Art of Marketing and Branding

Learning Outcomes

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• work independently under supervision;
• research and analyse a range of materials.
• demonstrate rigour in the presentation of ideas and concepts;

Knowledge and Understanding

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

• methods of effective communication of global brand identity;
• consumer and audience behaviour in relation to marketing and branding.
• the theoretical factors of economics, sociology and psychology related to branding and advertising;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• present your branding ideas visually and analyse their effectiveness in writing.
• formulate a plan for a new brand;
• analyse existing brands and marketing campaigns;

This module further builds on the skills and knowledge developed through the module (Level 2) Introduction to Art of Marketing and Branding and advance discussions of marketing, branding and visual analysis by placing these in a range of different contexts including globalisation, economics, sociology and psychology. The module will look at the future of branding and marketing in relation to theory that underpins the changes in thinking and practical manifestations of brands in contemporary culture.

The branding could take the form of a corporate identity, visual identity, product, brand and corporate brand etc., informed by aspects which fall within the scope of your programme of study. Teaching will prepare you for assessment by introducing key academic themes, methodologies and approaches which will develop your understanding of marketing and branding issues to support the production of a visual and written project.

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 and investigate ideas for development of branding. This enables you to put into practice the skills and knowledge built up at level 2 and further applies to level 3 module; Art of Marketing and Branding. 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 of branding in a context of Art and Design.

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.

Resources & Reading list

Internet Resources

Blackboard.

Textbooks

Davis, M. (2009). The Fundamental of Branding. Switzerland: AVA Academia.

Kotler, P., Keller, L, V., Brady, M., Goodman, M., Hansen, T. (2009). Marketing Management. Essex: Pearson Education Limited.

Ries, A. and Trout, J. (2001). Positioning the Battle for your Mind. New York: McGraw-Hill.

Elliott, R and Percy, L. (2007). Strategic Brand Management. New York: Oxford University Press.

Wheeler, A. (2012). Designing Brand Identity: an essential guide for the whole brand team. New Jersey: John Wiley & Sons.

Kotler, P., Armstrong, G., Wong, V, Saunders, J. (2008). Principles of Marketing. Harlow: Pearson Education Limited.

Haig, M. (2008). Brand Failures. London: Kogan Page.

Armstrong, G., Kotler, P (2005). Marketing; an Introduction. New Jersey: Pearson Prentice Hall.

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 & External