2024/25 Undergraduate Module Catalogue

DESN3770 Contemporary Advertising

20 creditsClass Size: 43

Module manager: Ben Bradley
Email: b.p.bradley@leeds.ac.uk

Taught: Semester 1 (Sep to Jan), Semester 2 (Jan to Jun) View Timetable

Year running 2024/25

Module replaces

DESN3760 Advertising and Brand Communication

This module is not approved as a discovery module

Module summary

This module is designed to give students an understanding of advertising principles in a contemporary society. Students will be working on an industry set brief that will challenge traditional advertising thinking.

Objectives

To encourage subject specialism and career opportunities both professional and academic. To establish fundamental understanding of advertising, specifically in respect of developing a strategic approach to solving marketing initiatives, equally to develop a level of understanding regarding the breath of media channels both off and online, and how to integrate creative ideas utilising these channels. After completing the module the students should have gained a level of knowledge that would enable them to identify and apply contemporary principles of strategic advertising..

Learning outcomes
Demonstrate knowledge of how to articulate a strategic and creative advertising campaign.
- Conduct effective research and analysis in order to identify the communication problem and relevant target audiences.
- Conduct appropriate verbal and visual presentation.
- Conduct effective critical review and evaluation of current issues with the professional practice of advertising.
- Apply visualising techniques to articulate conceptual ideas.
- Demonstrate knowledge of art direction and visual execution.
- Apply project management skills to implement and achieve deadlines.

Syllabus

Analysis and presentation of research
- Brainstorming, lateral thinking and idea creation workshops
- Presentation techniques to aid the process of critical review and evaluation
- Identifying strategic and conceptual objectives
- Identify appropriate media in relation to integrated campaigns
- Presentation workshops, visual and verbal - the scope and format of assessed work will be discussed

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	2	1.00	2.00
Seminar	10	2.00	20.00
Private study hours			178.00
Total Contact hours			22.00
Total hours (100hr per 10 credits)			200.00

Private study

It is a necessary requirement that level 3 students to be able to project manage their work. Students at this level should be able to generate proposals independently and able to evaluate their findings and make appropriate decision within the context. Objectively review and negotiate project direction in order to identify the most appropriate and effective solution to the communication problem. Evaluate the validity and appropriateness of feedback to develop their design direction.

Opportunities for Formative Feedback

Student progress is monitored through the group seminar sessions and workshops where students present strategic proposals to their tutors and peer group.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Report	Project report, 300-500 words	10.00
Portfolio	Design research and solution	90.00
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: 14/11/2024

Disclaimer

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