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2022/23 Taught Postgraduate Module Catalogue

DESN5245M Creative Direction

35 creditsClass Size: 46

Module manager: Dr Francisco de Quieroz

Taught: 1 Apr to 30 Sep View Timetable

Year running 2022/23

Module replaces


This module is not approved as an Elective


The ability to develop a communication campaign concept which supports commercial or organisational objectives and which is accurately positioned in relation to its visual appearance and tone of voice to a defined target audience and the ability to articulate that vision through the skills and abilities of third parties is an essential creative and managerial skill. Equally, either self management, or managing and directing the creative energy of the traditional advertising team (Creative Director / Copywriter) is paramount to the successful development, delivery and realization of creative ideas and advertising campaigns. Whilst the crafting of an advertising concept is a vital skill, there is much debate within the advertising industry about the relationship hierarchy between concept and craft and this module will highlight that debate. In addition communicators are working within an ever changing social and technological environment, often conditioned, and or, monitored by regulation and legislation, which requires a comprehensive understanding of social and cultural sensitivities. Ultimately the objectives of the module are to achieve professional level standards in creative problem solving, critical thinking, independent working, and persuasive verbal and visual presentation.

Learning outcomes
On completion of this module students should be able to:
- develop and orchestrate an appropriate visual appearance for an advertising concept or communication campaign;
- manipulate and control a variety of techniques, processes and media to create an effective and memorable form of communication;
- craft the various elements of a creative proposal into a coherent visual form;
- manage the skills and abilities of others, where appropriate, to achieve a predetermined aim or vision;
- effectively integrate strategic thinking, concept development, idea generation, art direction and execution to a pre-determined deadline

Skills outcomes
• Problem analysis and identifying relevant insights from research material.
• Applying strategic thinking in order to achieve organisational or commercial objectives.
• Create effective conceptual solutions to communication problems.
• Translate abstract concepts into concrete form by employing visualisation and art direction techniques to effectively articulate a creative concept.
• Employ design processes and techniques.
• Utilise a range of relevant media including audio and visual arts, digital media, typography, sound, music, radio, photography, film, illustration and fine art.
• Create a dynamic interaction between word and image.
• Produce an effective and persuasive verbal and visual presentation of a creative proposal employing advocacy skills


Independent project, self-directed and built on the knowledge acquired in Semesters 1 & 2. Seminar sessions where project proposals are presented and feedback given by both staff and students and tutorial sessions are used to develop critical awareness, judgement and project management and monitor and discuss the scope and format of assessed work in relation to the learning outcomes

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours342.00
Total Contact hours8.00
Total hours (100hr per 10 credits)350.00

Private study

It is a necessary requirement that advanced level students are able to conduct effective research and develop their own creative proposals independently, demonstrating their unique ability to generate original ideas and to present those ideas in visual form. The seminar sessions are designed to provide feedback to current proposals, the student should demonstrate their ability to evaluate the validity and appropriateness of that feedback and develop the communication concept accordingly. Equally the visual development and articulation of the creative concept relies upon individual judgement and analysis and this must be learnt through personal exploration and experimentation, testing the proposal, employing recognised methods, against the strategic aims of the communication objective

Opportunities for Formative Feedback

Student progress is monitored through individual tutorials throughout the module.

Methods of assessment

Assessment typeNotes% of formal assessment
Oral Presentation10 minute presentation to assessment panel utilising appropriate supporting visual material20.00
PortfolioCampaign concept effectively delivered via a minimum of three media channels. Executed to a high professional standard.80.00
Total percentage (Assessment Coursework)100.00

Creative teams (maximum of 2) can be formed for this module, conditional upon clear guidelines being determined which outline the individual contribution of each team member to submitted at the initial project proposal seminars and on submission of final coursework including the Verbal Presentation.

Reading list

The reading list is available from the Library website

Last updated: 06/03/2023


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