This module is not currently running in 2024 to 2025.
You will be introduced to designing for events and experiences that add value to goods and services (and indeed nations and ideologies); events as brand experience - the development and communication of brand identity through events. We will also examine how these commercial practices draw upon new developments in art and technology to provide a context in which the end result may be both high art and high commerce. You will consider how your event develops and communicates brand values, and engages its audience.
You will study the field through the development of creative projects and the close study of contemporary examples and practice. You may negotiate your role in the project, and the project’s emphasis, in order to continue developing your areas of interest and specialism.
This is a project based module where, in general, all module objectives are integrated within the project. Thus there will normally be 2 studio sessions per week in which practical and discursive approaches will be taken. In total there will be at least 30 contact hours (minimum), and a requirement of independent total time of around 270 hours. In your own independent time you will be following suggested reading and research, working in small groups on project proposals.
Project Presentation: 60% (12a, 12b, 12c, 12d, 13b, 13c, 13d, 13e)
In order to assess your ability to deploy your knowledge and skills in a practical situation you will create an event (or a proposal for an event) that responds to a brief developed from the theoretical debates. Assessment will equally evaluate: your creative accomplishment in response to the brief; the quality of the thinking; the clarity, execution and conviction of your presentation (practical and creative).
Essay (2500 words): 20% (12b, 12c, 13d, 13g)
This will assess your understanding of the role of events in the experience economy as well as your ability to communicate ideas and detailed knowledge in writing using appropriate academic protocols.
Process and Development: 20% (12b, 12d, 13a, 13c, 13f, 13g)
You will be assessed on: contribution; commitment; development; team work (as / if appropriate); critical reflection on process; in-situ problem solving, assessed through tutor observation and regular class ‘crits’ (presentations)
Gilmore & Pine The Experience Economy (Boston: Harvard Business School Press 1999)
Priken, M. Creative Advertising: ideas and techniques from the world’s best campaigns (London: Thames and Hudson 2004)
Hartley (ed) Creative Industries (Oxford: Blackwell 2004)
McLuhan & Fiore The Medium is the Message
Throsby Economics and Culture (Cambridge: Cambridge UP, 2000)
Robin Landa – ‘Designing Brand Experiences: Creating Powerful Integrated Brand Solutions’ (Delmar Learning, 2005)
Wally Olins – ‘Wally Olins On Brands’ (Thames & Hudson Ltd)
Anne Hellman-White – ‘Designers On Design : Joel Desgrippes and Marc Globe On Emotional Brand Experience’ (Rockport Publishers Inc – 2007)
Marc Globe – ‘Humanizing Brands Through Emotional Design’ (Roundhouse Publishing Group)
Martin Lindstrom – ‘Brand Sense: How To Build Powerful Brands Through Touch,Taste,Smell,Sight and Sound’ (Kogan Page Ltd – 2005)
Bruce Wands – ‘Art Of The Digital Age’ (Thames & Hudson Ltd 2007)
Robin Roy – ‘Design : Principles and Practice: Creativity and Conceptual Design’ (Open University Worldwide)
Barbara London – ‘Video Spaces: Eight Installations’ (Harry. N. Abrams)
Arian Mostaedi – ‘Exhibition Stands’ (Links International, 2003)
Alan Pipes – ‘Drawing For Designers’ : Drawing Skills, Concept Sketches, Computer Systems, Illustrations, Tools & Materials, Presentations, Production Techniques’ (Laurence King Publishing)
John Hart – “The Art Of The Storyboard” (Focal Press : 2nd Edition 2007)
See the library reading list for this module (Medway)
The intended subject specific learning outcomes and, as appropriate, their relationship to programme learning outcomes
a. have participated (in a specific design, creative or production capacity as befits your interest and specialism) in the design and production of an event (or events or experiences) that has a clearly established function to communicate and develop brand values and identity; the exact brief will depend upon topical issues and you developing interests; (C1, C3, C4) This event may be a 'studio' or 'realised' project.
b. be able to research, identify and critique design decisions (your own and others') in the context of brand communication (B3, C6, C7)
c. understand the function and place of the 'experience' in the brand communication industry (A1, A5, A6)
d. learn additional practical, communication and technical skills pertinent to event design such as model making and story boarding (C3, C5)
The intended generic learning outcomes and, as appropriate, their relationship to programme learning outcomes
a. May have worked in a team, assuming roles and taking responsibilities (level 4) (D3)
b. Will have shown initiative and taken responsibility (D1)
c. Will have solved problems (creative, academic and practical)and used a variety of strategies to assist in the problem solving process (level 4) (D4)
d. Will have communicated effectively using appropriate protocols and languages (written, verbal, visual) (level 4) (D2)
e. Will have used information technology to research and present information (level 3 ) (D6)
f. May have dealt with numbers (level 2 / 3) (D7)
g. Will have reflected upon and developed your own learning (D5)
University of Kent makes every effort to ensure that module information is accurate for the relevant academic session and to provide educational services as described. However, courses, services and other matters may be subject to change. Please read our full disclaimer.
