Module: MKT4001-20 Brand Management and Communications

Level: 4

Credit Value: 20

Module Tutor: Deborah Bowe

Module Tutor Contact Details: d.bowe@bathspa.ac.uk

1.Brief description and aims of module:

This module will develop your knowledge and understanding of the importance of brands and branding in an increasingly internationalised and globalised business environment. You will be introduced to branding concepts from both an academic and industry view point. Topics that will be covered include brand aesthetics, brand management, communication, IP and the broader visual communication techniques utilised when constructing and maintaining an existing brand.

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

• On 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:

In this module you will explore the broader theoretical underpinnings of successful brand management and communication. There is a strong focus on the overall visual identity and architecture of brands. You will create visual outputs for a brand proposal using digital design packages. Topics covered include brand management, brand meaning, brand communicating the visual elements of a brand, brand narratives, aesthetics, IP and brand communication.

3.Teaching and learning activities:

You will have timetabled classes as well as doing your own independent learning in order to investigate further the subject.  There will be weekly lectures covering the theoretical aspects of brand management and communications. During seminars you will be discussing the key concepts of branding and real life case studies 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 research a brand of your choice and create an online case study using a blog. You will discuss how the brand started, the target customer, the brand’s visual identity, the brand communication strategy and how you feel the brand has maintained its success

S2. New Brand Proposal

As a group you will propose the launch of a new brand identity (the sector is up to you as a group to decide). You will create a brand identity board to propose an integrated and coherent brand proposal.  This will be completed using a digital package.

Assessment Item 1:

• Assessment Type: Course Work

• Description: Brand Research Case Study (2000 words)

• % Weighting: 40%

Assessment Item 2:

• Assessment Type: Course Work

• Description: New Brand Proposal (3000 words)

• % Weighting: 60%