Brands have increasingly become a focus of marketing activity with some arguing that marketers no longer make products – rather they create brands. This module will examine the development of brands and their management from different disciplinary perspectives. Theoretical insights from these perspectives will be used to critically evaluate current brand campaigns and the role of marketing communications in effectively delivering these campaigns.
Branding has a global perspective and there are implications in creating, developing, and marketing of a brand on a global scale or in different countries. This module draws extensively on international branding examples and encourages students to examine brands from their home countries in their assignments.
In gaining an understanding of developing and managing a brand, and how it affects lives, students are equipped with knowledge that would help them work either with clients or agencies. They also develop their research skill and their ability to put theory into practice.
Some green issues are considered in this module, such as the accusations of ‘green-washing’ which are made against some brands.
All of the resources for this module are available on the ELE (Exeter Learning Environment).
It is critical that students are prepared for a module that is rich in colourful and descriptive language, including the use of subtle and not so subtle metaphors and nuances. Without a very good command of the English language this elective is likely to be notably difficult.
Full module specification
|Module title:||Brand Design|
|Duration of module:||
Duration (weeks) - term 1: |
Brands have increasingly become a focus of marketing activity with some arguing that marketers no longer make products rather they create brands. This module will examine the development of brands and their management from different disciplinary perspectives spanning the social sciences. Theoretical
insights from these perspectives will be used to critically evaluate current brand campaigns, the role of marketing communications in effectively delivering these campaigns, and the central place of these campaigns in daily life.
ILO: Module-specific skills
- 1. understand the managerial significance of branding in a competitive marketplace and how branding can be located within a broader framework of marketing and business strategy.
- 2. understand and apply core branding principles and communication theories and recognise their role and importance in brand management and marketing management decision-making.
- 3. develop brand management and communications strategies to meet marketing objectives.
ILO: Discipline-specific skills
- 4. analyse and critically evaluate the branding and communications strategies pursued by organisations in different types of markets (product, service, global, etc).
- 5. recognise the importance of studying branding and marketing communications from an interdisciplinary social science perspective.
ILO: Personal and key skills
- 6. demonstrate writing skills
- 7. demonstrate independent study skills
- 8. demonstrate researching skills
- 9. demonstrate critical reflexivity towards the subject matter.
Learning activities and teaching methods (given in hours of study time)
|Scheduled Learning and Teaching Activities||Guided independent study||Placement / study abroad|
Details of learning activities and teaching methods
|Category||Hours of study time||Description|
Summative assessment (% of credit)
|Coursework||Written exams||Practical exams|
Details of summative assessment
|Form of assessment||% of credit||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Individual Assignment||50||2500 words||1, 2, 3, 4, 6, 7, 8, 9||Feedback on request|
|Examination||50||2-hour exam in one 24-hour period||1, 2, 5, 6, 7, 9||Feedback on request|
Details of re-assessment (where required by referral or deferral)
|Original form of assessment||Form of re-assessment||ILOs re-assessed||Timescale for re-assessment|
|Individual Assignment||Individual Assignment (50%)||1, 2, 3, 4, 6, 7, 8, 9||August/September Assessment Period|
|Examination||2-hour exam in one 24-hour period (50%)||1, 2, 5, 6, 7, 9||August/September Assessment Period|
• History of branding;
• Psychological perspectives on branding
• Developing brand equity
• Brand Management
• Sociological Perspectives on branding • Iconic Brands
• Communicating brands in a global context.
Indicative learning resources - Basic reading
- Rosenbaum-Elliott, R., Percy, L., & Pervan, S. (2011). Strategic Brand Management. Oxford University Press.
- Lalaounis, S.T. (2018). Design Management: Organisation and Marketing Perspectives. Routledge.
- Keller, K. L., Aperia, T. and Georgson, M. (2012) Strategic Brand Management: A European Perspective, London: Financial Times/Prentice Hall.
- De Chernatony, L. (2010) From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands, London: Butterworth-Heinemann.
- De Chernatony, L. (2011) Creating Powerful Brands, London: Butterworth-Heinemann.
Module has an active ELE page?
Indicative learning resources - Web based and electronic resources
Articles to be posted
Indicative learning resources - Other resources
Video case studies
Text case studies (to be distributed)
Last revision date