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2019/20 Taught Postgraduate Module Catalogue

DESN5160M Brand Design and Management

15 creditsClass Size: 40

Module manager: Dr Jamie Marsden
Email: j.l.marsden@leeds.ac.uk

Taught: Semester 2 View Timetable

Year running 2019/20

This module is not approved as an Elective

Module summary

The aim of the module is to provide students with a deep understanding of the scope of brand management and design from both a corporate and consumer perspective. It aims to provide students with the skills to interpret and critically reflect upon research literature regarding strategic brand management, and to apply this acquired knowledge to brand-related challenges.

Objectives

This module gives students the opportunity to:
- Refine written and verbal communication skills
- Strengthen critical evaluation skills in brand management
- Engage in case study debate in relation to a branding problem.

Learning outcomes
On completion of this module students should be able to provide evidence of being able to:
1. Evaluate the challenges facing a brand within the context of its respective industry;
2. Determine the most appropriate plan of action to remedy a brand-related issue;
3. Demonstrate the depth of knowledge required to operate successfully within brand management.

Skills outcomes
Transferable
• Exercise effective oral communication and presentation skills
• Solve problems identified/presented via the case-study approach
• Critically evaluate relevant academic materials and incorporate into writing


Subject Specific
• Construct a clear plan of action in managing brand specific issues.


Syllabus

This module will explore the design and management of brands. To this end the following topics will be explored: (1) how brands attempt to define their proposition; (2) the articulation of brand through an array of touchpoints; (3) the use of strategy for managing brands and their stakeholders; (4) understanding how to build brand engagement.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Lecture101.0010.00
Seminar101.0010.00
Private study hours130.00
Total Contact hours20.00
Total hours (100hr per 10 credits)150.00

Private study

detailed reading list will be provided, including journal articles and core text chapters to aid understanding of
the lecture material and enrich the discussion and activities in seminar sessions. Every lecture will be supported
by material that will be available on the VLE, featuring a combination of textual, audio and video.
Group work will be built around a specific case. Groups will have to undertake situational analysis before
applying relevant theoretical concepts and formulating a recommendation.
- Reading: 35 hours
- Independent research and preparation: 35 hours
- Development of written assignment: 60 hours

Opportunities for Formative Feedback

Student progress will be monitored through:
- Regular attendance at lectures and seminars (absences dealt with through the normal School channels)
- Participation in lectures and seminars.

Methods of assessment


Coursework
Assessment typeNotes% of formal assessment
Essay3000–4000 words100.00
Total percentage (Assessment Coursework)100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 30/04/2019

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