BA (Ord) in Visual Merchandising and Display Programme ...lttc.dit.ie/media/library/documents/grangegorman1/programmedocuments/BA...3 Fashion and Accessories 52 Visual Merchandising

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Dublin Institute of Technology

Faculty of Applied Arts

School of Art, Design and Printing

BA (Ord) in Visual Merchandising and Display

Programme Document April 2009

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CONTENTS

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Part A Background Information 4

i Market Demand and Support 4 ii Accommodation, Teaching Facilities and Resources 5 iii Technical and Administrative Support 6 iv Library & Research Facilities 8 v Staff 9 vi Research, Development and General Scholarship within the

School of Art, Design & Printing 10

vii Staff Professional Development 13 viii Programme Management and Quality Assurance Arrangements 13 ix Programme Development Plan 14 x Learning & Teaching Enhancement 15

Appendix 1 Sample Project Brief Appendix 2 General Assessment Form Part B Programme Document 16

i Programme Background and Structure 16 ii General Structure of the BA Visual Merchandising and Display

programme 20

iii Relationships with Professional and Academic Bodies and Programme Advisory Board

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iv Admission Criteria 23 v Curriculum Summaries 25

vi Marks and Standards 31 1st Year Syllabus 32 Allocation of Credits 33 Semester 1 34 Theory of Visual Merchandising 34 Strategies in Visual Merchandising 36 AutoCAD 38 Business Studies 1 39 History and Theory of Design 1850 – 1890 41 Communications 1 43 Semester 2 44 Homeware and Accessories 44 Theories of Visual Merchandising 46 History and Theory of Design 1890 – 1930 48 2nd Year Syllabus 50 Allocation of Credits 51 Semester 1 52

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Fashion and Accessories 52 Visual Merchandising 54 AutoCad 2 56 Communications 2 57 Business Studies 2 58 History and Theory of Design 1920 - 1970 60 Semester 2 62 Fashion and Styling 62 Visual Merchandising 64 History and Theory of Fashion 1850 - 1980 66 3rd Year Syllabus 68 Allocation of Credits 69 Semester 1 70 Major Industry Project 70 Work Placement 72 Interior Design 75 Digital Modelling 77 Branding and Visual Merchandising 78 Business Studies 3 80 Communications 3 82 Staff CVs 83

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PART A Background Information i. Market Demand and Support a. The BA (Ord) in Visual Merchandising and Display will prepare graduates for a career as

Visual Merchandisers and Retail Display Designers in the Irish and international retail industry. It will replace the Higher Certificate in Design Display which has been in existence since 1973 and was the only fulltime 3rd level course of its kind in Ireland. Extensive consultation with key figures in the Irish Retail industry has led to the establishment of an External Advisory Board. The External Advisory Board met with the lecturers on the Higher Certificate in Design Display programme during 2007 and advised that a different kind of graduate was required to meet the challenges facing the Irish Retail Sector in the 21st century. The External Advisory Board indicated that while the graduates of the Higher Certificate in Design Display had the required skill set in the past, there is now a demand for a differently qualified type of graduate. Specifically, the importance placed on Display Design in the industry has been replaced by a greater emphasis on Visual Merchandising and a working knowledge of branding, budgeting and marketing in a retail environment. The Irish retail sector has advised the Programme Team that the existing programme has to be replaced to reflect this change in the industry. This new skill set – a combination of good design display skills with a knowledge of Visual Merchandising supplemented with a working knowledge of business practice - has meant that the existing 2 year Higher Certificate has to be replaced with a 3 year BA (Ord) in Visual Merchandising and Display.

The retail sector is a very significant contributor to the Irish economy. In a recent report from CB Richard Ellis, The Irish Retail Market Q1 2008, it was stated that despite the difficult economic conditions the “the general consensus is that the Irish retail market continues to perform relatively well ---- and that the volume of retail sales grew by an impressive 4.7% in 2007. The report also notes that “overseas retailers continue to enter the Irish market and existing retailers continue to look for expansion opportunities around the country. Development up to mid 2008 has been healthy in the Irish Retail Sector with “almost 1.4 million square metres of new shopping centre accommodation built in Ireland in the last five year period while as much as 1 million square metres of new retail park development came on stream since 2002. The internationalisation of the Irish Retail market stands at 35 % in comparison to 55% for the UK and CB Richard Ellis predict “great potential for more international retailers to establish operations in Ireland over the coming years, despite slowing economic prospects. While, economic conditions are very tough at the moment it is clear that the Irish Retail sector will be prepared for strong growth when the Irish economy enters a period of growth in the 1st quarter of 2011. Merchandising is a key element in any successful retail industry and this new programme will have a vital role to play in making sure that there is steady supply of suitably qualified graduates who can help Irish retail companies develop this aspect of their business. Graduates of the BA Visual Merchandising and Display will fill a unique niche in the Irish retail industry through the combination of their knowledge of merchandising with excellent visualisation skills which will allow them develop a new range of dynamic retail experiences for their customers.

In this way, the BA in Visual Merchandising and Display will produce graduates who will be prepared to play an important role in the Irish Retail sector as it emerges from difficult economic conditions over the coming decade. In fact a number of past graduates of the Higher Certificate in Design Display have gone on to become Creative Directors for such major Irish retailers as Arnotts Group PLC and A-wear plc. The graduates of the new BA will combine a thorough knowledge of the principles of visual merchandising including practical design skills with a creative understanding of display design and a knowledge of

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the retail industry. The ultimate aim of the programme is to produce a professional visual merchandiser and display designer who can operate either autonomously or as a leader of a creative team in retail outlets. The graduates of this programme will demonstrate a mastery of the theory and strategies of visual merchandising, a practical competence in the skills relevant to retail display, an understanding of brand image and consumer behaviour and will be able to operate at a high level in the retail industry.

b. The programme committee has received extensive advice and support from The Faculty of

Business through the Department of Retail Management Studies and the School of Marketing. The Faculty of Business has advised the Programme Committee on issues relating to the delivery of modules in Business Studies, Branding, Marketing and Work placement and has also supplied examples of modules in these areas and advised on how they may be adapted to the needs of this programme. There has also been considerable cooperation with the University of Humberside, UK; Ware College, Hertfordshire, UK and NEGOCIA, Paris, France. Staff from NEGOCIA have visited the Higher Certificate in Design Display over the last number of years and have advised on the structure of the 3rd year of the proposed BA in Visual Merchandising and Display.

ii. Accommodation, Teaching Facilities and Resources

a. The programme has access to two dedicated design studios on separate floors in DIT Mountjoy Square. In addition there is a dedicated Window Display Studio with a full Store Room for mannequins, props etc. Students also have access to a fully equipped model making workshop in DIT Mountjoy Square. Library facilities, digital design laboratories and lecture theatres are also located in DIT Mountjoy Square.

b. Specialised Equipment: Full Window Display Studio with 13 windows and 25 industry

level mannequins

c. E-Learning support: E-Learning support is provided by the Learning and Teaching Centre.

d. No additional facilities are required to run new programme. The 3rd year of the programme is structured around the major industry project and Work Placement while the other modules will be delivered using existing facilities.

Studio space (including Window Display Studio) 180 sq meters Computer laboratories 165 sq meters (open access, 3d digital lab, 2d digital lab) Offices for teaching staff 311 sq meters

Management / administration offices 68.5 sq meters

*Seminar Rooms 89 sq meters

*Tutorial Rooms 27 sq meters

*Post graduate room 37 sq meters

Model Making Workshop 80 sq meters

* Library 551.75 sq meters

* Denotes space / resource shared with other programmes

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iii. Technical and Administrative Support

The School of Art, Design and Printing has 2 dedicated IT technicians who look after the CAD and 2D digital design laboratories and the digital design booth and plotter in the Interior and Furniture design studios. A dedicated audio-visual technician is also available to the school.

Equipment Quantity Computers Mac G5 30 Powerbook G4 (Laptop) 7 Imac 5 Ibook (Laptop) 15 Dell PC's 90 Dell Laptops 7 Printers Apple Printers 2 HP Laserjet Printers 17 HP Deskjet Printers 5 Epson Printers 14 Other Printers 10 Plotters 2 Scanners Scanners 12 Total 228

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MAC SOFTWARE AUDIT DIT Mountjoy Square

Applications No. of

Licenses

Mac Software Adobe Acrobat 4.0 10 Adobe Illustrator 9.0.2 20 Adobe Illustrator 8.0.1 10 Adobe Photoshop 7.0 30 Adobe Photoshop 5.5 30 Adobe Premier 5.1 10 ATM DeLuxe 4.6.1 15 Adobe After Effects 4.1 10 Adobe InDesign 1.5 20 Macromedia Director 8 30 Macromedia Dreamweaver 4 30 Macromedia Flash 5 20 Macromedia Flash MX 30 Macromedia Dreamweaver MX 30 Macromedia Fontgraphier 4.1.4 10 QuarkXPress 4 10 QuarkXPress Passport 30 SoundEdit 16 10 PC Software Adobe Illustrator 10 30 Adobe Photoshop 7.0 30 Macromedia Dreamweaver MX 30 Macromedia Flash MX 30 Autocad Architectural Desktop 30 Piranesi 30 Autodesk 2007 60

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iv. Library and Research Facilities

Mountjoy Square Library

The library service plays a central role in the educational mission of the DIT in providing the resources to support the learning, teaching and research activity of the Institute.

The Faculty Librarian for Applied Arts is responsible for services and collection development in the art and design area. Mountjoy Square library also has five full time staff members and one FTE post employed.

The main collections relating specifically to Art and Design are held in the library at Mountjoy Square. Current book stocks amount to 35,000, divided into three main collections – Main Lending, Short Loan and Reference. There are also 113 current library print journal subscriptions covering all major Art and Design research sections and over 1000 student dissertations. Access to the collections is through the Online Public Access Catalogue (OPAC).

There are a host of electronic resources available via the library website. The library has many online databases including Design and Applied Arts Index, Art Abstracts and Fira which are directly applicable to Art and Design. Full colour guides to all our databases are available. Five thousand full text journals on all subjects are accessible through the electronic journals portal. In addition to the DIT catalogue, online catalogues from other 3rd level colleges are available for research/viewing. Subject specific material resources are grouped together on the web site under the heading Search by Subject, and includes electronic journals, databases, internet links. Links to a variety of search engines like Google and Alta Vista are offered on the search the internet page of the library web site. An inter library loan service is available to all students.

DIT library actively promotes a policy of providing access to information world wide to supplement its core collections. There has been and will continue to be heavy investment in information technology over the last few years. The library currently has 15 Pc’s, 2 macs and 2 scanners available in the IT area. All are networked to digital colour and black & white printers. Two computers with appropriate software are provided by the disability service. Photocopying is available from colour and B&W photocopiers.

The audio visual area contains 3 TV/Video, microform reader/printer and slide viewer. This allows patrons to view the videos and substantial slide collection resources within the library itself.

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v. Staff Mary Ann Bolger MA (RCA) MIDI

Subject: History and Theory of Design

Annette Buckley Certificate in Design Display, MA Hons. in Multimedia

Design

Subject: Visual Merchandising and Display Design

Noel Fanning BA (Design)

Subject: Computer Aided Design

Sheila Greene National Diploma in Graphic Design, ANCAD

BA Archeology & Greek and Roman Civilization

Subject: Display Design and Visual Merchandising

Patrick Muldowney Advanced Diploma in Graphic Design and Illustration, Hons.

