2024/25 Taught Postgraduate Module Catalogue

DESN5246M Design Process and Principles in Advertising

60 creditsClass Size: 80

Module manager: Dr Francisco Queiroz
Email: f.queiroz@leeds.ac.uk

Taught: Semesters 1 & 2 (Sep to Jun) View Timetable

Year running 2024/25

Module replaces

DESN5230M Integrated CommunicationDESN5265M Effective Creative Communication

This module is not approved as an Elective

Module summary

This modules aim is twofold: on the one hand, it frames the elaboration of advertising campaigns as a design process, providing theoretical knowledge and practical experience that reflects the structure of creative agencies. On the other hand, it introduces principles from various design specialist areas, such as graphic design and user experience design, and their application in advertising to support design outcomes for different media that communicate effectively and are executed to a professional level.

Objectives

This modules goal is to provide a design-centred perspective on advertising, structuring the elaboration of creative campaigns as a design process consisting of discovery, definition, development, and delivery stages, observing how diverse design specialism areas might contribute to deliver the intended message. Through lectures, seminars, and practical sessions, students will have the opportunity to:
1 - Conduct research and gain insight on industrial sectors, brands, and communication strategies, supported by analytical frameworks;
2 - Propose creative concepts informed by strategic thinking and execute design outcomes for campaigns addressing a client’s communication challenges.
3 - Understand various design specialist areas, from traditional to emergent ones (graphic design; interaction design; etc.) that should inform the execution of design outputs, through appropriate principles and practices.
4 - Develop awareness on the integration (or lack of thereof) between outputs created for different media, either as part of a consistent, coherent campaign, or as an individual pieces generated as response to a short brief in real time.

Learning outcomes
On successful completion of the module students will have demonstrated the following learning outcomes relevant to the subject:
1. Assess current state of industry sectors - including political, cultural, economic, technological, and societal issues - identifying opportunities for increased brand awareness and positioning for businesses and institutions within a sector.
2. Propose and compare multiple strategies to address communication challenges taking into consideration audiences and market trends.
3. Develop concepts and ideas to be communicated across a range of appropriate media outlets
4. Create design solutions that demonstrate awareness of design principles applicable to chosen media and supports, as well as skills required for their technical execution, within a design process framework.

Skills Learning Outcomes
On successful completion of the module students will have demonstrated the following skills learning outcomes:
5. Formulate self-reflective written communication to convey ideas to readers and audiences.

Syllabus

Details of the syllabus will be provided on the Minerva organisation (or equivalent) for the module

Teaching methods

Delivery type	Number	Length hours	Student hours
On-line Learning	20	1.00	20.00
Lecture	20	1.00	20.00
Practical	11	2.00	22.00
Practical	22	2.00	44.00
Seminar	22	2.00	44.00
Private study hours			450.00
Total Contact hours			150.00
Total hours (100hr per 10 credits)			600.00

Opportunities for Formative Feedback

Verbal and formative feedback from the course team is delivered weekly to all student teams. Verbal and written feedback (with the opportunity to voice record) is provided for work submitted mid-semesters 1 and 2, written feedback is provided for work submitted by the end of semester 1 with grade indicators.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Presentation	Coursework Presentation (group)	50.00
Portfolio	Portfolio (Campaigns and reflective analysis; creative log)	50.00
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: 13/05/2024 12:31:29

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