ART & DESIGN DEPARTMENT
2017/18
SHEFFIELD HALLAM UNIVERSITY
BA (HONS) Fashion Management and Communication
FASHION
COMMUNICATION 2 Building Name/No, Street Name, Address Line 2 City, 90291, Los Angeles
SHEFFIELD INSTITUTE OF THE ARTS
SEMESTER 2
BA (HONS) FASHION MANAGEMENT & COMMUNICATION
TABLE O F CO N T EN T S 1. MO DULE R AT I O NALE 2. MODULE AIM 3. LEARNING OUTCOMES 4. CREDIT SIZE 5. MODULE BRIEF 6. MODULE OUTCOMES 7. R E A D I N G L I S T 8. A SSE SSMEN T DE TAIL S 9. A SSESSMEN T MAT R IX 10. T E ACHING SCHEDULE 11 . M O D U L E T E A M
FASHION COMMUNICATION 2: EMERGING MEDIA
BA (HONS) FASHION MANAGEMENT & COMMUNICATION
01
FASHION COMMUNICATION 2: EMERGING MEDIA
MODULE RATIONALE HELLO You may explore one or more of the following areas. * Experiential design Through projects and or live briefs you will develop concepts to promote and communicate your creative
* Store design * Visual merchandising,
ideas in visionary ways. You will learn to recognise and use the different communication languages and equipment employed in the realisation of different formats, from adverts to viral web. Reportage project
* Fashion events * Print publications * Press releases and media relations
work will give you the opportunity to learn how to take photos, make videos and edit them in order to communicate a story to ‘sell’ a fashion product to the appropriate audience and areas such as branding, trends, styling, photography, graphics and the creative
* Digital media and * Product placement This module includes preparation for the sandwich year.
use of new digital platforms will be methods used. You will engage in a fashion communications and
promotion
project
to
demonstrate
your
understanding of the product and target customer demonstrating your communication skills in an area such as journalistic writing, event management, PR, photography, styling and trend forecasting, with a
03
project outcome such as the creation of a conceptual editorial or online magazine, developing a blog, planning an experiential fashion show or a fashion
ABOUT
BA (HONS) FASHION MANAGEMENT & COMMUNICATION
04
prediction package.
FASHION COMMUNICATION 2: EMERGING MEDIA
05
CR I T I C A L T H I N K I N G R E SE A R CH T R EN D A N A LYSI S D ECI SI O N M A K I N G E M ER G I N G M ED I A D I G I TA L M A R K E T I N G CO N SU M ER EN G AG E M EN T G EN ER AT E O R I G I N A L CO N CEP T S T I M E M A N AG E M EN T CL I EN T L ED
BA (HONS) FASHION MANAGEMENT & COMMUNICATION
Context: According to McKinsey and Company (2015), consumers are no longer passive recipients of one-way communication with In the environment of ever-evolving conthe brands. Contemporary consumer culsumer needs, disruptive technologies, ture is becoming immune to manipulative increasing globalisation and the steadily in- commercial messages, with consumers, in creasing array of new brands saturating the particular millennial consumers, looking for market, the survival of any brand is depend- hedonic and additive brand experiences, of ent on its ability to connect with an audiwhich transcends a brands core story into ence on a deeper, psychological level. Whilst a narrative that engages with the consumer luxury fashion brands have historically been and opens up a two-way dialogue, enabling characterised by a strong visual identity, the consumer to interact with, and experitranslated through a brand story, of which ence the brand across all touchpoints. enhances symbolic and emotional associaAlthough storytelling has always been an tions for the consumer, luxury brands have integral part of effective communications also long faced the difficult challenge of strategies, with visual advertisements being how to translate this sensory, unique brand the marketing principal of the last centuexperience from its retail environment into ry. In order to stay relevant in a dynamic the digital sphere. The historical hesitance to environment, in which a hyper-connected delve into the realms of technology, demon- generation and the media landscape are strated by a wealth of established luxury continually evolving, brands now require fashion brands, has resulted in a disconnect liquid content, in which each element of from how the modem consumer consumes the brands story is systematically dissemfashion products and their increasing need inated across multiple distribution chanfor uniqueness. nels, with the objective of creating a unified and coordinated experience which enables consumers to participate within the brands story, whilst controlling their own level of involvement.
