Course Title: Produce a concept from a given brief

Part B: Course Detail

Teaching Period: Term1 2010

Course Code: MKTG5848

Course Title: Produce a concept from a given brief

School: 320T Design (TAFE)

Campus: Brunswick Campus

Program: C5230 - Diploma of Graphic Design

Course Contact : Leigh Milward, Meredith Chesney

Course Contact Phone: +61 3 9925 9438

Course Contact Email:meredith.chesney@rmit.edu.au, leigh.milward@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Nominal Hours: 50

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

Produce a concept from a given brief through the exploration and application of a range of advanced techniques and media.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

VPAU054 Produce a concept from a given brief

Element:

1 Interpret the brief

Performance Criteria:

1.1 Correctly interpret the specifications of the brief
1.2 Establish and clarify the user or client for the proposed product/service to inform decisions
1.3 Identify and clarify specifications, parameters or constraints of the brief in consultation with relevant colleagues

Element:

2 Research background information

Performance Criteria:

2.1 Source and evaluate information pertinent to the brief
2.2 Discuss research with relevant colleagues to assist in understanding brief
2.3 Contextualise research information to assist with initiating ideas

Element:

3 Experiment with drawing equipment and media

Performance Criteria:

3.1 Evaluate the potential for new approaches based on capabilities of techniques and equipment already used
3.2 Explore and experiment with a broad range of advanced visualisation techniques, tools, equipment and media for the achievement of different effects and to inform practice
3.3 Explore and experiment with advanced visualisation techniques, design and typography skills
3.4 Research, adapt and use relevant ideas and approaches with consideration of intellectual property, moral rights and copyright requirements

Element:

4 Produce visuals and present to client

Performance Criteria:

4.1 Explore and discuss with colleagues a variety of forms for visual interpretation of the design
4.2 Document changes arising from the original brief
4.3 Produce visual interpretation of design
4.4 Prepare a range of written and visual support materials to contribute to final presentation
4.5 Present design work and explain concepts for work to clientincluding rationale
4.6 Respond to feedback and make changes as required

Element:

5 Develop and refine conceptual vision for concept visualisations

Performance Criteria:

5.1 Determine the suitable/appropriate conceptual vision consistent with the parameters of the brief and based on knowledge and understanding of different techniques
5.2 Consider and establish criteria for selecting techniques, tools, equipment, materials required to develop the visual presentation that meet the parameters of the brief
5.3 Select approach to work which meets established criteria
5.4 Refine conceptual vision based on ongoing experimentation and analysis of techniques

Element:

6 Liaise with client

Performance Criteria:

6.1 Agree on the communication process and the frequency of communication with the client
6.2 Present concepts for work to client
6.3 Pro-actively seek and act on feedback from the client
6.4 Agree on concept for work which complies with the brief

Element:

7 Realise the concept visuals

Performance Criteria:

7.1 Realise the concept visual using techniques and media selected from own research and experimentation to meet conceptual vision
7.2 Evaluate and respond to the potential for changes in the use of techniques and experimentation to meet the conceptual vision
7.3 Refine the conceptual vision based on ongoing experiences with the production of work
7.4 Use safe working practices throughout the production of the concept visuals


Learning Outcomes


*


Details of Learning Activities

Details of Learning Activities
On your timetable, this competency, in conjunction with CUVCRS16A (Prepare text and graphic files for print processing) will be referred to
as Finished art.
Graphic designers or graphic artists plan, analyse, and create visual solutions to communication problems. They decide the most effective way of getting a message across in print, electronic, and film media using a variety of methods. Graphic designers develop the overall layout and production design of magazines, newspapers, journals, corporate reports, and other publications.
They also produce promotional displays, packaging, and marketing brochures for products and services, design distinctive logos for products and businesses, and develop signs and signage systems for business and government.
The application of this unit in the workplace sees an individual designer responding to a brief to produce concepts using a range of advanced techniques and media. The designer would use a wide range of tools, equipment and media and the concepts developed would convey strong conceptual and theoretical development. This work would usually be carried out under limited supervision.


