Assessment 1: Report

A research report that can be a written essay, podcast, or recorded presentation that demonstrates understanding through research of a cultural or social issue relevant to branding and marketing.

Option 1: Written with supporting visuals – word count 1800
Option 2: Audio recording with image folder – 6-8 mins
Option 3: Podcast with supporting visuals – 6-8 mins

Assessment 2: Portfolio: Marketing and branding campaign portfolio

A portfolio with images and annotations that documents a marketing and branding campaign strategy for a brief that seeks to address a relevant and appropriate social issue.

This level 5 option module explores marketing and branding practices and how they contribute to creating symbolic, cultural and social meaning.

Marketing and branding are often denigrated as superficial and as simply hype, or as prioritising commerce over art. Yet marketing and branding are essential components in the creative industries that support the smooth operation of all sectors, and they increasingly give meaning to our lived experiences by shaping, informing and surrounding all our physical and digital spaces.

Accordingly, this module teaches you to take marketing seriously both for your practice and as a worthwhile object of analysis. You will be required to connect theoretical inquiry with creative practice by:

* first, producing a written report, podcast or recorded presentation underpinned by research that critically examines a cultural or social issue relevant to marketing and branding.
* second, designing and producing a marketing, branding and communication strategy for a brief that seeks to address the issue.

To support you in doing this, the module will help you to understand general and specific marketing practices (such as copywriting and graphic design, short-form video and content creation, and social media), contextualise the work of marketing and branding experts and agents within industrial contexts, and encourage you to understand changing relationships between marketing and branding and technology, culture and society (including, indicatively, consumer cultures and subcultures; taste and cultural capital; representations and stereotypes; cross-cultural marketing; capitalism, neoliberalism and branded identities; mass media, digital technologies and AI; and marketing activism and protest).

Alongside helping you to understand the importance of marketing and branding for your practice, professional identities and lived experiences, the module will also support you in developing your skills in communication, research, and critical thinking and reflection.

1. Conduct rigorous academic research to demonstrate detailed contemporary knowledge and understanding of theories concerning branding and marketing and its relationship to cultural and social issues.

Programme Learning Outcome: Knowledge and understanding, Research skills

2. Design an effective branding and marketing strategy communicating key messages to fulfil a brief

Programme Learning Outcome: Communication, Application and problem solving.

3. Implement a branding strategy using appropriate design and communication tools, digital resources and critical reasoning, and, where appropriate, through collaboration with others.

Programme Learning Outcome: Digital literacy, Critical Reasoning.

4. Engaging in opportunities by developing your understanding and skills in how branding and marketing can support your professional development.

Programme Learning Outcome: Personal development and entrepreneurship.

- Lectures
- Workshops
- Seminar discussions
- Tutorials
- Drop-in support sessions
- Group work

- Student Life https://www.youtube.com/@uniofstaffsstudentlife/videos
- University Careers https://staffs.careercentre.me/Members
- University Library https://libguides.staffs.ac.uk/library
- Blackboard Virtual Learning Environment will support this module where relevant
- Specialist Spaces
- Smart Zone
- CAD Labs
- Print Bureau
- Media Store
- Betty Smithers Design collection

Banet-Weiser, S. (2012). Authentic™: The Politics of Ambivalence in a Brand Culture. New York, New York: NYU Press.

Beverland, M. and Cankurtaran, P. (2024). Brand Management: Co-creating Meaningful Brands. London: Sage, 3rd ed.

Gringarten, H. and Fernández-Calienes, R. (eds.) (2017). Ethical Branding and Marketing: Cases and Lessons. Oxon: Routledge.

Littler, J. (2017). Against Meritocracy: Culture, Power and Myths of Mobility. Oxon: Routledge.

Yuen, R. (2021). Decoding Branding: A Complete Guide to Building and Revamping Brands in the Age of Disruption. Oxon: Routledge.

Although they are often denigrated as simply hype and superficial, marketing and branding support the smooth operation of all sectors, and they increasingly give meaning to our lived experiences. This module helps you to take marketing and branding seriously as important aspects of creative practice and professional development, and as worthy objects of analysis that play a role in reflecting and addressing cultural and social issues.