STUDENT BRIEF

FACULTY OF ART, CREATIVE INDUSTRIES AND EDUCATION

PROFESSIONAL PRACTICE / WORK EXPERIENCE AT LEVEL ONE - PHOTOGRAPHY

MODULE TITLE: PROFESSIONAL PRACTICE AT LEVEL ONE

MODULE CODE UAAAQR-15-1

MODULE LEADER Angela Kyriacou

MODULE TUTORS: Angela Kyriacou

Andreas Ayre

MODULE START DATE 29nd September 2014

DEADLINE: 24th APRIL 2014 INDIVIDUAL REPORT

28th April 2014 GROUP PRESENTATIONS

FEEDBACK 21th & 22th May 2014

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MODULE OUTLINE / BRIEF:

The difference between producing work for yourself based on your own ideas, and producing
work for someone else based on their ideas, is a significant learning curve that many students
do not get to experience. This module is all about putting you in the position to produce work
for other people, based on their criteria and their needs. This module will explore topics such
as; how do you interpret the clients ideas and bring them to life?, and how much creativity
can you bring to already formed ideas? The module is designed to be a steep challenge, but
a rewarding and valuable learning experience.

This module is designed to bring your attention to some of the details of photographic practice
as a profession, and how it operates within a commercial context. What we seek to do here is
give you experience of how you might put your creativity to commercial ends, working for a
real world client, operating as a professional for hire.

Working in groups, you will be partnered with a local business to produce photographic
outcomes for a brief set by them, and negotiated and interpreted by you. The brief will be to
produce work that the business will benefit from and can use in practical ways. You will gain
experience of working for a real life client and to produce work according to professional
specifications, and also strengthen your transferable skills such as communication,
confidence, team work, project management and creative problem solving.

For the deadline, you will be expected to submit;

1) Individual report - 70%

Each member of the group must write your own 2000 word report, which details topics such
as (though not limited to);

your experiences of working for the client

how you negotiated the brief with the client and the group
reflections of the project management for producing the work
research undertaken for the client of their needs and requirements
reflections on the work you produced
how the work was used* (the client is under no obligation to use your work)
evaluation of the work produced, including client feedback
reflections of working in a group
what you personally contributed to the project
what did the other members of the team contribute
the differences between doing personal arts work and commercial work for a client
evaluation of the overall experience
include some of the photographs you took embedded within the text
Top Ten criteria (mark yourself out of ten for each criteria with an explanation)
Include your Christmas Project as an appendix (does not count towards word count)
Include your contact sheets as an appendix
Include a Module Evaluation in your appendix. E.g. What aspects of the module
worked well, and what could be improved. (does not count towards word count)

It is advisable that you use section headings in your report to divide up the text, to make the
structure clear to write and read.

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2) Group presentation - 30%

A 10 minute group presentation which describes the collective experiences of the project.
The presentation should reflect some of the topics from the individual reports, but should be
presented in general terms from a group perspective, rather than individually, (which will be
covered in the reports). Think of the pitch in the same way the candidates pitch a
project/product on The Apprentice. When they pitch they present a collective public voice,
and leave the individual narratives for the boardroom. The report is your boardroom, and the
group presentation is your collective pitch.

Being able to put together an objective collective pitch is an important skill to have. Write it
together, and support it using visual material. We expect most groups will use PowerPoint for
your presentations, but you are welcome to use other styles of presentation as long as you
are responsible for making sure it is organised and will work on the day. Negotiate this with
your tutor if you are in any doubt.

Teaching and learning methods:

Lectures and seminars introduce factual information and issues to be considered. These offer
examples and critiques of existing practice.

Visiting speakers are also invited to demonstrate examples of career paths and professional
working practice. You should ask them questions and get involved in discussions with
professional photographers about what they do.

Group tutorials are used to monitor and support progress. In presenting your research
findings you are encouraged to engage in discussion and debate.

A range of activities within and across programmes support discussion and interaction in
relation to wider aspects of creative practice, professional attitudes and learning skills.
Activities supported by the Careers Development Unit include information about placement
and career development opportunities, volunteering etc. that you can participate in during
your studies.

