knowledge. Also learn how to present with sound utilising its unique qualities to engage people in a multi-sensorial way to increase impact and success.
Key Content
- Understanding the 3 elements of sound - voice, music and sound effects
- How and why sound affects us the way it does and its relationship with the other senses
- Sounds role in our evolution and the basics of psycho-acoustics
- How sound has been utilised in advertising, marketing and branding across all platforms
- Understanding both the active nature of listening, and the passive nature or hearing
- The strengths of classical vs conceptual creative strategy
- Influence and sound marketing – understanding how the psychology of persuasion is applied in sound
When, Where and How Much?
Sound Marketing is a two-day course of interactive workshops followed by an online supported project over 6 weeks and a final presentation and feedback session. The course will be run at The the Park, University of Gloucestershire. The cost of this course will be £950.
Course Delivery
During the two-day course you will have your ears opened to the possibilities of sound theoretically and practically, which along with your own professional experience will raise the opportunity to identify and explore a specific challenge or area of interest. This will then be developed further through the assignment with online support before presenting back to the group for critical reflection. On the assignments successful completion you will gain 20 Masters level credits.
If you go on to participate in and pass more of our courses you can accrue credit towards a PG Cert (3 courses), a PG Dip (6 courses) and a Masters (dissertation).
Facilities
The University of Gloucestershire Media Centre at the Park Campus will be completed in September 2011 and will have the state of the art facilities including two radio studios, two television studios, a film studio and professional quality sound/music studios.
Entry Requirements
This course is open to media professionals with an undergraduate degree and the required work experience in a relevant industry (normally a minimum of two years); and to non-graduates with
significant and relevant work experience (normally four years) that can demonstrate an ability to both complete and benefit from the course. There are no additional entry requirements for this course.
How to Apply?
Please apply using the Skillset Application form and return it to skillsetcourses@glos.ac.uk
This course is part of the Build Your Own MA portfolio of Professional Media Short Courses being delivered by participating Skillset Media Academies across England. All of these short courses offer postgraduate credits towards an award and can be taken individually or in combination with other courses across the network to achieve a recognised qualification, a Postgraduate Certificate, Diploma or MA in Professional Media Practice. Visit http://www.skillset.org/build/ to browse all available courses and find out more.