ANCAD, HDE Dip D Media

Subject: Visual Merchandisng, Design Display, Drawing, Rendering

Tom O’Dowd BSc Management, Diploma in Management & Law, Diploma

in Management and Industrial Relations, Member of the

Institute of Accounting Technicians

Subject: Business Studies

Alice Walsh BA, HDE

Subject: Communications

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vi. Research, development and general scholarship within the School of Art, Design and Printing

Research and scholarly activity play a central and critical role within the School of Art , Design and Printing. They are at the heart of all our learning and teaching. Research and scholarship are closely intertwined terms and may be understood in a number of ways. Within the School of Art, Design and Printing ‘scholarship’ is used to describe the ongoing and distinguished contribution of individual staff members to the discourse and development of their particular field, be that through publication, professional design practice, exhibition, or consultancy. ‘Research’ is used to designate scholarly activity that is specifically located within the School and is significantly collaborative in nature. Such collaboration may involve several individuals working on a single project or it may involve several individual projects working toward a common goal and in a mutually supportive way. Research and Scholarship in the School of Art, Design and Printing is organised at School level and Design is strongly represented in this arena. Research and Scholarship is organised into four areas:

− On-Line Learning Communities

− Visual Process Research

− Learning and Teaching

− Heritage and Memory Studies

On-Line Learning Communities

Research in this cluster explores novel approaches to pedagogy and e-learning spanning the disciplines of art and design. Key descriptors are: pedagogy, partnership, communities, culture, art and design. Projects based in Design or with significant Design involvement include:

Collaborative Art Space Research Network

In January 2003, as part of our WebCT Symposium, we initiated an international virtual learning environments research network, Collaborative Art Space. This network currently includes the following institutions: Dublin Institute of Technology, Ireland; Glasgow School of Art, Scotland; HKU Utrecht, The Netherlands; Staffordshire University, England; Robert Gordon University, Scotland; Ryerson University, Canada; UIAH Helsinki, Finland; University of Ulster, Northern Ireland. The members of this expanding research network are actively interested in exploring and developing collaborative research projects and are planning to meet at regular intervals to enable the emergence of shared research interests. In 2006, a 2 year project entitled “Interface: Virtual environments in Art, Design and Education” received funding under the Minerva / Socrates initiative and a full report was published in the Spring edition of the 2009 Arts and Humanities in Higher Education Journal.

Visual Process Research

Research in this cluster explores the dynamics, methodology and cognitive outcomes of visualisation within Drawing, Illustration, Painting, Sculpture, Printmaking, Typography, Film, Engineering, Architecture, Science and other disciplines. It also investigates the culture of practice based research and its relationship with traditional academic research and has led to the founding of Typography Ireland by staff in the Department of Design

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and the hosting of the annual Association Typographique Internationale (ATypI) conference by DIT in 2010.

The Drawing Laboratory

Partners: Loughborough University, Kingston University, Norwich University College of the Arts, The Drawing Centre, New York and The Drawing Room, London. Developing a visually and textually interactive virtual space to explore the concept and practice of drawing, where ‘drawing’ is explicitly understood in the widest possible sense as visual marks used in communicating ideas in the context of an individual’s professional practice. In addition to drawings by artists and designers, we are interested in gathering ‘drawings’ from architects, engineers, chemists, physicists, biologists, mathematicians, geographers, geologists, choreographers, composers, linguists, etc. The diverse drawings will be presented within WebCT. Participants (those who have submitted drawings and their colleagues) and DIT’s Art and Design students will be invited to engage with the drawings – to discuss and respond visually to the images on-line. John Short represents Visual Communication in this research project.

RE: SEARCH – In and Through The Arts The School of Art, Design and Printing was commissioned by ELIA (European League of Insitutes of the Arts) to create a national Irish profile or survey of the phenomenology of research as an artistic practice and of the current situation of research in higher arts education as part of a wider European project. As more and more art schools acquire university status, in which education and research are legitimate parts of higher arts education, this presents new tasks and responsibilities for educators and calls for knowledge, competencies and skills that are not necessarily already available. It is vital for the future quality of education in the arts that academic staff develops stronger research and research supervision competencies in order to capitalise on these new challenges. There is also a need to build up the distinctiveness of a ‘research culture’ in art and design education. The outcome of the symposium ‘Monstrous Thinking: on practice-based research’ that took place at the 7th Annual ELIA Conference in Dublin in October 2002 (proposed by the DIT School of Art, Design and Printing), was that the art and design education subject community has solid grounds for confidence in developing a research culture as arts subjects differ from other subjects and can contribute value judgements, intuition, imagination and creativity to other practice related research fields. The Department of Design was represented at the annual CUMULUS conference hosted by HKU Utrecht, October 2004 where a parallel session on the question of the methodology of practice based research in design was chaired by Kieran Corcoran, Head of Department of Design. A paper was also presented by MPhil student Elaine Keating (supervised by Brenda Duggan and Kieran Corcoran) on The Design Process and New Digital Media at the conference.

Art Watching

Art-Watching was an interdisciplinary collaborative activity, resulting in production of a Book and Symposium to be held coinciding with the reopening of the Dublin City Gallery, The Hugh Lane (Autumn/Winter 2005), and in conjunction with Circa: Contemporary Visual Culture in Ireland. Art-Watching: Book was the result of collaboration between a fine artist (Brian Fay), a graphic designer (Brenda Dermody) and an art & design writer (Niamh Ann Kelly). The book will consist of digital drawings and texts reflecting upon the collections on display at the Dublin City Gallery, The Hugh Lane. This will be produced as a designed limited edition artwork.

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Art-Watching: Symposium, ‘Art Collections, Design and Audience’ will be hosted by the Dublin City Gallery, The Hugh Lane in conjunction with the Irish Journal, Circa: Contemporary Visual Culture in Ireland and will be organized by Niamh Ann Kelly, Brian Fay and Brenda Dermody and post graduate students at the School of Art Design and Printing. Funding: Faculty of Applied Arts, Collaborative Creative Practice Awards (2004), €4600 Researchers: Brenda Dermody, Brian Fay, Niamh Ann Kelly.

Research into Learning and Teaching

Brenda Dermody, Programme Chair, BA Design (Visual Communication), recently completed an MA in Third level Learning and Teaching. Her study examined how the design and delivery of the BA Design (Visual Communication) curriculum could be improved with a view to achieving two main aims. Firstly, to promote a deep approach to learning among visual communication students and secondly to foster greater collaboration, communication and effective team teaching among the lecturers on the programme. The study involved designing and testing a theme-based, integrated Visual Communication project with a third year group of students. The project was delivered through team teaching over an eight week period. The study was awarded the 2004 President’s Award for Teaching Excellence. Brenda Dermody presented a paper on her research at the Teachers Academy, Rotterdam University of Music and Dance in April 2005. Brenda Duggan, Lecturer in Design for Digital Media, is conducting PhD research with a focus on learning in design education, in the light of digital technology. The study examines how the shift from the predominantly traditional technology of print, to the inclusion of design for digital technology, within graphic design education, requires a positional change in approaches to learning and teaching. She presented a paper on Problem Based Learning at the Teachers Academy, Rotterdam University of Music and Dance in April 2005.

Heritage and Memory Studies

Interdisciplinary research into the sustenance and development of the heritage industry in Ireland with a view to providing a needed resource for industry development and policy formation in Ireland by developing useful research into: 1. Design concepts and content for museums, galleries, and heritage sites 2. Applications & Development of digital technologies and media in industry 3. Understanding of international context for commemorative and interpretative practices. Recently initiated as a research and scholarship group, a number of projects that have been underway for some time properly belong in this context:

Design based Postgraduate Research

Typography, Culture and Society: an analysis of the visual representation of the Irish language in Northern Ireland from 1969 to the present day

Clare Bell DIT Scholarship (MPhil) The Design Process and User Focused Digital Spaces (MPhil)

Elaine Keating DIT Scholarship (MPhil) Design, Materials and Sustainability

Gráinne McGarty Part-time MPhil

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vii. Staff Professional Development The staff of the Faculty of Applied Arts is especially encouraged to participate in exchange programmes with other universities and in a broad range of academic conferences and events. Members of staff are supported by the Department of Design in visits to international retail fairs and international centres of retail excellence and are facilitated where retraining and new skills are required, by the DIT Learning and Teaching Centre or participation in a range of externally located programmes. A number of staff recently upgraded their academic qualifications and skills. One member of staff has graduated with a Diploma in Digital Media, another has graduated in the Training of Trainers MA in Multimedia and another has graduated with a BSc in Management.

viii. Programme Management and Quality Assurance Arrangements a. Programme Committee

Chair: Kieran Corcoran (Head of Department of Design), May Ann Bolger, Annette Buckley, Noel Fanning, Sheila Greene, Pat Muldowney, Tom O’Dowd and Alice Walsh

The programme committee and the programme team are coextensive due to the relatively

small number of lecturers operating on the BA Visual Merchandising and Display. A student representative from all 3 years will be in attendance once each semester at programme committee meetings. These meetings will be scheduled in October, January and May of each academic year. The Programme Committee operates in accordance with the Handbook for Quality Enhancement, 2006

Year Coordinators: Year 1 : Sheila Greene Year 2: Annette Buckley

Year 3: Pat Muldowney Tutoring arrangements: At regular intervals in semester 1 and during semester 2, students

receive feedback on their general performance on the programme. Tutorials are also provided for students during Review Week in Semester 1 and 2 of the programme.

b. Arrangements for quality assurance and monitoring

The programme will be critically monitored at yearly intervals by the Programme Committee under the supervision of the Faculty Board as outlined by the Handbook for Quality Enhancement 2006. The Q5 Annual Monitoring Form is completed by the Programme Committee at its first meeting of each new academic year. Q6 forms are distributed for each module at the end of each semester including the Q6b and Q6c forms.

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ix. Programme Development Plan a. Development of Programme

As Ireland’s only 3rd level programme in Visual Merchandising and Display, the programme team constantly monitor developments in the Retail industry and adjust the programme content appropriately. The BA in Visual Merchandising and Display is the result of an extensive process of consultation with key figures in the retail industry and has led to the establishment of an External Advisory Board. The External advisory board met with the lecturers on the Higher Certificate in Design Display programme over 2007 and advised that a different kind of graduate was required to meet the challenges facing the Irish Retail sector in the 21st century. The External Advisory board indicated that while the graduates of Higher Certificate in Design Display had the required skill set in the past, there is now a demand for a somewhat differently qualified type of graduate. Specifically, the importance placed on Display Design in the industry has been replaced by a greater emphasis on Visual Merchandising and a working knowledge of branding, budgeting and marketing in a retail environment. The Irish retail sector has advised the Programme Team that the existing programme has to be replaced to reflect this change in the industry. This new skill set – a combination of good design display skills with a knowledge of Visual Merchandising supplemented with a working knowledge of business practice – has meant that the existing 2 year Higher Certificate has to be changed into a a 3 year BA (Ord) in Visual Merchandising and Display. The External advisory board did not feel it was necessary to develop a BA Hons degree in Visual Merchandising and Display at this time.

The new BA introduces students to the theory of visual merchandising from Year 1 and the main studio modules in Years 1 and 2 concentrate on the integration of design and display skills in the context of the window and in-store display as key merchandising strategies in the retail environment. There will be a two week work placement in year 2 as part of the Fashion and Accessories module. Business Studies, Communications and AutoCad have been rewritten as separate 5 credit modules and new modules in Branding and Interior Design have been introduced in year 3. Year 3 is structured around a Major Project which will be developed by the student over the year through a work placement in the retail industry.

