BM7021

BRANDING DESIGN
MODULE HANDBOOK
2021 / 2022

Module Lecturer: Hannah Silverstein

h.silverstein@kingston.ac.uk
CONTENTS

1. ESSENTIAL MODULE INFORMATION..................................................................3

2. TIMETABLE............................................................................................................6
3. ASSIGNMENTS OVERVIEW................................................................................10
3.1. ASSIGNMENT BRIEF (INDIVIDUAL).............................................................11
3.2. ASSINGMENT BRIEF (GROUP)....................................................................14
3.3. SUBMITTING ASSIGNMENTS AND RECEIVING FEEDBACK.....................17
3.4. REFERENCING, PLAGIARISM AND ACADEMIC MISCONDUCT................18
3.5. GRADE CRITERIA.........................................................................................20
APPENDIX: MODULE DESCRIPTOR...................................................................22

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1. ESSENTIAL MODULE INFORMATION

Module team:

Module Lecturer Hannah Silverstein h.silverstein@kingston.ac.uk

Professor Francesca
Module Leader f.d.riley@kingston.ac.uk
Dall’Olmo Riley

Course
Postgraduate Team businesspg@kingston.ac.uk
Administrators

How to contact the module team

Queries or problems regarding the module should be raised directly with the module
team, preferably in class when the query arises. If you would prefer to discuss an
issue outside of class, please email h.silverstein@kingston.ac.uk

Course administrators
The Course Administrators should be your first point of contact for all administrative
queries. To email the Course Administrators: businesspg@kingston.ac.uk

Lecture slides will be made available on Canvas before each session.

Assessment:

Individual Work Group Work

Marks 80% 20%
allocated
Assessment The individual work is The group work is a Brand
comprised of two elements: Experience Design Strategy,
· Branding guide (= 40% of comprised of four elements:
the final mark).  Customer persona, pen
· Blog posts (= 40% of the portrait, and customer
final mark). experience journey map (=
10% of the final mark).
 Touchpoint enhancements
ideation and idea selection
with justification (= 10% of
the final mark).
Due date 14 March 2022 by 9:30 am 28 March 2022 by 9:30 am

Feedback Within 20 working days Within 20 working days

3
Recommended readings
Core text(s)

Neumeier, M. (2003). The brand gap: How to bridge the distance between business
strategy and design: A whiteboard overview. Indianapolis: New Riders.
Wheeler, Alina. (2013). Designing Brand Identity. Hoboken NJ: Wiley & Sons.

Recommended books

Adamson, A. (2008). Brand Digital: Simple Ways Top Brands Succeed in the Digital
World. New York: Palgrave Macmillan.
Ambrose, G, Harris, P. (2009). Basics Design: Design Thinking. Lausanne, Switzer-
land: AVA Publishing.
Borja de Mozota, B. (2003). Design Management: Using Design to Build Brand
Value and Corporate Innovation. New York: Allworth Press.
Brown, T. (2019). Change by Design, Revised and Updated: How Design Thinking
Transforms Organizations and Inspires Innovation. New York: HarperCollins
Carter, E.J. (2011). Beyond the logo. England, UK: Beyond Creative Thinking.
Lockwood, T. (2010). Design thinking: Integrating innovation, customer experience
and brand value. New York, NY: Allworth Press.
Newbery, Patrick., and Farnham, Kevin (2013). Experience Design a Framework for
Integrating Brand, Experience, and Value. Hoboken, N.J.: John Wiley & Sons.
Norman, D. (2007). Emotional Design: Why We Love (or Hate) Everyday Things.
New York: Basic Books. Slade-Brooking, C. (2016). Creating a Brand Identity: A
Guide for Designers. London: Laurence King Publishing.

Recommended scientific papers

Biswas, D. (2016). Sensory Aspects of Branding. In: Dall’Olmo Riley, F., Singh, J.,
Blankson, C. (Eds). The Routledge Companion to Contemporary Brand Manage-
ment. New York, NY: Routledge, pp. 218-227.
Fajardo, T.M., Zhang, J., Tsiros, M. (2016). The Contingent Nature of the Symbolic
Associations of Visual Design Elements: The Case of Brand Logo Frames. Journal
of Consumer Research, 43, 549-566.
Person, O., Snelders, D., Schoormans, J. (2012). Re-establishing Styling as a Prime
Interest for the Management of Design. Interdisciplinary Approaches to Product
Design, Innovation, & Branding in International Marketing, 161-177.
Rieuf, V., Bouchard, C., Meyrueis, V., Omhover, J-F. (2017). Emotional activity in
early immersive design: Sketches and moodboards in virtual reality, Design Studies
48, 43-75.
Montaña, J., Guzmán, F., Moll, I. (2007). Branding and design management: a brand
design management model, Journal of Marketing Management 23(9-10), 829-840.