Teaching Schedule

WeekWeek BeginningActivityPerformance Criteria
1 8th February
‘O’ week – Course introduction CUVCRS16A 1.1-1.3, 2.1-2.3, 3.1-3.7
VPAU054 1.1-1.3, 2.1-2.3, 3.1-3.4, 4.1-4.6,5.1-5.4, 6.1-6.7, 7.1-7.4
215th February
Introduction
Overview of InDesign
CUVCRS16A 1.1-1.3, 2.1-2.3, 3.1-3.7
VPAU054 1.1-1.3, 2.1-2.3, 3.1-3.4, 4.1-4.6,5.1-5.4, 6.1-6.7, 7.1-7.4
322nd February
Exercise 1*
Re-creation of Existing Products
CUVCRS16A 1.1-1.3, 2.1-2.3, 3.1-3.7
VPAU054 1.1-1.3, 2.1-2.3, 3.1-3.4, 4.1-4.6,5.1-5.4, 6.1-6.7, 7.1-7.4
41st March
Exercise 1*
Re-creation of Existing Products
CUVCRS16A 1.1-1.3, 2.1-2.3, 3.1-3.7
VPAU054 1.1-1.3, 2.1-2.3, 3.1-3.4, 4.1-4.6,5.1-5.4, 6.1-6.7, 7.1-7.4
58th MarchPUBLIC HOLIDAY 
615th MarchExercise 1*
Re-creation of Existing Products
 CUVCRS16A 1.1-1.3, 2.1-2.3, 3.1-3.7
VPAU054 1.1-1.3, 2.1-2.3, 3.1-3.4, 4.1-4.6,5.1-5.4, 6.1-6.7, 7.1-7.4
722nd March
Exercise 2*
DL Brochure
 CUVCRS16A 1.1-1.3, 2.1-2.3, 3.1-3.7
VPAU054 1.1-1.3, 2.1-2.3, 3.1-3.4, 4.1-4.6,5.1-5.4, 6.1-6.7, 7.1-7.4
829th MarchExercise 2*
DL Brochure
CUVCRS16A 1.1-1.3, 2.1-2.3, 3.1-3.7
VPAU054 1.1-1.3, 2.1-2.3, 3.1-3.4, 4.1-4.6,5.1-5.4, 6.1-6.7, 7.1-7.4
912th April
Exercise 2*
DL Brochure
CUVCRS16A 1.1-1.3, 2.1-2.3, 3.1-3.7
VPAU054 1.1-1.3, 2.1-2.3, 3.1-3.4, 4.1-4.6,5.1-5.4, 6.1-6.7, 7.1-7.4
1019th AprilExercise 2*
DL Brochure
Due date: end of class this week 
CUVCRS16A 1.1-1.3, 2.1-2.3, 3.1-3.7
VPAU054 1.1-1.3, 2.1-2.3, 3.1-3.4, 4.1-4.6,5.1-5.4, 6.1-6.7, 7.1-7.4
1126th April
AG Ideas
123rd May
Review Exercise 2*
Brief 1
DVD Movie Cover
CUVCRS16A 1.1-1.3, 2.1-2.3, 3.1-3.7
VPAU054 1.1-1.3, 2.1-2.3, 3.1-3.4, 4.1-4.6,5.1-5.4, 6.1-6.7, 7.1-7.4
1310th MayBrief 1
DVD Movie Cover
CUVCRS16A 1.1-1.3, 2.1-2.3, 3.1-3.7
VPAU054 1.1-1.3, 2.1-2.3, 3.1-3.4, 4.1-4.6,5.1-5.4, 6.1-6.7, 7.1-7.4
1417th May
Brief 1
DVD Movie Cover
CUVCRS16A 1.1-1.3, 2.1-2.3, 3.1-3.7
VPAU054 1.1-1.3, 2.1-2.3, 3.1-3.4, 4.1-4.6,5.1-5.4, 6.1-6.7, 7.1-7.4
1524th May
Brief 1
DVD Movie Cover
CUVCRS16A 1.1-1.3, 2.1-2.3, 3.1-3.7
VPAU054 1.1-1.3, 2.1-2.3, 3.1-3.4, 4.1-4.6,5.1-5.4, 6.1-6.7, 7.1-7.4
1631st May Brief 1
DVD Movie Cover
Due date: end of class this week – Assessment: 30%
CUVCRS16A 1.1-1.3, 2.1-2.3, 3.1-3.7
VPAU054 1.1-1.3, 2.1-2.3, 3.1-3.4, 4.1-4.6,5.1-5.4, 6.1-6.7, 7.1-7.4


Learning Resources

Prescribed Texts

Prescribed Texts
Title: A Guide to Graphic Print Production – 2nd edition / [Kaj Johansson, Peter Lundberg, Robert Ryberg].
Author: Johansson, K. (Kaj)
Other Author(s): Lundberg, Peter.
Ryberg, Robert.
Publisher: Hoboken, N.J. : Wiley, 2007.
ISBN: 0471761389 (hbk.)