The objective of the work placement module is to give students an in-depth exposure to a range of learning experiences in actual retail settings. It will also allow the student to focus on the development of their Major Project in a real retail environment. In this way, the student will be faced with the challenge of relating material learned at college to real world situations and in addition learn how to perform competently in an actual work organisation and to interact with other members of the work team. The students will have to prepare, develop and present a major promotional project in an actual retail setting. They will become involved in practical applications of academic issues previously learned about only in a theoretical way and use advanced skills from the taught programme to date to deal with work based problems. They will acquire complex and specialised skills applied in a range of variable and unfamiliar work-based learning contexts and learn how to act effectively under guidance in a peer relationship with working managers and where appropriate or necessary to play a leadership role within multiple, complex and heterogeneous work groups.

The student will use the placement to develop a self directed merchandising project for presentation in the final semester. The aim of the Major Project module is for the students to develop their own specialist disciplines, within retail display, visual merchandising and

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promotional presentations. It will give the students the experience and responsibility of working with a professional team and clients in the industry and will develop the students’ awareness and appreciation of how the principles of visual merchandising operate in the retail or promotional industry

The Major Project will consist of

1. Project Proposal 2. Research Plan 3. Budget 4. Presentation Strategies 5. Written Report

As the project will be developed in a retail environment it will provide the students with the invaluable experience of preparing and delivering a merchandising strategy under real business conditions.

x. Learning and Teaching Enhancement

The BA (Ord) in Visual Merchandising and Display employs a wide variety of teaching methods including practical studio workshops, lectures, studio crits, demonstrations, video presentations, case studies, research and site visits. In the final year students must undertake a major self initiated project in an industry environment which will foster self directed learning and their professional development. Group work and peer based critiques are an essential feature of studio based learning and teaching strategies. From year 1 students must present their design solutions to their peer group which helps develop valuable key skills in communicating and presenting design ideas. These presentation and communication skills are reinforced in the critical theory area where in addition to formal lectures students are required to make group presentations on selected topics on the history and theory of design.

Continuous assessment is the primary method for evaluating student performance and progress. All project briefs are accompanied by a detailed set of assessment criteria and weightings. See sample project brief and assessment form below.

The Programme Committee keeps under constant review the methods and weightings of assessments. After each project and major project the Programme Committee meets to discuss and review the method of weighting of the assessment. Interactive team crits are an integral part of projects. Continuous assessment projects must be submitted for assessment on the specified day, date and time as stated in the brief. Current fashion and style trends are closely monitored and included in the delivery where appropriate. Links with external sources, especially in the business world, are encouraged. External commissions, within reason, are accommodated through the flexibility of the present programme structures. Regular guest lecturers contribute to the broadening of the range of tuition. Student participation in national and international competitions is actively encouraged.

Appendix 1 Sample Project Brief Appendix 2 General Assessment Form

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PART B PROGRAMME DOCUMENT i. Programme Background and Structure a. Introduction to Faculty, School/Department etc Faculty of Applied Arts

The Faculty of Applied Arts at the Dublin Institute of Technology is the pioneering educational leader in the creative, visual and performing arts and media in the country. It provides a wide and unique range of innovative, multidisciplinary and professional-level educational and research programmes in film, broadcasting, audio, art & design, music, photography, journalism, public relations, printing and publishing, animation and computer imaging, multimedia, and the management of the new information and communication technologies. Programmes are offered at both undergraduate and postgraduate level and all share a strong commitment to linking creative practice with critical theory and new technology. The Faculty’s underlying philosophy is to provide education and training in the key disciplines within the cultural industries while also acknowledging the significant technological and cultural changes that are currently occurring. Thus the programmes seek to preserve the best of the creative, performing and media arts while meeting the challenges of the digital age.

School of Art, Design and Printing The first Technical Schools of Art and Science in Dublin were established in 1887 in Kevin Street. When the Vocational Education system was established in 1930, these technical schools came to be administered by the City of Dublin Vocational Education Committee (CDVEC). In 1971 the national network of the Regional Technical Colleges was established throughout the country and included Art and Design education in their programmes of study. At the same time, the CDVEC set up its own whole time course in Art and Design in what was to become the College of Marketing and Design. The current programmes in Fine Art and Design were developed in the 1970s. The success and continued popularity of these programmes is exemplified by the high profile of the graduates in the market place and by the record number of applicants for places, which is in excess of 1000 portfolios being submitted for consideration annually.

. The School of Art, Design and Printing provides a wide range of innovative, inter-disciplinary and professional level educational and research programmes in visual communications, multimedia design, illustration, interior design, furniture design, product design, painting, sculpture, printmaking, printing technology, printing management and publishing. In 2003, the School launched a BSc programme in Product Design in collaboration with the Faculties of Engineering and Business at DIT. Most recently, the School has developed an innovative on-line distance education programme in the visual arts in cooperation with the Sherkin Island Development Society on Sherkin Island off the west coast of Cork. This programme which allowed the school to develop its expertise in on line learning and new pedagogical strategies in visual arts education has completed its pilot phase and has been developed into a 4 year BA in Visual Arts. Other new programme proposals include an MA in Design and an MA in Community Art. The school has also developed an active postgraduate research profile and since 1999 the number of MPhil and PhD students has increased to 11. In 2008 the School launched a new MA in Professional Design Practice in association with Design Ireland Skillnets targeted at senior designers in the Irish Design industry. Community links are a vitally important part of the School’s mission and these include The National Drug Treatment Centre, the Larkin Centre for the Unemployed, the Mater and Children’s Hospital Development Initiative. The school is represented on the board of ELIA (European League of the Institutes of the Arts) and is a member of CUMULUS.

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b. Title of programme, award sought and date of submission Proposed Title: BA (Ord) in Visual Merchandising and Display Duration: 3 years DIT Award sought: BA (Ord) in Visual Merchandising and Display with pass, lower merit,

upper merit and distinction NQAI Level 7 Date of Submission: April 2009 c. Programme aims and learning outcomes

Aims The aim of the BA in Visual Merchandising and Display is: 1. to provide an integrated educational framework within which students are able to

acquire a range of transferable skills relevant to employment in the retail design industry

2. to provide graduates who can operate as visual merchandisers and display designers in the retail industry

3. to provide graduates who have an understanding of the principles and strategies of visual merchandising

4. to provide graduates who have a knowledge and understanding of branding and consumer behaviour

5. to provide a practical understanding of the visual language of retail design 6. to achieve a thorough competence in the intellectual and manual design skills of design

display 7. to develop the student’s presentation and communication skills which will help them

operate efficiently as members of a design team 8. to produce graduates with an understanding of the history of retail and fashion design.

Learning Outcomes Within the context of the above aims and upon completion of the programme : 1 Students will have a knowledge of

1. The theory of Visual Merchandising 2. The History of Fashion and Styling Trends 3. Current Fashion and Styling trends 4. How Visual Merchandising strategies support retailing trends 5. How Visual Merchandising Strategies increase sales 6. How customers process visual merchandising messages.

2 Students will demonstrate a mastery of

1. The visual language of design display including window display, visual merchandising, in-store display and prop design

2. A comprehensive range of design skills 3. The oral and written communication skills relevant to the operation of a retail

design team 4. Relevant business practices in the retail environment 5. Digital Presentation techniques

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3 Students will demonstrate competence in

a. The development of visual merchandising strategies for a range of retail environments

b. The critical appraisal and evaluation of merchandising problems and their solutions c. Using visual merchandising strategies to communicate with customers.

d. Nature, duration and general structure of programme

The BA in Visual Merchandising and Display is aimed at students who wish to work as Visual Merchandisers and display designers in the retail industry. The programme is focused primarily on the acquisition of the knowledge and skills which are necessary for a graduate to operate as a visual merchandiser in a retail environment. There is a major emphasis on developing the students’ merchandising abilities which are integrated with modules in business studies, branding, digital presentation and communications.

The BA in Visual Merchandising and Display is a modular programme taught in semesters of 15 weeks duration and comprises of a series of four 15 credit modules in Years 1 and 2 and a major project module worth 30 credits in Year 3. In addition the final year has a 10 credit work placement module. All other modules have 5 credits. In semesters 1, 2, 3 and 4 there are four 15 credit studio based modules that develop the students knowledge and practical skills in the area of display and visual merchandising. These modules are supplemented by 5 credit modules in the theory of Visual Merchandising, CAD, Communications, Business Studies and the History of Design. In semester 5 students will also take modules in Interior Design, Branding and Marketing. By the end of year 2, students will have acquired the necessary knowledge and skills which allow them to undertake a major retail industry project. In the final year students must secure a work placement in the retail industry and use the placement to develop a self directed project for the final semester. The objective of the work placement module is to give students an in-depth exposure to a range of learning experiences in actual retail settings. It will also allow the student to focus on the development of their Major Project in a real retail environment. In this way, the student will be faced with the challenge of relating material learned at college to real world situations and, in addition, learn how to perform competently in an actual work organisation and to interact with other members of the work team. The students will have to prepare, develop and present a major promotional project in an actual retail setting.

They will become involved in practical applications of academic issues previously learned about only in a theoretical way and use advanced skills from the taught programme to date to deal with work based problems. They will acquire complex and specialised skills applied in a range of variable and unfamiliar work-based learning contexts and learn how to act effectively under guidance in a peer relationship with working managers and where appropriate or necessary to play a leadership role within multiple, complex and heterogeneous work groups. There will be a work placement log which will be signed by employer, academic staff and the students themselves. As this method has been used successfully by the Faculty of Business, the Programme Team will liaise regularly with the Head of the Department of Retail Management and the Head of the School of Marketing on the operation of the programme.

The student will use the placement to develop a self directed merchandising project for presentation in the final semester. The aim of the Major project module is for the students to develop their own specialist disciplines, within retail display, visual merchandising, and promotional presentations. It will give the students the experience and responsibility of working with a professional team and clients in the industry and will develop the students’

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awareness and appreciation of how the principles of visual merchandising operate in the retail or promotional industry.

The Major Project will consist of

1. Project Proposal 2. Research Plan 3. Presentation Strategies 4. Written Report 5. Major Retail industry Project Presentation and Installation

Students will meet with lecturing staff one day each week to discuss and evaluate the various stages of the development of the Major Project in the final semester. The students will present their work in progress and will receive extensive feedback from the lecturing team. The module will be assessed primarily on the evidence of the Industry Project Presentation and Installation.

Duration: the programme will be fulltime - 5 working days over Semesters 1- 4 while in semesters 5 and 6 work placement will take place over 2 days. Lectures and self directed learning will happen over 3 days. Students are expected to complement timetabled hours with private study and self learning.

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ii. General Structure of the BA In Visual Merchandising and Display programme

STRAND 1 Semesters 1 and 2 In Year 1, the focus is on introducing students to the strategies of visual merchandising and homewares integrated with projects in 3-dimensional prop work, graphic design techniques, drawing and digital presentation techniques. Students are introduced to the theory of Visual Merchandising and receive an introduction to fundamental concepts of communication theory, business practice, the history of retail and fashion design and digital presentation techniques. Teaching methods include practical workshops, studio crits, demonstrations, tutorials and lectures. The instruction is project based, with strictly enforced deadlines, and students are introduced to methods and systems which are compatible with best practice.

