Overview

The module will cover the thinking skills, idea generation techniques and design specifications involved in creative content to be used within marketing across sectors, the channels used, and the techniques employed. The module contents include interpreting client briefs; developing scriptwriting and creative copywriting skills; and creative copywriting skills and storyboarding skills, applied to print, TV, radio and digital platforms. There will be a particular focus on the dynamism of the digital media and the need for innovative and creative content to gain attention in crowded marketspaces. In particular, keys steps in the creative process in meeting creative content objectives, as well as the need for validation of creative contents, will be covered. The module will also cover pertinent ethical and professional issues, and Advertising Standards Authority codes and polices.

Assessment Strategy

-threshold -D- to D+ (40-49%): No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives. -good -B- to B+ (60-69%): Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills. -excellent -A- to A (70% +):* Outstanding performance. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills. -another level-C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

Learning Outcomes

• Critically evaluate content in publications, broadcast and digital media.

• Demonstrate an ability to summarise and explain the process and purpose of content creation in the wider process of implementing marketing strategy.

• Demonstrate the ability to apply idea generation, design and creative skills required to generate marketing content.

• Demonstrate the ability to use appropriate hardware and software tools and techniques.

• Describe and discuss the commissioning journey, including the players, roles and stages.

• Design and present content suitable for digital environments to meet a specified brief taking into considerations of ethical issues and in compliance with Advertising Standards Authority codes and polices.