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ARTD3060 Marketing and Branding (Dalian)

Module Overview

This module is one of the common core modules taken by all students on the University of Southampton undergraduate programmes taught at Dalian Polytechnic University. Whilst the learning outcomes are the same no matter which of the programmes you are following, your output from this module will reflect the media and approaches of your chosen programme.

Aims and Objectives

Module Aims

• Develop key ideas on branding, marketing communication and advertising methods • Apply and develop a range of visual applications of branding • Analyse the effective use of branding and marketing against a range of contexts and theories

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 within the subject area
  • 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
  • demonstrate awareness of global contexts


This module further builds on the skills and knowledge developed through the module (Part 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.

Special Features

This module may include a field trip to support your understanding at no additional cost to you.

Learning and Teaching

Teaching and learning methods

Teaching methods include: • tutor-led lectures • group seminars • tutorials Learning activities include: • seminars • peer group learning • workshops • virtual and actual analytical research 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 Part 2. 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 the 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.

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

Resources & Reading list

Balmer, John and Greyser, Stephen (Eds) (2003). Revealing the Corporation: Perspectives on Identity, Image, Reputation and Corporate Branding. 

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

Bignell, Jonathan (2002). Media Semiotics. 

Schmitt. B. H (2000). Experiential Marketing. 

Klein, Naomi (2001). No Logo. 

Palmer, Adrian. (2004). Introduction to Marketing: Theory and Practice. 

Ries, Al and Ries, Laura (2000). The 22 Immutable Laws of Branding. 

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





MethodPercentage contribution
Illustrated essay  (3000 words) 100%


MethodPercentage contribution
Illustrated essay 100%


MethodPercentage contribution
Illustrated essay  (3000 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:


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