Introduction to Marketing and Branding (Dalian)

Learning Outcomes

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• demonstrate awareness of global contexts.
• research and analyse a range of appropriate materials to support conclusions;
• demonstrate fluency in the presentation of ideas and concepts;
• initiate independent research methodologies;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• present branding and visual identity concepts in relation to audience or consumers;
• analyse existing brands, visual identity and marketing campaigns;
• acknowledge branding, and marketing concepts across platforms and cultures.

Knowledge and Understanding

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

• methods of developing and communicating brand identity visually;
• the thinking behind the creation and marketing of brands and visual identities.
• the theoretical and practical factors related to branding, visual identity, and advertising;

This module will introduce a range of issues, terminology and theory focused on 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 context to see the brand beyond the terms of graphic elements, but part of a whole creative process. The module will consider the thinking behind the creation, the execution and maintaining of a successful brand and visual identity 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, visual identity and 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. Consideration is given to the cultural variances in this field across different geographical regions, and how these may be influenced by political or economic external factors.

Teaching and learning methods

Teaching methods include:

• lectures
• group seminars
• field trip

Learning activities include:

• seminars
• group discussion/critiques
• peer group learning
• field trip

Relationship between the teaching, learning and assessment methods and the planned learning outcomes:

In this module learning and teaching activities focus on analysing an existing brand to further your awareness of branding, marketing and visual communication techniques. 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 group discussions. Preparatory and on-going reading enables you to situate your work within existing literature and frameworks.

Resources & Reading list

Textbooks

Bignell, Jonathan (2002). Media Semiotics. Manchester University Press.

Paulicelli, Clark (2009). The Fabric of Cultures: Fashion, Identity and Globalisation. Routledge.

Williamson, Judith (1994). Decoding Advertisements: Ideology and Meaning in Advertising. Marion Boyars Publishers.

Brierley, Sean (1995). Advertising Handbook. Routledge..

Kotler, Phillip, Saunders, John , Armstrong, Gary (2004). Principles of Marketing. FT Prentice Hall.

Klein, Naomi (2001). No Logo. Flamingo.

Rivers, Charlotte (2002). Identify. RotoVision.

Mono Design (2005). Branding. RotoVision.

Pavitt, Jane (2002). Brand New. V&A Museum Publications.

Olins, Wally (2003). Wally Olins On Brands. Thames and Hudson.

Davis, Melissa (2005). More Than A Name. AVA Publishing.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Repeat Information

Repeat type: Internal