Curriculum Autumn 2017* Bachelor in Art Direction Faculty of Communication All information revised as of October 2016. Note that all curricula may be updated* 1
1 Introduction Art Direction This programme gives an education in Art Direction, which is a field dealing with the development of ideas and giving them a visual form that clearly communicates the content. At completed study graduates can seek work as Art Directors. This is an international title denoting the visual responsibility for the magazine you are reading, the film you are watching, and the advertising campaigns using analogue and digital media. Independent of language, an Art Director is able to communicate in an increasingly globalised world. Degree/title Scope Form of study Bachelor in Art Direction 180 ECTS credits Campus-based full-time study with a duration of 3 years The programme is offered by the Faculty of Communication at Westerdals Oslo School of Arts, Communication and Technology (Westerdals Oslo ACT) 1.1 About the programme The bachelor s programme in Art Direction is a cross-disciplinary study programme giving understanding of and experience with a large and steadily increasing visual toolbox. In the programme the students work with ideas and concepts that are to form the basis of visual communication on all platforms and devices. Most of the work takes place in groups. The programme comprises marketing communications, editorial communications, and advanced visual projects where the students develop their own visual characteristics depending on talent and interests. Within the mentioned professional fields the students work with analogue and digital magazines, TV and entertainment concepts, public relations and marketing communications. From day one, they learn to present their projects with sound, image and text an important aspect of communicating a message. The students on the programme cooperate with other students at Westerdals Oslo ACT, also in cross-disciplinary groups. The knowledge and experiences that the graduates from the bachelor s programme in Art Direction bring with them are highly relevant in today s labour market. The aim is to educate publication-oriented communicators who perceive job communication as central. Possible careers are many; the graduates can for instance choose to work with editorial content and form, with advertising in the capacity of Art Director, or as independent producers of visual communication. At completion of the bachelor s degree graduates may also continue with postgraduate, master s degree studies in Norway or other countries. The programme is suited for students with an interest in photography, design, animation and visual communication. For success in the study programme Bachelor in Art Direction some basic knowledge and skills in visual communication are called for in addition to general higher education entrance 2
qualifications. Therefore, applicants have to hand in and pass an entrance test in addition to having achieved general qualifications for entrance to higher education. 1.2 Curriculum overview The course structure of the study is shown in the matrix below. All courses are mandatory except courses marked as electives (green boxes). The sequence of the courses is made to ensure study progression and to build a complex study with theoretical courses as well as practical project work. Sem6 Theory and Method Internship Bachelor s Thesis (15 ECTS) Sem5 Elective (15 ECTS) Elective (15 ECTS) Sem4 Elective Editorial Communications (15 ECTS) Communication Design in Interactive Media Sem3 Strategy and Society Marketing Communications (22.5 ECTS) Sem2 Visual Management Visual Dramaturgy (22.5 ECTS) Sem1 Theory and Method Visual Communications (22.5 ECTS) 7.5 ECTS credits 7.5 ECTS credits 7.5 ECTS credits 7.5 ECTS credits Yellow courses are taught jointly to two or more study programmes. White courses are mandatory courses specifically taught in this study programme. Green boxes denote the location of optional courses. In the 4th semester students choose an elective from a pool of optional courses across faculties and programmes. The choices are made in the preceding autumn semester. The first year of study gives basic qualifications in communication. In this year all the topics of the programme are taught at a basic level. The second year of study introduces marketing communications and editorial communications. 3
The fifth semester offers the possibility of specialisation in two of the three principal building blocks of the study: editorial communications, marketing communications, or visual communication. The students compose a study of 30 ECTS credits from the following courses: Advanced Marketing Communications (15 ECTS credits) Note: This course is not offered in English in 2017/2018 Advanced Editorial Communications (15 ECTS credits) Advanced Visual Communications (15 ECTS credits) Further, the 5 th semester is organised to allow exchange to and from Westerdals Oslo ACT through its participation in internationalisation programmes. In the last semester the students complete an internship to gain professional experience in a media or communication company. The main part of the semester is dedicated to a bachelor s thesis in which the students specialise in one of the principal areas of the study and apply the knowledge and skills they have acquired, and further, use theory to evaluate their own performing practice. Art Direction is anchored in research as well as in artistic development, with a cross-disciplinary approach to its main areas: editorial communications, marketing communications, and visual communications. These professional fields comprise marketing communication and advertising, editorial platforms in TV, radio, digital and analogue publications, and more artistic expressions in film, theatre, and visual art. The students encounter relevant research, and artistic development work in marketing communications, editorial communications, and free visual forms of expression is an aspect of the instruction as well as of student work. The study programme finishes with a mandatory internship period and a bachelor s thesis in the 6 th semester. The students themselves choose the topic of their bachelor s thesis and the place of internship. 2 Individual courses offered to exchange students 2017 2.1 WAD3VF Advanced Visual Communications Norwegian name: Fordyping i visuell kommunikasjon ECTS credits: 15 Area of study: Communications, Art Direction, Film, Media, Design, Marketing Language of instruction: English Programme: Optional course in Bachelor in Art Direction Required prerequisites: No particular prerequisites Recommended prerequisites: Successful completion of the courses Theory and Method, Visual Communications, Visual Dramaturgy, Visual Management, Strategy and Society, Marketing Communications, Communication Design in Interactive Media, and Editorial Communications. 4
