Module Details

Module Code: DSGN H3423
Module Title: Contemporary Communication Design
Title: Contemporary Communication Design
Module Level:: 7
Credits:: 10
Module Coordinator: Myles Kelly
Module Author:: Ciaran O Loan
Domains:  
Module Description: The aim of the module is to provide the learner with knowledge and skills to apply design principles to the creation of integrated brand messaging in the contemporary media landscape. The students will have the skills to critically evaluate, create, develop industry-standard communication assets for their employer or client organisation. On completion, the learner will be able to critically analyse, design, implement and track effectiveness of communication campaigns for companies and organisations.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Develop knowledge and skills to use industry standard processes relating to development and implementation of communication campaigns
LO2 Acquire the knowledge and skills needed to develop creative messaging concepts for business, government and not-for-profit organisations.
LO3 Develop skills and knowledge to create a range of digital communication assets to deliver a unified and integrated communications campaign targeting specific audiences to deliver an associated change in behaviour and/or attitudes.
LO4 Demonstrate critical understanding of the theory, process models and practical tools relating to development of communication campaigns and associated creative executions.
LO5 Understand and apply the processes relating to implementing, tracking and evaluating an omnichannel strategic communications campaign.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
Persuasive Communication
Students will be introduced to and critique the theory and core concepts of advertising and communication development.
Tools and Platforms
The learner will deploy a campaign across all the major digital platforms across Owned, Earned and Paid Media: Websites, On-page and Off-page search optimisation, Google Search Advertising, Google Display Network, Google Search Advertising, Google Video Advertising, Google Merchant and Shopping Utilities, Facebook for Business, LinkedIn Marketing Solutions, Snapchat for Business,. App development protocols for Android and iOS and Responsive Advertising Tools and Services (multi-platform).
Integrated Communication Processes
Students will be introduced to and critique the core concepts of integrated communication campaigns including; media behaviour and tracking analytics, consumer journeys and decision making processes, consideration insights and drivers, conversion insights and drivers, upper and lower funnel.
Creative Research
The learner will examine and critique contemporary design processes; customer journey design, upper and lower funnel analytics, connection mapping, moment mapping, co-creation processes, concept and creative research, UX/CX design and design process management.
Prseentation of Design Solutions
The learner will create an industry standard presentation to detail a campaign targeting multiple audiences with tailored messaging across a range of platforms. This will equip them with the skills and techniques required to enrol stakeholders (clients and employers) in their solutions.
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Project % of Total Mark 40
Timing n/a Learning Outcomes 1,2,4
Non-marked No
Assessment Description
Based on an assigned organisation create a Communication Strategy
Assessment Type Project % of Total Mark 60
Timing n/a Learning Outcomes 1,2,3,4,5
Non-marked No
Assessment Description
Based on an assigned organisation develop a 360 degree communication campaign including basic creative assets.
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
Exam Board
It is at the discretion of the Examination Board as to what the qualifying criteria are.
Reassessment Description
Learner must bring previously submitted work to an acceptable standard

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecturer Supervised Learning Contact No Description Every Week 2.00 2
Studio Based Learning Contact No Description Every Week 4.00 4
Independent Learning Non Contact No Description Every Week 12.00 12
Total Weekly Contact Hours 6.00
 
Module Resources
Recommended Book Resources
  • Michael Bierut. (2015), How to Use Graphic Design to Sell Things, Explain Things, Make Things Look Better, Make People Laugh, Make People Cry, and (Every Once in a While) Change the World, Harper Design, [ISBN: 978-006241390].
  • Newark, Quentin. (2001), What is Graphic Design-Essential Design Handbook, RotoVision SA, RotoVision SA.
  • Mono. (2002), Branding-From Brief to Finished Solution, RotoVision SA.
  • Ruder, Emil. (2000), Typography,, Niggli Verag.
  • Sara Eisenman. (2006), Building Design Portfolios, Rockport Publishers.
Recommended Article/Paper Resources
  • Graphis Magazine.
  • Creative Review.
  • Circa.
  • Wallpaper.
  • Irish Arts Review.
  • Blueprint.
  • Design and Culture.
Other Resources
Discussion Note: