School of Art, Design and Architecture BA (Hons) Advertising, Media & Design Management
Module: THD 1039
Creative Industries Major Project
Teaching and Learning Materials
UK 2008/09
Module Tutors:
Contents
THD 1039 Creative Industries Major Project
Page
Preliminary Reading
3
Introduction
4
Preparation for the Module Hints and Tips
4
THD 1039: Module Aims
5
THD 1039: Learning Outcomes
6
What is a Major Project?
7
Preliminary Tasks: Developing Ideas Hints and Tips
10 – 11
Outline of Preparation Stages
12
Preliminary Tasks: Developing Ideas
Exercises
13 – 15
Presenting the Major Project
16
Assessment
17
Assessment Criteria
18
THD 1039 Marking Guide for Major Project
19
Assessment and Feedback Sheet
20
Plagiarism
21
Library & Computing Centre: Referencing for Art and Design Students
22-30
Appendices
31
Appendix A – Cover Page Requirements
34
Appendix B – Presentation and Display Boards
33
Appendix C – Layout Guidelines
34
PRELIMINARY READING
Creative Industries Major Project Key Text:
As your projects vary and relate to your personal interest within the core subject of Advertising, Media and Design Management one individual text cannot be recommended. You have been recommended important text books over the last two years and these will help you with your Major Project. Listed below are a variety of other texts that maybe of interest throughout the development of your project.
Reading list:
· Pricken, M. (2004) Creative Advertising: Ideas and Techniques from the World’s Best Campaigns. Thames & Hudson.
· Burtenshaw, K., Mahon, N. & Barfoot, C. (2006) The Fundamentals of Creative Advertising. AVA Publishing.
· Ogilvy, D. (2007) Ogilvy on Advertising. Prion Books.
· Aitchison, J. (2004) Cutting Edge Advertising: How to Create the World’s Best Print for Brands in the 21st Century. Prentice Hall.
· Brierley, S. (2001) The Advertising Handbook. Routledge.
· Himpe, T. & Colin, W. (2006) Advertising is Dead: Long Live Advertising! Over 200 Inspiring Campaigns for the New Market Place. Thames & Hudson.
· Weidemann, J. (2006) Advertising Now! Print. Taschen Gmbh.
· Weidemann, J (2006) Advertising Now! Online. Taschen Gmbh.
NOTE: This is not an exhaustive list.
INTRODUCTION
THD 1039 Creative Industries Major Project is a 40 credit module.
You are required to produce a self initiated brief in the form of a feasibility study following an initial period of research. Your Major Project is a self initiated project which will be presented to & negotiated with staff. The completed project will be presented as an exposition of self initiated work using media techniques.
The process of producing the major project gives you the opportunity to:
Pursue in depth, areas and issues which are of interest, relevance and may inform decisions with regard to your future career
Formulate and communicate ideas and propositions
Investigate and understand broad aspects of the issues relevant to your particular degree course
Upon successful completion of this module you will be able to:
Undertake creative projects to a very high standard of completeness and produce high level creative solutions to resolve problems
Demonstrate clear decision making and initiative in the undertaking of a creative project
Demonstrate professional expertise in the presentation of the major project
PREPARATION FOR THE MODULE
To prepare for the Major Project module, it is advised that you do some Preliminary Reading and Mind-Mapping to start thinking of ideas and areas of interest for your major project.
Hints and Tips:
Throughout your course you have been given many hints and tips on how to progress with each project. The Major Project is the culmination of the knowledge and skills that you have gained from previous projects, you should therefore refer to the hints and tips you have been given previously in addition to the ones below.
The Major Project also includes a static showing of your work and you should include this in your thinking.
Use your Critical Journal to identify themes.
Refer to and use previous exercises and suggestions
Include the final presentation in your thinking from the beginning
Plan self-promotional material in advance
The static display is a reflection of your personality
To help you begin your major project, preparation is advisable and there will be workshops arranged to help you with this.
THD 1039 CREATIVE INDUSTRIES MAJOR PROJECT
Module Aims
This module is designed to enable you to demonstrate your creative skills and commercial understanding of innovation within advertising, media and design management. It will also enable you to work at a very high professional level integrating all elements of the pathway and using a sophisticated creative methodology, in order to promote unique solutions for existing and future market requirements.
You will be expected to initiate a self-imposed project which will target a specific advertising theme and channel your creative and intellectual skills to create an innovative and highly original solution.
