Module: BMA4006-20 Brand Communication

Level: 4

Credit Value: 20

Module Tutor: Katie Friedlander-Boss

Module Tutor Contact Details: k.friedlander-boss@bathspa.ac.uk

1.Brief description and aims of module:

This module aims to introduce branding concepts from both an academic and fashion industry view point. It will cover topics relating to aesthetics, management, communication, IP and the broader visual communication techniques utilised when constructing and maintain an existing brand.

The module aims to raise awareness of both theory and practice relating to brand communication with fashion, whilst developing your practical skills set and understanding about the professional standards expected within the industry.

In this module, you will be able to demonstrate the following Graduate Attributes:

Internationally networked: studying abroad for part of their programme, or studying alongside students from overseas.

Critical thinkers: able to express their ideas in visual, written and oral form, and possessing information literacy.

Ethically aware: prepared for citizenship in a local, national and global context.

2.Outline syllabus:

The core focus of this module is the broader theoretical underpinning of successful brand communication with a strong focus on the overall presentation of work, created using digital design packages. Topics covered will be: communicating visuals, brand narrative, aesthetics, brand management, brand meaning, IP and brand communication.

3.Teaching and learning activities:

You’ll have timetabled classes as well as doing your own independent learning in order to investigate further into the subject. There will be weekly lectures covering the theoretical and business management’s aspects of the fashion industry. During the seminar’s you’ll be discussing your learning with your fellow students so that you learn from each other, build your skills, and develop your team working ability. There will be significant opportunities for formative assessment, including the completion of assessed seminar activities

S1. Brand Case Study

You will select a luxury fashion brand of your choice and create an online case study using a blog. You will discuss how the brand started, who the customer is and the brands visual identity, how it grew (the brand communication strategy) and how it has maintained it’s success and why you think this.

S2. New Brand Proposal

As a group you will propose the launch of a new fashion brand (the sector is up to you as a group to decide). In order to do this, you will identify the 3 key competitors within the sector, you will carry out a SWOT analysis, propose the celebrity face of your brand with clear explanation as to why they are relevant, a brand identity board and a launch plan. This should be completed using a digital package and must be submitted as a PDF.

Assessment Item 1:

• Assessment Type: Course Work

• Description: Brand Case Study (2000 words)

• % Weighting: 40%

Assessment Item 2:

• Assessment Type: Course Work

• Description: New Brand Proposal (3000 words)

• % Weighting: 60%