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Certificate IV in Digital Media 7872
Conceptual Skills
7872D
Teacher: Tony Whittingham
Subject purpose:
To apply
conceptual skills and cognitive processes to generating ideas,
developing
solutions and solving problems whilst completing a digital media
production. Specifically, you should be able to:
1. Determine the outcome to be achieved or define the problem 2.
Research and analyse all related information
3. Identify the options by applying problem-solving techniques 4.
Analyse the viability of each option
5. Decide on and implement most appropriate solution |
Click here to download and
view or print the subject outline.
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Lesson1
Lesson2
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Creative applications of weblogs (blogs) |
OVERVIEW:
In the workplace
Blogs are typically created to record and keep staff and clients
informed of the progress of a project. They are also used to share
information and experiences that may be relevant to other workers. They
may be updated daily, or as information becomes available, using
software that allows people with little or no technical background to
update and maintain the blog.
|
OBJECTIVES: You
will be able to:
Create a blog
that demonstrates your ability to maintain an online diary of
information acquired and projects developed in this subject. |
ACTIVITIES:
Refer to the 'Blog Creation' handout
|
REFERENCES:
Creative
uses of blogs in business - note the hyperlinks
http://sbinformation.about.com/cs/ecommerce/a/bblogs.htm
“Blogs in the Workplace” an article from the New York Times
Blogs in business with good links to examples of businesses using blogs.
A blog about blogs |
DISCUSSION:
What do you regard
as the best sequence for the Six Thinking Hats when developing a
creative solution for a media design project? |
Lesson3
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Conceptual Thinking Techniques: Six Thinking Hats |
OVERVIEW:
“Imagination is more important than
intelligence.” – Albert Einstein
Early in the 1980s Dr. de Bono invented the Six Thinking Hats method.
The method is a framework for conceptual thinking and can incorporate
lateral thinking. The six hats represent six modes of thinking and are
directions to think rather than labels for thinking. That is, the hats
are used proactively rather than reactively. The key point is that a hat
is a direction to think rather than a label for thinking. The key
theoretical reasons to use the Six Thinking Hats are to:
-
encourage Parallel
Thinking (individual or team)
-
encourage
full-spectrum thinking (individual or team)
-
separate ego from
performance (team)
|
OBJECTIVES:
You
will be able to:
Apply the ‘Six
Thinking Hats’ methodology as a member of a team to develop a creative
and achievable solution for a hypothetical client’s brief. |
ACTIVITIES:
Apply the ‘Six Thinking Hats’ template to this lesson’s project brief,
‘Company Blog Site’
|
REFERENCES:
A summary of the
Six Thinking Hats methodology
http://members.optusnet.com.au/~charles57/Creative/Techniques/sixhats.htm
Looking at a
Decision From All Points of View
http://www.mindtools.com/pages/article/newTED_07.htm
|
DISCUSSION:
What are the
benefits of SMART objectives?
What problems are
encountered when gathering information from clients? |
Lesson4
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Creative Thinking Methods - Brainstorming |
OVERVIEW:
Creativity can be used to make digital media products, processes and
services better and it can be used to create them in the first place.
Applying creative thinking methods will help to improve quality of
product designs and the quantity of output. Creative thinking is the
process of developing a new idea. It is the merging of ideas which have
not been merged before. The creative thinking process can be accidental
or deliberate. A commonly use deliberate creative thinking technique is
‘brainstorming’. Brainstorming is "a conference technique by which a
group attempts to find a solution for a digital media problem by
amassing a range of ideas spontaneously by its members" |
OBJECTIVES:
You will be
able to:
Apply the
brainstorming technique with a group of ‘designers’ to develop creative
ideas in response to a client’s brief for a product. |
ACTIVITIES:
Refer to the project brief ‘Company Logo’
|
REFERENCES:
How to run a
brainstorming session
http://www.uiweb.com/issues/issue34.htm
Tools for creativity -
including 10 tips for creativity
http://www.jpb.com/creative/creative.php
The
Enchanted Mind website – Try the Creativity Test
http://www.enchantedmind.com/
Logo
design revisited
http://www.webreference.com/dlab/9811/index.html
One of the most
daunting task for a designer is to generate ideas.
