Teaching Responsibility

LJMU Schools involved in Delivery:

Engineering

Learning Methods

Seminar
Workshop

Module Offerings

5266PDE-JAN-CTY

Aims

The aim of this module is to enable the student to develop a primarily digital marketing plan for a product concept, a key part of which involves producing a promotional video and photographic still featuring the prototype.

Learning Outcomes

1.
Develop a positioning and branding strategy for your product design
2.
Construct a credible and imaginative promotional plan for your product design
3.
Design, plan and manage the creation of a scripted promotional video.

Module Content

Outline Syllabus:The business context – commercial realities, risk and reward, the innovation funnel. Entrepreneurs and intrapreneurs, issues in becoming freelance, self employed or setting up a small business, advantages, disadvantages, risks, opportunities, crowdfunding. Market research, secondary and primary. Competitive advantage, value drivers, design cost drivers, generic strategies. Segmentation and targeting Positioning and value proposition. Branding and packaging development, still photography. 360-degree promotional strategy, campaign planning, advertising, public relations, teaser campaigns, sales strategy, campaign metrics. Internet marketing, email marketing, Search Engine Optimisation, Internet marketing analytics. Social media plan, Social media analytics, database marketing, cross/up selling. Service interaction design. Intellectual Property (IP) protection and design registration. Requirements for copyright, a patent, a design or a brand trademark. Video Production: Video genres, promotional videos, the process of creating a promotional video to project brand values. The language and grammar of film, semiotics, symbolism, narrative structure, the story arc, three act play, creative process, scriptwriting, storyboarding and directing. Project planning: production process, resource acquisition and scheduling, budgeting, location scouting and props. Pre-production paperwork: shooting script, shooting schedule, script breakdown, floor plans, contracts, call sheets, release forms and risk assessment. Production: running a set, continuity and the take sequence. Shooting: Basic photography concepts, prime lenses, video camera design and operation, cinematography, DSLR phenomenon. Shooting with a DSLR, DSLR audio (second system sound). Video post-production. Audio post-production. Mastering – formats, standards. Distribution, uploading and web formats.
Module Overview:
Aims The aim of this module is to enable the student to develop a primarily digital marketing plan for a product concept, a key part of which involves producing a promotional video and photographic still featuring the prototype.


Learning Outcomes After completing the module the student should be able to:
1 Develop a postioning and branding strategy for your product design 2 Construct a credible and imaginative promotional plan for your product design 3 Design, plan and manage the creation of a scripted promotional video.


Additional Information:UN Sustainable Development Goals This module includes content, which relates to the following UN Sustainable Development Goals SDG09 – this module investigates the development of small-scale enterprises used to deliver products to market at a faster rate, boosting industrial productivity in a sustainable manner.

Assessments

Report
Presentation