BMAPA303B – Brand Campaign

Module code

BMAPA303B

Module title

Brand Campaign

Prescription

The aim of this module is to provide students with the opportunity to create and develop concepts for an integrated brand campaign and produce the components for a range of platforms. A collaborative learning environment will reflect actual practices in the public relations, communication and marketing industries.

Programmes

BM9601

NZQA Level

Level 7

NZQA Credits

Delivery method

Web-Supported

Learning hours

Total learning hours: 150

Resources required

Learning Outcomes: 2.1Understand an integrated, reflective process for responding to situations in brand development contexts.

- identify, discuss and evaluate the issues within the project brief
research, analyse and incorporate negotiated criteria for self-directed projects
integrate required practical, communication and analytical skills in the process of responding to the project brief individualise a self-critical working process for developing and refining ideas show evidence of drawing together and applying skills and knowledge acquired in previous and concurrent courses to selected projects adopt independent and interdependent working processes

2.2Recognise historical and contemporary issues that relate to brand development and implementation

analyse contemporary examples of brand
analyse design compositions
analyse relationships between context and strategy
analyse various modes of communication in the context of overall brand strategies
analyse historical and contemporary cultural issues in relation to promotional strategies

2.3Understand the process for the development and establishment
of Brand and Brand refreshment strategies.

Identify business core values
Analyse audience and stake holder needs utilising a range of tools
Identify issues and factors that influence brand development
Analyse the impact of current environmental conditions
Develop and plan brand strategies
Develop management plan for the ongoing life of a brand
Identify strategies for brand management and stewardship
Analyse the role of brand in a creative campaign

2.4Develop skills in research and presentation in brand development analyse representative models of brand campaigns

design appropriate research instruments
source and analyse relevant research material
test appropriate research presentation techniques
integrate research outcomes with brand development strategies

2.5Demonstrate competent interpersonal and communication skills in branding projects
negotiate and plan roles, working process, time line and work load
negotiate to develop coherent and realistic sense of desired outcomes
monitor individual and group performance, (including time management), develop appropriate responses as issues arise

develop appropriate modes of communication within brand development team and externally in relation to research and presentation

2.6Understand the values, methodologies and strategies which inform current professional practice in a selected domain
compare, analyse and evaluate selected texts identifying issues relevant to a specific contemporary practice
analyse a selection of current works and identify the specific methods used in their production
compare significant changes in methods of practice and strategies for production relevant to a specific contemporary practice
develop and implement a strategy for the production of work which explicitly applies the analysis of values from a domain
evaluate self practice using normative criteria derived from a current domain
plan and implement a conventional presentation of own works
develop critical synergies between representative texts, examples of work and self practice
participate in self/peer critique for ongoing formative practice
actively participate in and facilitate group and class critiques
Content: 3.1Aspects of branding
Objectives and purpose of branding
Brand consideration
Brand differentiation
Historical and contemporary examples of brand
Managing and maintaining a brand
Brand refreshment
Processes for developing a brand

3.2Research
Research tools for analysis
Research plan, interviews, surveys
Analysis of research
Visual research, communication research
Analysis of context
Investigation of historic and contemporary strategies
Literature search

3.3Planning
Identification of context and audience
Identification of business core values
Identificaton of stake holders, competitors, issues
Formulation of objectives
Timelines, budget
Evaluation and communication strategies

3.4Design
Related research
Development, refinement of ideas
Selection of appropriate media
Responding to evaluation

3.5Groupwork
Identification of roles
Monitoring progress and workloads
Time management
Negotiation skills
Decision-making

3.6Presentation
Written, visual, oral
Organisation and structure of material
Consideration of audience

3.7Communicating with a range of cultures
Content of interest to a Maori audience
New Zealand cultural identities
Content from at least one other culture
Modes of address appropriate to the audience
Teaching and Learning Strategy: Lecturer prescribes industry or professional focus in project brief.
Students negotiate criteria.
Lecturer monitors students' progress through the time management of individual projects.
Students contribute to research of course content.
Students research briefs to extend and individualise projects.
Students identify problems with their process and adopt strategies to address those problems.
Lecturer prescribes issues, students identify specific questions in relation to those issues.
Students initiate times for critiques.
Students participate in formal assessed presentations of their work.
Students contribute to the delivery of course content.
Students negotiate and define criteria and procedures for graded assessment.
Graded assessment performed by self, peers and tutor.
Basic of Assessment: To pass this module, students must complete all assignments and accumulate
an overall course mark of no less than 50

Note:
1)Attendance requirements of the School of Media Arts must be observed.
2)If you wish to be assessed in Maori, please inform staff at the beginning of the module so that processes can be put in place to manage this in a timely fashion.