联系我们： 手动添加方式: 微信>添加朋友>企业微信联系人>13262280223 或者 QQ: 1483266981

Winchester School of Art
Assessment Brief – Academic Year 2023/24
Module Code ARTD6114-37764 Assessment Type Portfolio
Module Title PASII Weighting 100%
Module Leader Aybala
Cakmakcioglu
Module Leader Email Aybala.Cakmakcioglu@soton.ac.uk
Launch Date w/c 29.01.2024 Word Count 3,000
Submission Date by
16.00pm (UK Time)
02.05.2024 Feedback to
Students Date
03.06.2024
Method of
Submission
TurnItIn Studio
Assessment Brief Details:
This assignment requires you to produce a research proposal for your final project.
Looking ahead to your final project, this will involve you conducting research and writing it up as a
‘critical paper’. During your final project you will be expected to put into practice the research and
analytical skills that you have learned on the programme. The ‘critical paper’ will focus on a
contemporary advertising and/or branding issue, investigating this issue thoroughly by collating,
critically analysing and commenting on the ideas and viewpoints of others, together with those of your
own. This way, the emphasis will easily be on secondary research providing that you design and plan it
carefully. For your secondary research, you will be using only published scholarship and materials which
do not require ethical clearance.
This also means that, to avoid being subject to ethical clearance, you should NOT:
conduct primary research including doing interviews, focus groups and questionnaires in any
form (conducted via email, social media (e.g. WeChat), in person or via any other means)
use unpublished raw data unless it is aggregated and has clear permission for usage (aggregated
data refers to the data gathered into one cohesive whole such as summary statistics. It is high_xfffe_level data that is obtained by combining and summarising individual-level data to reach an
overall result. Therefore, respondents are not identified and cannot be identifiable in any way.)
quote or paraphrase any individual’s comments from social media or blogs (e.g., people’s
comments under a post on Instagram or TikTok)
reveal data containing personal identifying information (including usernames) from social media
or blogs
source, use or reproduce any individual’s visual content, such as photos, videos or images from
social media. This includes bloggers and influencers. However, publicly available self-promotional
and advertising material/videos etc. from companies can be used for analysis in your project. (e.g
the official social media page of a company or brand). Please note that, you can only mention the
number of likes and the number of comments on a particular company’s post. However, you
should not discuss the content of any comments, whether through paraphrasing, summarising,
or quoting them.)
The keywords for your assignment are ‘design’ and ‘planning’; this is why you will be first producing a
research proposal as the assignment on this module. The research proposal is your plan. If you plan
your research carefully, and you stick to your plan, then producing a good final project should be
relatively straightforward.
The Research Proposal
This must be 3,000 words in length. It must focus on a topic that is directly related to your programme’s
subject area and relates to a contemporary issue within the field of adverting and/or branding.
This assignment assesses your ability to:
identify a relevant topic using appropriate market intelligence sources;
use academic sources to develop an understanding of the topic;
create clear and worthwhile research questions;
design research methods that can reliably provide valid answers to the research questions;
consider ethical issues related to the research methods chosen.
Proposal Structure
1. Title Page
2. Table of contents
3. Introduction
4. Literature review
5. Methodology
6. Timetable for completion (Gantt chart)
7. List of references
8. Appendices
Contents of Proposal Sections
Introduction
Present the background and context of the topic using market intelligence sources. These should
demonstrate the usefulness of the planned research and identify a key research question emerging.
Present a research aim and list of objectives at the end of the section.
Literature Review
Use academic journal articles and other reliable sources to create a deeper understanding of the chosen
topic. These sources will form your theoretical framework and identify the specific issues or variables to
be researched.
Methodology
Present the research questions and the research methods that will be used to answer them. Discuss the
overall plan and strategy for the research, demonstrating why each research method is appropriate for
the research questions. Include detailed plans for both data collection and data analysis.
In this section, you should explain the process of how you intend to access and collect your data. This
should include what search strategy and criteria you will apply to collect that data, such as specific
parameters and limiters (e.g. limiting the publication date or the place of publication of your materials).
If you have a specific research strategy such as case studies, include the criteria for selection process of
the cases.
You should also explain which methods for analysis you are going to use (e.g. visual analysis, semiotic
analysis, content analysis, etc.)
You can also mention which specific areas of literature and theory you will be exploring in your research
and what theory, theoretical models and frameworks you will be applying to answer your research
question. Do not forget to justify any decisions you have made.
Include ethical considerations. Conducting secondary research does not mean that you are exempt from
ethical considerations. Here you should mention how you have been an ethical researcher by explaining
your engagement with practices and strategies to ensure data protection,
confidentiality, and acknowledgement of your sources in a professional manner. Selecting sources
critically, following referencing guidelines, showing respect for intellectual property of others, and
engaging with professional criticism when reviewing existing research are some of the qualities of
ethical researchers.
Timetable
Using a Gantt chart, create a detailed schedule of the work that will be done to complete your final
project.
List of References
All sources of information must be properly referenced using the Harvard system.