FASHION COMMUNICATION 2: EMERGING MEDIA
During this assignment you will respond to a series of mini projects in order to deepen your knowledge of brand communication and promotion within the future global fashion environment. You will debate and define the key emerging trends that will shape the industry of the future, critically analysing the new digital marketing practices used within the fashion industry, and the changing role of Fashion Promotion in the technological age. You will learn how to respond to emerging developments in fashion media, technology and communication for the purpose of creating desirability and increasing ROI for fashion, beauty and/ or luxury products through the creation of a transmedia communication strategy and related digital outcomes, for a selected brand. Throughout this assignment you will prepare a professional portfolio of creative outcomes, of which foster a high level of fashion innovation and technical abilities. You will craft a range of digital and physical creative outcomes, working with immersive technologies such as augmented reality, interactive design, gamification, virtual environments and 3D projection mapping, resulting in a substantial body of work suitable for industry.
BA (HONS) FASHION MANAGEMENT & COMMUNICATION
MODULE BRIEF
KEY DE TAILS
London. Your role will be to conduct PART 1: LIVE BRIEF Unique Style Plat- cross-cultural analysis, investigating the form – The Trend Forecaster movement of the market, in which you will identify key drivers and patterns in “Trend forecasting is much like archaeol- consumer behaviour in order to discover ogy but to the future”, the ‘red thread’ that unifies a collection Li Edelkoor of seemingly disparate ideas, of which will form the basis of the ‘next big thing’. Forecasting, although still a relative new concept, has fast become one of the most Using USPs Macro trends as a starting important weapons in a retailer’s compoint, you will develop a range of Micro petitive armoury. A burgeoning beast trends*, it is expected that you will gathwith an estimated value of £36 billion, er and absorb a wealth of intelligence forecasting permeates almost every facet which will be collated into a coherent of business today. Trend prediction is a and viable trend story. These feeds (or systematic analysis of compiled obsertouchpoints) should be drawn from a vations that leads to identifying a trend, diverse range of sources, to include webof which can be emotional, intellectual, sites, magazines, newspapers, journals, textural or spiritual. white papers, books and reference material and should be collated in a logical By definition and activity, trend forecast- yet creative manner (trend Cartogram) ers are lifestyle detectives who investigate of which will inform your formulated patterns or shifts in attitudes, lifestyles micro trends to be conveyed through the and mindsets, of which deviate from the realisation of a trend book and film. norm. In an ever-evolving and crowded marketplace, the ability to accurately identify trends and consumer lifestyle changes is vital in informing brand direction in the creation of relevant product/services, and in ultimately ensuring their success. *specific shifts in consumer behavior that During part 1 of the assignment, you potentially will change the business enwill act as trend forecasters for UNIQUE vironment in the short term. In order to STYLE PLATFORM, a leading trend formulate your micro trends. forecasting and consultancy to the fashion and creative industries based in FASHION COMMUNICATION 2: EMERGING MEDIA
ASSESSMENT EVIDENCE
ASSESSMENT EVIDENCE
FOR SUBMISSION
KEY DE TAILS
Your research portfolio should cover all aspects of culture, from the creative arts, media and travel to underground subculture movements and developments in science and technology. Combined with statistical market research and observation of socio-economic shifts, these sources also give an insight into what the next emerging micro trend may be and show the direction and potential reaction of consumer culture The winning communication students’ work will be included on the UNIQUE STYLE PLATFORM website. Successful trend concept films will also be submitted to the Berlin Fashion Film Festival 2018.
