2021/22 Taught Postgraduate Module Catalogue

DESN5265M Effective Creative Communication

30 creditsClass Size: 50

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

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2021/22

Module replaces

DESN5210M Visual CommunicationDESN5220M Persuasion

This module is not approved as an Elective

Module summary

This module will provide a foundation of knowledge and practical experience in creative agency structures and how to apply creative thinking informed by research to solve client communication problems. Working in small creative teams, the module covers every stage of the process from research analysis, to strategic planning, developing creative concepts, idea generation, art direction and the execution and implementation of a campaign message across a range of media channels. The module provides a theoretical and practical platform to prepare for independent career choices and future study.

Objectives

This module gives students the opportunity to:

• Develop awareness of how research, analysis and strategic thinking play a key role in the development of creative concepts, combined with relevant content that forms effective creative communication.
• Analyse contemporary factors and environments that affect a range of economic sectors, creative agency operational structures, the key roles of those who work within them and how client/agency relationships are managed.
• Explore advocacy skills and verbal and visual presentations of creative proposals in concise, coherent form (particularly important for those seeking employment in the communication industries or academic research).
• Work in teams and use peer learning to evaluate their own and others learning, to explore reciprocal learning, share knowledge, ideas and experience alongside opportunities for creative collaboration, organisation and planning.

Learning outcomes
On completion of this module, students will have provided evidence of being able to:
1. Identify, interpret, evaluate and communicate design research and emerging market trends.
2. Think independently and demonstrate an understanding of theoretical concepts, creative concepts and communication channels in advertising design and their application to practice.
3. Critically review and evaluate professional practice in advertising and brand communications.
4. Show creative skills in problem solving and an understanding of possible constraints in terms of feasibility and creativity.
5. Design and develop effective and visually stimulating design solutions in response to a specific brief, problem and/or need.
6. Present research findings and design ideas in a coherent and visually stimulating manner.

Syllabus

Students will explore research methods suitable for advertising and design, modern creative planning, cultural influences, semiotics and psychology of colour, theories of persuasion, creative thinking and effectiveness, sector analysis and agency practice.

The Module is structured in two parts. PART 1 focuses on communicating research and concepts where students will explore the relationship between research, strategy and creative concepts and identify key insights that form the basis of a creative concept for a communication campaign that addresses a defined market opportunity.

PART 2 focuses on effective creative communication where students will apply critical and strategic judgement in selecting a relevant and effective creative proposition and develop engaging content (both visual and text based through a coordinated range of media channels) relevant to client objectives and specific audiences.

Teaching methods

Delivery type	Number	Length hours	Student hours
Workshop	11	3.00	33.00
Lecture	10	1.00	10.00
Practical	11	4.00	44.00
Seminar	11	1.00	11.00
Independent online learning hours			66.00
Private study hours			136.00
Total Contact hours			98.00
Total hours (100hr per 10 credits)			300.00

Private study

To gain confidence to develop and articulate their own ideas, students will engage in private study.
• Literature search and reading: 33 hours
• Independent research and preparation: 33 hours
• Preparation and evaluation of assessed outcomes: 70 hours

Opportunities for Formative Feedback

Verbal and formative feedback from the course team is delivered weekly to all student teams. Verbal feedback (with the opportunity to voice record) is provided for work submitted in week 6 (presentation of Part 1) and verbal and written feedback is provided for work submitted in week 10 and 11 (presentation of Part 2) with grade indicators, prior to final submission of the Module Portfolio during January examination weeks. Individual formative feedback on creative logs coincides with this timetable.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Presentation	5-10- minute presentation	10.00
Presentation	5-10 minute presentation	10.00
Portfolio	A3 Digital design and research portfolio containing: 3,000 word-3,500 report and selected campaign proposal (stages of research, findings, stages of design development, evaluation, etc.)	80.00
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: 30/06/2021 16:21:16

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