Recommended websites

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https://www.ideo.com/eu

http://www.designcouncil.org.uk/

http://dmi.org

www.fastcodesign.com/

http://www.designweek.co.uk/

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2. TIMETABLE

Online sessions will take place as follows (please always check the latest information
online as timetables sometimes change at short notice).

Teaching schedule with readings to prepare in advance of class (subject to

changes)

Week Date, time Lecture

and location
TW1 17 Jan 2022 Introduction to module contents and assessments.
Online
12pm-1pm Resources: PowerPoint slides, Module Handbook

18 Jan. 2022 Introduction of basic concepts: brand, branding and design.

F2F class
11am-1pm Resources: PowerPoint slides
KH BS 3034 Reading: Neumeier, M. (2003). The brand gap: How to bridge the
distance between business strategy and design: A whiteboard
overview. Indianapolis: New Riders. pp. 1-30 (see also: Author’s
slide deck).
TW2 24 Jan. 2022 Brand and customer experience.
Online
12pm-1pm Resources: PowerPoint slides.
Reading: Neumeier, M. (2003). The brand gap: How to bridge the
distance between business strategy and design: A whiteboard
overview. Indianapolis: New Riders. pp. 1-30 (see also: Author’s
slide deck).

Newbery, Patrick., and Farnham, Kevin (2013). Experience

Design a Framework for Integrating Brand, Experience, and
Value. Hoboken, N.J.: John Wiley & Sons. pp.88 - 100
25 Jan 2022 Workshop: map the brand experience with value proposition
F2F class canvas.
11am-1pm
KH BS 3034 Resources: PowerPoint slides.
TW3 31 Jan. 2022 Design thinking introduction: an innovative process for big
Online brand thinking.
12pm-1pm
Resources: PowerPoint slides.
Reading: Ambrose, G, Harris, P. (2009). Basics Design: Design
Thinking. Lausanne, Switzerland: AVA Publishing. pp. 6-33.
1 Feb. 2022 Apply design thinking to brands: repositioning, redesigning
F2F class and revitalising.
11am-1pm Workshop: using design thinking to mood board your brand.
KH BS 3034
Resources: PowerPoint slides.

TW4 7 Feb. 2022 Elements and principles of design, layout and visual
Online communication- as part of branding guidelines.

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 12pm-1pm
Resources: PowerPoint slides.
Reference: Wheeler, Alina. (2013). Designing Brand Identity.
Hoboken NJ: Wiley & Sons. pp. 48-64. Available on Kingston icat.
8 Feb. 2022 Workshop: Logo and design concept sketching.
F2F class
11am-1pm Resources: PowerPoint slides.
KH BS 3034
TW5 14 Feb. 2022 Enrichment activity week (individual preparation, no classes)

TW6 21 Feb. 2022 Branding guide information and layout principles.

Online
12pm-1pm Resources: PowerPoint slides.
Reading: Wheeler, Alina. (2013). Designing Brand Identity.
Hoboken NJ: Wiley & Sons. Pp. 92-94 Available on Kingston icat.
22 Feb. 2022 Tutorial 1: Introduction to Photoshop. Refine your brand
F2F class guidelines.
11am-1pm Guest lecturer: John Salisbury
KH BS 1017
TW7 28 Feb. 2022 Design thinking: customer centricity, empathy and
Online experience.
12pm-1pm
Resources: PowerPoint slides.
Reading: Newbery, Patrick., and Farnham, Kevin
(2013). Experience Design a Framework for Integrating Brand,
Experience, and Value. Hoboken, N.J.: John Wiley & Sons. pp.
132 - 170. Available on Kingston icat.
1 Mar. 2022 Workshop (part 1): designing a customer persona/pen
F2F class portrait.
11am-1pm
KH BS 3034
TW8 7 Mar. 2022 Recap on assignments. Check in + Q&A session.
Online
12pm-1pm
8 Mar. 2022 Tutorial 2: Photoshop lab to improve your brand guidelines.
F2F class Guest lecturer: John Salisbury (tbc)
11am-1pm
KH BS 1017
TW9 14 Mar. 2022 Deadline for submission of individual assignment
(9:30 am)
14 Mar. 2022 Recap on group assignment. Brand experience, customer
Online journey mapping and key touchpoints.
12pm-1pm
15 Mar. 2022 Workshop (part 2): Using your customer persona (from week
F2F class 7) to create a multi-touchpoint journey map.
11am-1pm
KH BS 3034 Resources: PowerPoint slides.
Reading:

