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The University of Southampton

ARTD6139 Final Project (Global Advertising and Branding)

Module Overview

On this module you will put into practice the research and analytical skills that you have learned on the programme. Focusing on a contemporary advertising and branding issue, you will investigate this issue thoroughly to prepare a critical paper collating, critically analysing and commenting on the ideas and viewpoints of others, together with those of your own. You will be allocated a tutor as your personal supervisor for this project who will provide you with support and guidance for the duration of the supervision period

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

  • current theories and practices related to advertising and branding and arising from your in-depth research and enquiry;
  • the contemporary context and culture of global advertising and branding, and the related creative industries;
  • a range of contemporary contexts relevant to global advertising and branding and informed by leading research.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • demonstrate that you can think in a critically and reflective way on contemporary advertising and branding issues;
  • research, critique and apply analysis of theory related to global advertising and branding;
  • identify and analyse data and information to evaluate their relevance and validity using a range of sources;
  • organise and synthesise a range of complex written and visual information arising from new and changing situations;
  • recognise your own academic strengths and weakneses, reflecting on your own performance and progress and be able to respond to feedback;
  • apply critical judgement to advance your research and intellectual skills.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • take responsibility for your own learning development and academic integrity;
  • demonstrate awareness of ethical considerations;
  • manage your time and resources as an independent learner;
  • demonstrate the ability to successfully manage and complete an individual project.
Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

  • demonstrate advanced level knowledge and understanding of the theoretical and practical issues that underpin the advertising and branding process;
  • demonstrate knowledge and understanding of current advertising and branding strategies within a local, national and global context, and the ability to critically analyse those strategies.


The aim of this module is to promote a concerted period of independent study which leads to the final resolution and presentation of your discipline-specific work for assessment. The module aims to bring together and utilise your learning and skills development in the previous modules. Through these modules you will have established and explored in increasingly ambitious ways, the scope and focus of your ideas allied to appropriate working methodologies. Preparatory lectures and seminars will be followed by a supervision period of one-to-one tutorials where your tutor will advice and guide you in a manner that will enable you to independently apply the academic skills you have acquired.

Learning and Teaching

Teaching and learning methods

Teaching methods include: • tutor guidance • seminars • Lectures Learning activities include: • Independent study (Reading material as directed by tutor, analysing material delivered during taught sessions, writing up notes, reflecting on taught material and feedback, conducting research where appropriate, analysing results and writing up assignment).

Independent Study588
Total study time600

Resources & Reading list

Banks, M. and Zeitlyn, D. (2015). Visual Methods in Social Research. 

Saunders, M.N.K, Lewis, P. and Thornhill, A. (2012). Research Methods for Business Students. 

Cottrell, S. (2014). Dissertations and Project Reports. 

Bryman, A. (2012). Social Research Methods.. 

Yin, R.K. (2013). Case Study Research. 

Gray, D.E. (2013). Doing Research in the Real World. 

Brennen, B.S. (2012). Qualitative Research Methods for Media Studies. 

Bell, J. and Waters, S. (2014). Doing Your Research Project. 





MethodPercentage contribution
Critical Paper  (10000 words) 100%


MethodPercentage contribution
Critical Paper  ( words) 100%

Repeat Information

Repeat type: Internal & External


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.

Travel Costs for placements

Reasonable travel costs for study trips (these may not be covered by the University).

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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