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Session: 2022/23

Last modified: 28/06/2022 15:30:43

Title of Module: Digital Design 1

Code: DAAD07011 SCQF Level: 7
(Scottish Credit and Qualifications Framework)
Credit Points: 20 ECTS: 10
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Chris  Mackenzie

Summary of Module

This module is designed to develop the student’s ability to understand and apply the processes of critical analysis, concept development and production of finished creative solutions for Digital Media for Print.

An overview of delivery methods including operating parameters, practices and methodologies will be investigated. By practical application of skills, students will develop a knowledge and understanding of digital media applications from both an historical and contemporary perspective.

This will involve examination of prior and contemporary practice in print and screen based media, and  the creation of product in response to a given brief using industry standard software and appropriate production and delivery methodologies.

  • Understanding historical contexts, methodologies and technologies relating to digital art and design production and delivery mechanisms.

  • Understanding the technical considerations and conventions involved in the production of digital art and design artefacts.

  • Develop creative solutions in response to designated assignments.

  • Develop skills in conceptualisation, drawing, visualising, rendering, communicating, explaining of narrative, information, or complex ideas.

Module Delivery Method
Face-To-FaceBlendedFully OnlineHybridCHybridOWork-based Learning
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Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

Online with mandatory face-to-face learning on Campus

Online with optional face-to-face learning on Campus

Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:
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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1


Term 2check markTerm 3


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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. Identify, and demonstrate knowledge and understanding behind the production of visual art through research and evidence gathering.

L2. Apply appropriate tools and utilise methodologies and context in the production of artefacts for a specific audience.

L3. Use a range of creative approaches reflecting contemporary practice generating solutions in response to given briefs

L4. Deliver artefacts in appropriate formats to a professional standard.

L5. Plan goals and manage resources in a structured and flexible format to defined deadlines.

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 7.

SCQF Level 7.
Demonstrate and/or work with:
• a broad knowledge of the art and design industry in general
• a knowledge that is embedded in the main theories, concepts and principles relating to the subject
• an awareness of the evolving/changing nature of knowledge and understanding within the context of the brief.
• an understanding of the difference between explanations based in evidence and/or research.

Practice: Applied Knowledge and Understanding SCQF Level 7.

Use some of the basic and routine professional skills, techniques, practices and/or materials associated with the print media industry.
Practise these in both routine and non-routine contexts

Generic Cognitive skills SCQF Level 7.

Present and evaluate arguments, information and ideas which are routine to the print media industries.
Use a range of critical and creative approaches to addressing solutions to given briefs.

Communication, ICT and Numeracy Skills SCQF Level 7.

Use a wide range of routine skills and some advanced skills associated with the subject/discipline – for example:

• convey complex ideas in well-structured and coherent form
• use a range of forms of communication effectively in both familiar and new contexts
• use standard software applications to process and obtain a variety of information and data
• use a range of numerical and graphical skills in combination
• use numerical and graphical data to measure progress and achieve goals/targets

Autonomy, Accountability and Working with others SCQF Level 7.

Exercise some initiative and independence in carrying out defined activities at a professional level.

Take supervision, when required, in less familiar areas of work. Manage limited resources within defined areas of work.
Take the lead in implementing agreed plans in familiar or defined contexts.

Take account of own and others’ roles and responsibilities in carrying out and evaluating tasks.

Work with others in support of current professional practice.

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
Learning and teaching during this module will take the form of weekly studio and computer lab-based sessions throughout two Trimesters. These sessions will be delivered by lectures and workshops which will examine the production and delivery methodologies of print-based media from an historical and contemporary context.
Students will, in response to industry standard briefs, produce and deliver design solutions using appropriate processes.
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Lecture/Core Content Delivery18
Tutorial/Synchronous Support Activity18
Independent Study164
200 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Pipes, A. (2008) Foundations of Art and Design. 2nd ed. London: Laurence King.

Dabner, D. (2017) Graphic Design School: A Foundation Course for Graphic Designers Working in Print, Moving Image and Digital Media. 6th ed. London: Thames & Hudson.

Williams, R. (2014) The Non-Designer's Design Book. Berkeley (CA): Peachpit Press.

Lupton, E. (2010) Thinking with Type: A Critical Guide for Designers, Writers, Editors, and Students (Design Briefs). 2nd ed. New York: Princeton Architectural Press.

Lhotka, B. (2013) The Last Layer: New Methods in Digital Printing for Photography, Fine Art and Mixed Media. San Francisco (CA): New Riders.

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Engagement Requirements

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure

Where a module has Professional, Statutory or Regulatory Body requirements these will be listed here:
In line with the Academic Engagement and Attendance Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on Moodle, and complete assessments and submit these on time. Please refer to the Academic Engagement and Attendance Procedure at the following link:

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Supplemental Information

Programme BoardArts & Media
Assessment Results (Pass/Fail) No
Subject PanelArts and Media
ModeratorBlane Savage
External ExaminerDr Gina Wall
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
Creative Output: (90%):
Each student is required to create artworks in response to the module's briefs and to present their works in a portfolio format.
Statement of practice: 500 word essay reflecting on process, practice and outcomes of project.(10%)
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Learning Outcome (4) Learning Outcome (5) Weighting (%) of Assessment ElementTimetabled Contact Hours
Portfolio of practical work check markcheck markcheck markcheck mark9030

Component 2
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Learning Outcome (4) Learning Outcome (5) Weighting (%) of Assessment ElementTimetabled Contact Hours
Essaycheck mark    106
Combined Total For All Components100% 36 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity
Aligned with the overall commitment to equality and diversity stated in the Programme Specifications, the module supports equality of opportunity for students from all backgrounds and with different learning needs. Using Moodle, learning materials will be presented electronically in formats that allow flexible access and manipulation of content. The module complies with University regulations and guidance on inclusive learning and teaching practice. Specialist assistive equipment, support provision and adjustment to assessment practice will be made in accordance with UWS policy and regulations. The University’s Equality, Diversity and Human Rights Policy can be accessed at the following link:
Our partners are fully committed to the principles and practice of inclusiveness and our modules are designed to be accessible to all. Where this module is delivered overseas, local equivalent support for students and appropriate legislation applies.
UWS Equality and Diversity Policy:

UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.