FA4006 - PR and Fashion Space

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What will I learn on this module?

This module teaches you the processes of originating, realising and managing events, services and environments though the development of logistical, promotional and planning skills and evidenced through the realisation of a real-life fashion event. You will be introduced to the fundamentals of fashion show / installation, event planning and public relations, the study of cultural influences and how fashion is mediated, communicated and promoted through public, promotional and commercial spaces.

You will study design, audience function and aesthetics to produce a commercial fashion event with the focus placed on fashion entertainment and the dissemination of ideas to a target audience through multi-sensory media applications. You will study experiential and technical aspects of planning an event from audio-visual, sensory, graphical and textual ways of engaging an audience, visual and display techniques, exhibition and installation agendas. Creative and commercial concepts are examined, along with stakeholder diversity and user experience, to help you to arrive at a creative solution that is effectively mapped into a logistical plan.

Alongside this, you will be taught the fundamentals of public relations (PR), an area of fashion communication that supports the promotion and reach of fashion events, brands and individuals. Learning essential skills such as promotional fashion writing, reputation and brand management and studying the principles, historical and contemporary practices of public relations professionals, you will apply your understanding to produce PR documents. The aim of these outputs will be to reveal your ability and imagination in promoting a fashion event or idea to media or consumer audience, to accurately pitch and influence this group through convincing visual documents and to illustrate your persuasive, promotional skills. These documents may be used by students to successfully gain work placements in associated parts of the fashion industry and through this to inform their future career decisions.

How will I learn on this module?

A combination of lectures, seminars and practical workshop sessions will be used to deliver information and engender skills about key concepts and issues in fashion communication, promotion and event planning. Students will be encouraged to reflect on culture, their own life experiences within the context of fashion exhibitions, spaces and installations and observe and research into users’ experience.

Where possible, opportunities for engagement with industry though lectures delivered by professional guest speakers and live mini-briefs will stimulate a sense of agency, interaction and inspiration with current public relations and fashion curation and communication practices. Practical skills such as creative brainstorming, project planning and implementation, technical layout, promotional writing will be developed through demonstrations, research, analysis and concept development in workshop sessions, self-directed and independent study, supported by academic tutors. You will independently source and engage with a broad range of research material showing your ability to review, reflect on and evaluate the findings and through enquiry-based and creative practice, demonstrate your advanced understanding of functional, psychological and aesthetic principles of Fashion Communication practice.

Lecturers and technicians with years of practical experience and supporting research will guide you through the module, developing your understanding of industry standard practice. Discussions and debates in groups will help you to develop an original and rigorous response to creative briefs, a dynamic pooling of ideas and resources, and networking opportunities. Traditional, new and emerging technologies are used both in the delivery and realisation of outcomes. You will learn to present your ideas using a range of media and communication tools to engage a variety of audiences and you will use dedicated Mac Labs and studio based iMacs to produce creative outputs and presentations. Use of the photography studio and faculty film cameras will be encouraged for image-based/multimedia submissions with video tutorials and digital reading / research materials available through the module site to support learning and understanding.

Pitching of concepts at both formative stage points, summative presentations and in small exhibitions allows for a development of professional (oral, visual, aural, personal) skills and promotional understanding, confidence when pitching ideas to creative teams and the opportunity to give and receive constructive feedback from tutors and peers.

How will I be supported academically on this module?

Module staff will guide and support you through the stages of the project learning by means of: lectures, seminars, group and individual tutorials, supervised studio and workshop activities. Lecturers and technicians with years of practical experience and supporting research will guide you through the module, developing your understanding of industry standard practice. Live briefs with industry partner(s) and guest speakers are built in where relevant to provide further insight into subject area.

Module contact time provides the opportunity for you to receive on-going tutor and peer feedback and to use the views of others in the
development or enhancement of your work. Group work activities are set to allow peer debate and engagement, to help you to develop strong presentation and interpersonal skills in a supported communication environment. Tutor Guided Independent Learning/Student Independent Learning will help you make constructive use of feedback received in class and to take responsibility to direct your own learning needs.