ASSESSMENT EVIDENCE FOR SUBMISSION - PART 1 You will create a trend package, to include (but not restricted to):
1
CRE AT IV E RESE ARCH DEVELOPMENT (ZINE/CARTOGRAM/ TRENDBOARDS ETC)
2
TREND BOOK (PR O FE SS I O N A L LY CRE AT ED)
3
SHORT MICRO TREND FILM (TO BE PRESENTED TO CLIENT)
BA (HONS) FASHION MANAGEMENT & COMMUNICATION
ASSESSMENT EVIDENCE FOR SUBMISSION
Part 2: Hyper-Reality: A convergence of Fashion and Technology From online etailers, to flagship luxury stores and brand pop-ups, the visual exhibition of fashion has never before offered such creative and innovative opportunities to connect with consumers. Today’s marketers are creating immersive, virtual reality experiences, which maximise audiences’ responsiveness for the brand by shaping persuasive fashion narratives that transcend the products. Hyper-reality is a dystopian vision of the future in which disruptive technologies dictates the way that people interact with their surroundings. During part 2 of this assignment, you will explore the use of visual merchandising and virtual retail spaces, examining how a brands physical spaces, which foster emotional brand connections, (window displays, store layouts and other interior visual elements) can be transcended into the e-commerce environment, whilst retaining its sensory nature. LEARNING OUTCOMES: through a series of lectures, seminars and workshops, you will understand the curatorial role in the communication and presentation of fashion and describe seminal moments in visual merchandising, commenting on historical, current and future trends. You will research how fashion marketing has evolved into a multisensory discipline combining art, theater, psychology and new technology. Through your research, you will develop a creative Zine which will immerse the reader into the trends you have been developing during part 1. The Zine will communicate oyour research in a creative, yet logical way, therefore it should be an exciting and engaging publication in its own right. (you may continue with the research zine created in part 1 or develop a new one to support part 2)
In addition, you will produce an Integrated digital marketing communication strategy in which you will communicate your chosen future retail/etail communication store strategies in an engaging and dynamic way. You may choose who or what your brand focus will be in discussion with your tutors, however you will be encouraged to focus on a brand that is pushing the fashion conversation. The strategy should contain primary and secondary research findings, target consumer profile, a clear creative and commercial rational, SMART aims & objectives, relevant marketing theory e.g. AIDA model and ‘above the line’ marketing communications. You will develop a considered communications campaign, which outlines an immersive communication strategy. This will be presented as a professionally bound and on-brand manual. Remember, you must demonstrate how your selected narrative will be transcended across a range of platforms for the purpose of communicating a brand story. You will present your full concept and related outcomes in an exciting and professional manner as part of the summative assessment (no powerpoint). Your realised outcomes may also be submitted to the WorldSkills UK 2018 – Visual Merchandising competition (please see Blackboard for further information and an overview of each competition once this years guidelines are released), again this may require you to complete additional items to fulfil the entry requirements in your own time. Whilst the two parts of the assignment are separate the submission will be holistic this means they may overlap in some areas. It is recommended that you create a website to host both elements of the assignment – remember you are the fashion communicators, you are creating exciting fashion content, let the world know.
FASHION COMMUNICATION 2: EMERGING MEDIA
ASSESSMENT EVIDENCE
ASSESSMENT EVIDENCE
FOR SUBMISSION
KEY DE TAILS
PORTFOLIO POSSIBLE CRE ATIV E OUTCOMES (SELECT 1 OR MORE TO PRODUCE)
* INTERACTIVE FA SHION PUBLIC ATION
* FASHION ‘GAME/ ANIMAT ION’
* FILM
* INTERACTIVE STORE DESIGN WI T H DIG I TAL APP DESIGN
OF WORK
A portfolio of work to incude * Research development (ZINE) * Concept exploration * Integrated digital marketing communications strategy. * Final outcomes
SUBMISSION DETAILS
23.0 HOW WILL YOU SUBMIT:
The following outcomes must be printed and presented professionally contained within an black archival box:
CRE ATIVE RESE ARCH DE VELOPMENT (ZINE/C ARTOGR AM/ TRENDBOARDS ETC) TREND BOOK
(PR O FE SSI O NALY CR E AT ED)
SHORT MICRO TREND FILM HYPER-REALITY PORTFOLIO (ZINE, CONCEPT DEVELOPMENT) INTERGR ATED DIGITAL MARK E TING COMMUNIC ATIONS STR ATEGY FINAL OUTCOMES PRESENTATION/E XHIBITION OF WORK Your name must be clearly labelled on the side of the box and on all outcomes presented within. Any digital media (i.e websites) must be shared with C.GALLERY@SHU.AC.UK and the URL links printed on a business card and presented within the box. Plastic wallets/holders/bags or other unsuitable presentation methods will not be accepted. FASHION COMMUNICATION 2: EMERGING MEDIA
04.18 @ 3pm FM&C STUDIO
The deadline for this assignment is the 23/04/18. All assessment evidence for submission’ must be presented for assessment no later than 15:00. NB: It is essential you follow the guidelines above when submitting your work, demonstrating your awareness of professional approaches to the presentation of your work. - further details of both physical and online submission can be found on your module page. Please note, if you wish to request an extension, you may do so at MY STUDENT RECORD http://msr.shu.ac.uk under the ‘Extenuating Circumstances’ section. In the absence of an approved extension, you may submit your coursework up to 24 hours (one working day) after the original deadline date and time where there is not
an approved extension, for a mark capped at the minimum pass mark
BA (HONS) FASHION MANAGEMENT & COMMUNICATION
B A
( H O N S )
F A S H I O N
M A N A G E M E N T
&
C O M M U N I C A T I O N
BA (HONS) FASHION MANAGEMENT & COMMUNICATION
01 .
