DG2S46W - The Agency 01 Sep 2023 - 31 Aug 2027 | Version 1
Associated Module Information
| Module Code: | DG2S46W | ||
|---|---|---|---|
| Module Title: | The Agency | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Games and Design | ||
| Faculty Sub Group: | Design | ||
| Module Leader: | Lee Thomas | ||
| Module Team: | Steven Wright, Molly Owens | ||
| First Intended Intake: | SEP 2023 | Final Year of Intake: | 2025 |
| Date Closed: | |||
| Credit Value: | 20 | Credit Level: | 5 |
| Language: | Welsh | ||
| Percentage of Module Taught in Welsh: | 25 | ||
| Equivalent Module: | |||
| HECOS codes: | |||
| HECOS Code Weighting: | |||
Document Version Information
| Version | 1 |
|---|---|
| Valid From | 01 Sep 2023 |
| Valid To | 31 Aug 2027 |
Module Aims
Provide you with the opportunity to work on a ‘live’ advertising brief. Explore the role of the Account Planner within an advertising agency. Develop the ability to successfully apply knowledge and theory to ‘real’ problems encountered in professional practice. Cultivate a deeper understanding of the advertising problems and parameters and constraints of a ‘live’ brief e.g. budgetary considerations, time management, client relationships, sensitive and ethical issues, media considerations, brand synergy, mandatories, etc. Encourage personal reflection and focus on learning experiences. Promote personal and professional development
Content Summary
This module provides you with an opportunity to gain valuable practical experience working on a ‘live’ project set by an agency practitioner, tackling a real advertising problem, in ‘real time’, to a set budget, and involving research and creative idea generation. It is a chance to put in to practice the knowledge and skills developed so far and in doing so understand the role of the Account Planner in an agency.
The scope and requirements of the brief will be negotiated between the agency and the Module Leader. The project will give you an opportunity to experience the parameters and constraints of a live brief, where client issues, tight deadlines and the limitations of a budget call for ideas that are practical and realistic, as well as creative and original.
You will be briefed by the individual and/or the agency concerned and be given realistic criteria and constraints which you will be expected to observe throughout the duration of the project. This will include working to budget and logging hours spent and activities undertaken. But the brief will not be too detailed – your job is to act as an Account Planner and use your skills to refine it and identify the real issues the client is facing.
For this project, you will operate as part of a collaborative agency. You are not in competition with other students but together you are working to present a range of proposals to the client. Therefore, it is in your interests to help others, and to seek help in return. Research should be shared openly as should your ideas. Building on the work of others is acceptable – plagiarism is not.
Disclamer: 25% of the module is delivered in Welsh language.
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Lecture | 8 |
| Project supervision | 20 |
| Supervised time in studio/workshop | 20 |
| Work based learning | 70 |
| Independent Study | 42 |
| Directed Study | 40 |
| Total Hours Selected | 200 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Reflect on the nature of professional practice in your discipline and identify the gaps between your work-related capabilities and disciplinary expectations. |
| LO2 | Reflect upon the way your work experiences or role has contributed to your professional practice, using this to develop future personal/professional development. |
| LO3 | Develop and critically appraise an action plan of your experience and skills developed within the context of a graduate recruitment process and informed by your career plans and aspirations. |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Asynchronous Assessment | Visual Journal 1 | A bilingual proposal for an advertising campaign in a format to be agreed with the client. The proposal should include artwork/storyboards and a short narrative account of how the proposal answers the brief and how it may be further developed. Submissions should also include job sheets showing hours spent on activities. | 0 | N/A | 100 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | LO3 | |
| Visual Journal 1 | ✔ | ✔ | ✔ |