Advertising students deliver live briefs

“First year BA Advertising are given a live brief to deliver. Last year it was wrapping a taxi – see article here http://www.northampton.ac.uk/news/advertising-students-
take-part-in-a-taxi-wrap-challenge-to-promote-the-university-of-northampton.

This year they are working on developing a Mascot for the University and using it in a number of promotional situations, such as a Saints game or an awards ceremony. Next year, it will be something different. The main point is that it is real and they have to deliver everything from pitching for funding, through to execution.

I refer to the assessment as ‘Reportage’. A group report documents the steps in the process, with an emphasis on the role their team played. Also, this piece of work includes an individual reflection. I’m not sure that it is earth-shattering in terms of process, but it is authentic, very organic (full of challenge and uncertainty) and the student feedback has been very good”.

For more information about this assessment, please contact Kardi Somerfield, Senior Lecturer in Marketing (Kardi.Somerfield@northampton.ac.uk)

This case study is taken from the Institute of Learning and Teaching’s 2015 publication ‘Outside the Box Assessment and Feedback Practices’, available from the University’s Assessment and Feedback portal.