7
 https://www.nngroup.com/articles/customer-journey-mapping/
https://econsultancy.com/three-steps-to-a-consistent-cross-
channel-customer-experience/
TW10 21 Mar. 2022 The importance of big thinking and ideation. How best to re-
Online cord and refine your ideas.
12pm-1pm
22 Mar. 2022 Check-in + Q&A session. Opportunity to review group
F2F class assignments.
11am-1pm
KH BS 3034
TW11 28 Mar. 2022 Deadline for submission of group assignment
(9.30am) No online session this week.
29th Mar. F2F Practitioner key skills session 1.
class Presentation workshop: skills tips and tricks on presenting/
10am-1pm pitching to a client.
KH BS 3034
TW12 4th April No online session this week.
5th April F2F Practitioner key skills session 2.
class Exploring a Marketing and Branding career. Find out what
11am-1pm career options may lay ahead of you, followed by a Q&A session.
KH BS 3034
TW13 11th April Revision week (no classes)

Attendance
Due to the experiential nature of the learning on this programme, and the importance
of professional development enabling students to develop practical skills, learn from
and interact with others, failure to participate to learning and teaching sessions may
put you at risk of academic failure.
We are also preparing you for the world of work where attendance is required for
most activities. Non-attendance also indicates that you may be struggling with your
work or need additional support and therefore we want to be able to offer you the
support you need.
Students MUST notify their Course Administrators, Course Directors and Module
Leader as soon as possible if they are unable to attend due to ill health or any other
reason. For prolonged illnesses the mitigating circumstances procedure must be
followed (contact the Course Administrators for further information in this regard; see
also: https://www.kingston.ac.uk/aboutkingstonuniversity/howtheuniversityworks/
policiesandregulations/mitigating-circumstances-and-extensions-regulations/
Lateness for class
Arriving on time to join online and F2F sessions is an important professional skill to
develop. You should always time your online access or journey to the University so
that you will arrive early for classes, whether online or F2F. Arriving early is

8
particularly important for F2F sessions, to ensure safe access to the classroom and
to reduce interruption to others. In all cases, when you are allowed access, please
enter quietly and minimise disruption to others as much as possible.

9
3. ASSIGNMENTS OVERVIEW
Individual work
Marks 80%
allocated
Outline The individual work is
comprised of two elements:
· Branding guide (= 40% of
the final mark). You will
need to create a branding
guide for the brand
assigned to you. This
document will direct how
the branding will be
addressed across a range
of media.
· Blog posts (= 40% of the
final mark). You will need
to create a blog
documenting your branding
work. The blog should
include texts and pictures
documenting your analyses
of the current brand and
development of a branding
strategy (reflections on
discarded branding
strategies and any rejected
photos, logos and slogans
are also welcome).
Hand-in 14 March 2022 by 9:30 am
date
Group work
20%
Brand Experience Design Strategy -
using Design Thinking to enhance the
customer experience for the brand
assigned to your group.
Working in your team, you will produce
the following:
· Customer Experience Journey
Map (=10% of the final mark). In
your team, you will explore stage 1
and 2 of the Design Thinking
process to ‘empathise’ with your
customers and ‘define’ their needs
and pains. You will create: (a) a
customer persona, pen portrait
and (b) a customer journey map,
to map out the brand promise and
experience across each stage of
the customer journey, with
relevance to your target customer.
· Enhancing key touchpoints (10%
of the final mark). In your team,
you will explore stage 3 of the
design thinking process, to ‘ideate’
improvements and solutions (based
on the previously defined phase 1
and 2): (a) Select two
touchpoints from your customer
journey map (one digital and one
physical/IRL) and ideate how these
touchpoints could be enhanced. (b)
Select one idea that could be
successful, justify why you chose
it and how if actioned it would
improve the customer’s experience.
28 March 2022 by 9:30 am
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3.1. ASSIGNMENT BRIEF (INDIVIDUAL)
Individual work (80% of overall module mark)