During this module you will be expected to use a highly personalised and professional methodology which illustrates an ability to reflect on knowledge from experience and scholarship and contributes to the formulation of original creative solutions.
THD 1039 CREATIVE INDUSTRIES MAJOR PROJECT
Learning Outcomes
Upon successful completion of this module you will be able to:
Personal Outcomes
You will have developed a suitable level of ability to:
D Formulate creative conceptual ideas and solutions
E Present and communicate ideas in an appropriate manner and manage time effectively
F Obtain new insight and understanding from existing knowledge and show tenacity and adaptability to solve problems
THD 1039 CREATIVE INDUSTRIES MAJOR PROJECT
“What is a Major Project?”
A major project is a body of work with a purpose. The purpose for you is to develop and create an honours level, in-depth study that integrates and reflects upon knowledge and experience gained through your course. Due to the flexibility and creativity of this project, the outcomes will differ from student to student.
The 40 credit major project contains elements which distinguish it from other pieces of work that you may have done in the past, and because it is a culmination of several months of work, writing and presenting one requires thought, planning and organisation.
The assessment of the major project is based upon:
· A self initiated brief presented in the form of a feasibility study
· One self initiated project which will be negotiated with staff. The project will be presented as an exposition of self initiated work using appropriate media communication techniques.
The aims of your major project should enable you to demonstrate your creative skills and commercial understanding of innovation within advertising, media and design management. The form taken by the major project should be appropriate to the topic being researched, permitting you to work at a very high professional level integrating all elements of the pathway and using a sophisticated creative methodology. The exposition of the project should also aim to promote unique solutions for existing and future market requirements.
The major project format may be broken down into 6 key areas:
1) Structure of feasibility study
2) Statement of purpose (commercial relevance)
3) Aims and objectives
4) Background information
5) Critical path and timetable
6) Presentation
“What’s in it for me?”
Think of your major project as a means which will allow you to demonstrate to your tutors and potential employers, both your knowledge and understanding of a subject or area. More importantly your ability to structure and manage a project from the concept and development stages, to the exposition of the final major project supported by a reasoned and supported argument. This is a skill, which sooner or later you will need, in your professional lives.
Also, by way of contacts made and interviews undertaken for primary research, it can be a vehicle to simply get into companies, making yourself known to potential employers, or even picking up briefs. Many, if not most students find the major project challenging, but ultimately rewarding.
“What is the purpose of the critiques?”
The critique is a presentation of your project to tutors in a group session. It is an opportunity to discuss and evaluate the progress of your work with tutors and your peers. Your tutors will be looking for a solution that is an answer to the problem you have set yourself. They are looking for originality and innovation and how you have fulfilled the requirements of the module.
You may be given differing opinions as to the best way to proceed and you need to listen carefully to pick out the information you think is useful and to evaluate the comments made.
Prepare well for and rehearse your presentation to get the most out of the critique.
“What am I required to do?”
You are required to do the following:
- Attend all scheduled tutorials/critiques and record your progression in your research file. Your research file is for your own progression and self-direction of the major project and demonstrates your project management skills.
- Approach the module with suitable energy and enthusiasm.
- Allocate sufficient time to progress your project. We suggest the equivalent of at least one day per week to your major project module. This will need to increase as the project develops and the timetable allows for more dedicated time.
- Follow all guidelines and procedures which are given to you, and meet all deadlines.
- Make yourself familiar with the University regulations on plagiarism.
“Where do I start?”
The first thing to do is to find a subject area that is:
- Viable
- Of enough interest to you to maintain your enthusiasm over a prolonged period
- Likely to suit your level of competence
- Of a manageable scale for the limitations of time and production.
Outstanding submissions generally apply creative thought to a new, difficult or innovative area.
Consider:
- What do you want to know?
- What do you want to find out?
- How will you find it out?
- What will you do with the findings?
- How will you present your outcomes (the exposition of the project including written, visual and practical work)?
“How do I choose a subject area to study?”
Some students have a clear idea about their major project topic during their second year, while others come into the final year with a ‘working’ title. Some students find inspiration for their major project topic during their placement. However, you must attend the introductory sessions at the end of year 2, and be approaching your final year with some broad notions and working titles, submitted from your first proposal. You will then be expected to conduct continuous research throughout summer to validate your preliminary ideas.
“Can I change my idea?”
