DG3D20 - Professional Project 06 Jul 2023 - 31 Aug 2027 | Version 4

Associated Module Information

Module Code: DG3D20
Module Title: Professional Project
Faculty: Faculty of Business and Creative Industries
Faculty Group: Fashion, Marketing and Photography
Faculty Sub Group: Marketing
Module Leader: Lee Thomas
Module Team: Steven Wright
First Intended Intake: SEP 2017 Final Year of Intake:
Date Closed:
Credit Value: 40 Credit Level: 6
Language: English
Percentage of Module Taught in Welsh: 0
Equivalent Module:
HECOS codes: 100074 - advertising
HECOS Code Weighting: 100

Document Version Information

Version 4
Valid From 06 Jul 2023
Valid To 31 Aug 2027

Module Aims

Provide an opportunity for you to bring together in a coherent and visible whole the results of their practical and theoretical work at a professional level of realisation in a comprehensive display of practical outcomes

Content Summary

This is the ‘capstone’ module that offers you the opportunity to take a project from initial problem through to completion. The problem should be one that you have sourced through personal contacts and should, where possible, be ‘real’ rather than invented – your work needs to be supported as ever by sound research in to audiences, business environment and involve dealings with a client and working within certain constraints (e.g. a budget).

Project proposals will be negotiated prior to the start of the module. Subject matter must provide clear opportunities for you to demonstrate an understanding of all aspects of the creative process from initial client discussion through to final pitch. You should develop project proposals that demonstrate a close relationship with your theoretical and critical knowledge.

Throughout the module, you will have the opportunity to develop, discuss and evaluate your project work through a series of contextual seminars and formative critiques.

The final project should demonstrate a high level of skill and understanding, and conform to standards of presentation expected within area of specialist practice.

Learning and Teaching Methods

Activity Type Hours
Lecture 8
Project supervision 32
Supervised time in studio/workshop 32
Independent Study 200
Directed Study 128
Total Hours Selected 400

Learning Outcomes

# Learning Outcome
LO1 Critically analyse the client’s creative brief
LO2 Apply and understand a sophisticated level of creativity, strategic thinking, communication, visualisation and presentation skills.

Module Requisites

N/A

Assessment Criteria

Assessment Category Assessment Type Description Duration Word Count Weight (%) Best of? Pass Mark
Asynchronous Assessment Portfolio 1 Produce a portfolio demonstrating the creative journey from client briefing to final proposal. This should include research and analysis, visual development, storyboards and other media as stipulated by the brief. 0 N/A 100 No 40

Assessment Matrix

Assessment Type Learning Outcomes
LO1 LO2
Portfolio 1 ✔ ✔

Reading List

Art Directors Club Of New York. The Art Directors Annual. Hove: Rotovision.

Bishop, L. Ed. 1996. The Art Direction Book. Hove: Rotovision. (D&Ad Mastercraft Series).

Heller, S. And Vienne, V. (2009). Art Direction Explained, At Last! London: Laurence King.

Hickey, L. (2002). Design Secrets: Advertising. Gloucester, Mass.: Rockport.

Mahon, N. (2010). Art Direction. Lausanne ; London: Ava Academia.

Neidle, A.(2002). How To Get Into Advertising. 2nd Edn. London: Continuum.

Pricken, M. (2008). Creative Advertising: Ideas And Techniques From The World’s Best Campaigns. New Edn. London: Thames & Hudson.

Seddon, T. And Herriot, L. (2009). Art Directing Projects For Print : Creative Solutions In Branding, Advertising, And Publishing. Crans-Pres-Celigny ; Hove: Rotovision.