Module manager: Dr Francisco Queiroz
Email: f.queiroz@leeds.ac.uk
Taught: Semesters 1 & 2 (Sep to Jun) View Timetable
Year running 2024/25
DESN5230M Integrated Communication DESN5265M Effective Creative Communication
This module is not approved as an Elective
This modules aim is twofold: on the one hand, it frames the elaboration of advertising campaigns as a design process, providing theoretical knowledge and practical experience that reflects the structure of creative agencies. On the other hand, it introduces principles from various design specialist areas, such as graphic design and user experience design, and their application in advertising to support design outcomes for different media that communicate effectively and are executed to a professional level.
This modules goal is to provide a design-centred perspective on advertising, structuring the elaboration of creative campaigns as a design process consisting of discovery, definition, development, and delivery stages, observing how diverse design specialism areas might contribute to deliver the intended message. Through lectures, seminars, and practical sessions, students will have the opportunity to:
1 - Conduct research and gain insight on industrial sectors, brands, and communication strategies, supported by analytical frameworks;
2 - Propose creative concepts informed by strategic thinking and execute design outcomes for campaigns addressing a client’s communication challenges.
3 - Understand various design specialist areas, from traditional to emergent ones (graphic design; interaction design; etc.) that should inform the execution of design outputs, through appropriate principles and practices.
4 - Develop awareness on the integration (or lack of thereof) between outputs created for different media, either as part of a consistent, coherent campaign, or as an individual pieces generated as response to a short brief in real time.
On successful completion of the module students will have demonstrated the following learning outcomes relevant to the subject:
1. Assess current state of industry sectors - including political, cultural, economic, technological, and societal issues - identifying opportunities for increased brand awareness and positioning for businesses and institutions within a sector.
2. Propose and compare multiple strategies to address communication challenges taking into consideration audiences and market trends.
3. Develop concepts and ideas to be communicated across a range of appropriate media outlets
4. Create design solutions that demonstrate awareness of design principles applicable to chosen media and supports, as well as skills required for their technical execution, within a design process framework.
Skills Learning Outcomes
On successful completion of the module students will have demonstrated the following skills learning outcomes:
5. Formulate self-reflective written communication to convey ideas to readers and audiences.
Details of the syllabus will be provided on the Minerva organisation (or equivalent) for the module
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| On-line Learning | 20 | 1 | 20 |
| Lecture | 20 | 1 | 20 |
| Practical | 11 | 2 | 22 |
| Practical | 22 | 2 | 44 |
| Seminar | 22 | 2 | 44 |
| Private study hours | 450 | ||
| Total Contact hours | 150 | ||
| Total hours (100hr per 10 credits) | 600 | ||
Verbal and formative feedback from the course team is delivered weekly to all student teams. Verbal and written feedback (with the opportunity to voice record) is provided for work submitted mid-semesters 1 and 2, written feedback is provided for work submitted by the end of semester 1 with grade indicators.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Presentation | Coursework Presentation (group) | 50 |
| Portfolio | Portfolio (Campaigns and reflective analysis; creative log) | 50 |
| Total percentage (Assessment Coursework) | 100 | |
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
The reading list is available from the Library website
Last updated: 5/13/2024
Errors, omissions, failed links etc should be notified to the Catalogue Team