Overview
This course examines the strategic and creative processes used to develop, position, communicate, and grow brands. Students investigate brand purpose, values, identity, personality, positioning, naming, visual systems, tone of voice, target audiences, market segmentation, competitor analysis, consumer behaviour, storytelling, reputation, and brand experience.
The course develops practical capability in integrated marketing communications, including advertising, public relations, content marketing, social media, influencer partnerships, events, direct marketing, media planning, campaign budgeting, channel selection, and performance measurement. Ethical persuasion, representation, inclusivity, sustainability claims, crisis communication, intellectual property, cultural adaptation, and digital brand management are addressed throughout.
Students apply research and strategic planning methods to produce an evidence-based brand development and promotional campaign for a real or simulated organisation. Deliverables include a brand audit, positioning statement, identity system, integrated campaign plan, sample executions, pitch presentation, and evaluation framework.
Learning Outcomes
- Analyse brand and market research to identify audience needs, competitive conditions, and opportunities for differentiation.
- Evaluate brand purpose, values, identity, personality, positioning, and experience using appropriate strategic frameworks.
- Develop a differentiated brand strategy supported by relevant consumer, cultural, and market evidence.
- Construct coherent verbal and visual brand guidelines for consistent application across communication channels.
- Create audience-specific messages and promotional assets that demonstrate ethical, inclusive, and persuasive communication.
- Select and coordinate promotional channels, including advertising, public relations, content, social media, events, and direct marketing.
- Construct a realistic campaign schedule and budget aligned with strategic objectives and available resources.
- Establish measurable campaign objectives, performance indicators, and evaluation methods.
- Present and defend brand and promotional decisions using professional verbal, visual, and written communication.
Timetable
| Type | Length | Frequency | Period |
|---|---|---|---|
| Lecture | 2 hours | Weekly | All semester |
| Tutorial | 1 hour | Weekly | All semester |
| Workshop | 2 hours | Fortnightly | All semester |
| Seminar | 1 hour | Fortnightly | All semester |
Assessment Schedule
| Type | Description | Weighting |
|---|---|---|
| Assignment | Brand audit and market research report | 15.00% |
| Assignment | Positioning statement and brand strategy | 15.00% |
| Deliverable | Verbal and visual brand identity system | 20.00% |
| Assignment | Integrated promotional campaign plan, schedule, and budget | 20.00% |
| Capstone | Campaign executions and professional pitch presentation | 20.00% |
| Exam | Final examination on brand development and promotion | 10.00% |
Prerequisites
- Requirement 8 NCEA Level 2 English credits, externally assessed
Teaching Staff & Programs
This course is delivered jointly by faculty from the participating programs listed below. In line with the Douchewater Way, the University of Sexology tailors core instruction directly to each cohort's specific discipline — adapting curriculum to program needs rather than forcing students into a one-size-fits-all model. Learn more about our approach at The Douchewater Way.