Semester: The course is taught in the 5 th semester Course leader: Astrid Brodtkorb Course outline The course focuses on central topics that enable students to critically define, carry out and complete an advanced visual project in visual communications or an independent artistic project. The students are given the possibility to develop their own artistic production and visual expression. Learning outcome Knowledge: At completion of the course the candidates have acquired wide knowledge enabling them to critically define, carry out and complete an advanced visual project within the given areas of study Skills: At completion of the course the candidates are able to apply and further develop the necessary skills within various visual techniques in the course, which is the basis for the specialisation project General competence: At completion of the course the candidates are able to plan and implement advanced visual projects over time Teaching and learning methods Excursions, laboratory work, tutorials, self-study and presentation Recommended workload Participation in excursions and tutorials 80 hours Self-study 80 hours Independent preparation for presentations or discussions in plenum 30 hours Independent practical work individually or in teams 130 hours Examination and preparing for the examination 80 hours Total recommended workload 400 hours Learning material/syllabus Individually defined required reading related to the student s choice of specialisation, 700-1000 pages. The reading is defined in agreement with the tutor. Lectures, instructions and tutorials are required parts of the syllabus. Scheduled teaching is always a required part of the syllabus. 5
Coursework requirements None Assessment Assessment is based on two independent assignments as described below: 1) An individual production assignment (70%) comprising a completed art expression and a log. The project and research question are individually defined at the beginning of the course and the project work covers the entire course period. 2) An individual written assignment (30%) comprising a text that argues theoretically, 900-1500 words. The text should comply with specifications agreed on when the project and research question were defined and should include references from the syllabus. Grading scale: A-F with A as the best grade and E the lowest pass grade. F means fail. Both assignments/examinations must receive a pass for the examination to be registered as passed. Assessment criteria Assessment of the methodical and practical professionalism of the visual solution Assessment of the originality of the visual expression and the candidate s readiness to experiment and be creative Assessment of the degree of independency in the planning, implementation and presentation of the visual expression Assessment of professionalism in the choice of digital and analogue forms of presentation Assessment of the students reflections on their own art expressions and their ability to place them in a social and academic context Assessment of the students critical reflections on the process and their own development during the course Assessment of the development of academic and practical craftsmanship during the course 2.2 WAD3RK Advanced Editorial Communications Norwegian name: Fordypning i redaksjonell kommunikasjon ECTS credits: 15 Area of study: Communications, Art Direction, Film, Design, Marketing Language of instruction: English Programme: Optional course in Bachelor in Art Direction Required prerequisites: None 6
Recommended prerequisites: Successful completion of the courses Theory and Method, Visual Communications, Strategy and Society, Visual Dramaturgy, Visual Management, Marketing Communications, Communication Design in Interactive Media, and Editorial Communications. Semester: The course is taught in the 5 th semester Course leader: Liv Evjan Course outline The course teaches concepts, knowledge and skills necessary for working with editorial production at a professional level. The students become familiar with relevant topics and ethical challenges related to editorial work. Learning outcome Knowledge: At completion of the course the candidates have in-depth knowledge of editorial work, editorial organisation and visual management at a professional level Skills: At completion of the course the candidates are able to critically assess and define editorial subject matter and apply it to develop effective editorial communications deliver ready-to-publish work at a professional level General competence: At completion of the course the candidates will have acquired competence in innovative thinking and processes related to society s relationship with new media and publication formats editorial social functions, laws and regulations pertaining to freedom of speech and publication, and in reflecting on academic and professional issues Teaching and learning methods Lectures, group work, tutorials, self-study, presentations Recommended workload Participation in teaching and tutorials 140 hours Self-study 80 hours Independent preparation for presentations and discussions in plenum 40 hours Independent practical work, individually or in teams 100 hours Examination and preparing for the examination 40 hours Total recommended workload 400 hours 7