There are formal formative assessment points in the module to promote personal responsibility in managing your workload and refining your work. This also provides you with the opportunity to receive and apply formative feedback and improve your competencies before your final summative assessment. Digital submissions through ESAF will support you in submitting work efficiently and the Design School’s software and printing resources facilitate your production of creative outputs.

Northumbria University student support also includes:

• SASC (Student Advice & Support Centre) provide specialist support with personal issues including; DSSR (Disabled Student Support
Recommendations) statements; PECs (Personal Extenuating Circumstances) and LAs (Late Approved submission) processes.
• If you are an International student, you will receive extra support via weekly ESAP (English for Specific Academic Purposes) sessions.
• The eLP (eLearning Portal) will include all relevant module documentation e.g. module guides, lecture material and reading lists and any notices relevant to the running of the module.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

Knowledge & Understanding:
1. Evidence your elementary knowledge of promotional methodologies/processes and standards through promotional media pack and accompanying literature.

2. Show a foundational ability to conduct research in a variety of modes, analyse the information and present via digital and oral presentation.

Intellectual / Professional skills & abilities:
3. Apply experimental approaches to the use of media, historical and contemporary cultural artefacts and concepts underpinned by your research methodologies.

Personal Values Attributes
4. Demonstrate elementary employability skills including; meeting obligations to others (staff; peers; colleagues), planning and organisational skills, problem solving through engagement in self-evaluation document.

5. Demonstrate the ability to use your knowledge and understanding of communication, cultural and media processes as a basis for developing concepts and ideas through process work

How will I be assessed?

Assessment will be conducted through:

Formative feedback received from tutors and peers during studio, workshop and seminar engagement.

Formal formative feedback
Formal formative tutorials will provide feedback on Space concepts, presentations and PR documents, and informally record academic progress.

There will be several formative and formal formative assessment points and feedback sessions during the module to support production of PR and Fashion Space elements. At these points, you will be given verbal or written feedback and if appropriate, a letter grade to indicate the level at which you are currently achieving Module Learning Outcomes. This provides you with the opportunity to apply the feedback to your existing work and improve your competencies before your final summative assessment.

Process Book (research and development) Week 9

Summative assessment
By collecting a variety of evidence/outputs from the learner via multiple dimensions (coursework, observations, presentations, etc.), tutors will assess the learner’s overall performance holistically with a (single grade/ single grade in multiple components)

Final summative PR Portfolio Week 11 (Promotional Media Pack containing PR documents for agency / client, in total 1200 words; written evaluation as coursework comprising 500 words)

Final summative Fashion Space Portfolio Week 12 (concept and summative pitch presentation – audio-visual material and oral explanation; printed pitch documents

Additional forms of assessment practice may take place within projects in the form of peer assessment/ self-assessment, which may contribute to the overall module outcome.





Module abstract

This module teaches you how to originate concepts for a fashion space and installation, to plan effectively and realise the concept and to act in the guise of a PR agency, to plan and promote a fashion launch event. Working within the arenas of concept generation, event planning, fashion public relations, fashion curation, installation and shows, you will develop inspiring and thought-provoking creative and promotional outputs that would capture the imagination of a range of consumer, media and brand audiences. You will develop a subjective and objective understanding of the use of public and commercial spaces, and how the producers and promoters of fashion consider and maximise impact and reach through these spaces and communication channels. Your understanding of the principles, practices and theories in these areas will evolve through the creative briefs and you will learn how to research cultural movements, fashion and promotional artefacts, events and modes of expression, to inspire you to plan, execute and promote memorable PR and spatial fashion outputs.

Course info

UCAS Code WP29

Credits 40

Level of Study Undergraduate

Mode of Study 3 years full-time or 4 years with a placement (sandwich)/study abroad

Department Northumbria School of Design

Location City Campus, Northumbria University

City Newcastle

Start September 2020

Fee Information

Module Information

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