Maria Potempski, Lecturer in Marketing and Public Relations, College of Business, University of Derby.
The Design and creativity for marketers module requires students to work in groups to produce a four page leaflet that targets a consumer group with a message. The leaflet has to take into account the audience, and consider design elements such as typefaces, colour schemes and layout. Students also must produce a reflective piece which justifies and explains their design choices.
Maria decided that the students should create one or more short videos, rather than a written piece, justifying their choices and deconstructing the leaflet to show how it meets the assignment brief. The students were responsible for creating the videos using their own devices, and uploading them into Media Gallery for submission with the leaflet in a Course Resources Assignment activity.
The majority of students used their mobile phones to create their justification videos and were able to upload them straight into Media Gallery and submit in the assignment.
Maria comments “This is the first time I have used Augmented Reality (AR) videos as a vehicle for an assignment. It seemed very appropriate to use this method as it reflects what the marketing sector is currently using to reach many target audiences.
Student feedback about the module confirmed that they found the use of AR exciting and a welcome alternative to a written paper. Making the videos was straightforward and each student simply used their smartphone. Because the students had to verbalise why they had used certain colour psychology, use of typeface and impactful images it added to their understanding of the design process. Academic integrity was also preserved by the use of a ‘Student Agreement’ that recorded reference material and their agreement that each member of the group had contributed equally to the assignment.
Personally I found this an excellent way of assessing as it demonstrated much more understanding than a traditional written paper. It was also helpful to colleagues who moderated the assignment, easy to use, but above adding an extra dimension to the assignment.”