IDENTITY: MARKETING AND COMMUNICATION IN PRACTICE - 2017/8

Module code: CMCM059

Module provider

School of Literature and Languages

Module Leader

WYNNE-DAVIES M Prof (Lit & Langs)

Number of Credits

15

ECT Credits

7.5

Framework

FHEQ Level 7

JACs code

N500

Module cap (Maximum number of students)

N/A

Module Availability

Semester 1

Overall student workload

Independent Study Hours: 114

Lecture Hours: 24

Seminar Hours: 12

Assessment pattern

Assessment type Unit of assessment Weighting
Oral exam or presentation PROJECT GROUP ORAL PRESENTATION SUMMATIVE (2 X 20%) 40
Coursework PROJECT INDIVIDUAL AUTHORED SECTION 1000 WORDS (2 @ 30% EACH) 60

Alternative Assessment

Alternative Assessment: if one or both oral presentations are missed then the student may give an individual oral presentation to the tutor. 20% (one presentation) or 40% (two presentations).

Prerequisites / Co-requisites

None.

Module overview

This is an interdisciplinary module. The module aims to introduce students to the ways in which identities are constructed and communicated in a variety of forms - written, spoken and visual - in particular within the context of marketing and media. Texts will be drawn from a wide range; e.g. advertising; films/TV; popular culture; lifestyle magazines; and public exhibitions. Students will develop the ability to analyse these representations. The module is taught via workshops through a series of three projects that involve students developing their own subject knowledge and skills in terms of writing and developing work for state providers, NGOs and private businesses. Topics to be explored include: gender stereotyping; consumerism; sexuality; other relations of difference (e.g. ethnicity; disability; sexual orientation); and cross-cultural comparisons. In each instance the themes will be situated in relation to historical and geographical contextualization. Students will have the opportunity to carry out their own analysis by conducting three small-scale projects (the first formative and second two summative) presented as part of their group activities and subsequently written up in two reports using the theories and concepts learnt on the module. The materials used by students in their presentations may include original materials (e.g. creative writing and photography) and/or material researched on the topic. The self-reflective reports then feed into the extended writing section, allowing students to build upon critical self-awareness to develop a longer piece relevant to their own subject.

Module aims

Develop in students a thorough critical understanding of how identities are constructed

Develop the ability in students to analyse and appraise styles and techniques used in communicating identity and to apply these critical insights to their own writing practices OR published works

Facilitate the acquiring of the detailed knowledge and skills necessary for writing and/or analysing material on identity and its communication

Help students attain the ability to apply critical awareness to their own creative writing OR to the works of others

Encourage students to work as a group in the production of collaborative work in the workshop context

Facilitate the examination of the theory and conceptualisation of communication theories critically alongside the practices and published texts produced in relation to it

Encourage students to critically develop their thinking about their own practice as writers, both creative and critical, and to present this in cogent terms

Learning outcomes

Attributes Developed
Gained significant confidence and ability in critical analysis and thinking C
Gained the ability to analyse and appraise styles and techniques used in the communication of identity and to apply these critical insights to their own writing practices and/or the works of published authors KC
Acquired the detailed knowledge necessary for analysing identity and its communication K
Acquired the detailed skills necessary for writing about identity and its communication P
Increased the ability to apply critical awareness to their own creative writing and/or to the works of others PT
Developed the ability to work as a group in the production of collaborative work in the workshop context PT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Module content

The following areas are indicative of topics to be covered:

 


Introduction
Construction and communication of identity
gender stereotyping
consumerism
sexuality
other relations of difference (e.g. ethnicity; disability; sexual orientation)
cross-cultural comparisons
Individual projects and presentation
Group projects and presentation

Methods of Teaching / Learning

The learning and teaching strategy is designed to:

 


Hone and develop students’ writing skills helping them gain significant understanding of  how identity is communicated via text and image
Assist students in locating their work in historical and cultural contexts by developing in them an understanding how time and place affect the way in which different cultures construct identity
Equip students with the research and writing skills they will need to produce both critically informed work enabling them working in groups towards projects
Facilitate in students productive reflection on both the creative process itself and the finished work that has resulted from it by enabling them to work independently on a self-reflective report and extended writing piece


 

 

The learning and teaching methods include:

 

2 hour seminar x 11 weeks.

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate:


the development in their creative writing skills
their understanding of the context of their work in historical and cultural terms
their development of research and writing skills
productive and informed critical reflection on both the creative process itself and the finished work that has resulted from it


Thus, the summative assessment for this module consists of:

 

Mid-Semester project group oral presentations (2 @ 20% each) (40%)

Mid-Semester project individual authored section 1000 words (2 @ 30% each) (60 %)

 

 

Formative assessment and feedback

Mid-semester project group oral presentation and individual authored section (500 words)

Formative ‘feed forward’ is provided through seminar discussions, tutor feedback in seminars, and a range of other feedback mechanisms agreed between tutor and students in week 1 of the module, such as written and/or oral feedback on project work.

Reading list

Reading list for IDENTITY: MARKETING AND COMMUNICATION IN PRACTICE : http://aspire.surrey.ac.uk/modules/cmcm059

Programmes this module appears in

Programme Semester Classification Qualifying conditions
Communication and International Marketing MA 1 Optional A weighted aggregate mark of 50% is required to pass the module
Creative Writing MA 1 Optional A weighted aggregate mark of 50% is required to pass the module
English Literature MA 1 Optional A weighted aggregate mark of 50% is required to pass the module
Intercultural Communication with International Business MA 1 Optional A weighted aggregate mark of 50% is required to pass the module
Creative Writing MFA 1 Optional A weighted aggregate mark of 50% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2017/8 academic year.