A holistic assessment of the a series of concept brand development proposals [Learning Outcome 3]
follow up:
An outline brief [Learning Outcomes 1, 2].
Final P.O.S. Material/creative outcomes [Learning Outcomes 3, 4].
A presentation of the brief to the creative team [Learning Outcomes 2, 3].

Key Information Set Data:
100% coursework

Ambrose G. & Harris P.(2011): The Fundamentals of Creative Design. Edition 2
Barry P. The Advertising Concept Book: Think Now, Design Later. Edition 2
Broughton P.D.(2012): Life's A Pitch: What the World's Best Sales People Can Teach Us All
Burtenshaw K. & Mahon N.(2011): The Fundamentals of Creative Advertising . Edition 2
Miller L. & Aldridge S.(2012): Why Shrink-Wrap a Cucumber?: The Complete Guide to Environmental Packaging
Phillips P.L.(2012): Creating the Perfect Design Brief: How to Manage Design for Strategic Advantage
Veksner S.(2010): How to Make It as an Advertising Creative
Visual Research: An Introduction to Research. Edition 2

Journals:
Design Week
Creative Review

Websites/Blogs
www.dmi.org
www.designcouncil.org.uk
www.designweek
www.creativereview

There will be a series of seminars which will cover elements of the design process and developing a design brief and looking at appropriate research and communication methods and working practices. In addition you will have tutor and peer project progression feedback throughout the module

You will undertake your own market research to enable you to develop your outline brief and moodboard. In the second half of the module you will execute your outline brief using the appropriate computer hardware and software.

You will develop your communication skills by presenting your brief and proposal to the group.

Key Information Set Data:
9% scheduled learning and teaching activities
91% guided independent learning

ABM Studio/Brand Room
Seminar Room.
Library.
Laptop, data projector.
Non-specialist computing facilities for email, internet access, word processing database, spreadsheet and basic presentations will be available through LLRS/ITS facilities on campus, not from within the Faculty itself - the exception being the Faculty's Student Browsers based in studios which will support email and internet access.

The Blackboard virtual learning environment will be available (where relevant) to support the module. Details will be supplied in the module handbook.

This module introduces you to elementary agency roles (Creative and Account Manager/Planner) and key aspects which make up brand architecture. You will use appropriate research techniques to analyse and understand the concepts of brand placement and brand identity. You will learn how to develop a design brief and communicate your concept to the Creative team. You will integrate contextual research, including visual material to form your proposal and then develop your ideas via appropriate computer programs.You will present the brief as if to the creative team.