Module name Branding Design

Module code
Assignment title
Type of submission
Weighting of the assignment in
the overall module grade
Word count/time allocation (for
presentations)
BM7021
Individual Assignment
Individual portfolio consisting of two tasks:
(1) a branding guide (= 40% of the final mark)
(2) a blog (= 40% of the final mark)
80% of overall module mark
Branding guide: 25 slides/pages max.
Blog: 4 blog posts of max. 500 words each.

Issue date January 2022

Submission date 14th March 2022 by 9:30 am
Date of feedback to students Within 20 working days from submission date
Where feedback can be found Canvas
Individual assignment task 1

Branding guide (40% of the module mark)

You will need to create a branding guide for the brand assigned to you. This docu-
ment will direct how the branding will be addressed across a range of media.
Your branding guide should be built on PowerPoint (or you could use InDesign or
Publisher if you prefer). Your branding guide should be submitted as one single PDF
document.
Your branding guide should include:
 Table of contents (with page numbers)
 Introduction
 Logo
 Colours
 Imagery
 Typeface
 Tone of voice
 Brand dos and don’ts
 Brand use on product packaging
 Brand use across media
 References
Have a look at this repository of brand guides for inspiration:
https://www.logodesignlove.com//brand-identity-style-guides
Background/ context
Design is integral to an organisation’s branding and differentiation strategy, so how
does one use design effectively when developing a distinctive brand? This module
takes the students through the key knowledge, practice and skill areas of design
management, focusing on the strategy, process and implementation involved in suc-

11
cessfully executing a branding strategy. The module adopts a practical hands-on
and action-based approach that simulates how you would work in a marketing envir-
onment, for example through the use of blogging technology, which is an integral
part of the module.

Allocation of marks - branding guide

Marking criteria for the branding guide: Allocated marks
Concept 50%

The concept of the new brand design should be explained in

the Introduction of the branding guide. Address the follow-
ings:
Which elements of the brand design have been redesigned
and how? What is the purpose of introducing this new brand
design?
Which brand values does the new brand design emphasize?
How does the new brand design meet the needs of the tar-
get audience?
How is the new brand design positioned compared to the
competitors?

Visual presentation 25%

The branding guide covers the logo, colours, imagery,

typeface, tone of voice of the new brand design; and is
clearly structured and consistent. Address the followings:
Does the new brand design (i.e., logo, colours, imagery,
typeface, tone of voice) communicate the concept clearly?
Is the branding guide easy to read?
Is it well-structured and consistent (i.e., includes a table of
contents, page numbers, and references)?

Clearly written specifications 25%

The branding guide specifies clearly how the new brand

design should and should not be used; and indicates clearly
how the new brand design should be used in different situ-
ations. Address the followings: Does the branding guide
clearly articulate the pitfalls to be avoided in using the brand
(i.e., brand dos and don’ts)?
Does the branding guide articulate how the brand should be
used on the product packaging, and across different media
(e.g., MSOffice templates and social media)?
This branding guide is worth 40% of the overall module mark. Please refer to the rubric
and the University Level 7 grade criteria.

12
Individual work task 2
Blog (40% of the module mark)
You will need to create a blog documenting your branding work. The blog should in-
clude texts and pictures documenting your analyses of the current brand and devel-
opment of a branding strategy (reflections on discarded branding strategies and/or
rejected photos, logos and slogans are also to be included).
The blog should include 4 blog posts reflecting what you have learnt from your ana-
lysis of the existing brand and your branding work. Each blog post should be no
longer than 500 words.
You are required to include pictures in your blog posts (always cite the source appro-
priately if you use the pictures of others).
You can create a blog by either using blogs.kingston.ac.uk or any external website
such as wordpress.com. To submission will need to be provided as one PDF con-
taining all of your blog post (detailed instructions for submission will be provided in
class).