STRAND 2 Semesters 3 and 4 Using the knowledge and skills acquired in Year 1, students focus on fashion accessory production and fashion styling combined with projects in graphic communications, 3-dimensional design, drawing, rendering and digital presentation techniques. At the end of each semester students will present an appropriate display installation supplemented by work experience in a display department in a retail outlet prior to the Christmas period. Students continue to take modules in the Theory of Visual Merchandising, Communications, Retail Business practice and the History of Design. Strand 3 Semesters 5 and 6 In year 3 the primary focus is on the development and presentation of a major self directed retail industry project. This will allow students to integrate their accumulated learning experiences and to develop their specialised area of interest within the retail sector. In semester 5 students will take modules in Interior Design, Branding, Marketing and Digital Modelling while preparing a proposal for the major project through their work placement. In semester 6, students will submit a project proposal and research plan, make a team panel presentation and complete a written report and produce their final major project installation.

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iii. Relationships with professional and academic bodies, programme advisory boards etc Advisory Board A group has been established to advise the Programme Committee on current innovations, trends and developments relevant to Visual Merchandising and Display Design in retailing and related industries. Members include Creative Directors from some of Ireland’s leading retail stores. School Links The School of Art, Design and Printing is committed to working with industry and the professions in a variety of ways which include

Research and Development

New Product Development

Professional Development

Industry placements

Involvement in National & EU Committees

Strong links have been established and are maintained with many appropriate organisations in Ireland and the EU so as to ensure the context within which the programme is delivered is appropriate and relevant. These organisations include

European League of the Institutes of the Arts (ELIA)

CUMULUS - European Association of 3rd level educational design institutes

Enterprise Ireland

Design Ireland

Institute of Designers in Ireland (IDI)

Design Business Ireland

Irish Business and Employers Federation

International Council of Graphic Design Associations

Mater and Children’s Hospital Development

Furniture Industry Research Association Industry Links Collaborative links have been established with the Creative Departments of some of Dublin’s leading retail outlets. Brown Thomas Group John Redmond, Creative Director, Brown Thomas A Wear Caroline Reynolds, Creative Director Arnotts Kevin Pender, Creative Director Marks and Spencers Sheila Coen, Store Manager Harrods David Briggs, Display Director & Rosalin Harris, Manager Dunnes Stores Jilyn Farrell, Display Manager

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MEXX Yvonne Keogh, Display Manager IKEA (Ireland) Miranda Lyons, Visual Merchandiser Urban Outfitters Aimee O’Byrne, Display Manager Penneys Gina Richardson, Display Manager House of Fraser Bernard Duff, Display Manager Topshop Cathy Mulhern, Display Manager Debenhams Gary Coen, Display Manager BT 2 Clara Mc Cabe, Display Manager Kilkenny Design Michelle Lawlor, Display Manager These retail outlets provide students with an opportunity to work in a professional context and gain experience in both window and instore retail display. All the people listed above are successful graduates of the Higher Certificate in Design Display and the programme team is very hopeful that they will facilitate the new Work placement module proposed for Year 3 of the new BA. Contacts have been established with model and prop company Avanti, UK and this enables both staff and students to keep up to date on the latest display design trends. Academic Links Links have been established with NEGOCIA, 8 avenue de la Porte de Champerret, Paris; Ware College, UK; the School of Art, Architecture and Design, University of Humberside, Hull, UK, and Parsons School of Art & Design, New York. These colleges have supplied External Examiners for the Higher Certificate in Design Display and it is intended to develop Erasmus links with the French and UK colleges. Trade Exhibitions and Fairs Students have opportunities to attend and participate in Futura Showcase and Euroshop (Germany)

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iv. Admission Criteria a. Leaving Certificate with grade D3 or higher on ordinary level papers in at least 5 subjects OR

An acceptable equivalent standard of education AND

A portfolio of art and design work which reflects the candidate’s ability.

Mature Students may be called for interview.

Advanced Entry for Current Students on the Higher Certificate in Design Display: The BA in Visual Merchandising and Display will replace the existing Higher Certificate in Design Display. There is considerable interest among the 2nd year cohort of the Higher Certificate in Design Display in joining the 3rd year of the new BA. Both programmes have the same minimum academic entry requirements. The main difference between the old programme and the new programme is the level of instruction in the theory and practice of Visual Merchandising. The students currently on the Higher Certificate programme have had some practical experience of Visual Merchandising from the existing programme in the major Window Display modules and also through their 2 week work placement in semester 4. The programme committee is proposing to hold an intensive set of additional lectures on the theory of visual merchandising with a full assessment for those 2nd year Higher Certificate students who wish to transfer to the 3rd year of the new degree. Only those students who have successfully completed the assessment and passed the final assessment on the Higher Certificate will be allowed to transfer.

Projected Numbers and Progression 2009/10 Year 1 25 Year 2 21 Year 3 15 2010/11 Year 1 25 Year 2 25 Year 3 17 2011/12 Year 1 25 Year 2 25 Year 3 18 2012/13 Year 1 25 Year 2 25 Year 3 20

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Intake policy and procedures

Portfolio Assessment: Following application to the CAO, portfolios are submitted to the School of Art, Design and Printing for assessment. A maximum score of 600 is available to the applicant in the portfolio assessment process. The applicants score is forwarded to the CAO and combined with their points from their Leaving Certificate to determine their place on a waiting list for a place based on their programme preferences.

The portfolio is used to review the applicant’s ability to benefit from and, contribute to the programme. The evaluation criteria are as follows:

1. Evidence of Drawing ability should be demonstrated through:

examples of freehand, observation and /or technical drawing use of colour and texture variety of subject and media

2. Evidence of Practical ability should be demonstrated through:

skills in visualization quality of presentation control over media

3. Evidence of Conceptual ability should be demonstrated through:

investigation idea generation imagination and creativity

Marking Scheme The following marking scheme applies to each of the criteria indicated above:

0 Not suitable 1 Suitable 2 Very suitable 3 Exceptional

A total of the scores attained will determine overall suitability. The total to be converted to a 0-600 range by multiplying the score by 66.6 for submission to CAO

Applicant’s who already possess an appropriate educational background and level of achievement which is closely related to the standard of the programme, for which they have applied, may apply to the DIT for entry to the second year of the programme subject to the availability of places. Entry will be based on portfolio assessment

BA (Ord) in Visual Merchandising and Display Year/Stage: 1 Semester: 1

Code Module title Weekly Contact Hours Total Learning Hours for Semester Credits Assessment

Lecture Seminar Studio Workshop TOTAL Contact Independent TOTAL ECTS Marks (x100)

totals 5 0 21 0 25 375 225 600 20 600

Strategies in Visual Merchandising - – 17 - 17 255 45 300 15 100

Theory of Visual Merchandising 1 1 – 1 – 2 30 70 100 5 100

AutoCAD 1 - – 2 – 2 30 20 50 linked Not Applicable

Business Studies 1 1 – - – 1 15 35 50 linked Not Applicable

Communications 1 2 – - – 2 30 20 50 linked 100

History and Theory of Design 1850–90 1 – - – 1 15 35 50 linked 100

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totals 6 0 19 0 25 375 225 600 40 600

Homeware and Accessories – 17 – 17 255 45 300 15 100

Theory Of Visual Merchandising 2 2 – - – 2 30 70 100 5 100

AutoCad 1 - – 2 – 2 30 20 50 5 100

Business Studies 1 1 – - – 1 15 35 50 5 100

Communications 1 2 – - – 2 30 20 100 5 100

History and Theory of Design 1890–1930 1 – – 1 15 35 100 5 100

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totals 5 0 14 0 19 345 255 600 25 600

Fashion and Accessories - – 12 – 12 180 120 300 15 100

Visual Merchandising 1 – - – 1 45 55 100 Linked 100

AutoCad 2 - – 2 – 2 45 5 50 linked Not Applicable

Business Studies 2 1 – - – 1 30 20 50 linked Not Applicable

Communications 2 2 – - – 2 30 20 50 linked 100

History of Design 1920–1970 1 – - – 1 15 35 50 linked 100

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totals 56 0 15 0 20 360 240 600 35 600

Fashion and Styling - – 12 – 12 180 120 300 15 100

Visual Merchandising 1 – 1 – 2 90 10 100 5 100

AutoCad 2 – – 2 – 2 30 20 50 5 100

Communications 2 2 – - – 2 30 20 50 5 100


History of Fashion 1850–1980 1 – - – 1 15 35 100 5 100

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totals 2 0 7 0 9 150 450 600 20 600

Major Industry Project - – - – - 30 70- 100- linked 100

Work Placement - – - – - - - - linked 100

Interior Design – – 3 – 3 45 55 100 5 100

Digital Modeling - – 2 – 2 30 70 100 5 100


Communications 3 1 - - - 1 15 85 100

Branding and Visual Merchandising 1 – - – 1 15 85 100 5 100

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totals - 0 2 0 4 60 540 600 40 600

Major Industry Project – 4 – 4 60 540 600 20 100

Work Placement - – - – - - - - 15 100

Communications 3 5

vi. School of Art, Design and Printing Marks and Standards BA (Ord) in Visual Merchandising and Display

Introduction: Examinations are conducted in accordance with the Regulations laid

down by the Academic Council of the Dublin Institute of Technology.

Assessments are in accordance with the General Assessment

Regulations (2006) and as indicated below.

Assessments It is compulsory for all students presenting for assessment in year 3 to

1) make themselves available for interview with the External

Examiner and 2) complete full project installation. Failure to comply

with this regulation will result in a reduction in the overall aggregate

mark of 10%.

Workplacement The Workplacement module will only be marked as pass or fail.

Project

Submission

Continuous assessment projects must be submitted for assessment on

the specified day, date and time as stated in the brief. Failure to

present major display design projects on schedule must be supported

by a written statement of mitigating circumstances and by medical

certification or equivalent. An opportunity to install at a later date and

time will be facilitated.

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1st Year Syllabus

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ALLOCATION OF CREDITS

YEAR 1 Semester 1

1. Theory of Visual Merchandising 1 5

2. Strategies in Visual Merchandising 15

3. AutoCAD 1 continuing

4. Business Studies 1 continuing

5. History and Theory of Design 1850–90 continuing

6. Communications 1 continuing

YEAR 1 Semester 2

1. Homeware and Accessories 15

2. Theory of Visual Merchandising 2 5

3. History and Theory of Design 1890–1930 5

4. AutoCAD 1 5

5. Communications 1 5

6. Business Studies 1 5

Total credits for the year 60

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Pre-Requisite Modules code(s)

Co-Requisite Modules code(s)

ECTS Credits 5

Module Code

Module Title THEORY OF VISUAL MERCHANDISING 1

Year 1 Semester 1 Module Author(s) Pat Muldowney Module Description In this module students are introduced to the basic principles of visual merchandising. Module Aim The aim of the module is to develop the students’ understanding of how visual merchandising is applied in stores, an awareness of brand image, layout of store area, signage and ambience. Learning Outcomes On completion of this module the students will be able to

1. Understand how customers process visual merchandising messages 2. Describe how retailers communicate through visual images 3. Understand how visual merchandising efforts educate customers 4. Identify why visual merchandising increase sales 5. Understand how visual merchandising support retailing trends

Learning and Teaching Methods

1. Research of Stores 2. Audio visual presentation 3. Seminars and studio practice 4. Demonstrations

Module Contents

1. Visual merchandising Supports Retail Strategies 2. Visual Merchandising Communicates with Customers 3. Visual Merchandising Communicates Retail Image 4. Visual Merchandising Supports Selling 5. Visual Merchandising Support Retailing Trends

Module Assessment This module is assessed written assignment and project work.

