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Design Marketing 1

  • Module code: HA5302
  • Year: 2018/9
  • Level: 5
  • Credits: 30
  • Pre-requisites: None
  • Co-requisites: HA5304

Summary

This module is intended to build your understanding of the role of a marketing designer in a creative agency. You will develop and apply design thinking skills built in Year 4 and the Customer Mindfulness module running concurrently (HA5304). Emphasis is on the design of a strategy and execution of digital marketing campaigns

This will involve the creation of UX design for a range of digital marketing campaigns (text, images, video, social), and importantly establishing ways to measure use and engagement and enhance optimisation. The role of innovations in digital and virtual technologies and their effect on the practices and design of marketing collateral will be explored.

Aims

  • Understand how different types of visual creative content can be used to communicate a marketing strategy to customers
  • Build students' skills at translating company messages into digital content
  • Enable students to apply their growing design skills to the creation of digital marketing collateral
  • Understand the relationship between different elements of digital marketing and their combination into a coherent campaign
  • Understand how a marketing strategy impacts on the concept and production distribution of an marketing campaign

Learning outcomes

On successful completion of the module, students will be able to:

  • Use appropriate design software to create UX design and prototypes for a digital marketing campaign
  • Translate brand values and messages into prototypes for digital marketing content
  • Demonstrate an understanding of how digital marketing effectiveness and engagement can be measured and evaluated
  • Design a digital marketing campaign

Curriculum content

  • Semiotics in marketing communications
  • Development of digital marketing
  • Branding and design principles and practices
  • Visual conceptualisation and communication
  • Creating copy
  • Graphic design theory - principles and practice
  • Adobe design suite (InDesign, Illustrator, Photoshop, After Effects)
  • Display advertising across range of digital platforms
  • SEO
  • Digital marketing campaign planning
  • Communicating your ideas to clients

Teaching and learning strategy

The teaching and learning strategy is guided by the Art School ethic of 'Thinking through Making'. There will be a series of tutor-led sessions, supported by seminar and workshop activities to test and embed understanding of the themes and theory introduced. Alongside this dynamic students will be given projects requiring the students to plan and prototype digital marketing materials. Students will be encouraged to explore and experiment with different techniques and in different media (web/mobile/app) to seek informal feedback from the tutor in the studio and from support from relevant technicians. As with all the modules in the degree, emphasis is on using design skills as tools to demonstrate and explain their ideas not as final objects in themselves. These projects will be based on marketing briefs provided by the module leader or will be sourced from regional firms. 

The module will make use of the Virtual Learning Environment (VLE) Canvas for communication and dissemination of information between students and staff as well as making online learning materials available to all.

All courses based in the Kingston School of Art offer students free access to the online video tutorial platform Lynda.com. This provides a wide range of subjects to choose from, many with downloadable exercise files, including software tutorials covering photography, graphics, web design, audio and music, CAD and Microsoft Office software, as well as courses on business and management skills. Some of these are embedded in the curriculum and offer additional self-paced learning, others may be taken at will by students wishing to broaden their employability skills in other areas.

Breakdown of Teaching and Learning Hours

Definitive UNISTATS Category Indicative Description Hours
Scheduled learning and teaching Tutor-led sessions and workshops 48
Guided independent study Reading and preparation for workshops Project 252
Total (number of credits x 10) 300

Assessment strategy

Summative assessment is carried out through the project work. This will comprise a visual concept for a digital marketing campaign, prototypes of display advertising and an accompanying reflective blog writing / video work explaining the logic of the campaign and how its effectiveness will be measured. Milestones of project proposal and a mid-term review will be used to guide the work. Project surgeries will be used to provide formative assessment.

Mapping of Learning Outcomes to Assessment Strategy (Indicative)

Learning Outcome Assessment Strategy
1) Use appropriate design software to create generate ideas for a digital marketing campaign Project work
2) Translate brand values and messages into prototypes for digital display advertising Project work
3) Demonstrate understanding of how digital marketing effectiveness and engagement can be measured and evaluated Reflective multimedia blog
4) Design a digital marketing campaign Project work and reflective multimedia blog

Elements of Assessment

Description of Assessment Definitive UNISTATS Categories Percentage
Visual concept and campaign prototypes Coursework 70%
Report – 1500 words Coursework 30%
Total (to equal 100%) 100%

Achieving a pass

It IS NOT a requirement that any element of assessment is passed separately in order to achieve an overall pass for the module.

Bibliography core texts

Works cited are for initial reference only. Module leaders will further enhance and focus it depending on project and assessment tasks.

Altstiel, and Grow, J. (2016). Advertising Creative: Strategy, Copy, & Design. Sage: London.   

Bly, R. W. (2006). The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy. Owl Books: New York 

Cramsie, P. (2010). The Story of Graphic Design: From the invention of writing to the birth of digital design. British Library Publishing: London.

Bibliography recommended reading

Ambrose, G., and Harris, P. (2006). The Fundamentals of Typography. Lausanne: AVA

Alina, W. (2003). Designing Brand Identity: A complete guide to creating, building and maintaining strong brands. Wiley: New York.

Stacey, K. (2001). Graphic Design that works - secrets for successful logo, magazine, brochure. Rockport Publishers.

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