Principles of Creative Marketing and Branding

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Modules

Courses / Modules / ARTD6901 Principles of Creative Marketing and Branding

When you'll study it

Term 2

CATS points

ECTS points

7.5

Level

Level 7

Module lead

Juliet Tomlinson

Academic year

2026-27

Module overview

Marketing is both a creative and commercial process, and contemporary marketing and branding requires highly creative and engaging consumer-centric strategies to achieve differentiation in highly competitive markets. This module will introduce you to the role and scope of contemporary, innovative, and creative marketing and branding within the business and market environment. You will acquire knowledge and understanding of the key principles, concepts, and frameworks of marketing, and be introduced to the concept of brand and branding. You will learn how to analyse and interpret the marketing environment conditions such as economic growth, industry competitors, cultural and societal trends and consumer behaviour, and how to use that analysis to successfully develop dynamic, creative, and innovative strategies, to create and maintain brand value.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

The key principles, concepts and frameworks of marketing and branding to provide solutions for marketing and branding problems in contemporary organisations.
The scope and complexities of the marketing environment and its impact on marketing and branding decisions.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

Communicate ideas and arguments effectively and professionally.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

Critically analyse relevant data and market information from credible sources with application of accurate referencing rules.
Demonstrate an understanding of ethical marketing practice in marketing strategy development.

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

Select and apply appropriate marketing and branding frameworks, concepts and tools to evaluate marketing and branding strategy decisions.

Learning and Teaching

Teaching and learning methods

Indicative teaching and learning methods include webinars, facilitated discussions and debates, guest speaker presentations and self-directed study, authentic and experiential learning collaborative opportunities, live or business-relevant ‘real world’ projects, practical activities, reflective practice activities, and case study analysis. These methods are designed to integrate theory and practice, to foster a spirit of enquiry, promote collaborative learning and meet a range of learner needs and styles. Key transferable skills are encouraged via the learning and teaching activities throughout the programme. Teaching methods include: - live webinars - videos and podcasts - case study analysis - authentic and experiential learning collaborative opportunities - reflective practice activities - guest lectures - interactive forums Learning methods, including independent learning during non-contact time, include: - reflection on written feedback - evaluation of feedback: this may take the form of reflective formative tasks - group and collaborative projects and tasks - independent research and investigation - online reference material research - peer group learning and peer assessment tasks - problem-solving activities - class discussion and debate

Study time
Type	Hours
Guided independent study	34
Independent Study	90
Online Course	26
Total study time	150

Assessment

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Illustrated report	100%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Illustrated report	100%

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Breakdown
Method	Percentage contribution
Illustrated report	100%

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