http://www.afterchaos.com/ |
DISCUSSION:
What are the
advantages and limitations of the brainstorming technique? |
Lesson5
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Creative
Thinking Methods – Concept Mapping |
OVERVIEW:
Creativity is both a communication tool
(e.g. writing a book) and a technique for problem solving (e.g.
designing a digital media product).
Creative people are in high demand in today’s world. Creativity is an
important component of problem solving, other higher cognitive
abilities, social and emotional well-being, and adult success.
A concept map can be thought of generally as a pictorial
representation of a creative process applied to solving a problem. It often includes concepts or
ideas, enclosed in circles or boxes. They show relationships between
concepts, indicated by a connecting line, with words on the line
specifying the precise relationship. |
OBJECTIVES:
You will be
able to:
Develop a concept
map to illustrate the relationship of creative concepts to their ideas
for implementation in response to a client’s brief for the application
of digital media technologies. |
ACTIVITIES: Refer to the project brief ‘’Concept Mapping”
|
REFERENCES:
There are thousands of ideas to encourage
creativity that can be used to design and develop digital media
products. See this website for many of them:
http://www.mycoted.com/creativity/techniques/index.php
Concept mapping for
planning and evaluation.
http://www.socialresearchmethods.net/research/epp1/epp1.htm
What is a concept map
http://www.ttuhsc.edu/SOM/success/DHPS/Concept%20Map%20Module.htm
Background for the
online music concept project:
Online music report
http://www.ifpi.org/site-content/library/online-music-report-2004.pdf
The 20 best music
stores online today
http://music-stores.nettop20.com/
|
DISCUSSION:
What are the benefits
of a concept map to a client and a digital media designer? |
Lesson6
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Concept Presentations - V-Blogging
Part 1 |
OVERVIEW:
Blogs have become an important and widely used communication tool.
They have great potential for presenting concepts and allowing comments
to achieve collaborative concept development. The presentation of the
concept can be enhanced by including a video in which the
designer/design team can highlight the concept's key points and
emphasise its design features. By applying RSS to the blog the
'client' can be automatically notified about updates to the concept. |
OBJECTIVES:
You will be
able to:
1. Develop a video
presentation for a design concept and upload the presentation to your
blog site. |
ACTIVITIES:
Refer to the VBlogging exercises
|
REFERENCES:
Technical information about compressing videos files.
Information on video blogging
http://www.videoblogging.info/
Using video to market your concept
http://www.videouniversity.com/mwvch3.htm
|
DISCUSSION:
What is the potential of vblogging for corporate
communcations |
Lesson7
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Creative Thinking Methods – Lateral Thinking
|
OVERVIEW:
Lateral thinking is a process for solving problems; you try to look at
the problem from many angles instead of tackling it head-on. The Six
Thinking Hats process provides a conceptual framework for applying
lateral thinking techniques. Lateral thinking recognizes that our brains
are pattern recognition systems, and that they do not function like
computers. The benefit of good pattern recognition is that we can
recognize objects and situations very quickly. Unfortunately, we get
stuck in our patterns. We tend to think within them. Solutions we
develop are based on previous solutions to similar problems. Normally it
does not occur to us to use solutions belonging to other patterns. We
use lateral thinking techniques to break out of this patterned way of
thinking. Lateral thinking can generate completely new concepts and
ideas, and brilliant improvements to existing products and services.
