Module manager: Dr Jamie Marsden
Email: j.l.marsden@leeds.ac.uk
Taught: Semester 1 (Sep to Jan) View Timetable
Year running 2025/26
| DESN3760 | Advertising & Brand Communicat |
This module is not approved as a discovery module
The module is designed to provide you with an understanding of the principles and practices of branding and brand communications. Students will be engaging in teamwork to design a new brand and develop a promotional campaign to launch the new brand. This module encourages students to connect entreprenuerial thinking with creativity and strategy to solve a marketing problem.
The aim of this module is to introduce theoretical frameworks and conceptual tools that equip you with the ability to analyse brand situations and to formulate an appropriate strategic and creative response. This activity will involve an experiential approach to developing effective brand communications.
On successful completion of the module students will have demonstrated the following learning outcomes relevant to the subject:
1. Collect and evaluate relevant data as a means for developing brand insight
2. Develop creative concepts in response to a marketing problem
3. Formulate an informed and appropriate creative brand response
4. Select strategically valid media channels
5. Express brand positioning through the appropriate use of design.
6. Demonstrate enterprising skills by proposing an appropriate response to a market opportunity
7. Demonstrate academic skills through the interrogation and synthesis of market research data
8. Demonstrate effective technical skills in developing creative ideas and content for the new brand
9. Demonstrate digital skills through the use of IT to design the presentation of a visual brand proposal.
Introduction to the module
Developing brand propositions
Brand nomenclature
Brand identity
Brand packaging
Brand communication strategy
Creative application
Articulating brand expressions
Disseminating the brand
Designing the presentation
Project presentation
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Lecture | 11 | 1 | 11 |
| Seminar | 11 | 2 | 22 |
| Independent online learning hours | 1 | ||
| Private study hours | 166 | ||
| Total Contact hours | 33 | ||
| Total hours (100hr per 10 credits) | 200 | ||
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.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Project | Brand proposal. Final presentation of the brand. Equivalent to 3000 words Produced by team | 50 |
| Reflective log | Creative journal record. Data/creative/reflective record of process (30-40 pages) Produced individually | 50 |
| Total percentage (Assessment Coursework) | 100 | |
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
The reading list is available from the Library website
Last updated: 30/04/2025
Errors, omissions, failed links etc should be notified to the Catalogue Team