The Creative Studio Operation module will shadow the structure and management of the professional creative agency.
'Live Briefs' from brand clients currently in development from a number of experiential marketing agencies will form the basis of the primary practical project in this module. Where appropriate there will be visits and critiques from agency staff and industry professionals (in person or via video conferencing technology), who will follow the process.
Students gain academic and industry experience by presenting their creative thinking, problem solving strategies and design concepts to the module team (participants) and in providing constructive criticism on the work of their peers and receiving the same in return.
The process of recording, analysing and evaluating the process from an initial rigorous interrogation of the brief, the development of the design strategy through to proposals to be pitched back to the client is a key component of the module. As is the identification and critique of the turn-key creative process and momentum. This will be documented in the Research Process Blog.
Total contact hours: 33 hours
Private study hours: 267 hours
Total study hours: 300 hours
Main assessment methods
Practical Project - Presentation 45 minutes (60%)
Research Process Blog/Portfolio - Minimum 8 contributions of 400 words plus images. Maximum 8 contributions of 600 words plus images (40%)
Reassessment methods
Reassessment instrument: Like for like
Indicative Reading List
Bayley, S. (2011). Life's a pitch: How to sell yourself and your brilliant ideas. Transworld Digital
Lucas, S. (2012). The Immersive Worlds Handbook: Designing Theme Parks and Consumer Spaces. UK: Routledge
Schmitt, B. (2000). Experiential Marketing: How to get customers to sense, feel, think, act and relate to your company and brands. New York: Simon and Schuster
Wheeler, A. (2017). Designing Brand Identity: An essential guide for the whole branding team. New Jersey: John Willey and Sons
Yakeley, D. (2010). The BIID Interior Design Job Book. London: RIBA
The intended subject specific learning outcomes.
On successfully completing the module students will be able to demonstrate:
1 A comprehensive understanding and collaborative experience of creative agency professional practice and procedures.
2 An understanding of the complete process of project creation, from the initial analysis of the brief, the response and development stages through to the design, pitch and
production.
3 Ability to work and contribute individually and in creative teams to the production and delivery of complex marketing and communication strategies.
4 Understanding and managing of a team as a creative resource. Participating, analysing and evaluating the process by which decisions - deliberate or intuitive - are arrived
at.
5 Produce work that demonstrates a command of the complexity of the event commissioning process and relationships between client, customers, community of interest
and other relevant stakeholders.
6 Conceptual understanding to critically engage and apply key debates and relevant texts within an inherently interdisciplinary subject to studio practice.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
1 To make informed decisions regarding personal study choices, carry out independent research, identify objectives and to work to deadlines.
2 Demonstrate an advanced level capacity for critical reflection, identifying appropriate research/design needs and considering the means and methodologies for meeting
them.
3 To be effective in communicating and expressing arguments with conviction, referring to key issues and relevant questions at an advanced level in written, oral and creative
forms.
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