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The University of Southampton

ARTD3033 Art of Marketing and Branding

Module Overview

This module is one of the option modules that can be taken by students from all of the programmes. Whilst the learning outcomes are the same no matter which of the programmes you are following, it is likely that your output from this module will reflect the media and approaches of your programme’s disciplines and subject areas. This module is liable to bring together students from all the programmes and pathways giving you the opportunity to engage with analysis of your own and others’ ideas in a challenging and creative environment.

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 factors of economics, sociology and psychology related to branding and advertising;
  • methods of effective communication of global brand identity;
  • consumer and audience behaviour in relation to marketing and branding.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

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

Having successfully completed this module you will be able to:

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


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.

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 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.

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

Resources & Reading list

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


Haig, M. (2008). Brand Failures. 

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

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

Armstrong, G., Kotler, P (2005). Marketing; an Introduction. 

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

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

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



Essay proposal


MethodPercentage contribution
Illustrated essay  (3000 words) 100%


MethodPercentage contribution
Illustrated essay  (3000 words) 100%


MethodPercentage contribution
Illustrated essay  (3000 words) 100%

Repeat Information

Repeat type: Internal & External

Linked modules

Pre-requisite: ARTD2035


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:


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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