20 Credit Modules

Module title:	Assessing and Presenting your Work in Advertising
SCQF level:	11:
SCQF credit value:	20.00
ECTS credit value:	10
Module code:	JAC11113
Module leader:	MR PHILIP LODGE
School	Arts & Creative Industries
Subject area group:	Art, Design & Communication

Prerequisites

There are no pre-requisites for this module to be added

Timetables

Click here to view the trimester 2 teaching timetable

Click here to view the trimester 3 teaching timetable

2012/3, Trimester 2, Face-to-Face, Napier University

Occurrence:	001
Primary mode of delivery:	Face-to-Face
Location of delivery:	NAPIER
Member of staff responsible for delivering module:	MR PHILIP LODGE
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:

The fundamental delivery platform is the workshop, encouraging active participation and allowing for a number of smaller breakout group activities. Short lectures of no more than twenty minutes are included when appropriate, for example in introducing a range of theoretical concepts. A continuous thread is the student-led project researching the construction and applications of the advertising pitch, the results of which are fed back to the whole group as a class resource. The assessment pattern is weighted to give more emphasis to later presentations, as skills develop, and to avoid the undue influence on individual performances of group work. The assessed presentations are also designed to form a portfolio of practical work complementing the various portfolios produced in other modules and in combination with them enhancing employability. The critical diary is an ongoing reflection throughout the module of the individual student's learning as it progresses, with the aim of integrating both theoretical and practical elements.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activity	Learning & Teaching Activity	NESH (Study Hours)
FACE TO FACE	Tutorial / Seminar / Class Groupwork	48
Independent Learning	Individual Learning Activities	152
	Total Study Hours	200
	Expected Total Study Hours for Module	200

Assessment
Type of Assessment	Weighting %	LOs covered	Week due	Length in Hours/Words
ORAL_PRES INDIVIDUAL	10	1	1
ORAL_PRES GROUP	15	1	1
ORAL_PRES INDIVIDUAL	25	1	1
OTHER CRITICAL DIARY	50	1	1
Component 1 subtotal:	50
Component 2 subtotal:	50
Module subtotal:	100

What you will learn and what this module is about:

It may or may not be true that the medium is the message, but it is hardly debateable that persuasion is fundamental to advertising practice and that persuasion is an individual skill which can be developed. In this module students will develop advanced presentation techniques and will be encouraged to develop the critical capacity to use them with imagination, flair and originality.

Description of module content:

The module is built around four complementary threads of activity. Workshops will critically examine oral presentation techniques, especially issues of planning, structure, contact, visual development and integration, and high impact interpersonal strategies. Lecture-led seminars will critically examine fundamental concepts of persuasion and negotiation, focussing on the work of the Harvard negotiation seminar and Petty and Capiccio's Elaboration Likelihood Model. Throughout, a student-led project will research the uses of, specifically, the pitch in the advertising process. Using these resources as they develop within the module, regular assessments will involve the student in presenting their own original work drawn from the various creative advertising modules in a variety of contexts and combinations, supported by extensive feedback and transactional analysis.

Learning Outcomes for module:

Upon completion of this module, you will be able to:
LO1: To enable the student to communicate effectively in the oral and interpersonal contexts.
LO2: To encourage the student to analyse and appraise their own work from a variety of theoretical and technical perspectives.
LO3: To encourage the student to critically assess their own creative work from a complex communication perspective.
LO4: To develop research skills in a practical and integrative framework.

Indicative References and Reading List - URL:

T1: Bowman, L (1999) High Impact Presentations, Bene Factum
T2: Berlin,S (2002) Situational Pitching, WCP
T3: Goddard, A (2002) The Language of Advertising, Routledge
T4: O'Hair, Stewart, Rubinstein (2001) A Speaker's Guidebook, Bedford St Martins

Click here to view this module's reading list.

Related information

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