Please note - Swinburne University of Technology

~~6041 Copywriting 6
No. of hours per week: hrvo hours for one
semester
Prerequisite: nil
This copywriting unit concentrates on the design' of
advertisements, publications, promotional and point of sale
materials from a copy viewpoint. Assigned projects will
require students to come to terms with the disciplines of
working simply, logically and creatively with words and
verbal ideas. Again typography, typesetting, layout and presentation
skills will play an important role in each project's
presentation. Later projects may include additional visual
elements such as photoghraphs and illustrations.
Projects undertaken in this unit will relate directly to art
direction and marketing units.
~~6043 Storyboard 6
No. of hours per week: six hours for one
semester
Prerequisite: Storyboard 5
The storyboard units will gain input from both the
copywriiing and media production units through the
continuing introduction of creative copylscript ideas, an
understanding of sound recording and mixing techniques,
and a developing appreciation for the potential of electronic
media. The development of conventional presentation techniques
begun in Storyboard 5 will be complemented
through the broad spectrum of creative possibilities available
through photography and synchronised slide presentations.
animatics, film and videotape. Through experiments in style
and presentation modes students will further develop their
perceptual, structual and narrative concepts. Projects will
attempt to emulate video clips, television commercials and
animated films, using low tech equipment and students
functioning in support roles for each other, camera, sound,
model-maker, editor.
~~6045 Media Technology 6
No. of hours per week: six hours for one semester
Prerequisite: Media Technology 5
This unit comprises a series of experiences in production
planning and management. At this stage of the program,
students will assume the greater responsibility for the
organisation of their course. Through work experience
segments (one day per week), students will be expected to
gain first-hand experience in areas such as sub-contracting,
briefing, cost estimating, production scheduling, specifying,
pre-production and post-production meetings, media
g
insertions and publications deadlines. Under work experience
conditions students will come into contact with art directors,
0, production managers and media managers.
2
GD6047 Marketing 6
No. of hours per week: two hours for one semester
Prerequisite: Marketing 5
Market Research and Decision-Making: the role of market
research in marketing management and the effective
organisation of the market research function.
Research Design: the nature of research design and steps in
design process.
Mlue and Cost of Information: test-marketing new products,
what should be researched and the role of intuition. The
research budget and the expected value approach to
determining the value of information.
Survey research: survey research and the use of panels expost
factor research.
Experimentation: nature of experimentation, types of errors
affecting experimental results, experimental design,
experimental environment and the use of experimentation in
decision-making.
Measurement and Research: the concept of measurement,
scales of measurement and components of measurement.
Questionnaire design, content, response format, question
sequence, pretesting and questionnaire characteristics.
Attitude scales, rating scales, multi-dimensional scales.
Observation, depth, intewiavs and projective techniques.
Problem Identification Research: market segmentation,
market potential, market share, sales analysis, sales
forecasting, product and pricing research, promotion and
distribution research.
Prescribed text
Tull, 0.5. and Hawkins, 0.1.. Marketing Research, 2nd ed, Collier
Macmillan. New York, 1980
GD7038 Advertising Design 7
No. of hours per week: twenty-four hours for
sixteen weks
Prerequisites: Art Direction 6, Marketing 6,
Copywriting 6, Storyboard 6, Media Technology
6
The major design course resumes an assigned project format
and concentrates on the resolution of complex design
problems that integrate verbal and visual concepts, consider
marketing, budget and media factors, anticipate the
involvement of artists, illustrators, photographers and filmmakers
and apply research, problem-solving, communication
and presentation techniques.
Eight major projects will be undertaken in the area of:
corporate identity
packaging and point of sale
television advertising
newspaper advertising
magazine advertising
magazine publications
outdoor and promotional advertising
photography and illustration.
GD8039 Advertising Design 8
No. of hours per week: twenty-four hours for
one semester
Prerequisite: Advertising Design 7
Major projects will now approach campaign scale,
encompass many factors and considerations, integrate copy
and visual concepts and cross several media. Through these
experiences students will become adept at presenting,
discussing and planning linear concepts, copy ideas, marker
pen layouts, comprehensive visuals, mock-ups, tapes and
production schedules.
At this level the course becomes identifiable with the
practising field of graphic design and advertising, and there
is a high expectancy of creativity, appropriateness and
professionalism in the solution of a range of complex
communication problems. Contact with practising professionals
as in Advertising Design 7, is maintained and
supplemented by appropriate work experience.
The ultimate objective of the major study area is the
production of a highly competent and individual portfolio of
representative graphic and advertising design projects. This
folio is gradually refined through a process of critical editing
and revision, and will contain a broad cross-section of
creative and practical design work approaching professional
standards. The graduate portfolio is regarded throughout the