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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. Your overall mark for part two makes up 33% of your final degree mark.
1. Aims and learning outcomes目标和学习成果
The aims of his module are:本章节的目的是
to introduce you to key ideas on branding, marketing communication and analysing advertising methods向您介绍的品牌，营销传播的关键思想，分析广告的方法 to explore and develop a range of visual applications of branding and marketing探索和开发一系列的品牌推广和市场营销的可视化应用程序
to introduce you to theory and ideas of branding, marketing and visual analysis向您介绍理论和思想的品牌，营销和可视化分析
Objectives (planned learning outcomes)目标（计划学习成果）
Knowledge and understanding知识和理解
Having successfully completed the module, you will be able to demonstrate knowledge and understanding of: 在成功地完成了此章节，您将能够证明的认识和了解：
the theoretical and practical factors related to branding and advertising 品牌和广告的理论和实践的相关因素
methods of developing and communicating brand identity visually开发和沟通的品牌形象直观的方法
the thinking behind the creation and marketing of brands品牌的建立和营销背后的思考
Cognitive (thinking) skills认知（思维）技能
Having successfully completed the module, you will be able to:在成功地完成了模块后，您将能够：
analyse existing brands and marketing campaigns分析现有的品牌和营销活动
present your branding ideas visually and in writing
think about branding and marketing with originality and competence
Key transferable skills
Having successfully completed the module, you will be able to:
work independently under supervision
demonstrate fluency in the presentation of ideas and concepts
research and analyse a range of materials
2. Summary of syllabus content
This module will introduce a range of issues, terminology and theory around 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 practical context to see the brand beyond the terms of merely graphic elements, but part of a whole creative process. The module will look at the thinking behind the creation, the execution and maintaining of a successful brand 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/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. This project is likely to reflect the nature of the approaches prevalent in the areas covered by your programme of study.
3. Summary of teaching and learning methods
Teaching and learning activities
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 ideas to help you re-develop an existing brand and marketing for this. 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 seminars and group discussions. Preparatory and on-going reading enables you to situate your work within existing literature and frameworks.
4. Summary of assessment methods
Methods of assessment
Formative on-module feedback
The purpose of formative feedback is to enhance learning and help you understand how you are doing and how you can develop. It might be verbal or written feedback but it does not have a mark attached to it. You will experience formative feedback in different learning situations, for example:
seminars
group discussion/critiques
Summative assessments
Assessment method Number % contribution to final mark
A visual re-design of an existing logo for a company or product with a series of visual ideas to support a communications campaign that would use this logo. This should be supported by a critique of the brand design that underpins this logo. 3000 words. 1
100%
Assignment Brief
Selection of Logo
Overview of the organization/product
Visual understanding
Logo and the Brand
Re-design of logo (Visual ideas)
Communication campaign
Existing practices of communication
Any changes in your view point
Brand Position and performance (Competitors performance)
Your views about the logo and brand
Conclusion & Recommendations
Bibliography and References
5. Resources
Core text
Kotler et al, (2004). Principles of Marketing: European Edition, FT Prentice Hall.
Melissa Davis , 2009 , The Fundamentals of Branding , AVA publishing , Switzerland.
Other Reading
Bernd H .Schmitt,1999, Experiential Marketing, The Free Press, New york.
Brad VanAuken, 2004, The Brand Management Checklist, Kogan Page, London.
Neil Duffy & Jo Hopper, 2003, Passion Branding, Wiley Publication, England.
Bignell, Jonathan (2002) Media Semiotics, Manchester University Press.
Brierley, Sean (1995) Advertising Handbook. Routledge.
Davis, Melissa (2005). More Than A Name. Ava Publishing.
Klein, Naomi (2001). No Logo, Flamingo.
Mono Design (2005) Branding. RotoVision.
Olins, Wally (2003). Wally Olins On Brands.Thames and Hudson.
Pavitt, Jane (2002). Brand New. V&A Museum Publications.
Rivers, Charlotte. (2002). Identify. RotoVision.
Williamson, Judith (1994). Decoding Advertisements: Ideology and Meaning in Advertising, Marion Boyars Publishers.
6. Health and Safety
There are no identifiable risks associated with this module.
7. Equal Opportunities
In line with the University’s Equal Opportunities Policy, individuals are treated on their relevant merits and abilities and are given equal opportunities within the module, School and University. The aim of the policy is to ensure that no prospective or current student should receive any less favourable treatment on any grounds which are not relevant to academic ability and attainment. Every effort is made to ensure that disabled students are aware of and assisted in making use of the support provided by the University; to ensure access to lectures, classes, learning materials; and to ensure that where necessary appropriate variations to normal examining arrangements are made.
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