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SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: DES09131
Module leader: Gary Lunt
School School of Arts and Creative Industries
Subject area group: Design Photography and Advertising
Prerequisites

No

Timetables

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.

Indicative References and Reading List - URL:

Recommended - ROLAND BARTHES TRANSLATED BY ANNETTE LAVERS MYTHOLOGIES: VINTAGE BOOKS, 1st ed.
Recommended - NICK LACEY IMAGE AND REPRESENTATION; KEY CONCEPTS IN MEDIA STUDIES: PALGRAVE MACMILLAN, 2nd ed.
Recommended - GILLIAN ROSE VISUAL METHODOLOGIES : AN INTRODUCTION TO RESEARCHING WITH VISUAL MATERIALS: SAGE, 1st ed.
Recommended - JEAN-MARIE DRU DISRUPTION: OVERTURNING CONVENTIONS AND SHAKING UP THE MARKETPLACE: WILEY, 1st ed.
Recommended - JOHN GOODCHILD (EDITOR) & CLIVE CALLOW (EDITOR) BRANDS: VISIONS AND VALUES: WILEY, 1st ed.
Recommended - FERN L. JOHNSON IMAGING IN ADVERTISING: VERBAL AND VISUAL CODES OF COMMERCE: ROUTLEDGE, 1st ed.
Recommended - ANGELA GODDARD THE LANGUAGE OF ADVERTISING: WRITTEN TEXTS: ROUTLEDGE, 1st ed.
Recommended - DAVID GAUNTLETT CREATIVE EXPLORATIONS: NEW APPROACHES TO IDENTITIES AND AUDIENCES: ROUTLEDGE, 1st ed.
Recommended - JEAN-NO√čL KAPFERER THE NEW STRATEGIC BRAND MANAGEMENT: ADVANCED INSIGHTS AND STRATEGIC THINKING: KOGAN PAGE, 5th ed.
Recommended - NICK KENDALL WHAT IS A 21ST CENTURY BRAND?: NEW THINKING FROM THE NEXT GENERATION OF AGENCY LEADERS: KOGAN PAGE, 1st ed.
Recommended - HAMISH PRINGLE BRAND IMMORTALITY: HOW BRANDS CAN LIVE LONG AND PROPSER: IPA/KOGAN PAGE, 1st ed.
Recommended - KARINE NAHON AND JEFF HEMSLEY GOING VIRAL: POLITY, 1st ed.
Recommended - FRANCIS BUTTLE CUSTOMER RELATIONSHIP MANAGEMENT: CONCEPTS & TECHNOLOGIES: BUTTERWORTH-HEINEMANN (ELSEVIER), 2nd ed.
Recommended - DI HAND & STEVE MIDDLEDITCH DESIGN FOR MEDIA: A HANDBOOK FOR STUDENTS & PROFESSIONALS IN JOURNALISM, PR AND ADVERTISING: PEARSON EDUCATION, 1st ed.
Recommended - COR MOLENAAR E-MARKETING: APPLICATIONS OF INFORMATION TECHNOLOGY AND THE INTERNET WITHIN MARKETING: ROUTLEDGE, 1st ed.
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