RESEARCH
You will be required to iden/fy and explore a wide range of primary and secondary research methods: field research, interviews, video recordings, personal observa/ons, books/trade journals, magazines, online resources, social media.. Your research porColio should evidence your ability to crea/vely explore and inves/gate ideas, theories and concepts by crossreferencing and analysing the research informa/on you have compiled.
|
02. I D E AT E
Research development is ul/mately the first step to responding crea/vely and innova/vely to the informa/on you have gathered whilst carrying out your inves/ga/ve research. Once you have generated a range of key research, you will explore a range of research deconstruc/on methods in order to cri/cally analyse your findings, visualise your data and begin the process of research explora/on and development. You will show evidence of your experiments, planning and trials, both within your research porColio and reflec/ve blogs. Types of experimenta/on could focus on photography techniques, shoot planning, storyboards, layout development and edi/ng skills.
FASHION COMMUNICATION 2: EMERGING MEDIA
INDUCTION WEEK
2 0 1 7 / 2 0 1 8
INDUCTION WEEK
2017/2018
Process + Steps
03.
04.
You will develop a series of visual and wriIen outcomes, which should clearly reference your research and experimenta/on. Your ďŹ nal outcomes should be ďŹ t for purpose and suitable for the intended audience/consumer. You should demonstrate strong awareness of contemporary approaches to visual communica/on methods, presenta/on outcomes, and innova/ve composi/on skills.
You will present your outcomes in both physical and digital formats. This may be to a panel of industry experts, lectures, peers.
PRODUCTION
PRESENT
ASSESSMENT MATRIX
FASHION COMMUNICATION 2: EMERGING MEDIA
BA (HONS) FASHION MANAGEMENT & COMMUNICATION
BA FASHION M&C
| LEVEL 6 SEMESTER 2 PLANNER
| ACADEMIC YEAR 2017/18
FINAL FASHION PROJECT ACADEMIC TUTORIALS NB: Please note that this plan may be subject to change, you will be informed well in advance of any changes via Blackboard WK
DATE
25
08.01.18
26
15.01.18
27
22.01/18
MONDAY
INTRODUCTION TO TREND FORECASTING LAURA ALDOUS (USP) CHARLENE GALLERY STUDIO 1 & 2 10am-5pm LECTURE/SEMINAR THE FUTURE CONSUMER AND THE IMPACT OF TRENDS INTRODUCE GROUP RESEARCH ACTIVITY CHARLENE GALLERY STUDIO 1 & 2 10am-5pm
28
29.01.18
LECTURE/SEMINAR GROUP PRESENATION THE CARTOGRAM CHARLENE GALLERY STUDIO 1 & 2 10am-5pm
29
05.02.18
30
12.02.18
31
20.02.18
32
27.02.18
33
06.03.18
34
12.03.18
35
19.03.18
36 37
26.03.18 02.04.18
38
09.04.18
39
16.04.18
40
23.04.18
LECTURE/SEMINAR PART 2 FOCUS LEANNE CALDERDALE BENJAMIN THAPA STUDIO 1 & 2 10am-5pm LECTURE/SEMINAR LONDON BRIEFING CHARLENE GALLERY TREND PACKAGE DEVELOPMENT STUDIO 1 & 2 10am-5pm TREND PACKAGE DEVELOPMENT PAUL LUKE STUDIO 1 & 2 10am-5pm LECTURE/SEMINAR STUDIO 1 & 2 MARCO ZAFFINO am 10am-5pm LECTURE/SEMINAR LEANNE CALDERDALE MARCO ZAFFINO STUDIO 1 & 2 10am-5pm
WEDNESDAY MODULE BRIEFING DIFFUSION THEORY CHARLENE GALLERY STUDIO 1 & 2 11am-1.30pm
FRIDAY CREATIVE WORKSHOP 1 PAUL LUKE STUDIO 1 & 2 10-5PM
TREND LAB RESEARCH METHODS NATALIE MCCREESH STUDIO 1 & 2 10am-11pm 11-1pm – meet jewellery clients
FLASH TASK JEWELLERY EDITORIALS CREATIVE WORKSHOP 2 PAUL LUKE & MARK HOWE STUDIO 1 & 2 10-5PM
