Module title: Visual Communication 1

SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: DES09116
Module leader: Gary Lunt
School School of Arts and Creative Industries
Subject area group: Design Photography and Advertising
Prerequisites

N/A

2017/8, Trimester 3, Blended,
Occurrence: 001
Primary mode of delivery: Blended
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Gary Lunt
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods including their alignment to LOs
LO 1-5 This module is a combination of tutor directed methods ( lectures, tutorials, studio activities),
Lectures provide individualised critique regarding technical and conceptual development and offers guidance for developing effective presentation skills and portfolio. Students work independently in workshop areas under supervision of lecturing staff. Workshops are structured around a series of learning outcomes designed to give the student an understanding of software applications used for design, advertising, presentation and written reports. Students will gain greater aesthetic control over research and project work while expressing their ideas and vision into a series of thought-provoking portfolio pieces.
A variety of audio visual resources, group discussion and self directed methods (independent learning and study) will be used. These methods are designed to foster and underpin student engagement and academic progression, whilst sensitive to deep, surface and strategic approaches to learning.

Embedding of employability/ PDP/ scholarship skills
LO1-5 This module promotes the development of written communication skills (project proposals/ reflective evaluation), oral communication skills (presentation/ group debate) and problem based learning.
Guest speakers offer opportunities for evaluating the application of skills in industry.
Students are supported in planning, recording, and reflecting upon their experiences to develop employability and self awareness while understanding how their transferable skills might be applied in new settings.

Assessment (formative and summative)
The summative assessments in the formal assessment pattern will be supplemented by frequent formative discussions on a one-to-one basis.
LO1-5 On 2 occasions throughout the module, students will be asked to report on their directed study task and formative feedback given to promote student confidence and al

Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Seminar 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 20 1,3 8 HOURS= 0, WORDS= 0
Project - Written 20 2,5 12 HOURS= 0, WORDS= 0
Project - Written 60 4 12 HOURS= 0, WORDS= 0
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100
2018/9, Trimester 2, Face-to-Face, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: MERCHISTON
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Gary Lunt
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods including their alignment to LOs
LO 1-5 This module is a combination of tutor directed methods ( lectures, tutorials, studio activities),
Lectures provide individualised critique regarding technical and conceptual development and offers guidance for developing effective presentation skills and portfolio. Students work independently in workshop areas under supervision of lecturing staff. Workshops are structured around a series of learning outcomes designed to give the student an understanding of software applications used for design, advertising, presentation and written reports. Students will gain greater aesthetic control over research and project work while expressing their ideas and vision into a series of thought-provoking portfolio pieces.
A variety of audio visual resources, group discussion and self directed methods (independent learning and study) will be used. These methods are designed to foster and underpin student engagement and academic progression, whilst sensitive to deep, surface and strategic approaches to learning.

Embedding of employability/ PDP/ scholarship skills
LO1-5 This module promotes the development of written communication skills (project proposals/ reflective evaluation), oral communication skills (presentation/ group debate) and problem based learning.
Guest speakers offer opportunities for evaluating the application of skills in industry.
Students are supported in planning, recording, and reflecting upon their experiences to develop employability and self awareness while understanding how their transferable skills might be applied in new settings.

Assessment (formative and summative)
The summative assessments in the formal assessment pattern will be supplemented by frequent formative discussions on a one-to-one basis.
LO1-5 On 2 occasions throughout the module, students will be asked to report on their directed study task and formative feedback given to promote student confidence and al

Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Seminar 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 20 1-3 8 HOURS= 0, WORDS= 0
Project - Written 20 2,5 12 HOURS= 0, WORDS= 0
Project - Written 60 4 1-12 HOURS= 0, WORDS= 0
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100
2018/9, Trimester 2, Blended,
Occurrence: 002
Primary mode of delivery: Blended
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Gary Lunt
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods including their alignment to LOs
LO 1-5 This module is a combination of tutor directed methods ( lectures, tutorials, studio activities),
Lectures provide individualised critique regarding technical and conceptual development and offers guidance for developing effective presentation skills and portfolio. Students work independently in workshop areas under supervision of lecturing staff. Workshops are structured around a series of learning outcomes designed to give the student an understanding of software applications used for design, advertising, presentation and written reports. Students will gain greater aesthetic control over research and project work while expressing their ideas and vision into a series of thought-provoking portfolio pieces.
A variety of audio visual resources, group discussion and self directed methods (independent learning and study) will be used. These methods are designed to foster and underpin student engagement and academic progression, whilst sensitive to deep, surface and strategic approaches to learning.

