Download Unit title: Communication in Action Project Credit points: 20 Unit

Unit title:
Communication in Action Project
Credit points:
20
Unit code:
CCA408
FHEQ level:
4
School:
Unit designation:
Traditional
Programme group:
Business, Law and
Communications
Advertising, Marketing
and Communications
Unit delivery model:
CD
Max & Min Student
no.:
25/12
TOTAL STUDENT WORKLOAD
Students are required to attend and participate in all the formal scheduled sessions for the
unit. Students are also expected to manage their directed learning and independent study
in support of the unit.
PRE-REQUISITES AND CO-REQUISITES: None
UNIT DESCRIPTION:
This unit develops students’ skills in writing for a variety of visual and digital genres in
response to a live client brief. The fundamental importance of writing as a communications
tool is stressed, but the student is exposed to the wide variety of genre and purposes that
writing serves for the PR and communications professional. Understanding audiences’
communication needs, and responding to them in specific contexts lies at the heart of this
project-based option, which integrates writing with visual design and digital publication.
This unit will help students to develop a wider understanding of how writing, corporate
identity and design can work together to enhance the perception of an organisation,
product, brand or service.
During lectures students will be introduced to the various genres and be expected to apply
what they have learnt in seminar workshops into a reflective portfolio that integrates writing
to visual and electronic publishing outputs. Practical workshops will support students’ work
in the principal tools of electronic publishing and use of Apple Mac systems. Short writing
projects will be set that will help strengthen a student’s understanding and their skills in
integrating written, visual and digital concepts through a variety of media.
Students will be expected to demonstrate concepts and working practices relevant to
successful written, visual and digital communication as a means of persuasion. Project
management, from initial briefing to post production analysis will allow students to
experience and explore the different stages associated with producing creative outputs.
They will be expected to apply these in response to the creative project set (usually to a
live client brief).
LEARNING OUTCOMES
On successful completion of the unit, students should be able to:
Knowledge and Understanding
K1 Recognise the key theoretical concepts of PR and communication writing, corporate
identity, visual communication and digital publishing
K2 Identify various writing genres and analyse them according to audience needs,
integrating visual and design elements appropriately.
Cognitive Skills
C1 Recognise the specialised skills of PR and communication writing, applying appropriate
concepts, theories and models for written, visual and digital publishing outputs.
Practical and Professional Skills
P1 Undertake specific research tasks using appropriate methods, applying writing, design
skills and software knowledge to creative challenges.
P2 Produce written visual and digital communication materials for specified audiences and
contexts, displaying a creative approach and using appropriate styles, software solutions
and media.
P3 Perform a range of roles within research or creative teams to facilitate a viable creative
solution.
Transferable and Key Skills
T1 Communicate information and ideas in an accurate manner, using the appropriate
written, visual and digital forms.
T3 Plan and manage time spent on activities
AREAS OF STUDY:
Defining news and media writing
Various forms of media relations: features, reviews, press releases
Defining corporate communication genres
Audiences and readerships
Writing style and grammar in different genres
Writing for web, advertising, broadcast
Corporate identity, brand and imagery
“House style”: packaging, stationery, advertising and signage
Integration of written text, visual design elements and photography
Client briefs and needs assessment
Group project management
LEARNING AND TEACHING STRATEGY
A mix of lectures, seminars, tutorials and technical workshops will allow students to obtain
an understanding of writing genres in the field of PR and communications, whilst developing
technical design and production skills.
ASSESSMENT STRATEGY
The Group Portfolio allows students to interpret the requirements of a client brief, providing
valuable experience that reflects all the different stages of producing a written creative
output for a client. The portfolio assessment gives the students the opportunity to work
together to research, design and the produce written materials that meet the needs of a
client. There will be an individual element to the group project, with different team
members contributing different written materials, which are assessed individually, as well
as the group based work. This introduces collective responsibility and yet also allows
individual contributions to be recognised.
The Group presentation requires students to deliver an oral defence of their written
materials in a “live client” situation, learning methods of persuasive communication and
visual presentation through power-point.
ASSESSMENT
AE1
weighting:
assessment type:
length/duration:
anonymous marking:
AE2
weighting:
assessment type:
length/duration:
anonymous marking:
60%
Group Client Project Portfolio
2,000 words
No
40%
Group Presentation
10 minutes
No
AGGREGATION OF MARKS
The marks for each element of assessment will be aggregated to give an overall mark for
the unit.
RE-ASSESSMENT ARRANGEMENTS
All elements of assessment are to be aggregated to produce an overall mark. In the case of
re/deferral in the Group portfolio, students will be required to re-work and re-submit the
Group Reflective Portfolio (AE1). Students must submit the original, along with the reworked
portfolio, to enable comparison. Where individual students are re/deferred, the assignment
will be adjusted to an individual portfolio, if no group is viable at re-sit.
For AE2, students who miss their presentation slot will be offered the opportunity to present
on another occasion. Failing this, students will be required to attend the university on a
specified date to give a presentation during the referral period; where possible, the course
team will allocate new groups; however, this cannot be guaranteed and therefore referral
of the group presentation may need to be undertaken as an individual piece.
Unit Authors: Debbie Moores and Paul Ansell
Unit history:
Unit modified/Year Implemented/Code
Jan 2011
2011/12
CCA408