Learning material/syllabus Updated information on required reading and other study material for each programme is published on our electronic learning platform before the semester starts. Information can also be found on our homepages. In addition to literature and other study material, scheduled teaching and other scheduled learning activities are required parts of the syllabus. Coursework requirements None Assessment Assessment is based on two independent partial examinations as described below. 1) An individual production assignment (70%) consisting of a media production. The project and its research question are defined at the start and the work and cover the complete time period of the course. 2) An individual written assignment (30%) consisting of a text with theoretical arguments, 1000-1500 words. The text complies with the specifications agreed upon when the project and research question were defined and includes references to the course reading or other parts of the syllabus. Grading scale: A-F with A as the best grade and E as the lowest pass grade. F means failed. Each part must receive a pass mark in order to receive a final pass for the total examination. Assessment criteria Assessment of: the use of various means and measures in the editorial communication and their relevance to the course, the target group, and the format the professionalism of the editorial solution as well as the originality and ability of innovative thinking critical reflection on the social role of the editorial communication, and on the choice of publication form reflection on the social, ethical and legal issues of interactive media The structure of the assignments should comply with the guidelines specified in the examination question paper. 2.3 WAD3MK Advanced Marketing Communications Note: This course is not offered in English in 2017/2018 8
Norwegian name: Fordyping i markedskommunikasjon ECTS credits: 15 Area of study: Communications, Art Direction, Film, Design, Marketing Language of instruction: English Programme: Optional course in Bachelor in Art Direction Required prerequisites: None Recommended prerequisites: Successful completion of the courses Theory and Method, Visual Communications, Visual Dramaturgy, Visual Management, Marketing Communications, Communication Design in Interactive Media, and Editorial Communications Semester: The course is taught in the 5 th semester Course leader: Helle Gundersen Course outline The course gives in-depth knowledge and teaches professionalism of production and presentation of ideas and solutions in marketing communications directed at a real-life employer. The students gain knowledge and skills in developing professional strategic and visual communication solutions that are important to a specific target group, as well as relevant topics and ethical issues related to this field of study. The course emphasises practical work with visual communication solutions, through teamwork and discussions of the students own projects in cooperation with recognised professionals in relevant fields. Learning outcome Knowledge: At completion of the course the candidates are familiar with central topics, theories, questions and processes in the field of marketing communications have professional-level knowledge of producing communication solutions in different channels Skills: At completion of the course the candidates have in-depth knowledge of strategy and concept processes so as to be able to create and critically assess their own professional communication solutions General competence: At completion of the course the candidates have professional knowledge of the role of marketing communication in society, and have internalised an ethical attitude to their subject are able to interpret and understand an assignment brief, perform methodically based research and investigations, and think methodically about presentation techniques have experience with professional working life where marketing communication is used 9
Teaching and learning methods Lectures, group work, tutorials, self-study, presentations Recommended workload Participation in teaching and tutorials 80 hours Self-study 80 hours Independent preparation for presentations and discussions in plenum 30 hours Independent practical work, individually or in teams 130 hours Examination and preparing for the examination 80 hours Total recommended workload 400 hours Technology and tools Digital visualisation tools Learning material/syllabus Updated information on literature and other study material is published on our electronic learning platform for each programme before the semester starts. This information is also to be found on our homepages. Scheduled teaching and other scheduled learning activities are required parts of the syllabus. Required coursework None Assessment Assessment is based on two independent assignments as described below. 1) An individual production examination (70%) in which the candidates submit a campaign of persuasive communication for printed as well as electronic media, with solutions developed either individually or in teams. Specifications are handed out no later than two weeks before submission. 2) An individual written assignment (30%) where the candidates hand in an argumentation of 900-1500 words. Specifications are handed out no later than two weeks before submission. Grading scale: A-F with A as the best mark and E as the lowest pass mark. F means failed. Both parts must be passed for the examination to be given a pass. 10
Assessment criteria Assessment of: the relevance of the strategy and concept development for the assignment the target group(s) and their relevance for the assignment the choice of publication channel(s) and their relevance for the target group the visual marketing communication solution and its originality, as well as its readiness and ability to experiment the students reflections on strategic choice, visual expression, and ability to see the solution in a social, ethical and academic context The structure of the assignments should comply with the guidelines given in the examination question paper. Notes The course is a continuation of courses studied in previous years: Visual Communications, Visual Dramaturgy and Management, Strategy and Society, and Marketing Communications. 11