Core Module Information
Module title: Art Direction 2

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

Module code: DES09127
Module leader: Peter Buwert
School School of Arts and Creative Industries
Subject area group: Art Design and Photography

Description of module content:

You will explore a range of digital media in the creation of human environments and experiences. Design projects will strengthen and consolidate the use of graphic design and other design elements in multi layered information narratives and user experiences. The use of sound, film, animation, web design and other elements will be explored and used to produce real and virtual interactive environments which will enhance user experience. Skill in the use of software packages will be advanced, and design solutions will be user tested in relation to human needs.

Learning Outcomes for module:

LO1: Create real and virtual environments that use a range of media including graphic design to convey an experience using appropriate design methodologies and technical skill.
LO2: Explore and develop real environments that require applied information using graphic elements and other media.
LO3: Critically analyse and implement communication strategies in design projects which utilise multi-media techniques.
LO4: Examine and critically appraise the use of converging digital media in contemporary design cultures and contexts.
LO5: Convey through prototypes or installations information hierarchies or experiences using converging/ multimedia and technical skill.
LO6: Critically appraise products through visual and verbal presentation.

Full Details of Teaching and Assessment
2022/3, 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: Peter Buwert
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
In this practical module, tutor led lectures and demonstrations will introduce key theoretical, contextual and technical concepts which you will then research further, explore and apply through coursework assignments (LO1-6). Coursework assignments will provide you with a variety of opportunities to learn and to demonstrate evidence of your learning through a process of development and production of graphic design outputs.
You will critically interrogate given design briefs, conducting research and analysis to understand the context and purpose of the visual communication you will create for your intended audiences (LO2,3,4,6). Through tutor led demonstrations, practical studio workshop sessions, and regular feedback tutorials you will iteratively explore, develop and apply theoretical knowledge(LO3-4), contextual understanding(LO1-4) and technical skills(LO1-2) as you work towards production of graphic design outputs for specified applications and contexts (LO1-6).
Weekly tutor led demonstrations and presentations will introduce key concepts and skills. You will then work independently and collectively in class under guidance of tutors to explore and apply these ideas in the context of the coursework assignments.
Emphasis is placed on independent self-directed and peer-supported learning to allow you to explore and develop your own interests within the subject area in depth. To support this independent learning beyond class time, a range of multimedia resources are provided through the virtual learning environment (Moodle).

Formative Assessment:
Formative feedback is provided throughout the module in class from peers and tutors during regular group discussions and presentations of work in progress. Formative assessment will take place at midway points during scheduled learning activities. This will help to direct your learning prior to submission of work for summative assessment.
This will take place in weeks 5 and 11.

Summative Assessment:
Summative assessment will take place through submission of portfolios of work in response to each of the two coursework assignments. Each portfolio submission provides an opportunity to demonstrate learning across all learning outcomes for the module. The first portfolio is due in week 7 and the second in week 13. Each submission constitutes 50% of the overall summative module grade. The portfolios will present your account of the tasks you have undertaken throughout the module as you have gained and developed an understanding of design practice, along with all required deliverable outputs specified in the coursework briefs. In practice, this might look like a pdf or printed process book presenting the story of the development of the project, and one or more graphic design outputs created according to specifications set in the project brief.
Submissions will be assessed based on assessment criteria provided within the coursework assignment briefs at the beginning of each project. These assessment criteria are mapped onto the learning outcomes for the module allowing you to clearly demonstrate evidence of achievement of the learning outcomes for the module (LOs1-6).

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Practical classes and workshops 48
Independent Learning Guided independent study 140
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Portfolio 50 1-6 8 HOURS= 00.00, WORDS= 0
Portfolio 50 1-6 11 HOURS= 00.00, WORDS= 0
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader