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Winchester School of Art
Assessment Brief – Academic Year 2023/24

Module Code
ARTD6138 Assessment Type Individual
Module Title
Global Advertising & Branding 2 Weighting 100%
Module Leader Lisa Curtiss Module Leader Email
l.j.curtiss@soton.ac.uk
Launch Date
January 29th 2024 Word Count 15 minute recorded presentation
Submission Date by 11.59pm (UK Time) Thursday 21st March 2024 Feedback to Students Date Thurs 25th April 2024
Method of Submission
Blackboard

Assessment Brief Details:

For this assignment you are required to produce a campaign for your one of the live industry briefs you will be given during the first teaching week of term (Week commencing 29th January 2024).

This is an individual summative (marked) assessment.

You will record a 15 minute video presentation of your campaign(as though you were pitching your campaign to the client). You will submit your recorded presentation as an MP4 file and your presentation slides as a separate pdf. In other words you will upload two files: 1 x MP4 file (your video recording) and 1 x PDF or PowerPoint (your slides).

Your recording must show BOTH your slides AND you presenting/talking. You cannot just submit slides with a voiceover.

You can do this either by recording yourself presenting using Panopto, Teams or Zoom (making sure you show both your presentation on screen and your face talking) OR by having someone else record you giving your presentation in a room or classroom. You could also film yourself using a camera on a tripod and there are cameras and tripods available at the university should you wish to choose this option.

Your recorded presentation and slides must cover the following elements:

1.Introduction (your name, and what you are presenting)

2.Background to the live brief you have chosen from those provided (give a quick recap of your chosen brief and what it asked)

3.Your research into the company, including elements such as its current promotional/advertising/ marketing communications activity, and industry/sector position, awareness, target market/audience, challenges and potential opportunities and current media platforms used.

4.Explain your campaign idea – what is it, why you chose it, why it will work /why it is the best choice, and how you and when would action it.

5.Academic and recognised industry frameworks you have used to develop your campaign. These could be theories on brands/branding, advertising, persuasion, consumer psychology, segmentation, ideation, ethical advertising, content strategy and others relevant to your brief, research and campaign ideas.

6.Visuals – which could include items such as any designs and consumer pen portraits, charts/graphs.

7.In-text citations where appropriate and a reference list. (Harvard)

Please remember that at Masters level, ALL assignments must include academic theory as presented in recent academic journal articles.

There is no minimum or maximum word count, but we anticipate between around 20- 30 slides.