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Assessment Criteria and Weighing Research 30% Analysis and Development 30% Evaluation 30% Presentation 10% Essential Reading Store Window Design, Loft Pub. 2007 Fortnum and Mason windows, Blackwell, Conran Octopus 2001 Store Windows, No 1 M Pegler Visual Pub. Inc. New York 2000 Christmas Advertising, Marketing and Display, M Pegler Visual Ref. Pub., New York, 2001 Supplemental Reading Magazines Inspiration VM and SD Wallpaper Style Guide Vogue

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ECTS Credits 15

Module Code

Module Title STRATEGIES IN VISUAL MERCHANDISING

Module Author(s) Pat Muldowney Module Description In this module students are introduced to the basic principles of visual merchandising within a given store and the practical application of these principles. The module will create an awareness of image comparison between two high street stores in branding, styling and handling of presentation/visual merchandising. Module Aim The aim of the module is to develop the students’ understanding of how visual merchandising and display design are applied in stores and provide an awareness of brand image, layout of store area, signage and ambience. The students’ will apply these principles in a range of projects. Learning Outcomes On completion of this module the students will be able to

1. understand how visual merchandising strategies are applied by branding a store’s image 2. produce a written informed opinion report as a result of questionnaire 3. design and manufacture 3d props 4. produce presentation drawings of proposed installation 5. install a display presentation for in-store use 6. install a seasonal display window presentation


1. Research of Stores 2. Studio based projects in Display 3. Workshops in 3d, visual graphics, technical and observational drawing 4. Demonstrations

Module Content

1. Visual merchandising strategies 2. Introduction to the Retail Industry 3. Drawing and Visual Presentation techniques 4. 3d and Visual Graphics 5. Introduction to Branding in a Retail context 6. In-store Display Project 7. Window Display Project

Module Assessment The module will be examined by continuous assessment of project work.

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Assessment Criteria and Weighting Research 20% Analysis and Development 20% Synthesis / Resolution 20% Presentation 40% Indicative Reading Store Window Design, Loft Publication 2007 Fortnum and Mason, Blackwell Conran, Octopus 2001 Store Windows, No 1 Pegler Visual Publication, Inc New York 2000 Christmas Advertising, Marketing and Display, M Pegler 2001 Visual Ref. Publication New York 2001 Supplemental Reading Inspiration VM and SD Wallpaper Interiors Style Guide Vogue

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ECTS Credits 5

Module Code

Module Title AUTOCAD 1

Module Author(s) Noel Fanning Module Description In this module students are introduced to the basics of the computer as a tool for communicating design. The module will introduce the student to the techniques of Computer aided drafting. Module Aim The aim of the module is to develop a basic skill in the creation of 2D and 3D drawing. Learning Outcomes On completion of this module the students will be able to

1. To produce basic line generation and editing commands in a digital form 2. To produce orthographic Projections and 3 dimensional views in a digital format

Learning and Teaching Methods Demonstrations Lectures Project work/exercises/workshops Module Assessment The module will be examined by continuous assessment of project work. Assessment Criteria and Weighting Research 10% Analysis /development 30% Presentation 20% Technical ability 40% Essential Reading Reference Systems Help Guide 2007

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ECTS Credits 5

Module Code

Module Title BUSINESS STUDIES 1

Module Author(s) Tom O’Dowd Module Description This module introduces the student to business and consumer law, the business environment, financial control and planning. Module Aim The aim of the module is to provide the learner with an understanding of the business environment, principles of law and financial control in the design environment Learning Outcomes On completion of this module the learner will be able to

1. Articulate principles of contract law 2. Apply relevant consumer law 3. Analyse elements of the business environment 4. Articulate the principles of planning 5. Prepare basic financial information


1. Lectures 2. Discussion 3. Case study 4. Self directed learning

Module Content Sources of law, law of contract, consumer laws, macro and competitive environment, planning, cash flow projections, budgets. Module Assessment The mode of assessment is continuous. The module will be assessed on a cumulative basis through a series of assignments. Essential Reading Author Tiernan, Morley and Foley Title Modern Management Imprint Dublin, Gill & McMillan, 2006

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Recommended Reading Author Doolan, Brian Title Principles of Irish Law Imprint Dublin, Gill & McMillan, 2007 Websites www.basis.ie www.nca.ie www.asai.ie

http://www.basis.ie/

http://www.nca.ie/

http://www.asai.ie/

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ECTS Credits 5

Module Code

Module Title HISTORY AND THEORY OF DESIGN 1850 - 1890

Year 1 Semester 1 Module Author(s) Sara Donaldson Module Aim The aim of this module is to study the history and theory of design in Britain in the mid- to late-nineteenth century. Learning Outcomes On completion of this module, the student will

1. Demonstrate a broad understanding of the leading designers and major design movements in the second half of the nineteenth century.

2. Develop skills to critically analyse designed objects of this period. 3. Begin to acquire the skills involved in selecting, researching and writing an essay topic

related to the lecture syllabus.


1. Weekly Lectures 2. Seminars 3. Site Visits

Module Content

1. Industrial Exhibitions in the 19th century 2. The Great Exhibition of 1851 3. The Phenomenon of the Department Store 4. Commercial and Exhibition Display in the 19th century 5. Owen Jones and The Grammar of Ornament 6. A.W.N Pugin and the Gothic Revival 7. John Ruskin and Design Reform 8. William Morris 9. The Arts and Crafts Movement 10. Christopher Dresser

Module Assessment This module is assessed by one written assignment on a topic based on the module content Assessment Criteria Research 25% Content 25% Evaluation 35% Presentation 15%

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Essential Reading Conway, Hazel (ed), Design History. A Student’s Handbook, London & New Haven, Routledge, 2001 Ferebee, Ann, A History of Design from the Victorian Era to the Present, New York, Van Nostrand, Reinhold & Co., 1980 Forty, Adrian, Objects of Desire. Design and Society 1750-1980, London, Thames & Hudson, 1986 Hauffe, Thomas, Design. A Concise History, London, Laurence King, 1998 Jackson, Anna, The V&A Guide to Period Styles, London, V&A Publications, 2002 Jervis, Simon, The Penguin Dictionary of Design and Designers, London, Penguin, 1984 McDermott, Catherine, Essential Design, London, Bloomsbury, 1994 Pevsner, Nikolaus, Pioneers of Modern Design. From William Morris to Walter Gropius, Revised & Expanded, New Haven & London, Yale University Press, 2005 Contact Hours 1 hour x 15 Total: 15 hours

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ECTS Credits 5

Module Code

Module Title COMMUNICATIONS 1

Module Author(s) Alice Walsh Module Description This module introduces the student to the theory of communications, both oral and written. It introduces the student to the relevance of communication in the area of visual merchandising. Module Aim The aim of the module is

1. To provide the learner with an understanding of the relevance of communications in the retail industry.

2. To help students understand the role of presentations in business and the many kinds of presentations business people make

3. To show students how to get control over all the information they want to present and to organize it to support a key strategic message

Learning Outcomes On completion of this module the learner will be able to:

1. Articulate the principles of effective oral and written communication. 2. Use effective listening techniques. 3. Develop written and oral skills using design terminology. 4. Prepare and present oral presentations based on joint visual merchandising projects.


1. Lectures 2. Discussion 3. Self directed learning.

Module Content

1. Analysis of communication process 2. Preparation of oral presentations 3. Effective listening practice 4. Individual and team presentations based on visual merchandising projects

Assessment Criteria The mode of assessment is continuous. The module will be assessed on a cumulative basis through a series of assignments.

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ECTS Credits 15

Module Code

Module Title HOMEWARE AND ACCESSORIES

Year 1 Semester 2 Module Author(s) Pat Muldowney, Annette Buckley Module Description In this module students are introduced to the visual strategies used in visual merchandising and display of Homeware Departments and products of stores. Module Aim

1. To develop an awareness of symmetric and asymmetric balance 2. To experiment with materials, texture and lighting. 3. To develop student’s ability to produce a promotional scheme

Learning Outcomes On completion of this module students will be able to

1. Demonstrate an understanding of visual strategies in visual merchandising and display and applied in homeware and product promotions

2. Demonstrate a clear understanding of balance, shape and form with symmetric and asymmetric installations.

3. Produce a graphic scheme to integrate into a symmetrical and asymmetrical installation. 4. Produce a 3d piece to integrate into a symmetrical and asymmetrical installation.


1. Research of stores 2. Studio based projects in Display Design 3. Workshop in 3D, Visual Presentation and Graphics, Technical and Observational Drawing 4. Demonstrations

Module Content

1. Investigation and presentation in Homeware Stores 2. Comparative Analysis of Different Stores 3. Visual merchandising strategies and homeware product handling 4. Installation of promotional display of homeware merchandising

Module Assessment This module is assessed through the production of individual practical design installations. The students are assessed on their ability to research and develop the concept, and to present a focused and articulate display design installation.

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Assessment Criteria Research Analysis and Development Synthesis /Resolution Presentation Essential Reading Store Window Design, Loft Publication 2007 Fortnum and Mason Blackwell, Conran Octopus 2001 Store Windows No1 M Pegler Visual Publication, Inc. New York 2000 Christmas Advertising, Marketing and Display M Pegler Visual Ref. Publication, New York 2001 Supplemental Reading Magazines Inspiration VM and SD Wallpaper Style Guide Vogue

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ECTS Credits 5

Module Code

Module Title THEORY OF VISUAL MERCHANDISING 2

Year 1 Semester 2 Module Author(s) Pat Muldowney Module Description In this module students are introduced to the basic principle of visual merchandising. Module Aim The aim of the module is to develop the students understanding of how visual merchandising is applied in stores, an awareness of brand image, layout of store area, signage and ambience, Learning Outcomes On completion of this module the students will be able to



1. Research of Stores 2. Audio visual presentation 3. Seminars and studio practice 4. Demonstrations

Module Content

1. Core Design Strategies 2. The Visual Merchandiser is a Design Strategist 3. Atmospherics as a Merchandising Strategy 4. Design Elements and Principles 5. Colour as a Merchandising Strategy 6. Colour schemes 7. Colour as a communication tool 8. Colour in Store décor 9. Colour as a fashion Merchandising Strategy 10. Colour Coordination 11. Balance, Rhythm, Proportation, Texture, Harmony, Emphasis as a Merchandising Strategy.

Module Assessment This module is assessed written assignment and project work.

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Assessment Criteria and Weighing Research 30% Analysis and Development 10% Synthesis / Resolution 20% Presentation 40% Essential Reading Store Window Design, Loft Pub. 2007 Fortnum and Mason windows, Blackwell, Conran Octopus 2001 Store Windows, No 1 M Pegler Visual Pub. Inc. New York 2000 Christmas Advertising, Marketing and Display, M Pegler. Visual Ref. Pub., New York, 2001 Supplemental Reading Magazines Inspiration, VM and SD Wallpaper Style Guide Vogue

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ECTS Credits 5

Module Code

Module Title HISTORY AND THEORY OF DESIGN 1890 - 1930

Year 1 Semester 2 Module Author(s) Sara Donaldson Module Aim The aim of this module is to study the history and theory of design and in the late nineteenth and early twentieth centuries. Module Content

1. The Celtic Revival and the Arts and Crafts Movement in Ireland 2. Sarah Purser, Harry Clarke and Stained Glass in Ireland 3. Art Nouveau: Graphic and Poster Design 4. Art Nouveau: Architecture and Furniture Design 5. Art Nouveau: Decorative Arts 6. Jugendstil and the Vienna Secession 7. De Stijl 8. Bauhaus 9. Eileen Gray 10. Le Corbusier

Learning Outcomes On completion of this module, the student will

1. Demonstrate a broad understanding of the leading designers and major design movements in the late nineteenth and early twentieth centuries.

