2023/24 Undergraduate Module Catalogue
DESN3765 Brand Communications
20 creditsClass Size: 40
Module manager: Dr Jamie Marsden
Email: j.l.marsden@leeds.ac.uk
Taught: Semester 1 (Sep to Jan) View Timetable
Year running 2023/24
This module is mutually exclusive with
DESN3760 | Advertising & Brand Communicat |
This module is not approved as a discovery module
Module summary
Branding is the cornerstone for every profit and non-profit enterprise: it provides the essential strategic framework for definition, direction and communication. The module is designed to provide you with an insight into the field of branding and, specifically, brand communications. Priority is assigned to the conceptualisation of branding as a strategic and commercial design activity. As such, the focus of the module is on the connection between brand strategy, brand definition, and brand expression.Objectives
The aim of this module is to introduce key theoretical frameworks and the requisite conceptual tools to equip you with the ability to analyse brand situations within context and to subsequently formulate a strategic, creative response. This will involve an exploration of the processes and the related decision points associated with developing effective brand communications.Learning outcomes
Upon completion of this module students should be better able to:
- Conduct and evaluate data as a means for developing brand insight.
- Critically evaluate between creative concepts.
- Formulate an informed and appropriate creative brand response.
- Select strategically valid media channels.
- Express brand positioning through the language of design.
Skills outcomes
Brand communications requires a multitude of skills, the most prominent within this context being a familiarity of graphic language. Accordingly skills orientated around the application of design would be advantageous. However the teamwork component of this module should – to some extent – mitigate such factors.
Syllabus
Lectures: Seminars:
1. Introduction to the module Q&A
2. Brand propositions Discussion of research insights
3. Brand nomenclature Initialising creative development
4. Brand identity Critical analysis of development
5. Brand packaging Refining creative expressions
6. Brand communication strategy Articulating brand essence
7. Brand expressions Disseminating the brand
8. Creative application Critical analysis of development
9. Designing presentations Refining creative expressions
10. Reflection on performance Project presentation
Teaching methods
Delivery type | Number | Length hours | Student hours |
Lecture | 10 | 1.00 | 10.00 |
Seminar | 11 | 2.00 | 22.00 |
Private study hours | 168.00 | ||
Total Contact hours | 32.00 | ||
Total hours (100hr per 10 credits) | 200.00 |
Private study
It is expected that at level 3 students are able to work independently and manage their work accordingly. Nevertheless independent study is facilitated through the action points raised in seminars and the topics signposted in the lecture material. Furthermore independent study will involve teamwork, therefore, students must take responsibility for their individual and collective contribution to the module.Opportunities for Formative Feedback
Student progress is monitored through the weekly seminars, where students present the developments of their project to the tutor and peer group. Feedback is given during the seminars in order to assist the student in achieving the learning outcomes.Methods of assessment
Coursework
Assessment type | Notes | % of formal assessment |
Report | 1000 word rationale | 10.00 |
Reflective log | Documented process | 40.00 |
Project | Design Proposal | 50.00 |
Total percentage (Assessment Coursework) | 100.00 |
The 'report' is assessed for each individual student The 'design log' is assessed for each individual student The 'design project' is assessed as a collective team output. Each team member is assigned the same 'design project' mark. If an unforeseen circumstance precludes a student from group participation the learning outcomes will be assessed as follows: You will be assigned a marketing problem. Your task will be to design a brand identity and one additional brand touchpoint. Three outputs need to be submitted: (1) A sketchbook recording all developmental work; (2) A final brand proposal formatted as stipulated in the module handbook; (3) A 1000-word rationale of the proposal.
Reading list
The reading list is available from the Library websiteLast updated: 28/04/2023 14:38:39
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