Creative Communications

Module summary

Module code: MEDS1161
Level: 4
Credits: 30
School: Liberal Arts and Sciences
Department: Design
Module Coordinator(s): Miriam Sorrentino



This course covers knowledge and skills required for the wide variety of careers available in the media communication industries. Students will be introduced to communications as a profession, through theory, research, analysis and crafting of media objects in response to a variety of briefs.

This course introduces students to a core set of competencies, which underlay all forms of media communication. These principles will be presented through a series of studio-based projects where students learn technique while developing theoretical knowledge, lateral thinking, contextual research and presentation skills. The course allows students to experiment with media marketing, writing, data collection, and graphic design, film-making and sound design. The students will be given technical demonstrations and workshops to help refine their practical skill sets; scaffolding options available to them in their second year. Embedding all of these skills into industry practice will be team project work.

Learning outcomes

On successful completion of this course a student will be able to:

1 Interpret and respond to a working brief for a variety of communication needs.
2 Explore Media & Cultural theory in relation to industry practice.
3 Research and use a variety of techniques, media, and processes to develop creative outcomes.
4 Develop a portfolio of work to document own practice and skills.

Indicative content

The course will explore speaking to selected audiences through a variety of media channels while building a theoretical base. This includes;
• Hegemony; Theories of knowledge and power
• Theories of the public, audiences and communities
• Marx and the relationship between free content and profit
• Attention to subcultures through social media
• Subjugated voices, hegemony and alternative media theories
• Semiotics
• The ethics of photography
• Persuasion, audience studies and branded communications
• Kolb, experiential learning and pushing at the boundaries of current thinking
• New media models and entrepreneurship

Teaching and learning activity

Studio workshop, Lectures and demonstrations, solo projects, team work, peer critique, tutorials and group discussion, Presentation and critiques delivered at 1:22 ratio of staff to students.


Portfolio - 60% weighting, 40% pass mark.
Learning outcomes 1, 2, 3 & 4.
Outline Details - Documentation of the process, including final production pieces from all briefs. 6000 words.

Presentation - 40% weighting, 40% pass mark.
Learning outcomes 1, 2 & 3.
Outline Details - Formal presentation at the end of each project.

Students are not required to pass all elements of summative assessment in order to pass the course.

Formative Assessment - A series of pin up critiques and presentations receiving audio feedback from lecturers and peers on the day of each crit with indications of how work could be improved for the portfolio