Allocation of marks - blog

Allocated marks
Quality of writing 10%
Are the blog posts written in plain English?
Is the content conveyed effectively to the reader?
Are sources acknowledged and cited properly?
Do pictures add value to the text?

Targeted and engaging content 30%

Does the blog take the reader on a journey through the dif-
ferent stages involved in the development of the branding
strategy?
Can the blog be of interest to design and branding profes-
sionals?

Brand design research and analysis 30%

Does the blog include background research on the existing
brand, and an analysis of what elements need rebranding?
Is there an effort to reflect on discarded branding strategies
and/or rejected photos, logos and slogans?

Appropriate use of examples illustrating lessons learnt 30%

Does the blog include visual and textual examples that illus-
trate what has been learnt in conducting analyses of the cur-
rent brand and developing a rebranding strategy?
Do the examples add value to the post?
This blog is worth 40% of the overall module mark. Please refer to the rubric and the Uni-
versity Level 7 grade criteria.

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3.2. ASSINGMENT BRIEF (GROUP)
Group work (20% of the overall mark)

Module name Branding Design

Module code BM7021
Assignment title Group Work
Type of submission Brand experience design strategy - using Design
Thinking to enhance the customer experience for
the brand assigned to your group. Customer
persona, customer journey, touchpoint ideation and
justification.
Weighting of the assignment in 20% of the module mark
the overall module grade
Word count/time allocation (for 4 pages maximum
presentations)
Issue date January 2022
Submission date 28 March 2022 by 9:30 am
Date of feedback to students Within 20 working days from submission date
Where feedback can be found Canvas
Assignment task
Working in your team, you will use Design Thinking to enhance the customer experi-
ence for the brand assigned to your group.
You will define and develop:
1) (a) a customer persona, pen portrait (b) customer experience journey,
2) (a) a set of ideas to enhance customer touchpoints (b) select one idea and
justify your choice

This group assignment will challenge you to understand the essence of your as-
signed brand to the point of keeping it intact even when it has been re-positioned. If
completed successfully, this work will be used as part of future employment in brand-
ing and marketing. This group assignment will help you improve your skills in cus-
tomer understanding, Design Thinking and brand experience design strategy.

You will submit the customer persona pen portrait, customer experience journey
map, the set of ideas and justification for your chosen one, as a single document on
Canvas (detailed instructions on the submission will be provided in class).

1) The brand experience design strategy

Here your group will explore stage 1 and 2 of the Design Thinking process to
‘empathise’ with your customers and ‘define’ their needs and pains.

(a) Customer persona, pen portrait

In your team you will create a customer persona, pen portrait of your target
customer. Be as detailed as possible. Go beyond just demographics and
explain how the audience currently thinks, feels and behaves in relation to the
product category, the client's brand, and the client's specific product. This
should inform a customer journey and brand experience that is centred on the
target audience needs.

14
 (b) Customer experience journey
In your team you will produce a customer experience journey map, using a
design framework for integrating brand promise and experience value across
each stage of the customer journey. The elements of the customer
experience journey will include, customer experience design principles and
multichannel customer journey - including customer’s process, goals,
problems and frustrations.

Templates for customer journey

Please have a look at the following articles and customer journey templates:
https://www.nngroup.com/articles/customer-journey-mapping/
https://econsultancy.com/three-steps-to-a-consistent-cross-channel-customer-
experience/
https://uxpressia.com/templates/shopping-and-purchases

1) Enhancing key touchpoints

In your team, you will explore stage 3 of the design thinking process, to
‘ideate’ solutions (based on the previously defined phase 1 and 2)

(a) Ideate
Select two touchpoints from your customer journey map, one digital and
one physical (IRL), and ideate how these touchpoints could be enhanced.
Think big and bold, at this stage no idea is a bad idea.

(b) Justify Select one idea that could be successful, justify why you chose it
and how if actioned it would improve the customer’s experience. Your
justification should include both the customer and the brand perspective.

Background/ context
Design is integral to an organisation’s branding and differentiation strategy, so how
does one use design effectively when developing a distinctive brand? This module
takes the students through the key knowledge, practice and skill areas of design
management, focusing on the strategy, process and implementation involved in suc-
cessfully executing a branding strategy. The module adopts a practical hands-on
and action-based approach that simulates how you would work in a marketing envir-
onment.

