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Winchester School of Art
Assessment Brief – Academic Year 2024/25
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Module Code
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ARTD6138 |
Assessment Type |
Individual |
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Module Title
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Global Advertising & Branding 2 |
Weighting |
100% |
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Module Leader |
Lisa Curtiss |
Module Leader Email
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Launch Date
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January 27th 2025 |
Word Count |
15 minute recorded presentation |
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Submission Date by 11.59pm (UK Time) |
Thursday 20st March 2025 |
Feedback to Students Date |
Wed 23rd April 2025 |
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Method of Submission
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Blackboard |
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Assessment Brief Details: For this assignment you are required to create and present an awareness raising/promotional campaign for one of the live industry briefs you will be given during the first teaching week of term (Week commencing 27th January 2025). This is an individual summative (marked) assessment. (although you will experience team working during the module and receive formative feedback on this) These are the requirements – please follow carefully: You will create a slide presentation of your campaign. (20-30 slides recommended) Using Panopto (instructions and training will be given and refer to this link: https://elearn.soton.ac.uk/article-categories/panopto-student/ You will record a 15 minute video of you presenting your campaign using your slides as though you were pitching your campaign to the client. Your recording must show BOTH your slides AND you presenting/talking. You cannot just submit slides with a voiceover. You will also submit your actual slides (PDF of your PowerPoint) – so we can check references and anything we cannot read/see clearly from your recording. Instead of using the notes space below each slide for any additional information which may not be visible to us when marking, we recommend you place this on slides at the end of your presentation and title it ‘Supporting Notes’. Each brief has slightly different requirements, but we would anticipate your recorded presentation and slides to cover the following basic elements in addition to anything else that your chosen brief specifies: 1. Introduction : Your name and the client brief you have worked on. 2. Outline of the brief: Give a quick recap of your chosen brief and what it asked. It is very important you specify here if you have chosen to focus only on certain aspects of your chosen brief to manage the marker’s expectations. 3. Background: Your research into the company/brand, including elements such as: 3.1 Products/Services, Mission/Vision, USPs 3.2 Status/Success: Industry/sector position, competitors, challenges/opportunities 3.3 Awareness & perception: Level of awareness and how its perceived, 3.4 Target market/audience 3.5 Promotional Activity: Recent/Current promotional/advertising/ marketing communications activity including brand partnerships and KOLs/ambassadors used and media platforms used 4. Explain your campaign: 4.1 Campaign Concept: What is it 4.2 Justification: Why you chose it / Why it will work /why it is the best choice for the client 4.3 Actions: What are the key elements and how it would operate/roll out 4.4 Timings: When it would happen (key milestones / actions/events - not every single element) 4.5 Budget: If the budget is not provided in the client brief, you need to state an anticipated total budget needed - you do NOT need to produce a detailed budget breakdown just an over all approximate cost with an explanation 4.6 Measurement & Evaluation: How it would your campaign be evaluated/measured 4.7 Potential Challenges & Solutions: What could go wrong and how to solve/avoid issues 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. (suggest at 3-5 applied) 6. Include and engage with appropriate sources. For example: Use/engage with relevant sources to ‘prove’ your campaign elements/concept should work/will be a success/will reach the right target market. (Use in-text citations throughout) 7. Reflection: Include a reflection of your experience working in teams with your fellow students on live brief tasks given in seminars and also individually . (1 slide) 8. Visuals – which could include items such as any designs and consumer pen portraits, charts/graphs, screenshots of adverts etc. (you are NOT expected to have to design your adverts etc). 9. A reference list. (Harvard) There is no minimum or maximum word count, but we anticipate between around 20- 30 slides. Adhere to the 15 minute time deadline. (a few seconds over is OK, but do not go minutes over). |
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Learning Outcomes & Assessment Criteria:
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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.
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Days Late: |
Mark: |
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1 |
(final agreed mark) * 0.9 |
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2 |
(final agreed mark) * 0.8 |
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3 |
(final agreed mark) * 0.7 |
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4 |
(final agreed mark) * 0.6 |
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5 |
(final agreed mark) * 0.5 |
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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 Responsibility & Conduct Policy: Please note that you can access Academic Responsibility Guidance for Students via the Quality Handbook: https://www.southampton.ac.uk/about/governance/regulations-policies/student-regulations/academic-responsibility-conduct
Please note any suspected cases of Academic misconduct will be notified to the Academic Responsibility & Conduct 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
Repeat Year Students: You are required to complete a brand-new assignment, as per this assessment brief, and should take good care not to plagiarise any of your previous work.