Embedding of employability/ PDP/ scholarship skills
LO1-5 This module promotes the development of written communication skills (project proposals/ reflective evaluation), oral communication skills (presentation/ group debate) and problem based learning.
Guest speakers offer opportunities for evaluating the application of skills in industry.
Students are supported in planning, recording, and reflecting upon their experiences to develop employability and self awareness while understanding how their transferable skills might be applied in new settings.

Assessment (formative and summative)
The summative assessments in the formal assessment pattern will be supplemented by frequent formative discussions on a one-to-one basis.
LO1-5 On 2 occasions throughout the module, students will be asked to report on their directed study task and formative feedback given to promote student confidence and al

Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Seminar 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 20 1,3 8 HOURS= 0, WORDS= 0
Project - Written 20 2,5 12 HOURS= 0, WORDS= 0
Project - Written 60 4 12 HOURS= 0, WORDS= 0
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Description of module content:

Examination, analysis and evaluation of visual and material culture in historic and contemporary contexts. The role of the designer in the conception and development of visual communication. The structure of the graphic design industry, its procedures and standards. Design and social responsibility, how graphic design can be used to implement strategic change in behaviour and cultures. The graphic design elements and their use in the creative process, media and commerce. Evaluation of design strategy and user experience through consumer testing.

Learning Outcomes for module:

Upon completion of this module, you will be able to:
LO1: Utilise industry standard software applications with confidence and skill.
LO2: Undertake critical analysis of visual communication and explore the use of today's electronic delivery.
LO3: Identify problems and issues relating to the development of digital communication.
LO4: Apply relevant skills in the creation of presentation, typography, concept layout, and imagery within project-based work.
LO5: design imaginative and graphically strong visual communication concepts.

Indicative References and Reading List - URL:

Recommended - ROLAND BARTHES MYTHOLOGIES: VINTAGE BOOKS, 1st ed.
Recommended - JOHN FISKE INTRODUCTION TO COMMUNICATION STUDIES: ROUTLEDGE, 3rd ed.
Recommended - JOHN FISKE READING THE POPULAR: ROUTLEDGE, 2nd ed.
Recommended - JOHN FISKE
UNDERSTANDING POPULAR CULTURE: ROUTLEDGE, 2nd ed.
Recommended - DAVID GAUNTLETT CREATIVE EXPLORATIONS: NEW APPROACHES TO IDENTITIES AND AUDIENCES: ROUTLEDGE, 1st ed.
Recommended - ANGELA GODDARD THE LANGUAGE OF ADVERTISING: WRITTEN TEXTS: ROUTLEDGE, 1st ed.
Recommended - FERN L. JOHNSON IMAGING IN ADVERTISING: VERBAL AND VISUAL CODES OF COMMERCE: ROUTLEDGE, 1st ed.
Recommended - SETH GIDDINGS & MARTIN LISTER THE NEW MEDIA AND TECHNOCULTURES READER: ROUTLEDGE, 1st ed.
Recommended - DONALD MATHESON MEDIA DISCOURSES: MCGRAW HILL, 1st ed.
Recommended - JEAN-MARIE DRU DISRUPTION: OVERTURNING CONVENTIONS AND SHAKING UP THE MARKETPLACE: WILEY, 1st ed.
Recommended - MICHEL PASTOUREAU THE COLOURS OF OUR MEMORIES: POLITY, 1st ed.
Recommended - GILLIAN ROSE VISUAL METHODOLOGIES: AN INTRODUCTION TO RESEARCHING WITH VISUAL MATERIALS: SAGE, 3rd ed.
Recommended - NICK LACEY IMAGE AND REPRESENTATION: KEY CONCEPTS IN MEDIA STUDIES: PALGRAVE MACMILLAN, 2nd ed.
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