0471761389


References

A range of learning resources and references are provided throughout the year. Additional information relating to this will be provided on an ongoing basis. A digital resource folder resides on network server. The drive is called ‘ Trumpet’ and the access address is trumpet.dsc.rmit.edu.au. Further information regarding access to this is available in the computer survival kit provided during orientation.


Other Resources

A range of learning resources and references are provided throughout the year. Additional information relating to this will be provided on an ongoing basis. A digital resource folder resides on network server. The drive is called ‘ Trumpet’ and the access address is trumpet.dsc.rmit.edu.au. Further information regarding access to this is available in the computer survival kit provided during orientation.


Overview of Assessment

The assessment tasks will include some or all of the following tools;
Digital projects, presentations, tests, exercises.
Students will be tutored with a verbal and/or written evaluation of their progress, within class time.
A final assessment of Competency Achieved or Not Yet Competent will be given at the end of the course when students will submit all completed work.
To be deemed competent students must satisfactorily complete all Learning Elements and related Performance Criteria.
Grading will be offered in addition to, and after, competency based assessment


Assessment Tasks

Due dates are indicated on the timeline section of this guide
40%    Class activities* must be completed during class time and be presented to the instructor for recording on task sheets as complete. These are indicated with an * on the timeline. In cases of absence it is the students responsibility to consult directly with the instructor to arrange an agreed time frame for completion of missed work. This would normally be within one week unless otherwise arranged. Work handed in later than 1 week late without prior arrangement may not be accepted. Please take note of section on ‘Work not seen in progress’ in this course guide
    Exercise 1 Re-creation of Existing Products
    Exercise 2 DL Brochure
    Exercise 3 Book Series
    Exercise 4 Dielines
30%    Brief 1 DVD Cover
30%    Brief 2 FMCG – Packaging
• Most exercises are evenly weighted and the marks will be averaged out at the completion of the unit.


Assessment Matrix

HD High Distinction = 80-100%
DI Distinction = 70 -79%
CR Credit = 60 – 69%
PA Pass (Higher Grade Available) = 50 -59%
PX Pass (No Higher Grade Available)
NN Fail = 0 – 49%
NYC(not yet competent)
CA (competency achieved

Other Information

Attendance
The major learning experience involves studio based exercises, demonstration and production. It is strongly advised that students attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to gain the competency.
Late submissions and single item extensions In all courses marks are deducted for late submission unless Special Consideration or an Application for Extension is sought. If a student feels they may miss a deadline for a single item submission they may negotiate an extension with their teacher. They must negotiate the extension by the due date of submission. They must complete the Application for Extension form available for the Administration Office on level 3 B515. (This does not apply where there are a number of missed submissions due to general difficulties – see Special Consideration).
Cover Sheet for Submissions
All students must complete a submission cover sheet for ever piece of submitted work. This signed sheet acknowledges they are aware of the plagiarism implications noted below. Plagiarism is the presentation of the work, idea or creation of another person as though it is your own. It is a form of cheating and is a very serious academic offence that may lead to expulsion from the University. Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data and oral presentation. Plagiarism occurs when the origin of the material used is not appropriately cited. Is also occurs through enabling plagiarism, which is the act of assisting or allowing another person to plagiarise or to copy your own work. Please make sure you consider this carefully in completing all your work and assessments in this course and if you are unsure about whether you might have plagiarised, seek help from your teacher.
Work not seen in progress
If a student hands in any work that the teacher has never seen in class or discussed with the student prior to the submission, the teacher can refuse to assess the work on the basis of authentication issues. Course guide is subject to change in relation to project variations.

Course Overview: Access Course Overview