Course Number and Title:
MKT 242 Marketing Design and Branding
Campus Location
- Dover
- Georgetown
- Wilmington
Prerequisites
BUS 107 or CIS 107
Course Credits and Hours
4 credit(s)
2 lecture hours/week
3 lab hours/week
0 offsite lab hours
Course Description
This course applies the principles of marketing design and branding with an emphasis on producing professional print and digital materials. Students will learn key terminology, apply design theory, and create collateral that reflects an organization’s identity while meeting ethical and professional standards.
Additional Materials
None
Core Course Performance Objectives (CCPOs)
- Describe foundational concepts and terminology in marketing design and branding. (CCC 1, 2; PGC 2)
- Develop a brand and designs that reflect an organization’s identity. (CCC 1, 2, 3, 4, 5; PGC 2, 3, 4)
- Create marketing collateral using design software. (CCC 1, 2, 3; PGC 2, 3, 4)
- Apply ethical, legal, and professional standards in marketing design. (CCC 2, 4; PGC 1, 3)
See Core Curriculum Competencies and Program Graduate Competencies at the end of the syllabus. CCPOs are linked to every competency they develop.
Measurable Performance Objectives (MPOs)
Upon completion of this course, the student will:
- Describe foundational concepts and terminology in marketing design and branding.
- Define key branding and design terms.
- Identify elements in marketing design.
- Explain the concept of branding.
- Develop a brand and designs that reflect an organization’s identity.
- Develop branding that reflects an organization’s identity.
- Apply principles of design and branding standards to marketing projects.
- Apply elements of design, including typography and color theory.
- Incorporate constructive feedback.
- Create marketing collateral using design software.
- Design print and promotional materials for traditional marketing.
- Develop digital assets for online and social media marketing.
- Analyze business case scenarios to develop targeted marketing materials.
- Apply ethical, legal, and professional standards in marketing design.
- Use appropriately licensed graphics, images, and media in design.
- Proofread and edit deliverables to enhance professional communication.
- Apply accessibility best practices in design for both print and digital content (e.g., alt text, color contrast, readable fonts).
Evaluation Criteria/Policies
The grade will be determined using the Delaware Tech grading system:
| 90-100 |
= |
A |
| 80-89 |
= |
B |
| 70-79 |
= |
C |
| 0-69 |
= |
F |
Students should refer to the
Catalog/Student Handbook for information on the Academic Standing Policy, the Academic Integrity Policy, Student Rights and Responsibilities, and other policies relevant to their academic progress.
Final Course Grade
Calculated using the following weighted average
Evaluation Measure | Grade |
Summative Assessments |
Branding a Business Project Design Brief (Word Doc) Brand Guidelines (One-Page) Brand Kit Presentation Original Logo Business Card Brochure Promotional Item Mockup YouTube Banner Promotional Video
| 30% |
Digital Portfolio | 10% |
Application-Based Projects (3-4, equally weighted) | 20% |
Formative Assessments |
The course will contain various formative assessments including but not limited to: Certifications Quizzes Skills: basic technical task Assignments: applying skills to more complex tasks Discussions/Critiques | 40% |
Total | 100% |
Program Graduate Competencies (PGCs are the competencies every graduate will develop specific to his or her major)
- Integrate professional, ethical, and legal standards into business decision-making.
- Apply foundational business concepts that lead to strategic thinking and the ability to analyze complex problems.
- Use professional and technology-based skills that are relevant to the dynamic business environment.
- Employ effective communication skills and collaboration strategies to promote positive organizational outcomes.
- Apply skills necessary to analyze and interpret business and financial data for decision-making purposes.
Core Curriculum Competencies (CCCs are the competencies every graduate will develop)
- Apply clear and effective communication skills.
- Use critical thinking to solve problems.
- Collaborate to achieve a common goal.
- Demonstrate professional and ethical conduct.
- Use information literacy for effective vocational and/or academic research.
- Apply quantitative reasoning and/or scientific inquiry to solve practical problems.
Students in Need of Accommodations Due to a Disability
We value all individuals and provide an inclusive environment that fosters equity and student success. The College is committed to providing reasonable accommodations for students with disabilities. Students are encouraged to schedule an appointment with the campus Disabilities Support Counselor to request an accommodation needed due to a disability. The College's policy on accommodations for persons with disabilities can be found in the College's Guide to Requesting Academic Accommodations and/or Auxiliary Aids Students may also access the Guide and contact information for Disabilities Support Counselors through the Student Resources web page under Disabilities Support Services, or visit the campus Advising Center.