15
Allocation of marks
Marking criteria for group work: Allocated marks
Brand experience design strategy – Customer persona pen 50%
portrait and Customer experience journey map
Is the customer persona relevant and well described?
Has the persona, pen portrait, gone beyond just demograph-
ics, to paint a picture of the target audience?
Is the brand experience design strategy clearly defined?
Does the customer experience journey follow the brand exper-
ience design framework?
How does the brand experience offer value for the customer at
each stage of the customer journey?
Does the customer journey map have a clear structure and
flow?
Are the customer pains and frustrations highlighted?
Have the key touchpoints been identified?
Enhancing key touchpoints – Ideate, then choose one and jus- 50%
tify
Have you selected one digital and one real life touch point?
Is there a well-considered list of creative ideas for each touch
point?
Have you selected one idea and justified it?
Has the idea been justified from the customer and the brand
perspective?
This Group Assignment is worth 20% of the overall module mark. Please refer to the rub-
ric and the University Level 7 grade criteria.

16
3.3. SUBMITTING ASSIGNMENTS AND RECEIVING FEEDBACK

The faculty operates a paperless system for the majority of assignments. This has
many advantages, particularly for students, and means you can submit your
assignment and access your feedback online.
All coursework assignments must be submitted to the module in Canvas before the
deadline in your module guide. For the majority of modules there will be no need to
supply a hard copy. Your module leader will inform you in advance if you are
required to submit a hard copy, for example for review or peer marking in class.
Dissertations and projects do normally require both online and hard copy submission
as the hard copy presentation is linked to the learning outcomes.
Assignments will normally be submitted in PDF or Word unless you are told
otherwise. Do not write your name on the assignment as most of our courses use
anonymous marking, facilitated by the Canvas system. Remember to check the
marking guidelines when preparing your assignment, and also to ensure you use
your own words, and reference properly. See sections below regarding referencing,
plagiarism, and academic misconduct. Please note all assignments are automatically
submitted to the Turnitin plagiarism detection software – the video on the following
link is an approachable session on how to avoid plagiarism:
http://www.youtube.com/watch?v=1yYf8AihndI
If you are unable to submit to Canvas due to technical problems, please email the
assignment, by the deadline, to the course administrator. If the Canvas system itself
is down there will normally be an extension to the deadline, please check online.
Please only email to the administrator if there are genuine problems with the system,
not as a default – our administrators will be checking whether there have been
genuine problems and can refuse to accept email versions.
Remember to always keep a back-up of your assignment, and your working
documents, just in case of problems.
Most of these ‘paperless’ assignments will be marked online, and you will receive
feedback online through Canvas. Some assignments (such as dissertations) will be
submitted on paper and feedback will be given online. In a small number of
assignments where online feedback is not possible feedback may be given on
printed copies – your module leader will let you know which system they are using
and how you will receive the detailed feedback.
At the start of your module, you will receive details of the hand-in dates and the
latest date at which you can expect to receive feedback, usually a maximum of 20
working days. Please ensure that you read your feedback carefully, not just your
mark. Feedback is designed to help you with future work, including on other
modules. If you are unsure about how to make the most of your feedback on a
particular assignment, ask to see the module leader. If you are still unsure, or feel
you are not making improvements across a range of modules, discuss this with your
personal tutor.
You upload your work in Canvas via the following process:

17
 · Click on the tile for the Canvas module where the work is to be submitted and
select the Assignments menu item
· Tap on the assignment name
· Tap on the Submit Assignment button
· Click on the Choose File button and use the dialog box that pops up to find
the file to be uploaded
· Tick the box that indicates that the work is your own, original work
· Click the Submit assignment button

For the majority of work, you receive your feedback via the following process:

· Click on the tile for the Canvas module where the work was submitted and
select the Assignments menu item
· Use the View feedback link to the right of the submitted coursework