Commonly used lateral thinking techniques include,
PROVOCATION ,
REVERSAL ,and
ATTRIBUTE LISTING |
OBJECTIVES:
You will be
able to:
Apply three
lateral thinking techniques to develop creative solutions for a project
brief to redesign a website. |
ACTIVITIES:
Refer to the project brief ‘Website Redesign’
|
REFERENCES:
Overcoming Web Builder's Block
Free creative
thinking tools on the Web
http://www.innovationtools.com/Articles/ArticleDetails.asp?a=155
An introduction to
creativity tools
http://www.mindtools.com/pages/article/newCT_00.htm
Creative
Thinking and Lateral Thinking techniques
http://www.brainstorming.co.uk/tutorials/creativethinkingcontents.html
Critical thinking in
web/interface design
http://www.uiweb.com/issues/issue15.htm |
DISCUSSION:
How can lateral
thinking be stimulated? |
Lesson8
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SWOT Analysis for Creative Concepts |
OVERVIEW:
A SWOT Analysis is a very effective way of identifying
the internal strengths and weaknesses of a client’s business, and the
external opportunities and threats for the client’s operations. This
information can be used to develop creative concepts to: i) use the
client’s strengths to capitalise on opportunities and ii) overcome the
businesses weaknesses to minimize the threats.
|
OBJECTIVES: Will be
able to:
Complete a SWOT
analysis for a client’s ebusiness operations and apply the analysis to
develop creative concepts that focus on i) using the client’s strengths, to
take advantage of opportunities and ii) addressing weaknesses to offset
threats. |
ACTIVITIES:
Refer to the eBusiness Solutions handout and apply SWOT and Lateral
Thinking techniques to develop creative concepts for the client's brief |
REFERENCES:
SWOT
analysis tutorial
http://cbae.nmsu.edu/~dboje/sbc/pages/page3.html
SWOT analysis –
Beyond the Textbook
http://www.websitemarketingplan.com/Arts/SWOT.htm
SWOT analysis for
personal growth
http://www.mindtools.com/swot.html |
DISCUSSION:
What are the benefits
from a SWOT analysis for developing creative ideas? |
Lesson9
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Creative Audio Solutions - Podcasts |
OVERVIEW:
Some
experts predict that
In the future almost all of the content we consume -- text (including
e-mail and Web pages), images, audio, video, and other forms of
multimedia -- will be delivered digitally through very portable,
battery-operated devices that include MP3 players and smart phones.
Podcasts are emerging as an audio technology for delivering a wide range
of information and can provide an innovative solution for enhancing
client communications. |
OBJECTIVES:
You will be
able to:
Produce, record and upload to a blog
an interview for delivery as a podcast. |
ACTIVITIES:
Refer to the class instructions for 'Podcast Production'.
|
REFERENCES:
How to podcast in three
relatively easy steps.
http://www.howtopodcast.org/
A search engine for podcasts in many areas.
http://www.podfeeder.com/podcasts/
How to podcast using Blogger.com and a podcast enclosure template
http://blogcasting.blogspot.com/
Example of a podcast centered blog - Talking Portraits.
http://talkingportraits.com/interviews/
Index to podcasts from various countries in a range of categories.
http://www.potkast.com/
|
DISCUSSION:
How can podcasts
be used to enhance workplace communications?
What will be the limitations for introducing Podcasts in the workplace? |
Lesson10
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Creative Video Solutions - V-Blogging Part 2 |
OVERVIEW:
The integration of video in blogs (v-blogging)
can enhance blog functions that include promotional activities,
interviews, staff updates, product releases, elearning, etc. Windows
Movie Maker makes integrating video and sound into blogs (and websites)
amazingly easy. With Movie Maker, you can transform and compress your
digital camera videos into 'movies' for uploading to your blog, build
your movie with a few simple drag-and-drops, delete bad shots and
include only the best scenes. |
OBJECTIVES: You will
be able to:
Create a movie
for a blog using Windows Movie Maker. The movie will be a promotion for
a product and will include a video clip of your summary of the product’s
functions and a video clip of the product (e.g. flash drive, mobile
phone, mp3 player etc.) identifying its main parts. The movie will also
include title slides and transitions between the video clips. |
ACTIVITIES:
Refer to the class instructions for 'Video Production'.
