Introductory description

This module expects a team to apply a communication strategy on a live brief. The team(s) will assume the form of a full service communications agency with brand and logo. You will conduct themselves in a professional manner in relation to the client. You will work together consistently and fairly to research and develop a strategic proposal, along with indicative designs. These will be presented to the client at the end of the module and you will have an opportunity to reflect upon your work.

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Workshops
Seminars
Client Brief
Field Trip
Final Pitch to Client

Learning outcomes

By the end of the module, students should be able to:

• To gain practical experience of creating media content in response to a real client brief.
• To individually and critically reflect upon creative and communication practice
• To experience the management of communication, the creative process and creative teams, through participation in a group project.
• To apply the theoretical, intellectual and practical skills developed during the course to a commercial ‘real-world’ challenge.

Indicative reading list

Bruce, M and Bessant, J (2002) ‘Managing Design as a Process’ in Design in Business: Strategic Innovation through Design, London: Financial Times/Prentice Hall:36-58
Carey, P and Verow, R (2000) Media and Entertainment Law, Jordan Publishing.
Caves, R. E. (2000) Creative Industries: contracts between art and commerce, Cambridge MA: Harvard University Press.
Howkins, J. (2002) The Creative Economy: How People Make Money from Ideas, Penguin: London.
Kelley, T. (2004) The art of innovation: lessons in creativity from IDEO, America's leading design firm, London : Profile.
Kelly, T. and Littman, J. (2008) The Ten Faces of Innovation: Strategies for Heightening Creativity, London: Profile.
Koolhaas, R. and Mau, B. (1995) S,M,L,XL, NY: The Monacelli Press.
Mau, B. (2000) Life Style, London: Phaidon.
Mau, B. (2004) Massive Change: Bruce Mau and the Institute without Boundaries, London: Phaidon.
Rockwell, D. and Mau, B. (2006) Spectacle, London: Phaidon.
Samara, T. (2008) Design Evolution: A Handbook of Basic Design Principles Applied in Contemporary Design, Gloucester, Mass.: Rockport.
Samara, T. (2008) Design Evolution: Theory into Practice, Rockport publishers.
Smith, D. (2006) ‘Intellectual Property’ in Exploring Innovation, Maidenhead, Berks: McGraw-Hill: 133-152.
Storey, D. and Sykes, N. (1996) 'Uncertainty, Innovation and Management' in Burns, P. and Dewhurst, J. ed) (1996) Small Business and Entrepreneurship, MacMillan Business: 73-93
Trott, P. (2005) Innovation Management and New Product Development, London: Financial Times/Prentice Hall: 73-105.
Von Stamm, B. (2003) Managing Innovation, Design and Creativity, Chichester; New York: John Wiley.
Walton, T. (2006) ‘Leadership, Creativity, Teamwork’, Design Management Review. Boston: Summer 2006. Vol. 17, Iss. 3; p. 6.
Ward, T. B. (2004) ‘Cognition, Creativity and Entrepreneurship’, in Journal of Business Venturing , 173-188.
Eve Light Honthaner (2010) The Complete Film Production Handbook, Elsevier (Focal Press).
Peter W. Rea and David K. Irvine (2010) Producing and Directing the Short Film and Video (fourth edition), Elsevier.
Wilma de Jong, Erik Knudsen and Jerry Rothwell (2012) Creative Documentary: theory and practice, Pearson.

Subject specific skills

Understanding the demands of business and markets on creative projects. Originating and developing new strategic approaches to ‘real’ challenges facing a business. Critically reflecting and reporting on practice through a written submission.

Transferable skills

Responding to a client brief. Developing professional skills in creative leadership, management and participation in a creative team. Preparing creative designs for presentation.