Unit 25: Design Development, Creativity and Business Development
Unit code: R/501/8389
QCF level: 4
Credit value: 6
Guided learning hours: 40
Unit aim
The aim of this unit is to give learners the skills and knowledge that will be useful whether entering employment in the creative and media sector, or progressing to higher education. This unit aims to take the learner through the steps in the creative process which they will need to follow to turn a client’s brief from initial thoughts into a set of workable design ideas and concepts.
Competency unit assessment guidance
This unit should be assessed predominantly in the workplace. Please see Annexe E. Observation, witness testimony, questioning, professional discussion, written and product evidence are all sources of evidence which can be used.
Unit introduction
Whilst designing for its own sake has a place in the creative world, most designers, at some point in their career, will come up against the commercial realities of the business world. As a designer or creative thinker it would be easy to become isolated in a creative world that had no basis in commercial reality. It is important that anyone entering the industry understands not just the creative process, but also the need to be professional in order to survive in the world of business. In this unit learners will be introduced to the concept of branding and the techniques used for the creation, and the development, of strong brands.
Learners will also look at different ways of developing creative thought and stimulating the creative process, and carrying this through to initial design ideas. Having produced a set of design ideas, the next task is to communicate them to the client. With this in mind, the next area of this unit will introduce learners to techniques which will help them to have their creative ideas accepted by clients. Put more simply, learners will use techniques to ‘sell’ their design ideas effectively, so that they are ‘bought’ by the client. By the time they have completed this unit, learners will start to understand that creative ideas that are supported by commercial data are also more likely to be taken up by clients.
Learning outcomes and assessment criteria
In order to pass this unit, the evidence that the learner presents for assessment needs to demonstrate that they can meet all the learning outcomes for the unit. The assessment criteria determine the standard required to achieve the unit.
On completion of this unit a learner should:
|
Learning outcomes
|
Assessment criteria
|
|
1 Define techniques
used in creating a brand and the importance of
branding to business
development
|
1.1 Define and evaluate the tools needed
to create a brand to include
● analysing competitor brands
● development of
own business brand personality
● investigating business USP
|
|
2 Be able
to develop thought
processes to generate
creative ideas
|
2.1 Develop techniques for creative thought through applying
● brainstorming
● use of empathic tools
● learning from others
|
|
3 Be able
to transfer creative thought to initial design idea
|
3.1
For a specific brief define and implement the
processes involved when
transferring creative
thought to initial design idea
to include
● identification of the market
through the understanding
of customer needs in order
to clarify brief
● researching sales and market information
● analysis of gathered data about customer behaviour and competitor activity.
3.2
Communicate research findings with
Client to agree
best approach to project and produce a proposal
|
|
Learning outcomes
|
Assessment criteria
|
|
4 Define
techniques used in the presentation
of developed design
concepts to the end
user (considering and understanding client needs)
|
4.1 Present a pitch of developed design
concepts to (considering and
understanding client needs) to
an appropriate audience taking
into consideration
● how the concept meets client need
● roles and format of the presentation
● appropriate presentation techniques to
communicate design options visually and orally
4.2 Produce a written specification for the client
|
|
5 Produce a written specification for
the client
|
5.1 Apply the following concepts to their own area
of expertise
● sales negotiation
● preparing and
presenting proposals and quotations-to include terms, specification, quality,
price
● analysing market opportunities
● communicate and
record agreements
5.2 Review the impact of
the concepts in their own area of expertise
|
100% Plagiarism Free & Custom Written,
Tailored to your instructions