MARKETING DESIGN AND CREATIVITY

SHE Level 2
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M2N522539
Module Leader Elaine Ritch
School Glasgow School for Business and Society
Subject Fashion and Marketing
Trimester
  • A (September start)

Pre-Requisite Knowledge

Foundations of Marketing or equivalent.

Summary of Content

The module sets out to develop the student's understanding of the relationship of design and its management to marketing in particular and business in general. It will encourage students to develop their personal skills of creativity and to apply these in relation to the production of marketing communication tools within a global marketplace. PRIME related issues: The importance of marketing and creativity is recognised within global industry and as such is affected by environmental issues, and sustainability. Hence this module, takes account of these issues throughout the teaching, design process encourages students to have an effective learning experience mirroring the reality of a marketing function of an international business. Exploring case studies and guest lectures provide the students with an insight into the challenges within corporations. Feedback: students will receive both formative and summative feedback which will be utilised within the final reflective assessment to increase engagement and understanding of feedback received. Feedback will be in both written and verbal formats and will be received by students within the timeframe specified in GCU feedback guidelines.

Syllabus

-360b7 Design and Design Management, definitions and introductions b7 Design and its relationship to Marketing b7 Communicating with Designers b7 Effective Design Project Management b7 Design and Business Success b7 Creative Problem solving Techniques b7 Elements of Design Work - Visual Design b7 Graphic Communication b7 Design Applications - Visual Identity b7 Design Applications - Packaging b7 Design Applications - Interiors and Environments b7 Evaluating Design Offerings and Review

Learning Outcomes

On completion of this module students will be able to:" Define the relationship of Design to wider Marketing activities" Characterise and explain the field of Design Management" Identify the role of Design Management in Business success" Communicate business intentions to designers by means of a brief" Select the appropriate style, tone, format and content in the creative construction of marketing communication tools

Teaching / Learning Strategy

The module will be delivered by a programme of lectures and seminars. There will be one lecture and one seminar per week. The lectures will be supported by a series of staff and student led seminars, practical and simulated exercises e.g. Powerpoint, Mood Board Development, Storyboarding etc. as appropriate. The online learning environment GCU LEARN will also be utilized as part of the learning strategy. GSBS will continue to use the advancement of GCU Learn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCU Learn enabled and with the support of the Learning Technologists at the cutting edge of development of online materials. Academic staff and the Learning Technologists will continue to work together to develop and operate all modules on GCULearn to ensure student support and information sharing. Students are provided with formative and summative feedback via a variety of mechanisms. Feedback on coursework is provided within 3 working weeks of submission.

Indicative Reading

-567 Books and articles: Best, K. 3006. Design Management: Managing Design Strategy, Process and Implementation . Ava Publishing. Bramston, D. Basics Product Design: Visual Conversations: Basics Product Design 3 . Ava Publishing. Bruce, M. and Cooper, R. 2002. Marketing and Design Management. Prentice Hall. Cook, P. 1999. Best Practice Creativity . Gower. Hines, T. and Bruce, M. 2001. Fashion Marketing - Contemporary Issues. CIM. Kapferrer, J.N. 1997. Strategic Brand Management . 2 nd Edition. Kogan-Page. Sherr, L. 1999. Design for Response . Rockport. Journal articles: Beveridge, I. 1997. Teaching your students to think reflectively: the case for reflective journals. Teaching in Higher Education. 2 (1), pp 33-34 Bruce, M. and Daly, L. 2007. Design and marketing connections: creating added value. Journal of Marketing Management . 23(9), pp 929-953. Clement, J., Kristensen, T. and Grf8nhaug, K. 2013. Understanding consumers' in-store visual perception: The influence of package design features on visual attention. Journal of Retailing and Consumer Services . 20, 234-239. Davis, B.M. 2010. Creativity & innovation in business 2010.Teaching the application of design thinking to business. Procedia Social and Behavioural Sciences . 2, 6532-6538. Du, J., Jing, S. and Liu, J. 2012. Creating shared design thinking process for collaborative design. Journal of Network and Computer Applications. 35. 111-120. Harrington, P. Why designers must put invention first . Fast Company Design. Available from: http://www.fastcodesign.com/3046518/why-designers-must-put-invention-first#comments <http://www.fastcodesign.com/3046518/why-designers-must-put-invention-first> Kent, T. and Stone, D. 2007. The Body Shop and the role of design in retail branding. International Journal of Retail & Distribution Management . 35 (7), 531-543. Kristensen, T. and Grf8nhaug, K. 2007. Can design improve the performance of marketing management? Journal of Marketing Management . 23 (9), pp 815-827.Liedka, J. 2014. Innovative ways companies are using design thinking. Strategy and Leadership. 42 (2), 40-45. MacFayden, J.S. 2014. Design Thinking. Holistic Nursing Practitioner , 28 (1), 3-5 Olsen, N.V. 2015. Trends in Food Science . 41. 182-187. Monta?a, J., Guzme1n, F. and Moll, I. 2007. Branding and design management: a brand design management model. Journal of Marketing Management. 23 (9), pp 829-840. Simatupang, T.M, Sandroto, I.V. and Hari Lubis S.B. 2004. Supply chain coordination in a fashion firm. Supply Chain Management : An International Journa l. Volume 9. Number 3. Pp 256-268. Students are encouraged to use the university library systems to conduct online searches. In addition, a long list of websites is available under External Links on the GCU Website. -567 Online sources: <http://www.design-council.org.uk/design/> <http://www.ucecom.csd> (Chartered Society of Designers) <http://www.colour-experience.org/> <http://www.colormatters.com/> <http://www.colorschemer.com/> <http://www.bbc.co.uk/cbeebies/teletubbies/funanfgames/colourstory/>

Transferrable Skills

-108 By the end of this module students will have gained competence in the following key areas: b7 Critical thinking and Problem Solving b7 Knowledge and Understanding in the context of the subject b7 Self-Marketing, Presentation skills b7 Research b7 IT Skills b7 Communication skills

Module Structure

Activity Total Hours
Assessment (FT) 50.00
Seminars (FT) 22.00
Independent Learning (FT) 106.00
Lectures (FT) 22.00

Assessment Methods

Component Duration Weighting Threshold Description
Design Portfolio n/a 50.00 35% Design Portfolio(Week 13)
Course Work 01 n/a 50.00 35% Design Brief Report(Week 13)