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The University of Southampton

ARTD2102 Introduction to Marketing and Branding (Dalian)

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

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 branding, visual identity, and advertising;
  • methods of developing and communicating brand identity visually;
  • the thinking behind the creation and marketing of brands and visual identities.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

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

Having successfully completed this module you will be able to:

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


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.

Follow-up work20
Completion of assessment task40
Preparation for scheduled sessions30
Wider reading or practice30
Total study time150

Resources & Reading list

Olins, Wally (2003). Wally Olins On Brands. 

Bignell, Jonathan (2002). Media Semiotics. 

Klein, Naomi (2001). No Logo. 

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

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

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

Brierley, Sean (1995). Advertising Handbook. 

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

Mono Design (2005). Branding. 

Rivers, Charlotte (2002). Identify. 

Pavitt, Jane (2002). Brand New. 



Essay proposal


MethodPercentage contribution
Essay  (2500 words) 100%


MethodPercentage contribution
Essay 100%


MethodPercentage contribution
Essay  (2500 words) 100%

Repeat Information

Repeat type: Internal


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:

Printing and Photocopying Costs

Printing and portfolio submission


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading 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

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