This depends. Often your major project grows, and therefore changes focus. Sometimes you have to adjust your major project to accommodate new research that you have discovered. However, if you wish to completely change your topic, please speak to a supervisor. Your feasibility study will include a more detailed consideration into your intended outcomes of the major project, this should be carefully considered and well planned in the early stages, in order to prevent any shortcomings in the scope of the study.
The Deadline for the Major Project Feasibility Study is:
…..………………………………….
(To be completed in class)
PRELIMINARY TASKS: Developing Ideas
Hints and Tips
You will be required to write a feasibility study for your major project. This will be a 1500-word preparatory plan of your Major Project.
The feasibility study will include a review of related work, identifying connections between concepts, working methodologies and potential outcomes. This will be supported by your self-defined brief, statement of purpose and project aims and objectives.
Refer to the Advertising, Media and Design Management Major Project Indicative Assessment for further information.
To help you in the early stages of this, it is advised that you undertake the following preparation:
Start a new research file dedicated to themes in your major project, this will help to inform your planning and to clarify your areas of interest.
You should already be familiar with compiling a critical journal, use your skills of critical analysis from this to start a major project journal, encompassing all your ideas alongside a critical analysis of information.
It is vital that you reference all sources you use; please make yourself familiar with the Harvard referencing guidelines within this handbook.
When you have an idea of the area – or areas that you are interested in, try mind-mapping to help you get a sense of what you actually know about the subject and how it might break down further. This might seem easy but try and be as detailed as possible in order to maximise the use of this simple exercise.
Once you have completed a mind-map, make sure you file it so you have an initial outline of issues related to a subject area. This will help you focus on certain stages of your major project, and capitalise on your existing knowledge.
By carrying out these planning exercises in the early stages, it will give you some idea of possible themes to investigate – but don’t limit yourself to these – remember there may be much more than this.
Collating Reading and Recording Information and Text
So many students get inspired at this stage and do a great job of finding informative text on their topic and subject area. However, this is no good if all you do is put the down-loaded or photocopied text in a plastic sleeve and file it. You should READ IT, AND ATTEMPT TO UNDERSTAND IT. This way you will have something to talk to your tutor about at tutorials.
The best way of doing this is to produce notes on each piece of text you find. It is useful if you have a format for keeping these notes – for instance summarise findings in a note/record book, then they can act as a reminder for you when you are talking to your tutor. The notes can be a summary of the main issues, and themes in the text, comments on the language that is used, your value judgements, plus any good quotes that you think you may want to use in your own text. You will be surprised and pleased with the way that these notes build up – you should try to produce a sheet for each article, chapter or book that you read and feed the information back to your designated supervisor.
When you have done this you can consistently review your ideas development by re-drawing your mind-mapping diagrams with the aid of the new information. From this stage you may be able to refine which areas are of interest to you. This is helpful when researching but keep an open mind as students often shift focus part way through a major project.
THD 1039 CREATIVE INDUSTRIES MAJOR PROJECT
Outline of Preparation Stages for your Major Project
STAGE ONE
Personal Reflective Workshop Exercises
STAGE TWO
Defining Major Project Outcomes: Workshop Exercises
STAGE THREE
Methodology
Critical Path
STAGE FOUR
Feasibility Study
Stages 1 and 2 will be the focus of the early stages of the Major Project preparation. Subsequently, Stages 3 and 4 will be followed up in the first term of your Final year. You should not neglect these stages in anticipation of the later sessions, as your research is self determined and continuous.
PRELIMINARY TASKS: Developing Ideas
To help you uncover potential themes for your Major Project, try the following exercises…
STAGE ONE
PERSONAL REFLECTIVE WORKSHOP
Exercise 1: Identifying your Strengths
Use the following exercises to identify your key skills in the personal reflective workshop:
Conduct a personal review, including what you have achieved in the course or areas that you have excelled in…
Conduct a personal SWOT analysis
Identify your strengths in the course
Personal interests
Career aspirations
Exercise 2: Evidence Tick Box
Use the grid below to identify the types of evidence that you would like to produce for the exposition of work for your final major project.
Feature/Short Writing Piece
Product/Brand Label Launch
Fashion Show
Biography
Communication Campaign
Fashion Event
Business Writing
Media Concept
Exhibition
PRELIMINARY TASKS: Developing Ideas
Workshop Exercise 3: Mind-Mapping
HINT: Reflect on your previous work, projects & experience to develop your thinking. Review current literature to strengthen your understanding & theory.
