DG3S44 - Competitive Advertising 15 Jul 2019 - 31 Aug 2027 | Version 1
Associated Module Information
| Module Code: | DG3S44 | ||
|---|---|---|---|
| Module Title: | Competitive Advertising | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Fashion, Marketing and Photography | ||
| Faculty Sub Group: | Marketing | ||
| Module Leader: | Lee Thomas | ||
| Module Team: | Molly Owens, Steven Wright | ||
| First Intended Intake: | SEP 2019 | Final Year of Intake: | 2024 |
| Date Closed: | |||
| Credit Value: | 20 | Credit Level: | 6 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 0 | ||
| Equivalent Module: | |||
| HECOS codes: | 100061 - graphic design | ||
| HECOS Code Weighting: | 100 | ||
Document Version Information
| Version | 1 |
|---|---|
| Valid From | 15 Jul 2019 |
| Valid To | 31 Aug 2027 |
Module Aims
Refresh your knowledge, skills and understanding as a creative advertising practitioner
Further develop your understanding of the professional context of creative advertising
Develop your awareness and understanding of a number of legal, moral and ethical issues within a national and international context
Manage all aspects of a creative advertising project
Develop awareness of the employment market and understand the professional context of a range of potential employment opportunities
Content Summary
This module provides the opportunity to reflect on your learning, and begin planning for your graduation and beyond by building on your strengths, addressing any relative weaknesses, and identifying opportunities for exploration.
It’s also a chance for you to undertake specialist creative projects to apply your knowledge, skills and understanding in a professional and public context by responding to industry developed competition briefs. The module begins with a series of quick-fire challenges – one day briefs, puzzles, working with new first years
– designed to warm you up free from assessment and help you reflect on your learning over the past two years. You’ll also use this time to review your portfolio with tutors to identify ways that projects can be enhanced, and undertake a self-evaluation to work out any areas of professional practice you can work on over the rest of the academic year. This might include presentation skills, applying for jobs, refreshing technical skills in key software, or taking the opportunity to experiment with new areas.
The second part of the module is focused on responding to briefs set by organisations such as Design and Art Direction (D&AD) and Young Creative Networks (YCN). These organisations support the industry by providing showcases to potential clients of the diversity of creative talent in the UK through various awards, publications and professional competitions.
We will present you with a curated selection of current and past competition briefs, each chosen to ensure it pushes you to demonstrate your skills and knowledge at the appropriate level. Projects will be assessed by course staff using the learning outcomes below. After the module, you may enter the competition itself, with some guidance from tutors outside formal taught time, in which case you will need to bear in mind any additional requirements or expectations, including costs of production. Entry to competitions is not a requirement of the course and time spent on this should not detract from your other studies.
NB This is an Immersive Learning module
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Lecture | 8 |
| Project supervision | 20 |
| Supervised time in studio/workshop | 20 |
| Independent Study | 100 |
| Directed Study | 52 |
| Total Hours Selected | 200 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Critically analyse how a proposed advertising campaign addresses the needs of the client. |
| LO2 | Understand, develop and produce creative work using a budget, and working to a strict deadline. |
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 competition brief to final submission. This should include research and analysis, visual development, storyboards and other media as deemed mandatory by the brief. | 0 | N/A | 100 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | ||
| Portfolio 1 | ✔ | ✔ | |