AD5403: The Creative Industries

AD5403: The Creative Industries

Please note this module descriptor is indicative of the structure of this course and may be subject to change.

Module Title The Creative Industries
Module Code AD5403
Module Tutor Amanda Duffin
School School of Art and Design
CAT Points 30
Level of Study 5
Brief Description

The module builds on the ideas and skills learned in previous modules and provides an insight into the creative industries and the development and place of brands in the commercial world.

 

The module aims to introduce students to the world of advertising, branding and packaging and explore how brands have become an integral part of contemporary society. The module aims to investigate the power of brands through research and practical projects and requires students to deliver a wide range of creative solutions to commercial projects and to deliver their concepts via creative presentations.

 

Specialist visiting lecturers will support the module.

All projects will be supported by appropriate skills development workshops.

Indicative Syllabus

Working in pairs: carry out research into a given brand, understand its position in the market, its current strategy and values; make a ‘client’ presentation which will include an assessment of the given brand, the market and the brand’s position in the market and demonstrate a new understanding and insight into the brand.

Working in the same pairs:

• create designs for a new product which will stretch the potential of your brand

• create designs for the packaging of the new product

• produce an advertising strategy document and create campaign concepts

• make a ‘client’ presentation of designs and advertising concepts

 

In addition to the major project there will be a variety of shorter projects to reinforce ideas and skills.

Learning Outcomes

A student passing this module should be able to:

  1. Research
    Demonstrate the ability to independently identify a wide range of relevant research sources in relation to a creative challenge, carry out in depth investigation, provide new information and explore the findings.
  2. Analysis
    Demonstrate the ability to use a range of established techniques to critically analyse, independently interpret and evaluate your research, to draw valid conclusions that will propose solutions to your design challenge.
  3. Concepts
    Demonstrate the ability to use cognitive and practical skills to formulate multiple appropriate responses to resolve the abstract but well-defined problems of any given design brief.
  4. Development
    Demonstrate that you can explore and experiment with multiple design executions, as well as being able to edit and refine your designs with autonomy, initiative and judgement.
  5. Outcome
    Demonstrate the ability to independently select the most appropriate software or skills for each creative challenge, and the technical skills required to execute your designs.
Learning and Teaching Activities Scheduled Contact Hours: 60
Independent Learning Hours: 240
Assessment (For further details see the Module Guide) 001: 100% Coursework: Individual, portfolio: 6000 words or equivalent
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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