|
REFERENCES:
Tutorials and videos on using Movie Maker
http://www.mightycoach.com/articles/mm2/
Microsoft's 'Getting Started with Movie Maker'
http://www.microsoft.com/windowsxp/using/moviemaker/default.mspx
A blog about vblogging with links to vblogs
http://www.vblogcentral.com/
Interesting, cool and worth a look...Rocketboom
is a three minute daily video weblog based in New York City covering
information and commentary ranging from top news stories to quirky
internet culture. Agenda includes releasing each new clip at 9am EST,
Monday through Friday. With a heavy emphasis on international arts,
technology and weblog drama, Rocketboom is presented via online video
and widely distributed through RSS.
http://www.rocketboom.com/vlog/
|
DISCUSSION:
How can businesses
creatively apply vblogging technology? |
Lesson11
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Concept Evaluation: Feasibility Report |
OVERVIEW:
A feasibility report describes the concepts proposed to achieve a
client’s requirements and also describes how practical (feasible) the
proposed solution is. Preferably, more than one solution is offered, in
which case the report compares the various solutions and determines
which solution is best.
A feasibility
report can assist the client to understand the concepts proposed by
providing information on feasibility, viability, desirability,
affordability and comparisons.
Feasibility reports need not always make
recommendations. The report may only need to represent the various
arguments and evidence for/against the concepts proposed and the ideas
to implement them. |
OBJECTIVES: Will be
able to:
Develop a
multimedia feasibility report describing your analysis of your concepts
to enhance a client's ebusiness operations. The report will include a
Concept Evaluation Matrix and our recommendations. |
ACTIVITIES:
Refer to the brief for this subject’s project.
|
REFERENCES:
Writing
feasibility reports
http://www.io.com/~hcexres/tcm1603/acchtml/feas.html
Components of a
design and feasibility report
http://kielikeskus.tkk.fi/itseopiskelu/kiecafe/en/dp/feasibil.html
How To Write a Winning Proposal
http://www.creativepublic.com/write_winning_proposal.php
|
DISCUSSION:
|
Lesson12
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Stakeholder Consensus: Presentation techniques |
OVERVIEW:
There a number of methods for gaining consensus. The process usually
involves the preparation of a report followed be a brief presentation
that provides background information, benefits of the concepts/proposal,
reasons to adopt the concepts/proposal, and possible concerns. The aim
of the presentation is gain the acceptance of the client, and other
stakeholders at the presentation for the concepts/proposal and to then
proceed with the project.
The
feasibility report should be distributed in advance of the
meeting/presentation from which a decision is required. This encourages
prior discussion and consideration, helps the presenter anticipate
concerns, minimises surprises, and involves all stakeholders in the
proposal. |
OBJECTIVES: You will
be able to:
Develop, using a
software application of your choice, and deliver a presentation that
illustrates the key points from a feasibility report. The purpose of the
presentation is to gain consensus for the reports proposals. |
ACTIVITIES:
Refer to the brief for this subject’s major project. |
REFERENCES:
The process of
gaining consensus
http://www.consensus.net/ocac2.html
A comprehensive article on how to make an effective presentation
A good presentation on designing PowerPoint
slides
http://www.writing.eng.vt.edu/speaking/rethinking.pdf
How
to make a winning presentation - tips
http://www.smps.org/mrc/articles-html/bigshow.htm |
DISCUSSION:
What are the
presentation and technical criteria that identify an effective and
entertaining presentation? |
Lesson13
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Stakeholder Consensus: Class Presentations |
OVERVIEW:
You are required
to conceive an idea relative to the digital media sector, expand on the
idea using appropriate methods of research, analysis, and problem
solving, and establish a purpose for the concept. |
OBJECTIVES:
To demonstrate
your achievement of the assessment criteria for this subject using a
feasibility report and a class presentation of the report’s proposals. |
ACTIVITIES:
Refer to the brief for your major project. |
Assessment
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Grade
Code: 72
* This is a Category D assessment.
