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2014/15 Undergraduate Module Catalogue

DESN3760 Advertising and Brand Communication

20 creditsClass Size: 42

Module manager: Dr Jamie Marsden
Email: j.l.marsden@leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2014/15

This module is not approved as a discovery module

Objectives

To encourage subject specialism and career opportunities both professional and academic. To establish fundamental understanding of advertising in relation to brand communication, 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 which would enable them to identify and apply fundamental principles of strategic advertising and brand communication.
To encourage an effective understanding of the dynamics of team work in relation to the generation of creative concepts and ideas

Learning outcomes
- Demonstrate knowledge of how to articulate a strategic and creative branded 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 and brand communication.
- Apply visualising techniques to articulate conceptual ideas.
- Demonstrate knowledge of art direction and visual execution.
- Apply project management skills to implement and achieve deadlines.
- Demonstrate an ability to effectively interact and maximise the potential of a creative team.

Skills outcomes
- To identify and articulate the creative concept in relation to the delivery of the communication message via appropriate media and relevant target audiences.
- To apply creative ideas through a range of media in order to communicate brand values and products/service benefits.

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
- Developing brand communication campaigns
- Identifying coherent market positioning
- Presentation workshops, visual and verbal - the scope and format of assessed work will be discussed
- Working as a member of a creative team

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	2	1.00	2.00
Practical	5	2.00	10.00
Seminar	5	2.00	10.00
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 efficiently and in respect of working in a team and to take responsibility for both their own and others contribution. Students at this level should be able to generate proposals independently and able to evaluate their findings and make appropriate decision within the context of teamwork. Objectively review and negotiate project proposals in order to identify the most appropriate and effective solution to the communication problem. Evaluate the validity and appropriateness of feedback to develop their proposal accordingly

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. Bi - weekly feedback and advice is given in order to assist the student in achieving their objective. The module is supported by practical sessions which aid the development of understanding and exploration into verbal and visual presentation techniques and methods relevant to conceptual proposals and strategies.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Report	Project report 500 word brief	10.00
Presentation	10 mins with agency	10.00
Presentation	Poster presentation: Identify communication strategies in relation to specific brand audience needs	30.00
Reflective log	Recording, identifying and visualising concepts and the development of ideas	20.00
Project	Establish effective communication campaign in relation to strategy	30.00
Total percentage (Assessment Coursework)		100.00

Project Report - 500 word reflective report which include research and development Poster presentation - Concept and strategy boards Reflective Log - Recording, identifying and visualising concepts and the development of ideas Portfolio - Demonstrating the execution of an appropriate integrated communication campaign using a combination of appropriate media. Two briefs - one will be in conjunction with a Branding Agency who will determine the brief and provide students with the experience of working with a creative agency and opportunities for professional presentation techniques and potential work placement. The second brief will focus on advertising communications utilising students competition briefs with the scope for students to compare their performance a both national and international levels.

Reading list

The reading list is available from the Library website

Last updated: 31/03/2015

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