Pathway Units

1. Copywriting for Advertising
This unit is about working with other students to devise ideas for advertising. Students will work in creative teams which will mirror industrial practice. The unit requires students to develop their general writing skills and learn more specific skills in copywriting. In doing so, students will write copy for a variety of advertising media.

2. Products, Marketing and Advertising Media
This unit concerns the relationships between products, markets and the media. Students will investigate categories and characteristics of products and learn how brands are created and developed. They will also learn how to identify target markets by analysing demographic factors and using classification systems. By examining the role of product and market research and investigating advertising media, students will develop an understanding of the business context in which advertising operates.

3. Advertising Campaigns
This unit is about the production of advertising. Students will study the operations and functions of advertising agencies, learn how advertising objectives are defined and gain an understanding of what goes into developing advertising strategies. By devising advertisements in response to advertising briefs, students will develop an understanding of how advertising campaigns work.

4. Art Direction for Advertising
This unit is about working with other students devise ideas for advertising. Students will work in creative teams which mirror industrial practice. The unit also requires students to produce visual concepts for advertising using typographic design skills. Students will also practise directing the work of others in developing and producing visual concepts for advertising.

5. Multimedia Web Authoring
The aim of this unit is to enable students to produce interactive web pages that have multimedia content. The unit will cover the creation of HTML (Hypertext Markup Language) code through to the inclusion of Java applets to enhance web page design and production.

6. Multimedia Design and Authoring
Through this unit students will learn to design and evaluate a prototype multimedia system using an iterative approach. Through research and practice, students will identify user needs and content. Students will design the structure, interaction and components of the interface. A psychological understanding will be encouraged to give students a broad understanding of the use of colour, metaphors and navigational systems. Prototypes ill be designed through exploration of software prototyping tools and techniques.

7. Developing A Personal Style
Students will already have chosen a particular specialisation with an individual style of expression and area of illustration. Students will explore a broad range of media to communicate a wide range of messages using historical and current examples. Students will be encouraged to experiment and explore the limits of their preconceived ideas and abilities. Current fashions in visual communication will be put in context and students will be encouraged to look towards their lifelong development in design.

8. Animation Techniques
This unit aims to provide the student with an introduction to a variety of animation techniques used in multimedia and video. The unit will equip the student with the knowledge and skills needed to select the technique most suitable for meeting production requirements.