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.
On successful completion of the module, students will be able to:
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.
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 |
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.
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 |
Description of Assessment | Definitive UNISTATS Categories | Percentage |
---|---|---|
Visual concept and campaign prototypes | Coursework | 70% |
Report – 1500 words | Coursework | 30% |
Total (to equal 100%) | 100% |
It IS NOT a requirement that any element of assessment is passed separately in order to achieve an overall pass for the module.
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.
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.