Module title: Online Communication

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

Module code: JAC09105
Module leader: Gary Lunt
School School of Arts and Creative Industries
Subject area group: Design Photography and Advertising
Prerequisites

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2019/0, Trimester 2, FACE-TO-FACE,
Occurrence: 003
Primary mode of delivery: FACE-TO-FACE
Location of delivery: MERCHISTON
Partner:
Member of staff responsible for delivering module: Gary Lunt
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
In this module you will be taught with a combination of styles and methods – these will include online tutorials, face to face lectures and opportunities to work on your own. Through reading set texts and applying ideas and concepts to adverts, press releases and articles you will be ‘acting’ with and applying ideas immediately.

Student understanding and awareness of particular theories and models will be assessed via two distinct pieces of work – you will submit one assessed piece of work from a choice of essay questions (assessment 1) with the second assessment focused on critical analysis and recommendations of either Online Advertising or Public Relations. These submissions will be a blend of the practical with the theoretical. In additional an essay question critically evaluating the nature of the digital revolution will require students to reflect on and comment on the nature of the digital revolution to individuals and organisations.

You will also have the opportunity to check your progress through a series of online formative assessment: quizzes, multiple choice and short answer tests that follow lectures and tutorials This will enable you to benchmark and assess your progress in the unit vis-à-vis the content.

A combination of skills will be summatively and formatively assessed in this unit: oral presentation skills, teamwork, online research, critical thinking, effective writing & argumentation.

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
Online Guided independent study 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
Essay 40 1-3 10 HOURS= 0, WORDS= 2000
Essay 60 4,5 14/15 HOURS= 0, WORDS= 2500
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Description of module content:

This module will build upon previous modules by drawing upon your knowledge of communication theory and media studies - but the added twist with this module will be your ability to track these transformations both theoretically and through the creation of digital texts. Key to this module will be in explaining how creative industries have been altered - so we will move from the digital journalist, to PR & blogging and conclude with online advertising (mash-ups). By the end you will be able to apply knowledge, accurately assess and examine validity of the claims mage by proponents of the 'digital revolution'.

Students will complete three practical assessments linked directly to the three creative industries studied: journalism, advertising and public relations.
This module will draw upon your knowledge of communication theory and media studies - but the added twist with this module will be your ability to track these transformations both theoretically and through the creation of digital texts. Key to this module will be your ability in explaining how creative industries have been altered - so we will move from the digital journalist, to PR & blogging and conclude with online advertising (mash-ups). At the completion of this module you will be able to apply knowledge, accurately assess and examine validity of the claims mage by proponents of the 'digital revolution'.

Students will complete three practical assessments linked directly to the three creative industries studied: journalism, advertising and public relations.

Learning Outcomes for module:

Upon completion of this module, you will be able to:
LO1: Estimate and evaluate the claim that new media technologies are structurally altering first the individual and secondly the economic, social and cultural environment
LO2: Explain on and critically reflect on the link between new media and old media
LO3: Apply theories and models to journalism, advertising and public relations
LO4: Design and evaluate 'digital' artefacts in each of the three industries studied (journalism, advertising and public relations)
LO5: Link the claims of structural transformation to the habits, concerns and actual participation of individual users.

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