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The University of Southampton

ARTD6094 Design 2 (FMB)

Module Overview

This module is the second core practice module of the programme. The learning outcomes are the same no matter which of the pathways you are following, your output from this module will reflect the approaches of your chosen pathway. This module provides further opportunity for students from the MA Design: Advertising Design Management and Design Management pathways to engage in the analysis of your own and others’ ideas and to further develop your practice in a challenging and creative environment.

Aims and Objectives

Module Aims

• encourage you to challenge accepted assumptions about your work and that of other artists appropriate to your ideas • develop your ideas and working methods appropriate to the realisation of increasingly ambitious work • encourage a highly experimental approach to the creative realisation and testing of your ideas • further develop your awareness of a critical context of ideas and artists appropriate to your work

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • apply critical judgement to advance and test your ideas and work
  • select and devise methods and resources appropriate to the development of your work
  • utilise research within a context of experimentation
  • situate your ideas and work in a professional context
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • evaluate relevant concepts and working methods and utilise this information to critically advance your own work
  • begin to formulate your ideas in readiness for the final project
  • select methods through which to explore your ideas
  • identify and acquire new skills where necessary
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • reflect on your own learning
  • communicate your ideas visually and in text
  • apply knowledge in solving problems creatively


This module concentrates on deepening your understanding of your work and how to ambitiously advance your ideas in preparation for the Final Project. You will be encouraged to challenge accepted positions regarding your own work and that of others, and to adopt a speculative, highly experimental approach to the testing of your ideas. You will have the opportunity to explore the demands of thinking through an interdisciplinary approach to design and to interact with students studying other design pathways and disciplines. Development towards the Final Project is demonstrated by your establishment of working methods appropriate to the realisation of increasingly focused and well informed ideas.

Learning and Teaching

Teaching and learning methods

Teaching methods include • Formal lectures • Tutorials/workshops • Visiting lecturers • Case study analyses • Student led seminar presentations Learning activities include • Peer group learning • Problem solving activities • Class discussion/ critique Relationship between the teaching, learning and assessment methods and the planned learning outcomes In this module learning and teaching activities focus on helping you to explore your ideas. Learning and teaching methods are designed to help you broaden and deepen the scope of your understanding and explore the creative possibilities of your thinking and work. By studying independently you will learn how to manage your time effectively outside the taught sessions. In this module outcomes of independent study will be discussed in tutorials and seminars. These will enable you to communicate the outcomes of your research to others and allow you to develop your understanding of the ideas and methods you have explored through this module. Tutorials develop your skills in critically analysing and reflecting on your practice and allow for discussion on aspects of time management and communication. Discussion about your work in seminar situations will also help you to evaluate your analytical, critical, practical and transferable skills. Formal assessment is made up of a 3000 word Harvard Business Case analysis (40%) and a Digital Presentation with supportive critical writing (2000 words) worth 60% of the total marks for the module. These assignments evidence the development of your ideas and work, as well as demonstrate your level of preparedness for the Final Project. Preparatory and on-going reading enables you to situate your work within existing literature and frameworks and allow you to speculate on unexpected potentialities for your work

Independent Study350
Total study time400

Resources & Reading list

Rosenbaum – Elliot, R., Percy, L. and Pervan, S. (2015). Strategic Brand Management. 

V&A Museum. leading national galleries and museums to visit

The British Library. leading national galleries and museums to visit

Serpentine Gallery. leading national galleries and museums to visit

Keller, K.L (2012). Strategic Brand Management: Building, Measuring and Managing Brand Equity. 

Tate Modern. leading national galleries and museums to visit

Hines, T. & Bruce, M. (2007). Fashion Marketing - Contemporary Issues. 

Courtauld Institute of Art. leading national galleries and museums to visit

British Museum. leading national galleries and museums to visit

Ensor, J. and Drummond, G. (2007). Strategic Marketing Planning and Control. 

The Design Museum. leading national galleries and museums to visit

Kapferer, J.N. (2012). The New Strategic Brand Management. 

Kotler, P. & Keller, K. L.. Global Marketing Management. 

Harvard Business Review ( (2013). HBR’s 10 Must Reads on Strategic Marketing. 

Hayward Gallery. leading national galleries and museums to visit

West, D. and Ford, J. and Ibrahim, E. (2015). Strategic Marketing, Creating Competitive Advantage. 

Kotler, P. & Chernev, A (2012). Strategic Marketing Management. 

Posner, H. (2011). Marketing Fashion. 

Tate Britain. leading national galleries and museums to visit





MethodPercentage contribution
Digital presentation with supporting report  (2000 words) 60%
Harvard Business Case Analysis  (3000 words) 40%


MethodPercentage contribution
Digital presentation  (2000 words) 60%
Harvard Business Case Analysis  (3000 words) 40%


MethodPercentage contribution
Illustrated report  (2000 words) 100%

Repeat Information

Repeat type: Internal & External

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