2. Develop skills to critically analyse designed objects of this period. 3. Begin to acquire the skills involved in selecting, researching and writing an essay topic

related to the lecture syllabus. Learning and Teaching Method


Module Assessment This module is assessed by one written assignment on a topic based on the module content. Assessment Criteria Research 25% Content 25% Evaluation 35% Presentation 15%

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Essential Reading Ferebee, Ann, A History of Design from the Victorian Era to the Present, New York, Van Nostrand, Reinhold & Co., 1980 Gordon Bowe, Nicola, The Life and Work Harry Clarke, Dublin, Irish Academic Press, 1994 Greenhalgh, Paul (ed) Art Nouveau 1890-1914, London, V&A Publications, 2000 Hauffe, Thomas, Design. A Concise History, London, Laurence King, 1998 Jackson, Anna, The V&A Guide to Period Styles, London, V&A Publications, 2002 Jervis, Simon, The Penguin Dictionary of Design and Designers, London, Penguin, 1984 Larmour, Paul, The Arts & Crafts Movement in Ireland, Belfast, Friar’s Bush Press, 1992 McDermott, Catherine, Essential Design, London, Bloomsbury, 1994 Pevsner, Nikolaus, Pioneers of Modern Design. From William Morris to Walter Gropius, Revised & Expanded, New Haven & London, Yale University Press, 2005 Whitford, Frank, Bauhaus, London, Thames & Hudson, 2003 Contact Hours 1 hour x 15 Total: 15 hours

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2nd Year Syllabus

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Year 2 Semester 1

1. Fashion and Accessories 15 credits

2. Visual Merchandising 5 credits

3. AutoCad 2 linked

4. Business Studies 2 linked

5. History and Theory of Design 1920–1970 linked

6. Communications 2 linked

Year 2 Semester 2

1. Fashion and Styling 15 credits

2. Visual Merchandising 5 credits

3. AutoCad 2 5 credits

4. Business Studies 2 5 credits

5. History and Theory of Fashion 1850–1980 5 credits

6. Communications 2 5 credits


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ECTS Credits 15

Module Code

Module Title FASHION AND ACCESSORIES

Year 2 Semester 3 Module Author(s) Pat Muldowney Module Description In this module students are introduced to fashion accessories Module Aim

1. To introduce the students to the skills of handling accessory displays. 2. The techniques of styling and coordinating fashion accessories. 3. Attend work experience in a retail outlet.


1. Build on and develop the expertise knowledge and skill acquired in the first year of the programme. Have the capability of handling fashion accessories

2. Experience the reality of working with a display team in a retail outlet. 3. Have learned the importance of combining many different activities in coordinating

projects 4. Select appropriate media and design solutions to suit given visual problems 5. Create original concepts through text, image, layout and use of colour 6. To develop from research original printed design


1. Research of stores 2. Studio based projects in Display Design 3. Workshop in 3d, Visual presentation, and Graphics, Technical and Observational Drawing 4. Demonstrations 5. Lectures 6. Project work 7. Critique

Module Assessment This module is assessed through the production of individual practical design installations. They are assessed on their ability to research and develop the concept, and to present a focused and articulate display design installation. Assessment Criteria Research 30% Analysis and Development 10% Synthesis /Resolution 20% Presentation 40%

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Essential Reading Windows of the World, Collins Design 2006 Store Window No 15 and Display Visual ref., Publication, New York 2006 Windows, The Art of Retail Display, Thames and Hudson 1999 Dreams through the glass Berdorf Goodman, Assouline 2002 Store Window Design, Aurora Cuito, Teneues 2005 Supplemental Reading Inspiration VM and SD Wallpaper Style Guide

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ECTS Credits 5

Module Code

Module Title VISUAL MERCHANDISING

Year 2 Semester 3 Module Author(s) Pat Muldowney Module Description In this module students are introduced to the basic principles of visual merchandising. Module Aim The aim of the module is to develop the students understanding of how visual merchandising is applied in stores including an awareness of brand image, layout of store area, signage and ambience, Learning Outcomes On completion of this module the students will be able to

1. Understand how customers process visual merchandising messages 2. Describe how retailers communicate through visual images 3. Understand how visual merchandising efforts educate customers 4. Identify why visual merchandising increase sales 5. Understand how visual merchandising support retailing trends.


1. Research of Stores 2. Audio visual presentation 3. Seminars and studio practice 4. Demonstrations 5. A select appropriate media and design solution to suit given visual problems 6. Create original concepts through text, image, layout and use of colour.

Module Content

1. Practice and strategies for the selling floor 2. Layout and Fixture and Fashion Apparel 3. Creating a retail atmosphere 4. Store layout 5. Layout within Selling Departments 6. Merchandise Placement Guidelines

Module Assessment This module is assessed through the production of one written assignment based on module content.

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Assessment Criteria and Weighing Research 30% Analysis and Development 10% Synthesis / Resolution 20% Presentation 40% Essential Reading Store Window Design, Loft Pub. 2007 Fortnum and Mason windows, Blackwell, Conran Octopus 2001 Store Windows, No 1 M Pegler Visual Pub. Inc. New York 2000 Christmas Advertising, Marketing and Display, M Pegler. Visual Ref. Pub., New York, 2001 Supplemental Reading Inspiration, VM and SD Wallpaper Style Guide Vogue

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ECTS Credits 5

Module Code

Module Title AUTOCAD 2

Module Author(s) Noel Fanning Module Description This module will further develop the skills of Computer aided drafting. The student will be introduced to the concepts of solid geometric modelling. Module Aim This module will further develop the skills of computer aided drafting. The student will be introduced to more advance solid modelling.

Learning Outcomes On completion of this module the students will be able to

1. Introduction to 3D modelling 2. Derive 3D models from 2D drawings. 3. Produce advanced 3D views


1. Demonstrations 2. Lectures 3. Project work/exercises/workshops

Module Assessment Utilising continuous assessment the students will be appraised by their competence in the production of 2D and 3D drawings in digital forms. The 3D models will be examined for accuracy and completeness. Assessment Criteria and Weighting Research 10% Analysis / development 30% Presentation 20% Technical ability 40% Essential Reading Title Reference Systems Help Guide 2007

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ECTS Credits 5

Module Code


Module Author(s) Alice Walsh Module Description This module continues to diagnose weaknesses and develop each students written and oral communication skills. It further links communication theory to the retail industry. Module Aim

1. To provide the learner with an understanding of necessary fundamentals of communication in the visual merchandising environment.

2. To show students how to manage question and answer sessions 3. To develop skill in explaining and selling ideas – being able to develop a concept and

connect the facts and ideas involved so that others can understand and accept them Learning Outcomes On completion of this module the learner will be able to:

1. Prepare and execute professional presentations using he language of design. 2. Be aware of how visual communications influences purchasing decisions.

Learning and Teaching Methods Lectures Discussion Teamwork Self directed learning. Module Content

1. Further oral presentations, on and off site 2. Vocabulary development. 3. Study of retail communications. 4. Module assessment

The mode of assessment is continuous. The module will be assessed on a cumulative basis through a series of assignments. Each assignment will be awarded a mark out of 100 % with a pass mark being 40%.

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ECTS Credits 5

Module Code


Module Author(s) Tom O’Dowd Module Description This module looks at financial control, marketing, intellectual property rights and health and safety in the workplace Module Aim To provide the learner with an understanding of necessary fundamentals of business in the visual merchandising environment Learning Outcomes On completion of this module the learner will be able to

1. Apply techniques of financial control 2. Identify non financial controls 3. Articulate principles of marketing 4. Identify basic intellectual property rights 5. Be aware of the directives on Health and Safety in the workplace


1. Lectures 2. Discussion 3. Case study 4. Teamwork 5. Self directed learning 6. Guest lectures

Module Content Costing time and materials, revenue and expense budgets, capital budgets, cash budgets, principles of marketing, copyright, design rights, trade mark and patent law, health and safety law in the workplace Module Assessment The mode of assessment is continuous. The module is assessed on a cumulative basis through a series of assignments. Each assignment will be awarded a mark out of 100% with a pass mark of 40% Essential Reading Author Tiernan, Morley and Foley Title Modern Management Imprint Dublin, Gill & McMillan 2006

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Recommended Reading Author Atrill. Peter Title Financial Management for Non- specialists Imprint London, FT Prentice Hall, 2006 Author Martin, Jane Title Marketing Basics for Designers Imprint New York, Wiley, 1995 Author Keenan Aine Title Irish Business Law Imprint Dublin, Gill & McMillan, 2004 Author Law Society of Ireland Title Business law Imprint Oxford, Oxford University Press, 2003

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ECTS Credits linked

Module Code

Module Title HISTORY AND THEORY OF DESIGN, 1920-1970

Year 2 Semester 3 Module Author(s) Sara Donaldson Module Aim The aim of this module is to study the history and theory of modernism in design in the twentieth century. Module Content

1. Art Deco: Architecture and Furniture Design 2. Art Deco: Graphics and Poster Design 3. Art Deco: Glass and Ceramic Design 4. Art Deco: Streamlining and Product Design in the US 5. Louis Sullivan and the Chicago School of Architecture 6. Frank Lloyd Wright: Organic Architecture in the US 7. Charles and Ray Eames: Organic Design in the US 8. Organic Design in Scandinavia 9. Pop Design in Italy and Britain 10. Terence Conran and the History of Habitat


1. Demonstrate a broad understanding of the leading designers and major design movements of the twentieth century.

2. Develop skills to critically analyse designed objects of this period. 3. Develop further the skills involved in selecting, researching and writing an essay topic

related to the lecture syllabus. Learning and Teaching Methods


Module Assessment This module is assessed by one written assignment on a topic based on the module content. Method Criteria Research 25% Content 25% Evaluation 35% Presentation 15%

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Essential Reading Benton, Charlotte, et al, Art Deco 1910-1939, London, V&A Publications, 2003 Demetrios, Eames, An Eames Primer, Thames & Hudson, London, 2001 Fiell, Charlotte & Peter, Modern Chairs, Taschen, Germany, 1993 Pfeiffer, Bruce Brooks, Frank Lloyd Wright, Germany, Taschen, 1994 Pridmore, J. & Larson, G., Chicago Architecture and Design, Harry N Abrams, New York, 2005 Ray, Nicholas, Alvar Aalto, Yale University Press, New Haven & London, 2005 Tøjner, Poul Erik & Vindum, Kjeld, Arne Jacobsen. Architect & Designer, Danish Design Centre, Denmark, 1996 Contact Hours 1 hour x 15 Total: 15 hours

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ECTS Credits 15

Module Code

Module Title FASHION AND STYLING

Year 2 Semester 4 Module Author(s) Pat Muldowney Module Description In this module students are introduced to Fashion Styling, Soft dressing and Island Display. Module Aim

