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2018/19 Taught Postgraduate Module Catalogue

DESN5120M Integrated Communication (Design Future Society)

15 creditsClass Size: 40

Module manager: Mr Mike Sheedy
Email: m.t.sheedy@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2018/19

This module is not approved as an Elective

Module summary

This module encourages students to directly apply their own and others creative and analytical skills to form a creative team capable of proposing effective solutions to social issues. In order to achieve this the creative team will apply research and empathy to their creative decision-making. This will involve selecting a brief from the RSA Student Awards (or other socially relevant student competition) and entering the competition in order to demonstrate professional standards.

Objectives

The ability to propose creative concepts which address social issues, applied to a variety of appropriate media outlets, is the main focus of this module alongside working as a member of a multi-disciplinary creative team. A thorough understanding and engagement with relevant social groups through the exploration of the concept of ‘social sculpture’ will be necessary in order to generate solutions with impact and relevance. In addition a comprehensive knowledge of current and future media opportunities and the potential to utilize media to build long-term interactive relationships, which engage and retain interest, over extended periods of time.

Learning outcomes
On completion of the module, students should be able to demonstrate knowledge of/ability to:
• Understand and define strategic objectives and create a relevant integrated communication project which addresses a social issue;
• Apply advanced critical judgment in order to discriminate between the ordinary and the original;
• Demonstrate an advanced understanding of media in order to identify and select appropriate media and communication channels to reach and engage audiences;
• Effectively apply a creative concept, or concepts, across a range of appropriate media outlets;
• Generate compelling creative themes which build unique relationships with relevant social groups;
• Construct an integrated communication project which has longevity;
• Undertake a proactive and self-reflective role and work effectively as a member of a creative team.

Skills outcomes
 Generate socially relevant concepts communicated via integrated media
 Work effectively as a member of a creative team
 Plan and manage an integrated project
 Develop time management skills
 Apply strategic thinking to solve problems and achieve objectives
 Co-ordinate and manipulate visual elements to achieve effective communication across platforms
 Apply research findings and empathy to propose creative solutions
 Work with and encourage input from social groups and evaluate proposals from audience perspectives
 Employ relevant software and technical applications to fulfil the technical and creative requirements of the project


Syllabus

Week 1: Introduction to the module and briefing
Week 2: The concept of ‘social sculpture’
Week 3: Generating collaborative creative concepts
Week 4: Understanding media channels and ‘integration’
Week 5: Presentation: Applying creative concepts to an integrated communication project
Week 6: Creative direction and project planning
Week 7: Visual language applied to media planning and strategy
Week 8: Effective selection of media channels to achieve impact and relevance
Week 9: Responding to feedback; review and evaluation
Week 10: Implementation and execution
Week 11: Final Project Presentation

Teaching methods

Delivery typeNumberLength hoursStudent hours
Presentation24.008.00
Lecture111.0011.00
Practical94.0036.00
Private study hours95.00
Total Contact hours55.00
Total hours (100hr per 10 credits)150.00

Private study

This module will require significant private study in order to reinforce and extend understanding following the lecture programme and fulfil the demands of an integrated project. Guidance and instruction in understanding a brief and building a creative team will be provided alongside regular critiques and feedback following presentations, students will be required to conduct extensive reading and background research in order to expand and develop an individual body of knowledge applicable to their specific project demands.
Two project presentation sessions have been timetabled which facilitates the development of project planning, communications skills (both verbal and visual), and advocacy skills. I addition, research and preparation for presentations will require significant private study.
• Identification and critical review of background literature, research methods and other sources: 10 hours
• Research: 30 hours
• Creative development: 20 hours
• Production of innovation project outputs (boards, portfolio, report, log) and preparation for presentations: 35

Opportunities for Formative Feedback

Interim project planning presentations and critiques are scheduled throughout the practical sessions and at a key strategic point within the module at week five. The purpose of these sessions is to provide both formative and diagnostic feedback in order that students can reflect and review their current work and consider amendment or review based on the feedback provided. These sessions are viewed as essential for the development of relevant and informed project plans, presentation methods, critical thinking, advocacy skills, judgement and leadership qualities.

Methods of assessment


Coursework
Assessment typeNotes% of formal assessment
ReportIndividual 1250-1500 project planning report20.00
Reflective logAccurate recording and documentation of the research and projext planning proposal (approximate word length 2000-3000 words, though there will be no outer limit)20.00
PortfolioGroup portfolio consisting of completed competition brief (deliberatives determined by the brief) and supporting research material.60.00
Total percentage (Assessment Coursework)100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 24/01/2019

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