3.4. REFERENCING, PLAGIARISM AND ACADEMIC MISCONDUCT

Avoiding plagiarism
When you write an essay, report or dissertation you should always cite the published
sources to which you quote, refer to or use as evidence, otherwise you are likely to
be committing plagiarism, which is a form of academic misconduct with potentially
very serious consequences. References need to be made both within the text and in
a list at the end.
The aim in doing this is to ensure that somebody reading your work can easily find
these sources for themselves. This applies to whether you are using a book, a
report, a journal article or an Internet site. You will probably know from your own
experience how much easier it is to find a reference when a reading list or
bibliography is clear and unambiguous. There is help available from the library and
online, including a range of videos such as those given below:
https://mykingston.kingston.ac.uk/library/help_and_training/Pages/referencing.aspx.
http://www.citethemrightonline.com/basics
Do remember you can submit your work as many times as you like before the final
deadline. It is a good idea to check your Originality Report and ensure that any
potential plagiarism is eradicated for your work by rewriting in your own words and
referencing correctly. The staff on the BASC desk in the LRC will be able to advise
on this. Here you can find out how to access your Originality Report:
https://studyspace.kingston.ac.uk/bbcswebdav/institution/Support/
Student_Guide_to_Turnitin_v2.pdf?target=blank
Additional helpful resources can be found here:
http://www.youtube.com/watch?v=1yYf8AihndI
The best way to avoid academic misconduct or plagiarism is to use your own
words at all times; do not cut and paste from other work.

Illness or other mitigating circumstances

18
By submitting an assignment, you are declaring yourself fit to take the assessment
therefore please make sure that if you are unwell you understand our mitigating
circumstances process. The most important thing to do is keep us informed if you
are experiencing problems! See our regulations on this link:
http://www.kingston.ac.uk/aboutkingstonuniversity/howtheuniversityworks/
policiesandregulations

Groupwork and academic misconduct

Work submitted by a group is the responsibility of the group as a whole. In the

unfortunate event of the work being judged to have been plagiarised, the only
circumstance in which it is possible that the responsibility for the misconduct would
only fall on the group member who actually committed it, would be if there were clear
evidence that that member had dishonestly misled the rest of the group as to the
source of his her contribution. This would require clear and contemporaneous
evidence of group discussions of the sort which should be available if groups follow
the advice given about keeping a log of group proceedings. If the group work is
simply allocated amongst the members of the group without any sort of group review
of the outcomes, then all the group members are taking on themselves the risk that
some element of the work is tainted by academic misconduct. If you are unclear
about any of this, you should refer to the University’s guide to Plagiarism for further
explanation.

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3.5. GRADE CRITERIA
Feedback on the written elements of the module will be based on postgraduate
grade criteria: level 7

OVERALL
CLASS % GRADE DESCRIPTION GUIDELINE GRADE DESCRIPTIONS

Distinction 85- A+ Outstanding Your work is of an exceptionally high standard

100 which has the potential for submission for
publication in a peer reviewed journal or
equivalent.

75- A Excellent Your work demonstrates a sophisticated and

84 comprehensive knowledge of the subject area.
You have shown an exceptional ability in the
appropriate use of the relevant literature, theory,
methodologies, practices or tools to analyse and
synthesise at Masters level. Your work is well-
constructed and demonstrates a professional
approach to academic practice (citation and
referencing; appropriate presentation format; clear,
accurate English). It addresses the learning
outcomes/assessment criteria fully.

70- A- Very Good Your work demonstrates strong knowledge of the

74 subject area and the ability to develop an
independent and sophisticated argument or
evaluation. The ideas you put forward demonstrate
exceptional clarity and focus and your work
adheres to the principles of good academic
practice (citation and referencing; appropriate
presentation format; clear, accurate English). It
addresses the learning outcomes/assessment
criteria fully.

Merit 67- B+ Good Your work demonstrates a well-developed critical

69 and comprehensive understanding of the topic. It
shows evidence that you have thoroughly
researched the topic(s) and are able to construct
an independent, logical argument or evaluation.
64- B Your work demonstrates a high degree of ability in
66 the appropriate use of relevant literature, theory,
methodologies, practices or tools to analyse and
60- B- synthesise at Masters level. Your work is well-
63 structured and logically written and demonstrates
good academic practice (citation and referencing;
appropriate presentation format; clear, accurate
English). There is a good attempt to address the
learning outcomes/assessment criteria, meeting all
of them to some extent and some of them well.