1. To enable the students to develop original approaches to the styling of all types of clothing 2. Introduced to mannequin handling, positioning and grouping 3. The presentation of Island Display, Fashion Catwalks and Product launches


1. Have a working knowledge of the different types of soft dressing, have the confidence to style and accessorise soft dressing and mannequins

2. The ability to arrange mannequins in a manner that best portrays the merchandise. 3. Arrange and present Island Display, fashion catwalk and Product launches. 4. Demonstrate effective graphic communication for 5. Window display and event promotions 6. Familiar with corporate design, identity and advertising branding concepts. 7. Visual realisation communication abilities


1. Research of stores 2. Studio based projects in Display Design 3. Workshop in 3D, Visual presentation, and Graphics, Technical and Observational Drawing 4. Demonstrations 5. Lectures 6. Project work 7. Critique

Module Assessment This module is assessed through the production of individual practical design installations , they are assessed on their ability to research and develop the concept, and to present a focused and articulate display design installation. Assessment Criteria Research 30% Analysis and Development 10% Synthesis /Resolution 20% Presentation 40%

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Essential Reading Windows of the World Collins Design 2006 Store Window No 15 and Display Visual ref., Publication, New York 2006 Windows, The Art of Retail Display, Thames and Hudson 1999 Dreams through the glass, Berdorf Goodman Assouline 2002 Store Window Design, Aurora Cuito Teneues 2005 Supplemental Reading Magazines Inspiration VM and SD Wallpaper Style Guide Vogue Italia

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ECTS Credits 5

Module Code

Module Title VISUAL MERCHANDISING

Year 2 Semester 4 Module Author(s) Pat Muldowney Module Description In this module students are introduced to the basic principle of visual merchandising. Module Aim The aim of the module is to develop the students understanding of how visual merchandising is applied in stores, an awareness of brand image, layout of store area, signage and ambience, Learning Outcomes On completion of this module the students will be able to



1. Research of Stores 2. Audio visual presentation 3. Seminars and studio practice 4. Demonstrations 5. A select appropriate media and design solution to suit given visual problems 6. Create original concepts through text, image, layout and use of colour.

Module Content

1. Decorative light Fixtures 2. Lighting techniques for Walls 3. Signing and graphics in wall presentation 4. Fashion Apparel and Accessory Coordination 5. Selecting Merchandising for Display 6. Seasonal colour schemes 7. Coordinating Brand names,Trends

Module Assessment This module is assessed through the production of one essay based on the module content.

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Assessment Criteria and Weighing Research 30% Analysis and Development 10% Synthesis / Resolution 20% Presentation 40% Essential Reading Store Window Design, Loft Pub. 2007 Fortnum and Mason windows, Blackwell, Conran Octopus 2001 Store Windows, No 1 M Pegler Visual Pub. Inc. New York 2000 Christmas Advertising, Marketing and Display, M Pegler. Visual Ref. Pub., New York, 2001 Windows of the World, Collins Design 2006 Store Window No 15 and Display Visual Ref. Publication, New York 2006 Supplemental Reading Inspiration, VM and SD Wallpaper Interiors Style Guide Vogue

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ECTS Credits 5

Module Code

Module Title HISTORY AND THEORY OF FASHION 1850-1980

Year 2 Semester 4 Module Author(s) Sara Donaldson Module Aim To study the history and theory of fashion design from the mid-nineteenth to the late-twentieth centuries. Module Content

1. Charles Frederick Worth, Father of Haute Couture 2. Aestheticism, Liberty and the Dress Reform Movement 3. Victorian and Edwardian Fashion 4. Early 20th Century Fashion: Doucet, Poiret and the Ballet Russes 5. 1920s Fashion: Lanvin, Vionnet, Chanel and the Jazz Age 6. 1930s Fashion: Schiaparelli and Surrealism 7. 1940s & 1950s Fashion: Dior, Balenciaga, Givenchy 8. Irish Fashion in 1950s & 1960s: Sybil Connolly, Irene Gilbert, Neili Mulcahy 9. 1960s Fashion: Mary Quant, Biba, Yves Saint Laurent, Cardin, Courrèges 10. 1970s & 1980s Fashion: Clarke, Rhodes, Westwood & Punk Subculture


1. Demonstrate a broad understanding of the major fashion designers and couture houses from the mid-nineteenth to the late-twentieth centuries.

2. Develop skills to critically analyse fashion design and designers of this period. 3. Develop further the skills involved in selecting, researching and writing an essay topic

related to the lecture syllabus. Learning and Teaching Method


Module Assessment This module is assessed by one written assignment on a topic based on the module content.

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Method Criteria Research 25% Content 25% Evaluation 35% Presentation 15% Essential Reading Breward, Christopher, The Culture of Fashion. A New History of Fashionable Dress, Manchester & New York, Manchester University Press, 1995 Breward, Christopher, Gilbert, David, Lister, Jenny (eds), Swinging Sixties: Fashion in London and Beyond 1955-1970, London, V&A Publications, 2006 Byrde, Penelope, Nineteenth Century Fashion, London, Batsford, 1992 Laver, James, Costume and Fashion: A Concise History, London, Thames & Hudson, 2002 Mackrell, Alice, Art and Fashion. The Impact of Art on Fashion and Fashion on Art, London, Batsford, 2005 Mendes, Valerie, de la Haye, Amy, 20th Century Fashion, London, Thames & Hudson, 1999 O’Hara Callan, Georgina, The Thames & Hudson Dictionary of Fashion and Fashion Designers, London, Thames & Hudson, 1998 Troy, Nancy J., Couture Culture. A Study in Modern Art and Fashion, Massachusetts, Massachusetts Institute of Technology, 2003 Contact Hours 1 hour x 15 Total: 15 hours

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3rd Year Syllabus

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Year 3 Semester 1

1. Major Industry Project linked

2. Work Placement linked

3. Interior Design 5 credits

4. Digital Modelling 5 credits

5. Business Studies 3 5 credits

6. Branding 5 credits

Year 3 Semester 2

1. Major Industry Project 20 credits

2. Work Placement 15 credits

3. Communications 3


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ECTS Credits 20

Module Code

Module Title MAJOR INDUSTRY PROJECT

Module Author(s) Pat Muldowney Module Description In this module students are develop a major project in a specialized discipline with in the retail display and visual merchandising promotional industry, in cooperation with the students own work placement. Module Aim

1. The aim of the module is for the students to develop their own specialist disciplines, within retail display, visual merchandising, and promotional presentations.

2. To give the students the experience and responsibility of working with a professional team and clients in the industry

3. To develop the students awareness and appreciation of how the principles of display operate in the retail or promotional industry

Learning Outcomes On completion of this module the students will be able to

1. Source and collate original and relevant materials 2. Synthesize and integrated design solution 3. Presents final solution through a variety of media


1. Work placement 2. Case study and research 3. Studio based projects tutorial 4. Contextual investigation 5. Self direct learning 6. Development and installation of design solution 7. Presentation of design solution in a critical forum

Module Content

1. Work placement Module Assessment

This module is assessed through the production of individual practical design installation, they are assessed on their ability to research commercial and retail window design, their ability to apply the research and develop the concept, and to present a focused and articulate display design installations.

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Assessment Criteria Research 20% Analysis and Development 20% Synthesis / Resolution 20% Presentation 40%

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ECTS Credits

Module Code Module Title

15

WORK PLACEMENT

Module Author(s) A. Buckley, P. Muldowney Module Description In semester 5 and 6 of the third year, students must complete a period structured work placement in an approved Retail environment. Module Aim The aim of this module is to enable the student to

1. Observe in action business functions and business problems that may have been dealt with in the academic programme.

2. Demonstrate personal qualities of commitment, flexibility and integrity, 3. Experience teamwork and leadership 4. Learn new business and personal skills 5. Prepare and develop a proposal for a major retail promotion as part of their Major Project.

The objective of the work placement module is to give students an in-depth exposure to a range of learning experiences in actual retail settings. It also allows the student to focus on the development of their Major Project in real retail environment .In this way, the student is faced with the challenge of relating material learned at college to real world situations and in addition to learning to perform competently in an actual work organisation and to interact with other members of the work team. Learning Outcomes On completion of this module, the learner will be able to

1. Prepare, develop and present a major promotional project in an actual retail setting 2. identify, and become involved in practical applications of academic issues previously

learned about only in a theoretical way 3. used advanced skills from the taught programme to date to deal with work based problems 4. learn to demonstrate mastery of complex and specialised skills etc applied in a range of

variable and unfamiliar work-based learning contexts 5. act effectively under guidance in a peer relationship with working managers and where

appropriate or necessary to play a leadership role within multiple, complex and heterogeneous work groups

Learning and Teaching Methods The module essentially consists of experiential learning

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Module Content Detailed Description of syllabus content covered in module. Students work in a pre-approved real company or organisation setting for a period of approximately two days per week from September to April inclusive. While there they are visited twice by a DIT Work Experience Mentor who, in consultation with the work supervisor, evaluates the performance of the student across a number of criteria and awards a mark accordingly at each stage of the process. Module Assessment The student is awarded a percentage mark on the basis of two assessment modes (i) Academic Mentor’s Assessment in consultation with the Work Supervisor and with the student. This assessment is based on the two prescribed Assessment Forms which set out criteria for assessment. Essential Reading There is no prescribed reading for this module as it is essentially experiential in nature Supplemental Reading Not applicable Web references, journals and other Not applicable Further Details: e.g. class size, contact hours. To be delivered in one year. Approval for Work Placement Students are required to co-operate with the resources put in place by the School to facilitate the work placement process including DIT Links Placement Officer. These resources are intended to support the student in obtaining suitable work placement and in fully completing this work placement to the satisfaction of the Employer and of the DIT Academic Mentor. All work placement must be at a work setting which must be approved by the School in advance of student commencing the work. Such approval is based on the judgement of the School (in consultation with the Links Placement Officer). Approval for a particular work placement will be based on the capacity of the placement to give the student the opportunity to develop a major retail promotion during April of the academic year. It should be noted that, work placement will normally be within organisations in the Republic of Ireland. Since students require to be visited by academic mentors as part of the process, proposals by students for work placement in locations outside of the Republic of Ireland, because of the additional expense involved to the School, will require special approval by the Head of School.

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Work Placement Log Students are required to maintain a specially supplied Work Log which records details of the work undertaken and the learning experiences gained each week and this must be countersigned each week by the work supervisor. The quality with which this Work Placement Log is recorded, maintained, reflecting the work being undertaken by the student will be used by the Academic Mentor as part of the evaluation of part (i) of the assessment process described above.. Role of Academic Mentor Students are assigned an Academic Mentor, normally a member of the academic staff of the School, who is required to visit the student in the workplace twice during the course of placement – once within two months of starting and a second time within two months of finishing the work placement period. Where the approved period of work placement is taking place abroad, the School may make alternative arrangements for Academic Monitoring to be carried out either by a member of academic staff of the Faculty of Business or by faculty staff of a partner institution in the country where the work placement is being undertaken or such other arrangements as are deemed appropriate to ensure that students are adequately monitored in accordance with the spirit of this module descriptor.