Assessment Criteria:

You will be assessed in relation to your fulfilment of the learning outcomes in respect of the
following criteria:

Criteria Relates to Source of evidence

learning
outcomes:
i) Effectively use a variety of methods to i, ii, iii, iv, v, ix Individual report and Group
research and record information and relate presentation
this to their subject area and the
professional environment.
ii) Present and discuss their ideas clearly and i, iii, v, vi, vii, viii, Individual report and Group
communicate them effectively using a ix presentation
range of methods.
iii) Show awareness of professional attitudes iii, iv, v, vi, vii, ix Individual report and Group
and standards in their work, and their presentation
approach to working process.

Reading Strategy

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For each module there is a discreet reading list. This is split into Essential reading which is
available through the Bower Ashton Library and is intended to supplement the your
understanding of the subjects covered in the module, and further reading which is more
general and may not always be available through the University Library. These are accessed
through external sources such as websites, Galleries or arts organisations. During the
module relevant additional texts may be identified to individual students in consultation with
staff.

Essential Reading is indicated to supplement student understanding of the subjects covered

throughout the module. Further Reading guides you through your selected assessment
topics and will therefore be based on your individual interests under the guidance of staff.
While many of the reference sources are available through the library, additional sources of
reference (including web sites and a suggested viewing list) are identified along with how to
access them. This is made available to students on line.

Information issued at the outset of the module, is supplemented by hand-outs and exercises
given during lectures and workshops. Additional texts may be identified through individual
students own interests and in consultation with staff.

A number of recommended periodicals and web sites will be identified in order to assist you in
your study of contemporary practice and the current issues and developments within your
subject area. This will also be made available on line.

Indicative Reading List:

Essential

Jaeger, C-A. Image Makers Image Takers Thames & Hudson (2010)

Thomas, G & Ibbotson, J Beyond the Lens London The Association of

Photographers (2003)

Traub, C. (ed); Heller, S. (ed) The Education of a Allworth Press (2006)

and Bell, A. (ed) Photographer

Suggested

Emden, J van Presentation Skills for Palgrave (2004)

Students
P
Cottrell, S. The study skills handbook P Palgrave (2003)

Howkins, J. The Creative Economy: How Penguin (2007)

People make Money from
Ideas

Lang, K. Taking the Leap: Building a Chronicle Books (2006)

Career as a Visual Artist

Le Book Le Book London 2010 Le Book (2010)

Perkins, S. Talent is Not Enough: Peachpit Press (2006)

Business Secrets For
Designers

Tracy, J & Gibson S The Freelance Photographers

BFP Books (2011)
Market Handbook

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Journals
Aperture
Artists Newsletter
Blueprint
The British Journal of Photography
Creative Review
Flaunt
Hotshoe
Portfolio (back Issues)
Photoworks
Source
125

Websites

a-n website for Artists Newsletter Magazine - http://www.a-n.co.uk

AOP (Association of Photographers) - home.the-aop.org

Arts Council of England - www.artscouncil.org.uk

Arts Matrix Professional Development Advice www.artsmatrix.org.uk

BRAVE Bristol-based new business start up www.brave.org.uk

BIPP (British Institute of Professional Photographers) www.bipp.com

The Cox Review of Creativity in Business - Looking into evidence that UK business is not
realising the full potential of applying creativity more widely -
http://www.hm-treasury.gov.uk/coxreview_index.htm

LEARNING OUTCOMES:
To enable students to:

Knowledge and understanding

i) Identify source material for research and use different methods of investigation;

ii) Recognise the scope and range of roles and opportunities within their subject;

iii) Begin to develop their knowledge and awareness of the professional context of their
subject;

Intellectual Skills

iv) Begin to develop an independent critical awareness of their own practice, and identify and
analyse appropriate historical and contemporary practices and debates;

Subject/Practical Skills

v) Explore a range of methods for investigating and recording source material;

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vi) Begin to test and use appropriate methods of documentation and presentation

Transferable/Key Skills

vii) Manage their time and use a range of learning resources

viii) Communicate and document ideas visually, verbally and in writing;

ix) Recognise the importance of professional attitudes to their progress as students, and in
the workplace.