Module title: Campaign Creation

SCQF level: 11:
SCQF credit value: 40.00
ECTS credit value: 20

Module code: JAC11111
Module leader: Rodger Stanier
School School of Arts and Creative Industries
Subject area group: Design Photography and Advertising
Prerequisites

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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: Rodger Stanier
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning and Teaching methods including their alignment to LOs
Three hour workshops including lecture and practical input as required, over 13 weeks. Classes are interactive with student participation a pro-active element. Students are set a variety of creative briefs with specific media requirements and deadlines. Many of these assignments come direct from advertising agencies. Students will engage in presentations and their creative concepts for each project will be formally assessed before being included in their portfolio. Master Classes are held regularly and visiting speakers from the industry give an invaluable insight into the world of the professional practitioner.

Embedding of employability skills/PDP/Scholarship
The aim of the module is to enable students to interpret a wide range of advertising briefs and develop creative work that flows directly from the strategy, across a wide range of media, Students will actively engage in a number of class presentations that mirror the agency experience. This will include presenting their own work and demonstrating how their ideas directly answer the brief. The role of the art director and the copywriter will be explored and defined. Students will learn to work in teams of two - as they would do in an agency.

Assessment
The students will engage in critical evaluation of their creative ideas and presentations. Class content is supported by lecturer input & teaching. There will be continuous assessment of all creative work, on a project by project basis. The students will submit a portfolio of all their creative campaigns in week 12. This will form the basis of the final report and assessment.

Research
On-going industry experience and related research will underpin the taught element of this module. The lecturer is actively involved in the advertising industry and has strong ties with The Institute of Practitioners in Advertising.

Supporting equality and diversity
Every effort will be made to ensu

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 Seminar 36
Independent Learning Centrally Timetabled (Digital) Exam 164
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Portfolio 100 1-5 12 HOURS= 0, WORDS= 0
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Description of module content:

This module will explore and evaluate the impact of integrated advertising campaigns. The effectiveness of single-minded, original thinking across a significant range of media will be examined; what makes a brand famous, what makes an advertising message memorable and how classic campaigns evolve, engage with the consumer and endure for years. This module will also cover the role of the campaign slogan, the importance of a strong visual identity and style, the impact of music and associated key elements (such as Voice Overs) that trigger brand recognition. You will be encouraged to refer to great advertising campaigns, past and present and to develop your ability to ‘stretch’ the idea across a wide variety of communication channels and learn the principal skills, techniques and practices associated with creating effective advertising campaigns.

Learning Outcomes for module:

Upon completion of this module you will be able to:
LO1: Analyse and interpret a range of advertising briefs.
LO2 Identify the advertising strategy and learn how to develop creative work that flows directly from the brief.
LO3 Understand the role of a variety of different media and assess the ways that advertising can be used to best effect in an integrated campaign.
LO4 Produce multi-media advertising campaigns demonstrating originality and creativity in response to a variety of briefs.
LO5: Work in teams and present your work with confidence and commitment.

Indicative References and Reading List - URL:

Core - BARRY, P (2012) THE ADVERTISING CONCEPT BOOK: THINK NOW, DESIGN LATER.: THAMES & HUDSON, 2nd ed.
Core - DELANEY, S. (2007) GET SMASHED: THE STORY OF THE MEN WHO MADE THE ADVERTS THAT CHANGED OUR LIVES.: SCEPTRE., 1st ed.
Core - IEZZI, T. (2010) THE IDEA WRITERS: COPYWRITING IN A NEW MEDIA AND MARKETING ERA.: MACMILLAN, 1st ed.
Core - KENDALL, N. (2015) WHAT IS A 21ST CENTURY BRAND?: NEW THINKING FROM THE NEXT GENERATION OF AGENCY LEADERS.: IPA, 1st ed.
Core - YACOB, F. (2015) PAID ATTENTION- INNOVATIVE ADVERTISING FOR A DIGITAL WORLD.: KOGAN PAGE, 1st ed.
Core - M. ARONCZYK AND D. POWERS (2010) BLOWING UP THE BRAND: CRITICAL PERSPECTIVES ON PROMOTIONAL CULTURE.: PETER LANG, 1st ed.
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