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2020/21 Undergraduate Module Catalogue

DESN3765 Brand Communications

20 creditsClass Size: 25

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

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2020/21

Pre-requisite qualifications

Progression from level 2

This module is mutually exclusive with

DESN3760Advertising & 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 typeNumberLength hoursStudent hours
Lecture101.0010.00
Seminar112.0022.00
Private study hours168.00
Total Contact hours32.00
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 typeNotes% of formal assessment
Report1000 word rationale10.00
Reflective logDocumented process40.00
ProjectDesign Proposal50.00
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 website

Last updated: 10/08/2020 08:35:04

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