* Student Records requires a Class Mark only.
* The Class Mark is locally set and locally marked.
* Results are reported as DISTINCTION, CREDIT, PASS, FAIL.
GRADE CLASS MARK (%)
DISTINCTION >= 83
CREDIT >= 70
PASS >= 50
All other cases FAIL
(>= means a mark of "more than or equal to")
Assessment Events:
In addition to an overall pass in the module, students must pass each
assessment
event where there is a "yes" in the "must pass" column.
Number |
Name |
Outcomes/Timing |
Weighting |
Must Pass |
|
|
|
|
|
1 |
Practical
Project |
1-4
|
80% |
Yes |
2 |
Practical
Presentation |
5
|
20% |
Yes |
Assessment Events'
Comments:
Event 1:
SCOPE
Each learner should conceive an idea relative to the digital media
sector,
expand on the idea using appropriate methods of research, analysis, and
problem
solving, and establish a purpose for the concept.
PASS CRITERIA
· Suitable concept developed
· Logical argument presented for/against the concept
· Interactive concept map built
· Storyboards, flowcharts, sketches, 'thumb nail' roughs or any other
supporting material developed
· Ability to solve problems
· Ability to think creatively
· Appropriate use of reference material
· Evidence of research clearly documented
· Range of lateral, reasoning and alternative thinking processes
explored
· Clear understanding of conceptual thinking skills
· Development of range of visualisation options for a specific brief
· Work submitted on time.
Event 2:
SCOPE
Each learner to present their concept to a peer group, using appropriate
presentation methods.
PASS CRITERIA
· Logical argument made
· Knowledge of content evident
· Legible and helpful annotation used
· Findings presented clearly and concisely
· Appropriate use of technologies made in support of presentation
· Presentation performed appropriately and with confidence |
Subject Details
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Learning Outcome 1:
On
completion the learner should be able to determine the outcome to be
achieved or define the problem
ASSESSMENT CRITERIA:
1.1 Identify the symptoms or outcome constraints of a particular
situation or brief
1.2 Analyse the symptoms and constraints to determine the problem or
project criteria
1.3 Consider any other factors that may influence outcome
1.4 Specify objectives that are to be achieved
Learning Outcome 2:
On completion the learner should be able to gather and analyse all
related information and material
ASSESSMENT CRITERIA:
2.1 Research and gather all associated information and documentation to
understand the situation
2.2 Analyse information gathered to realise useful information.
2.3 Consult any stakeholders to gather information and confirm accuracy
2.4 Study comparable situations and outcomes to identify other possible
solutions and challenges
2.5 Organise information and resources gathered so it is readily
available and useful
Learning Outcome 3:
On completion the learner should be able to identify the options by
applying problem-solving techniques and creative thinking methods
ASSESSMENT CRITERIA:
3.1 Canvas the range of methods and techniques available by consulting
reference materials, including libraries, the Internet and practitioners
3.2 Use creative-thinking techniques such as mind-mapping,
brain-storming sessions, developing flow-charts, using sketches and
illustrations
3.3 Consider and document all ideas and suggestions
Learning Outcome 4:
On completion the learner should be able to analyse the viability of
each option
ASSESSMENT CRITERIA:
4.1 Canvas the range of methods and techniques available by consulting
reference materials, including libraries, the Internet and practitioners
4.2 Use problem-solving techniques such as convening think-tank groups,
conducting SWOT analyses, developing action-matrixes, using diagrams and
maps
4.3 Note and consider all ideas and suggestions
Learning Outcome 5:
On completion the learner should be able to decide on and implement
the most appropriate solution
ASSESSMENT CRITERIA:
5.1 Develop and apply process to measure options against identified
problem or outcome to be achieved
5.2 Make decision and document with supporting evidence and rationale
5.3 Seek consensus and/or sign-off from stakeholders
5.4 Disseminate solution and implement 1st actions
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