Pass 57- C+ Satisfactory Your work demonstrates knowledge of the subject

59 area and the ability to develop an independent,
logical argument or evaluation. It shows
competence in the appropriate use of literature,
theory, methodologies, practices or tools. The
54- C

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 OVERALL
CLASS % GRADE DESCRIPTION GUIDELINE GRADE DESCRIPTIONS

56 development of some ideas in your work is limited

but it attempts to analyse materials critically. At
times the expression and structure of your work is
50- C- not clear and you have not consistently followed
53 good academic practice (citation and referencing;
presentation format; clear, accurate English).
Your work provides some level of response to the
learning outcomes/assessment criteria but does
not fully address all of the criteria.

Marginal 45- MF Unsatisfactory Your work contains some weaknesses. It provides

Fail 49 some evidence that you have understood the topic
and that you are able structure arguments or
evaluation. Your work demonstrates some ability
in the appropriate use of literature, theory,
methodologies, practices or tools but not at
Masters level. Your work fails to address one or
more criteria fully.

Fail 35- F Poor Your work is unsatisfactory in it demonstrates very

44 limited knowledge of the subject area and does not
succeed in grasping the key issues There is little
evidence of development of ideas and critical
analysis is very limited. The presentation is
confused and lacks coherence. Your work does
not meet the learning outcomes/assessment
criteria.

0- Very poor Your work demonstrates no real knowledge of the

35 subject area and does not display the critical ability
required at this level. Your work does not attempt
to address the learning outcomes/assessment
criteria adequately.

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APPENDIX: MODULE DESCRIPTOR

Module summary (indicative)

Design is integral to an organisation’s branding and differentiation strategy, so how

does one use design effectively when developing a distinctive brand? This module
takes you through the key knowledge, practice and skill areas of design manage-
ment, focusing on the strategy, process and implementation involved in successfully
executing a branding strategy. The module adopts a practical hands-on and action-
based approach that simulates how you would work in a marketing environment, for
example through the use of blogging technology, which is an integral part of the
module.

Aims (definitive)
 To provide an in-depth understanding of the concepts of design as
related to marketing and brand management.
 To develop subject-related practical skills in using design as a
communication tool.
 To enable students to learn specific areas of design as related to
marketing and brand management.
 To equip students with the necessary design knowledge to make an
effective contribution upon their employment in marketing and brand
management.

Learning outcomes (definitive)

On successful completion of the module, students will be able to:
 identify the role of design in marketing and brand management and evaluate
its effectiveness in various organisations/contexts.
 understand how to execute a design strategy as related to marketing and
brand management.
 be skilled in writing briefs for designers and how to best communicate with a
design team.
 put into practice design understanding and management skills as part of de-
veloping branding guidelines and campaigns across various media.

Curriculum content (indicative)

 Basic design principles and industry terminology.
 Analysing the design and brand relationship.
 Branding guidelines and brand execution.
 Industry case studies.
 International design issues in branding.
 Design management.

Teaching and learning strategy (indicative)

Teaching and learning on this module adopts an action-based approach, meaning

that students will be applying what they learn in a setting that resembles working in a
marketing environment through practical hands-on activities. The use of blogging
technology is an integral part of the learning and teaching strategy on this module.

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Breakdown of teaching and learning hours (definitive)

Definitive unistats category Indicative description Hours

Scheduled learning and teaching Seminars, lectures, work- 27
shops
Guided independent study 123
Study abroad / placement
Total 150
(number of credits x 10)

Assessment strategy (indicative)

Two elements of assessment will ensure that the module’s learning outcomes are
met:

 Individual Work (80% of the module mark): Students will create a branding
guide and a blog.
 Group Work (20% of the module mark). Working in small teams, students will
produce a brand experience design strategy.

Mapping of learning outcomes to assessment strategy (indicative)

Learning outcome Assessment

On completion of the module, students will be able to: strategy
1) identify the role of design in marketing and brand management Individual Work
and evaluate its effectiveness in various organisations/contexts
2) understand how to execute a design strategy as related to mar- Individual Work
keting and brand management Group Work

3) understand the importance of customer experience to brands Group Work

4) demonstrate understanding of the first three stages of the Group Work

design thinking process: ‘empathise’, ‘define’ and ‘ideate’.

Elements of assessment (definitive)

Description of assess- Definitive unistats categories Percentage

ment
Individual work Coursework 1 80%
Group work Coursework 2 20%
100%

Achieving a pass (definitive)

It IS NOT a requirement that any element of assessment is passed separately

in order to achieve an overall pass for the module

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