Modules

Module title: Major Project Portfolio in Advertising Practice
SCQF level: 11:
SCQF credit value: 60.00
ECTS credit value: 30
Module code: DES11135
Module leader: Iain Macdonald
School School of Arts and Creative Industries
Subject area group: Design Photography and Advertising
Prerequisites

no
2017/8, Trimester 3, 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: Iain Macdonald
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods including their alignment to Los
This module combines teacher-directed methods (lectures and tutorials), which use a wide variety of audio-visual resources, and self-directed methods (independent learning and study). These methods underpin student engagement and academic progression while remaining sensitive to deep student-centred approaches to learning.
A variety of audio visual resources, group discussion and self-directed methods (independent learning and study) will be used. These methods foster and underpin student engagement and academic progression, while remaining sensitive to a range of learning styles. You will undertake extensive research and analysis (LO 3,4) of advertising practice and use this to build a portfolio of critical evidence (LO3) and critically reflect on new learning using an appropriate reflective model (LO2). This module establishes a student-centred approach to learning through the individual Learning Agreement (LO1) and individual assessment. Effective professional communication and networking (LO5) will enable students to critically engage with the process of work-based and/or self-directed learning (LO4).

Embedding of employability/PDP/scholarship skills
This module provides an advanced level of engagement with industry, enhancing the ability of students to understand professional practice in their field of advertising practice. It will encourage creative collaboration where appropriate in creative teams, and offer an opportunity to provide advanced research and complex evidence for new business. New business case studies can offer students significant portfolio enhancement to attract potential employers.
Formative Assessment:
There are 2 units of assessment. You will undertake initial contextual research with analysis, select an appropriate reflective model [LO2], and propose and develop a Learning Agreement [LO1]. You will document and present complex and extensive evidence of professional practice in a written and visual portfolio (printed and electronic) [LO3]. Advanced and critical engagement with work-based learning and/or self-directed learning will offer flexible learning to accommodate individual circumstances [LO4]. Formative assessment through tutorials at regular stages will precede the submission of completed assignments. You will be asked to report on your Learning Agreement and field of study, and feedback will be given. Combined, these will help you to develop your confidence and allow you to practice your oral presentation and critical skills. You will submit your completed portfolio of complex and extensive written/audio/visual evidence and analysis of 5,000 words in a summative assessment. An individual assessment will be made of your contribution to work created in collaboration with others.

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)
Online Guided independent study 24
Independent Learning Guided independent study 576
Total Study Hours600
Expected Total Study Hours for Module600


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Project - Written 20 1 3 HOURS= 0, WORDS= 2000
Portfolio 80 2,3,4,5 14 HOURS= 0, WORDS= 0
Component 1 subtotal: 20
Component 2 subtotal: 80
Module subtotal: 100

Description of module content:

In this module you will produce a portfolio of professional knowledge, skills and critical reflection on your advertising practice. An individual Learning Agreement (LA) will be negotiated with the module leader to define an appropriate level of output commensurate with Level 11. You will critically analyse and evaluate your experiences and activities within your field of expertise in advertising and present your findings in a portfolio of creative and/or strategic professional work that has been agreed in the LA, supported by a reflective report of 5000 words. It will be possible for you to work creatively in a pair with another student whatever the circumstances, within either an industry placement or a simulated advertising-industry practice if work-based learning is not possible. You will identify your specific contribution to each component of partnered-work that you have created, while reflecting on the collaborative learning experience.
Student-centred learning is supported by the development of an individual LA. In this LA you will reflect on how you develop your portfolio by using a reflective model or framework. You will learn how to write learning outcomes at level 11 and explore the different types of evidence that might be used within the portfolio and establish a deep understanding of the processes involved in critical thinking.
Learning Outcomes for module:

Upon completion of this module you will be able to:

LO1. Design and produce a project plan for creative or strategic professional practice in line with industry methods as part of a Learning Agreement which complies with SCQF level 11.
LO2. Critically reflect on new learning using an appropriate reflective model.
LO3. Gather and critically evaluate extensive and complex evidence of your advertising practice.
LO4. Critically engage with the work-based and/or self-directed learning process.
LO5. Demonstrate effective professional communication and networking to generate ideas.
Indicative References and Reading List - URL:

Core - ALTHEIDE, D. L., & SCHNEIDER, C. J. (2012) QUALITATIVE MEDIA ANALYSIS.: SAGE, 2nd ed.
Core - PINK, S. (2013) DOING VISUAL ETHNOGRAPHY: SAGE, 3rd ed.
Core - COLLINS, H. (2010) CREATIVE RESEARCH: THE THEORY AND PRACTICE OF RESEARCH FOR THE CREATIVE INDUSTRIES.: AVA, 1st ed.
Core - MURCHISON, J. (2010) ETHNOGRAPHY ESSENTIALS: DESIGNING, CONDUCTING, AND PRESENTING YOUR RESEARCH: JOHN WILEY & SONS Vol. 25, 1st ed.
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