Module overview
This module is one of the option modules that can be taken by students from the two programmes taught at Dalian. Whilst the learning outcomes are the same no matter which of these programmes you are taking, it is likely that your output from this module will reflect the media and approaches of your subject.
Aims and Objectives
Learning Outcomes
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- analyse existing brands, visual identity and marketing campaigns;
- acknowledge branding, and marketing concepts across platforms and cultures.
- present branding and visual identity concepts in relation to audience or consumers;
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- demonstrate awareness of global contexts.
- initiate independent research methodologies;
- demonstrate fluency in the presentation of ideas and concepts;
- research and analyse a range of appropriate materials to support conclusions;
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 theoretical and practical factors related to branding, visual identity, and advertising;
- the thinking behind the creation and marketing of brands and visual identities.
Syllabus
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.
Learning and Teaching
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.
Type | Hours |
---|---|
Seminar | 10 |
Tutorial | 2 |
Lecture | 12 |
Completion of assessment task | 40 |
Preparation for scheduled sessions | 30 |
Revision | 6 |
Follow-up work | 20 |
Wider reading or practice | 30 |
Total study time | 150 |
Resources & Reading list
Textbooks
Olins, Wally (2003). Wally Olins On Brands. Thames and Hudson.
Williamson, Judith (1994). Decoding Advertisements: Ideology and Meaning in Advertising. Marion Boyars Publishers.
Rivers, Charlotte (2002). Identify. RotoVision.
Paulicelli, Clark (2009). The Fabric of Cultures: Fashion, Identity and Globalisation. Routledge.
Mono Design (2005). Branding. RotoVision.
Pavitt, Jane (2002). Brand New. V&A Museum Publications.
Klein, Naomi (2001). No Logo. Flamingo.
Bignell, Jonathan (2002). Media Semiotics. Manchester University Press.
Brierley, Sean (1995). Advertising Handbook. Routledge..
Davis, Melissa (2005). More Than A Name. AVA Publishing.
Kotler, Phillip, Saunders, John , Armstrong, Gary (2004). Principles of Marketing. FT Prentice Hall.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Essay proposalSummative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Essay | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Essay | 100% |
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.
Method | Percentage contribution |
---|---|
Essay | 100% |
Repeat Information
Repeat type: Internal