GROUP RESEARCH ACTIVITY INDEPENDENT
NATALIE MCCREESH ASPECT COURT 10am-1pm
WEEKLY NOTES (student to write weekly)
CREATIVE WORKSHOP 3 RESEARCH ZINE PAUL LUKE STUDIO 1 & 2 10-5PM
TREND PACKAGE DEVELOPMENT MINI GROUP PRESENTATIONS (SCHEDULED 1 HR PER GROUP) CHARLENE GALLERY STUDIO 1 & 2 10am-5pm
ACADEMIC TUTORIALS PLACEMENTS (OPTIONAL) PAUL LUKE ASPECT COURT 10-1pm TREND PACKAGE DEVELOPMENT TOM KAYE STUDIO 1 & 2 10am-1pm
TREND PACKAGE DEVELOPMENT TOM KAYE STUDIO 1 & 2 10am-5pm FULL DAY ACADEMIC TUTORIALS PLACEMENTS ASPECT COURT NATALIE MCCRESSH 10-1pm 1:1 TUTORIALS SCHEDULE TBC ASPECT COURT 10am-1pm
TREND PACKAGE DEVELOPMENT CHARLENE GALLERY DANIEL KENYON (FILM) TOM KAYE (CAD) STUDIO 1 & 2 10am-5pm LONDON VISIT RESEARCH CHARLENE GALLERY PAUL LUKE TREND PACKAGE DEVELOPMENT CHARLENE GALLERY DANIEL KENYON STUDIO 1 & 2 10am-5pm CREATIVE WORKSHOP DANIEL KENYON STUDIO 1 & 2 10-5pm
FASHION TREND, CONSUMER & RETAIL ANALYSIS IN LONDON
REALISATION OF TREND BOOK – SEND TO PRINT.
PART 2 FOCUS
CREATIVE WORKSHOP DANIEL KENYON STUDIO 1 & 2 10-5pm
PROJECT DEVELOPMENT LEANNE CALDERDALE NATALIE MCCREESH am MARCO ZAFFINO am STUDIO 1 & 2 10am-5pm
ACADEMIC TUTORIALS PLACEMENTS ASPECT COURT 10-1pm
CREATIVE WORKSHOP DANIEL KENYON STUDIO 1 & 2 10-5pm
PROJECT DEVELOPMENT LEANNE CALDERDALE NATALIE MCCREESH am MARCO ZAFFINO STUDIO 1 & 2 10am-5pm
LECTURE/SEMINAR LEANNE CALDERDALE STUDIO 1 & 2 10am-1pm
CREATIVE WORKSHOP DANIEL KENYON STUDIO 1 & 2 10-5pm
PROJECT DEVELOPMENT NATALIE MCCRESSH MARCO ZAFFINO STUDIO 1 & 2 10am-5pm
1:1 TUTORIALS SCHEDULE TBC NATALIE MCCREESH ASPECT COURT 10am-1pm
PROJECT DEVELOPMENT STUDIO 1 & 2 CHARLENE GALLERY DANIEL KENYON 10am-5pm
PROJECT DEVELOPMENT NATALIE MCCRESSH MARCO ZAFFINO STUDIO 1 & 2 10am-5pm
PROJECT DEVELOPMENT MARCO ZAFFINO
PRESENTATION SET UP AND CRIT (formative assessment point) TEAM STUDIO 1 & 2 10-5pm
EASTER BREAK
STUDENT EXHIBITON FINAL HAND IN FM&C STUDIO 3PM
SEND FINAL WORK TO PRINT PREP FOR EXHIBITION FINALISATION OF TREND FILMS
HAVE A NICE SUMMER VACATION!
FASHION COMMUNICATION 2: EMERGING MEDIA
STUDENT RESPONSIBILITIES
You will be required to take a high level of responsibility for your own learning throughout the assignment, steadily progressing towards student autonomy. During your SDS time you will need to make full use of the university wide resources and technical support facilities in order to actively engage with the subject matter and develop your skills and knowledge to the required standard as you progress through the course. Maintaining a good level of professionalism is a clear indication of your commitment towards both your studies and future goals. Please make the most of the opportunities available to you throughout this assignment, attend all timetabled sessions and do not hesitate to ask for clarification during briefing sessions if you do not understand what you are required to do. You must ensure that you arrive at least 10 minutes before the session starts, ready to begin at 10am. You must arrive prepared for your sessions (notepad, pen and art materials when relevant) If you are unable to attend a session, please ensure to inform Charlene Gallery: c.gallery@shu.ac.uk or via WhatsApp. It is your responsibility to catch up on work missed.