PRELIMINARY TASKS: Developing Ideas
STAGE TWO
Workshop Exercise 4:
This exercise is designed to define the types of evidence you could be producing for your major project.
Exercise 4 will be completed in a group workshop in class (completed in term 3 preparation – end of year 2).
Workshop titles:
‘Famous five’ workshop completed in groups in class
Repeat the workshop on your own with the title; ‘Little shop of horrors’
THD 1039 CREATIVE INDUSTRIES MAJOR PROJECT
Presenting the Major Project
Due to the flexibility of this Creative Industries Major Project the final presentation will vary according to each individual. It should be noted however that you should spend at least a week before the deadline, on organising your final presentation.
You are advised to refer to the indicative assessment criteria contained in this handbook.
Feasibility Study
The content of the feasibility study should include a clear statement of purpose, project aims and objectives and appropriate background information. The feasibility study should also identify a critical path and an outline of your presentation.
This stage enables you to identify connections between concepts, working methodologies and potential outcomes. You will demonstrate the management and control related to the project.
A poor Feasibility study is likely to result in a poor final project. Preparation and research are key to a successful Feasibility study.
Final Project
The final project outcome is presented as an exposition. You are required to demonstrate a high level of originality, creativity, innovation and appropriate use of media communication techniques.
Final Presentation
The ability to appropriately research, plan, collect and analyse information to produce a meaningful project. The exposition of work presents the final outcome of the project and explains the process undertaken to achieve the outcome.
A professional standard of presentation should be evident throughout your major project.
THD 1039 CREATIVE INDUSTRIES MAJOR PROJECT
ASSESSMENT
Deadline: ________________ (To be confirmed)
A self-generated individual project will be determined, which will provide a suitable mechanism for a challenging and stimulating strategy and approach to an existing or new problem.
During this module you will be expected to use a highly personalised and professional methodology which illustrates an ability to reflect on knowledge from experience and scholarship and contributes to the formulation of original creative solutions.
Feasibility Study (20%)
A self-initiated brief and feasibility study. 1500 word report.
Final Project (80%)
One self initiated project which has been negotiated with staff. The project will be presented as an exposition of self initiated work using media communication techniques.
Exposition of project, including written, visual and practical work.
The assignment should demonstrate evidence of a highly professional and individual approach to creative problem solving incorporating a clear understanding of the target market with creative and innovative proposals and solutions.
Formative Assessment (Feedback)
Project idea outline
A 500 word idea outline. This should define the subject area and intended outcomes and is required for tutor approval.
Deadline: ________________TBC
Feasibility Study
Deadline: ________________TBC
Summative Assessment
Major Project Assessment Criteria
The criteria used for assessment are:
Feasibility Study
1500 word report. 20% Assessment weighting.
Establish clear objectives, priorities and strategy within the feasibility study.
The ability to synthesise information within the process of innovation to determine future developments for the project is evident, together with evidence of appropriate use of project management precepts.
Final Project
Exposition of project including written, visual and practical work.
80% Assessment weighting.
The ability to appropriately research, plan, collect and analyse information to produce meaningful results is demonstrated.
The ability to synthesise information within the process of innovation to determine future developments for the project is evident, together with evidence of appropriate use of project management precepts.
A professional standard of presentation and appropriate use of media communication techniques evident in the written and visual presentation of the exposition.
Major Project Assessment
The Major Projects will be assessed by your project tutors. All the projects will be available to the external examiners for moderation.
As with any assessed work, if the students submit work late, without a request for an extension, then the following rules shall apply:
Work submitted up to five working days after the agreed cut-off date will receive a maximum mark of 40%
Work submitted more than five working days after the agreed cut-off date will receive a mark of 0%
Students must be encouraged to apply for an extension to an agreed cut-off date if they feel that they have a valid reason for not being able to meet that date. Likewise, students should be discouraged from handing work in late without a valid reason.
THD 1039: Marking Guide for Major Project
Indicative Assessment
Major project
Content outline
Assessment outline
Outcome
Assessment weighting
Feasibility Study
Includes statement of purpose, project aims and objectives, background information, critical path, outline of presentation.
This enables you to identify connections between concepts, working methodologies and potential outcomes.
This will demonstrate the management and control related to the project.
Establish clear objectives, priorities and strategy within the feasibility study.
