Modules

Core Module Information
Module title: Branding
SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: DES09131
Module leader: Pauline Miller Judd
School School of Arts and Creative Industries
Subject area group: Media and Humanities
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

Drawing upon historical, aesthetic and artistic material this module begins by looking at icons, signs and visual communication within a broad socio-historical context. From this starting point we will be looking at the emergence of branding and advertising as influential in relation to conspicuous consumption and how this has developed within the online/digital arena. Classic brand designs, strategies and notions of differentiation, humans as brands (Obama, Beckham etc.) all lead to a consideration of brands as vessels of meaning and tribalism. Key to this process is how to create and maintain brand loyalty.This module will conclude by looking at active user participation in brand identities (WEB 2.0), successful designs, the role and importance of both narrative and emotion and brands as fixed social entities.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Evaluate the historical evolution of branding, aesthetics and visual cultures.

LO2: Examine the relationship between design and creative strategy to specific branding opportunities and needs.

LO3: Evaluate the linkage of the branding process to advertising, PR & the consumer.

LO4: Critically reflect on debates, ideas and formulations on successful branding in commercial and aesthetic settings.

LO5: Apply knowledge and skills to creative assignments in branding.
Full Details of Teaching and Assessment
2025/6, Trimester 2, In Person,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: MERCHISTON
Partner:
Member of staff responsible for delivering module: Pauline Miller Judd
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 10 The lectures will introduce the main concepts and theories about branding, exploring this both from a communications strategy perspective as well as from a design perspective. This build on your previous knowledge of branding in your specific discipline.
Face To Face Practical classes and workshops 20 Tutorials offer opportunities to explore the branding concepts and theories in depth. You might be relating these to different campaigns or reviewing existing brand strategies. You will also get the opportunity to practice different elements of brand strategy and content in group work..
Online Guided independent study 90 You will be guided to extend your exploration of branding in a local, national and international context. You may be set work to read or critique prior to tutorials.
Online GROUPIND_STUDY 80 You will work in small groups on a brief, researching as well as developing brand strategies and design content.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Essay 50 1~2~4 Week 9 , WORDS= 2000 words You will complete an individual essay which analyses an aspect of branding that is appropriate to your degree subject.
Project - Practical 50 3~4~5 Not Yet Determi HOURS= Eq. 6000 words In small multidisciplinary groups you will work on a brand strategy brief. You will develop the brand identity and present ideas for a branding strategy. You will undertake a client presentation of your proposals and submit the accompanying presentation deck.
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Branding
 

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