BA (HONS) FASHION MANAGEMENT & COMMUNICATION
Reading list It is strongly recommended that you follow a reading programme in parallel to the lecture series. A choice of texts are listed below, however, wider reading of specialist texts, journals and articles are also strongly recommended. You will be sent key texts/articles prior to lectures/seminars. Please ensure that you read, in order to contribute fully during seminars & discussions. Burnett R (2004). How Images Think, Cambridge, Mass. London: MIT.Chaffey.D & EllisChadwick (2012), Digital Marketing, Pearson Brennan B & Schafer L (2010), Branded! How retailers Engage Consumers with Social Media and Mobility, John Wiley Grefen P (2010), Mastering E-Business, Routledge Gumbrecht Hans Ulrich & Marrinan Michael ed , (2003) Mapping Benjamin: the work of art in the digital age / Stanford, California: Stanford University Press. McStay A, (2010), Digital Advertising, Palgrave MacMillan Molenaar C (2012), E-Marketing, Routledge Phillips, Loraine (2009) Publish Your First Magazine: A Practical Guide For Wannabe Publishers 360 Books Rettberg J, (2008) Blogging (Digital Media and Society) Polity Press Rothstein, Jandos (2007) Designing Magazines: Alworth Press Siegel (2008) Thames and Hudson Fashion Photography Course: Principles, Practice, & Techniques: An Essential Guide Swanson, K (2008) Writing for the Fashion Business: Berg Wheeler, A (2009), Designing Brand Identity, Wiley Wolbers, Marian Frances (2009) Uncovering Fashion: Fashion Communications Across the Media
Additional Sources:
www.wgsn.com LSN GLOBAL BOF State of fashion 2018 report Unique Style Platform
FASHION COMMUNICATION 2: EMERGING MEDIA
Fashion///Lifestyle/Arts/ Harpers Bazzar /// Vogue /// Elle ///Wallpaper /// Creative Review ///
JOURNALS
NEWS/MAGAZINES/TRADE
Newspapers/tradejournals WWD ///Drapers /// The Guardian /// Sunday Times
Independent Fashion Garage ///Tank /// 125 /// 10 /// Another /// Dazed /// Pop /// The Gentlewoman /// Purple /// Interview /// W /// Nylon /// Self Service /// Lula /// I-D ///Numero /// Wonderland
BA (HONS) FASHION MANAGEMENT & COMMUNICATION
MODULE LECTURERS MODULE LEADER CHARLENE GALLERY D IG I TAL FA SHI O N FASHION TECHNOLOGY V ISUAL COMMUNIC AT ION FILM FASHION MARKETING
PAUL LUKE P. L U K E @ S H U . A C . U K VISUAL BRANDING V ISUAL COMMUNIC AT ION FILM D IG I TAL FA SHI O N
DR . NATALIE MCCR EESH N.MCCRESSH@SHU.AC.UK CRITICAL STUDIES RESEARCH FASHION HISTORY & THEORY FASHION MARKETING
FASHION COMMUNICATION 2: EMERGING MEDIA
L AUR A ALD OUS - UNIQUE S T YLE PL ATOFRM M A R CO Z A FFI N O - PH O TO G R A PH Y/ I L LU S T R AT I O N /C A D TOM K AY E - D I G I TAL CR E AT I V E BENJAMIN THAPA - MARKE TING AND MANAGEMENT LE ANNE C ALDERDALE - CRE ATIV E WR ITING/BR ANDING TOM IVIN - I-D MAGAZINE
LEARNING, TEACHING AND ASSESSMENT - STRATEGY AND METHODS Students will be supported in their learning, to achieve the above outcomes, in the following ways: The module delivery is through: A briefing session, lectures and studio practice with individual and group guidance of management, branding and communication issues. Where appropriate the project may be research focused and the brief delivered in association with collaborative partners. Formative feedback is provided throughout the module and is primarily focused on helping you to reflect on and evaluate your work
as it is progressing. It helps you consider the work you have already undertaken and how this may be developed and improved. It also helps you to plan how you will progress with your work. Summative feedback is provided at the end of the Task/s and also involves your tutor grading your work. Feedback is focused on your completed work and on how well you have addressed the module learning outcomes, grading criteria and the submission requirements for the Task/Module. It will direct you to the areas in which you can improve in order to help inform your future work. Summative feedback is always written, but on occasions may also be verbal.
BA (HONS) FASHION MANAGEMENT & COMMUNICATION