The ability to synthesise information within the process of innovation to determine future developments for the project is evident, together with evidence of appropriate use of project management precepts.
1500 words
20%
Final Project
Exposition of self initiated work to includes:
Written and visual information using a variety of media communication techniques. Provides evidence to support the significance and validity of your research.
Demonstrate a high level of originality, creativity, innovation and appropriate use of media communication techniques.
The ability to appropriately research, plan, collect and analyse information to produce meaningful results is demonstrated.
The ability to synthesise information within the process of innovation to determine future developments for the project is evident, together with evidence of appropriate use of project management precepts.
A professional standard of presentation and appropriate use of media communication techniques evident in the written and visual presentation of the exposition.
Exposition of project including written, visual & practical work.
80%
70%+
Outstanding
69% – 60%
Above Average
59% – 50%
Average
49% – 40%
Below Average
39% – 30%
Refer
29% – 0%
Fail
Profile
Grade
A+
A
A-
B+
B
B-
C+
C
C-
D+
D
D-
Assessment Criteria
a) Breadth & depth of research, development & project objectives clearly evident
Outcomes; A, B, C
Aims & Objectives
Information
Analysis & Discussion
Assessment Criteria
b) Produce a professional & comprehensive report that satisfies requirements of brief
Outcomes; D, E, F
Conclusions
Presentation
Assignment Grade Comments
Referencing for your Major Project
Why is correct referencing important?
· To show that you have acknowledged other people’s ideas and theories and to avoid plagiarism i.e. using other peoples work/ideas/theories/thoughts and passing them off as your own.
· To show the reader evidence that you have fully researched the background materials and have an understanding of them.
· To allow the reader to easily locate any materials to which you have made reference and therefore check them if necessary
PLAGIARISM
If you draw upon the words, ideas or images of others and do not acknowledge them you are cheating – claiming as your own ideas, images or words which are not your own. To do so is plagiarism. The University takes a very serious view of plagiarism. Boards of Examiners are empowered to penalise students found guilty of plagiarism and the university may take action under the code of discipline including suspension or expulsion.
Always ensure that you acknowledge the sources of ideas, words and images. This applies as equally to your studio practice as to written work and covers the use of both published works and the work of other students or private individuals.
Please make yourself familiar with the Universities guidelines on plagiarism
If you are at all unsure about any aspect of quoting from, or summarising other peoples work, ask your tutor or refer to the ‘The Library and Computing Centre Referencing for Art and Design Students’ to follow.
APPENDICES
(Appendix A)
UNIVERSITY OF
School of Art, Design and Architecture
Department of Design
Major Project Title
(YOUR NAME)
A Major Project submitted in partial fulfilment of the requirements for
BA (Hons) Advertising, Media and Design Management
Module THD 1039 Creative Industries Major Project
The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others.
The University of
School of Art & Design
Department of Design
ENGLAND
(DATE)
(Appendix B)
PRESENTATION AND DISPLAY BOARDS
The following information must be included in the exposition of your final work:
Front & Back of Presentation Boards and Portfolio:
Your Name
Project Title
Date
Plus the following information,
A Major Project submitted in partial fulfilment of the requirements for
BA (Hons) Advertising, Media and Design Management
Module THD 1039 Creative Industries Major Project
The University of Huddersfield
School of Art, Design and Architecture
Department of Design
Huddersfield
West Yorkshire
ENGLAND
The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others.
This information should also be included on any supporting documentation.
(Appendix C)
THD 1039 CREATIVE INDUSTRIES MAJOR PROJECT
LAYOUT GUIDELINES
Recommended Word Counts:
Feasibility Study = 1,500 words
Final Project = Exposition of final project, including written, visual and practical work, word count by negotiation with staff.
Images, diagrams and tables may be used and fully referenced/labelled within the text; these, alongside appendices, any quotations and references will not be included in the word count.
Binding Requirements = we require you to submit 2 copies of the Feasibility study plus a digital submission of the work in the form of an Electronic Copy on disc. Due to the flexibility of the major project outcomes will vary. It is advised that written work (such as the feasibility study) is to be bound; spiral, comb or heat bound unless a different format is predetermined prior to submission with supervisors.
Note: You are advised to keep a fully referenced record of all supportive work throughout the duration of your Major Project (e.g. major project journals and material collected in your major project research files). This is advised as your work may be selected and kept by the University, therefore students should keep a digital record of their work.
Credit:ivythesis.typepad.com
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