The University of Southampton
Courses

ARTD2035 Introduction to Art of Marketing and Branding

Module Overview

This module is one of the optional modules taken by students on the undergraduate programmes. This module will introduce issues, terminology and theory of marketing and branding. This curriculum is based on details of brands and visual identity aspects of branding. The syllabus also includes the discussion of design and aesthetical aspect of branding.

Aims and Objectives

Module Aims

- to introduce you to key ideas on marketing, branding and advertising - to explore and develop a range of visual applications of branding and marketing - to introduce you the key theories of branding, marketing ,visual analysis and marketing communication

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • the theoretical and practical factors related to marketing and branding
  • methods of developing and communicating brand identity visually
  • the thinking behind the creation and marketing of brands
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • work independently under supervision
  • demonstrate fluency in the presentation of ideas and concepts
  • research and analyse a range of materials
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • analyse existing brands and marketing campaigns
  • present your branding ideas visually and in writing
  • think about branding and marketing with originality and competence

Syllabus

This module will introduce a range of issues, terminology and theory around the subjects of marketing, branding and visual analysis. These ideas will be introduced by looking at case studies of existing brands and supporting campaigns to give a practical context to see the brand beyond the terms of merely graphic elements, but part of a whole creative process. The module will look at the thinking behind the creation, the execution and maintaining of a successful brand as well as the theory that underpins visual analysis of advertising in contemporary culture. The project for this second-level module will include a written brand/advertising analysis for an established company or product. Teaching will prepare you for assessment by introducing key themes, methodologies and approaches which will develop your understanding of marketing and branding issues to support the production of a written and visual project. This project is likely to reflect the nature of the approaches prevalent in the areas covered by your programme of study.

Learning and Teaching

Teaching and learning methods

Teaching methods include: - tutor-led lectures - group seminars Learning activities include: - seminars - group discussion/critiques - peer group learning Relationship between the teaching, learning and assessment methods and the planned learning outcomes In this module learning and teaching activities focus on helping you to explore ideas to help you re-develop an existing brand and marketing for this. Lectures and seminars will introduce you to the themes and concepts of the module; tutor-led group discussions will enable you to start developing a more complex understanding of the concepts and practices outlined above. Feedback on your progress and development will be given via seminars and group discussions. Preparatory and on-going reading enables you to situate your work within existing literature and frameworks. Teaching methods include: - tutor-led lectures - group seminars Learning activities include: - seminars - group discussion/critiques - peer group learning Relationship between the teaching, learning and assessment methods and the planned learning outcomes: In this module learning and teaching activities focus on helping you to explore ideas to help you re-develop an existing brand and marketing for this. Lectures and seminars will introduce you to the themes and concepts of the module; tutor-led group discussions will enable you to start developing a more complex understanding of the concepts and practices outlined above. Feedback on your progress and development will be given via seminars and group discussions. Preparatory and on-going reading enables you to situate your work within existing literature and frameworks.

TypeHours
Follow-up work20
Wider reading or practice20
Tutorial12
Revision16
Lecture12
Completion of assessment task50
Preparation for scheduled sessions20
Total study time150

Resources & Reading list

Kotler, P., Armstrong, G., Wong, V, Saunders, J. (2008). Principles of Marketing. 

Kotler, P., Keller, L, V., Brady, M., Goodman, M., Hansen, T. (2009). Marketing Management. 

Davis, M. (2009). The Fundamental of Branding. 

Wheeler, A. (2012). Designing Brand Identity: an essential guide for the whole brand team. 

Armstrong, G. (2015). Marketing; an introduction. 

Ries, A. and Trout, J. (2001). Positioning the Battle for your Mind. 

Haig, M. (2008). Brand Failures. 

Elliott, R and Percy, L. (2007). Strategic Brand Management. 

Assessment

Formative

Questionnaire

Summative

MethodPercentage contribution
Digital project  (2500 words) 100%

Repeat

MethodPercentage contribution
Digital project  (2500 words) 100%

Referral

MethodPercentage contribution
Critique  (2500 words) 100%

Repeat Information

Repeat type: Internal & External

Costs

Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Textbooks

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/ recommended text as appropriate

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.

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