Ref Outcome Distinction Merit Pass Compensatable
Fail
Fail
100-80 79-70 69-60 59-50 49-35 34-0
A1 Good
academic
practice
underpinning
the research
process from
design to
completion
Evidence of
outstanding
comprehension
of theories,
methods and
techniques.
Evidence of
advanced
comprehension
of theories,
methods and
techniques.
Clear evidence
of
comprehension
of theories,
methods and
techniques.
Satisfactory
evidence of
comprehension
of theories,
methods and
techniques.
Limited
evidence of
comprehension
of theories,
methods and
techniques.
Poor or very
limited
evidence of
comprehension
of theories,
methods and
techniques.
A2 Contemporary
issues
relevant to
the creative
industries
Exceptional
critical
awareness of
new insights
and skills at the
forefront of
the discipline.
Advanced
critical
awareness of
new insights
and skills at the
forefront of
the discipline.
Good critical
awareness of
new insights
and skills at the
forefront of
the discipline.
Competent
critical
awareness of
new insights
and skills at the
forefront of
the discipline.
Partial critical
awareness of
new insights
and skills at the
forefront of the
discipline.
Lack of critical
awareness of
new insights
and skills at the
forefront of
the discipline.
B1 Engage in
advanced
critical
thinking to
prepare for
and plan a
research
project
Exceptional
ability to
critically
analyse
scholarship
and question
complex ideas.
Excellent
ability to
critically
analyse
scholarship
and question
complex ideas.
Good ability to
critically
analyse
scholarship
and question
complex ideas.
Competent
ability to
critically
analyse
scholarship
and question
complex ideas.
Some ability to
critically
analyse
scholarship and
question
complex ideas.
Inadequate
ability to
critically
analyse
scholarship
and question
complex ideas.
B2 Conduct
research and
enquiry
applying
appropriate
research
methods to
data
collection and
reporting
Clear evidence
of advanced
ability to
critically
evaluate
research and
interpret
methods and
techniques of
enquiry.
Evidence of
advanced
ability to
critically
evaluate
research and
interpret
methods and
techniques of
enquiry.
Evidence of
consistent
ability to
critically
evaluate
research and
interpret
methods and
techniques of
enquiry.
Satisfactory
evidence of
ability to
critically
evaluate
research and
interpret
methods and
techniques of
enquiry.
Limited
evidence of
ability to
critically
evaluate
research and
interpret
methods and
techniques of
enquiry.
Little or no
evidence of
ability to
critically
evaluate
research and
interpret
methods and
techniques of
enquiry.
C1 Design and
deliver work
of a
professional
standard that
considers
relevant
ethical
obligations
Exceptional
self management,
autonomy and
interpersonal
learning skills.
Excellent self management,
autonomy and
interpersonal
learning skills.
Good self management,
autonomy and
interpersonal
learning skills.
Adequate self management,
autonomy and
interpersonal
learning skills.
Limited self management,
autonomy and
interpersonal
learning skills.
Poor or very
limited self management,
autonomy and
interpersonal
learning skills.
Late Penalties: Any part of your assessment submitted after the deadline will be subject to the standard
University late penalties (see below), unless an extension has been granted, in writing in advance of the
deadline.
University Working Days Late: Mark:
1 (final agreed mark) * 0.9
2 (final agreed mark) * 0.8
3 (final agreed mark) * 0.7
4 (final agreed mark) * 0.6
5 (final agreed mark) * 0.5
More than 5 0
Attendance: All full-time students are required to attend University for the duration of their programme
each year, and to attend for such additional periods of study as may be required by the regulations of the
programme of study that you are enrolled. The University Attendance Regulations are available from the
University Calendar: http://go.soton.ac.uk/9xp
It is anticipated that students will only miss teaching sessions due to circumstances beyond their control
such as illness, medical appointments, or other problems which must be dealt with immediately. Out of
courtesy you should email the Module Leader for sessions you miss (preferably beforehand) to explain the
reasons for absence (and you should copy to your Personal Academic Tutor any such correspondence).
A register of attendance may be taken in certain teaching sessions, and if your lack of attendance is cause
for concern, we will contact you and ask you to contact your Personal Academic Tutor.
Unreported and sustained absence may seriously affect your learning capability and may result in you
being withdrawn from your programme.
Special Considerations: If you believe that illness or other circumstances have adversely affected your
academic performance, information regarding the regulations governing Special Considerations can be
accessed via the Calendar: http://go.soton.ac.uk/9xo
Extension Requests: : Extension requests along with supporting evidence should be submitted to the
Student Office as soon as possible before the submission date. Information regarding the regulations
governing extension requests can be accessed via the Calendar: http://go.soton.ac.uk/9xo
Academic Integrity Policy: Please note that you can access Academic Integrity Guidance for Students via
the Quality Handbook: https://www.southampton.ac.uk/quality/assessment/academic_integrity.page
Please note any suspected cases of Academic Integrity will be notified to the Academic Integrity Officer for
investigation.
References: You should use the Harvard style to reference your assignment. The library provide guidance
on how to reference in the Harvard style and this is available from:
http://library.soton.ac.uk/sash/referencing