222215

Brand Communication

In this studio course students will learn history and methods particular to practices of brand positioning and marketing communication. Students will apply fundamentals of brand strategy to the process of differentiating branded offerings through design.

Course code

Qualifications are made up of courses. Some universities call these papers. Each course is numbered using six digits.

222215

Level

The fourth number of the course code shows the level of the course. For example, in course 219206, the fourth number is a 2, so it is a 200-level course (usually studied in the second year of full-time study).

200-level

Credits

Each course is worth a number of credits. You combine courses (credits) to meet the total number of credits needed for your qualification.

15

Subject

Visual Communication Design

Course planning information

Course notes

Brand Communication is a studio-based course that explores what defines a brand and what a designer’s role is in creating and managing one. The course combines marketing processes, practical design skills, and branding strategies, delivered across two assignments. Students will redesign an existing identity to connect the brand with a new customer base and change its position in the market. This is followed by designing an original brand, including the product, identity system, and a means of promotion.

Prerequisite courses

Complete first
75 credits at 100 level from College of Creative Arts or 75 credits at 100 level including 115116 or 115104

You need to complete the above course or courses before moving onto this one.

General progression requirements

You must complete at least 45 credits from 100-level before enrolling in 200-level courses.

Learning outcomes

What you will learn. Knowledge, skills and attitudes you’ll be able to show as a result of successfully finishing this course.

  • 1 Display an awareness of the relationship between creative work and audience. (Graduate Profile: Connectedness - Whanaungatanga A3)
  • 2 Demonstrate exploration of brand strategy. (Graduate Profile: Creativity - Toi B1)
  • 3 Reflect on the history and methods particular to brand positioning and marketing communication. (Graduate Profile: Understanding - Matauranga C2)
  • 4 Show familiarity in applying brand positioning methods to transform ideas into outcomes. (Graduate Profile: Virtuosity - Mohio D3)
  • 5 Source and utilise information in a variety of forms and contexts to support their process. (Graduate Profile: Understanding - Matauranga E4)

Learning outcomes can change before the start of the semester you are studying the course in.

Assessments

Assessment Learning outcomes assessed Weighting
Creative compositions 1 2 3 4 5 50%
Creative compositions 1 2 3 4 5 50%

Assessment weightings can change up to the start of the semester the course is delivered in.

You may need to take more assessments depending on where, how, and when you choose to take this course.

Explanation of assessment types

Computer programmes
Computer animation and screening, design, programming, models and other computer work.
Creative compositions
Animations, films, models, textiles, websites, and other compositions.
Exam College or GRS-based (not centrally scheduled)
An exam scheduled by a college or the Graduate Research School (GRS). The exam could be online, oral, field, practical skills, written exams or another format.
Exam (centrally scheduled)
An exam scheduled by Assessment Services (centrally) – you’ll usually be told when and where the exam is through the student portal.
Oral or performance or presentation
Debates, demonstrations, exhibitions, interviews, oral proposals, role play, speech and other performances or presentations.
Participation
You may be assessed on your participation in activities such as online fora, laboratories, debates, tutorials, exercises, seminars, and so on.
Portfolio
Creative, learning, online, narrative, photographic, written, and other portfolios.
Practical or placement
Field trips, field work, placements, seminars, workshops, voluntary work, and other activities.
Simulation
Technology-based or experience-based simulations.
Test
Laboratory, online, multi-choice, short answer, spoken, and other tests – arranged by the school.
Written assignment
Essays, group or individual projects, proposals, reports, reviews, writing exercises, and other written assignments.

Textbooks needed

There are no set texts for this course.