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ECTS Credits

Module Code Module Title

5

INTERIOR DESIGN

Module Author(s) Neville Knott Module Description This module introduces the student to the basic principles of the design for retail spaces. Module Aim

1. To introduce the student to the basic design requirements for retail spaces 2. To provide the student with the opportunity to convert an existing building to a retail

environment 3. To provide an introduction to building regulations appropriate to retail spaces

Learning Outcome

The student will be able to

1. 1 Apply creative thinking and develop practical design solutions appropriate to retail spaces

2. 2 Demonstrate an understanding of issues surrounding the exploitation of existing spaces for retail applications

3. Demonstrate a basic working knowledge of appropriate building regulations 4. Demonstrate an awareness of the characteristics and the fabric of the existing building


1. Studio based projects 2. Peer based critique 3. Lectures 4. Group discussion 5. Demonstration 6. Team based learning 7. Focused seminars 8. Oral and visual presentation

Module Content

1. Principles and techniques of design as applied to the development of retail spaces 2. Spatial re-organisation within existing structures 3. Introduction to appropriate building regulations

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Module Assessment

1. This module is assessed through the production of an individual practical design projects. The students are examined on their ability to research retail spaces and develop appropriate concepts.

2. They are also assessed on their ability to resolve and integrate all spatial elements within the parameters of appropriate statutory requirements and to present a focused and articulate design solution.

Assessment Criteria Research 20% Analysis & development 20% Synthesis/resolution 30% Presentation 30% Essential Reading AUTHOR Ingrid Wenz-Gahler TITLE Concept Shops IMPRINT Leinfelden – Echterdingen 2002 AUTHOR Johnny Tucker TITLE Retail Desire, Design, Display & Visual Merchandising IMPRINT Mies, Switzerland; Hove:Roto Vision c.2003 AUTHOR Otto Riewoldt TITLE Retail Design IMPRINT London : Laurence King 2000 Web references, journals and other Architectural Review, Wallpaper, Inspiration Contact Hours 35 per semester

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ECTS Credits 5

Module Code

Module Title DIGITAL MODELLING

Module Author(s) Noel Fanning Module Description In this Module the student will enhance and develop their modelling skills through projects and achieve the ability to derive orthographic information (plans, sections & elevations) from the model. Module Aim This module will further develop the skills of computer aided drafting and digital modelling proficiency and produce complex 3D objects and spaces for visual analysis. Learning Outcomes On completion of this module the students will be able to

1. Produce 3D models 2. Develop their plotting skills. 3. Derive 3D visuals


1. Demonstrations 2. Lectures 3. Project work/exercises/workshops

Module Assessment Utilising continuous assessment the students will be appraised by their competence in the production of 3D models and visuals. Assessment Criteria and Weightings Research 10% Analysis / development 30% Presentation 30% Technical ability 30% Essential Reading Title Reference Systems Help Guide 2007

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ECTS Credits 5

Module Code

Module Title BRANDING & VISUAL MERCHANDISING

Module Author(s) Module Description This module will introduce students to the basic elements of branding. It will examine brand names, logos, positioning brand associations and brand personality in the context of the Retail Industry. Module Aim The aim of the module is inform students of the role and importance of branding in the process of visual merchandising and show them how branding operates in the context of the Irish retail industry. Learning Outcomes On completion of this module students will be able

1. To identify the key components of a brand 2. Identify where consumer perceptions of a brand come from 3. Understand the link between a retail brand and the visual merchandising strategy of that

retail brand 4. Link a visual merchandising strategy with a brand guideline document

Module Content

1. Branding and the principles of marketing 2. Brand Planning Process 3. Analysis of leading retail brands 4. Branding in the Irish Retail Industry 5. Evaluating the performance of a brand 6. Branding and Visual Merchandising

Learning and Teaching Methods Lectures and workshops Module Assessment Students will be assessed through the production a of a written report on the branding strategy of a selected Irish retail outlet. Assessment Criteria and Weighting Research 40% Analysis 40% Presentation 20%

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Essential Reading Healey, M., What is Branding?, Rotovision, 2008

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ECTS Credits 5

Module Code


Module Author(s) Tom O’Dowd Module Description

1. Retail Marketing 2. Consumer Behaviour 3. Taxation 4. Employment Law

Module Aim The aim of this module is to provide the learner with an understanding of retail marketing, consumer behaviour, basic taxation and employment laws Learning Outcomes On completion of this module the learner will be able to

1. Identify principles of consumer behaviour 2. Be aware of consumer personality and perception 3. Identify consumer attitude formation and change 4. Articulate principles of retail selling 5. State the principles of employment law 6. Be able to compute basic tax computations


1. Lectures 2. Discussions 3. Case study 4. Teamwork 5. Self directed learning 6. Guest lecture

Module Content

1. Market segmentation 2. Consumer motivation 3. Personality and consumer behaviour 4. Consumer perception 5. Basic principles of income tax and VAT 6. Basic principles of employment law

Module Assessment The mode of assessment is continuous. The module will be assessed on a cumulative basis through a series of assignments. Each assignment will be awarded a mark out of 100% with a pass mark being 40%.

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Essential Reading Author Schiffman & Kanuk Title Consumer Behaviour 8th Ed Imprint New Jersey, Pearson Prentice Hall, 2004 Recommended Reading Author Meenan, Frances Title Working Within the Law Imprint Dublin, Oak Tree Press, 1999 Author Moffat, Jane Title Employment Law Imprint Oxford, Oxford University Press, 2003

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ECTS Credits 5

Module Code


Module Author(s) Alice Walsh Module Description Marketing communication, analysis of consumer behavior, C.V. preparation, interview preparation and report writing. Module Aim The aim of this module is

1. To provide the learner with an understanding of marketing communications, consumer behaviour, job seeking skills and the writing of formal and informal reports.

2. To develop option thinking – a willingness to give problems further thought and having a reluctance to jump on the first idea that seems to be a solution

Learning Outcomes On completion of this module the learner will be able to:

1. Understand the principles of marketing communications. 2. Understand the use of visual merchandising in communicating to clients and consumers. 3. Prepare an effective C.V. 4. Prepare effectively for the employment interview. 5. Support artistic portfolios with effective communication skills. 6. Produce an investigative or persuasive report.

Module Content

1. The elements of a professional C.V. 2. The job interview 3. Visual merchandising as a communication tool.

Module Assessment The mode of assessment is continuous. The module will be assessed on a cumulative basis through a series of assignments. Each assignment will be awarded a mark out of 100 % with a pass mark being 40%.

STAFF CVs

Name: Annette Buckley College: DIT Mountjoy Square Staff Grade: Lecturer Position: Wholetime Academic Qualifications: 1999: M.A. (Hons) Interactive Media Design 1970: Certificate in Design Display Lecturing Experience: 1973 – Present: DIT, Lecturer in Design Display 1973: RTC, Sligo, Lecturer 1972: ICA, Louth, Lecturer Professional Experience: Acted as Display Consultant to may retail and outlets:

1999: Bank of Ireland Promotion 1989-99: Smithkline Beecham Ireland 1998: Blarney Woollen Mills, Cork 1997/98: The Marketing Institute 1996/97: Roche Healthcare Ireland 1993/96: Retail Jewellers of Ireland, courses 1995: H.G.W. Dulux, student competition 1995: Telecom Student Competition 1994: Aged Conference, DIT Bolton Street 1993: Romanian Relief Victims Exhibition, DIT Bolton Street 1990/89: IBI Student Competition 1989: Daffodil Day Launch 2nd Year Design Display Course Tutor

Awards: 2001: Overall Winners Student & Stores, International Display Week, London 2000: Student Runner Up, International Display Week, London 1979: Window of the Year Award

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Name: Noel Michael Fanning College: DIT Mountjoy Square Staff Grade: Lecturer 1 Position: Permanent Wholetime Academic Position – Technical

Studies Academic Qualifications: BA Design (1999) Diploma in Computer Applications Lecturing Experience: Lecturer - Interior/Furniture Programme Design Technology Programme Design Display Programme Professional Experience: Architectural Assistant

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Name: Sheila Greene College: DIT Mountjoy Square Staff Grade: Lecturer 1 Position: Wholetime Academic Qualifications: 1974: National College of Art & Design, National Diploma

in Design, ANCAD 1983: University College Dublin – BA in Italian, Greek and Roman Civilisation and Archaeology

Lecturing Experience: Dublin Institute of Technology, Mountjoy Square and Kevin

Street Ard Scoil Eanna, Crumlin, Dublin CDVEC, Dundrum, Dublin Professional Experience: - Worked for two seasons with Prof George Eogan on the

Knowth Excavations following which she worked in the Drawing Department – Dept. of Irish Archaeology UCD and has drawings published in Knowth and the Passage Tombs of Ireland by George Eogan, Thames and Hudson 1986. - Following this she worked for two years as a Technical Illustrator in the Antiquities Division of the National Museum of Ireland, Kildare Street and has had illustrations published in Museum publications. Currently specialises in magazine design/illustration and advertising design. - Was responsible for the design of Consumer Choice magazine and she is currently the Designer and Design Director of Drinks Industry Ireland magazine. - Sheila is also involved with advertising origination and makeup. She has an interest in 3-Dimensional Design Form and has exhibited in Sculpture in Context.

Awards: She has been a recipient of the Taylor Art Scholarship, the

Taylor Art Prize and The Henry Higgins Travelling Scholarship. Received an Italian Government Scholarship and studied Illustration and Printmaking at the Academia di Belle Arti, ‘Pietro Vannucci’, Perugia, Italy

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Name: Patrick Muldowney College: DIT Mountjoy Square Staff Grade: Lecturer 1 Position: Wholetime Academic Qualifications: Adv Honours Diploma in Graphic Design &

Illustration NCAD Principles of Teaching NCAD

Specialised Subject – Fabric Printing & Stained Glass Diploma in Digital Media DIT

Membership of Professional Member of the Irish Watercolour Society Bodies: Crafts Council of Ireland

Irish Glass Society Irish Georgian Society Lecturing Experience: 1996 – Present: DIT, Wholetime lecturer in Display Design

& Interior Furniture 1990 – 1996: DIT, Part-time lecturer 1989 – 1990: College of The Bahamas, Nassau, Bahamas,

Lecturer in Art & Craft 1980 – 1987: NCAD, Part-time lecturer in Stained Glass

1980-1987: Fulltime Art Teacher, Liberties Vocational School

Professional Experience: 1988 – Present: Master Stained Glass Artist with

commissions completed in domestic and ecclesiastical in Ireland, UK, USA and Nigeria 1979 – 1982: Greenland Studio, New York, Stain Glass Artist

Awards: 1978: 1st Prize, Royal Dublin Society Craft Awards for

Stained Glass 1979: 1st Prize, Irish Book Design Awards

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Name: Thomas O’Dowd College: DIT Aungier Street Staff Grade: Lecturer 1 Position: Wholetime Academic Qualifications: BSc (Mgmt) - University of Dublin Diploma in Management & Law - DIT Membership of Professional MIATI Bodies: Member of the Institute of Accounting Technicians of

Ireland Lecturing Experience: 1983 – Present: DIT Aungier St, Rathmines Road &

Mountjoy Square, Lecturer in Financial Management, Accounting, Finance, Professional Practice and Business Studies

Professional Experience: Management and Taxation Consultant

1978 – 2002: Self employed in practice with clients in professional practice, manufacturing, retail and financial services sector 1977 – 1978: Jurys Hotel Group, Financial Accountant, 1972 – 1977: A.J. Stewart & Co. Chartered Accountants, Accountant

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Name: Alice Walsh College: DIT Mountjoy Square Staff Grade: Assistant Lecturer Position: Part-time Pro-rata Academic Qualifications: BA in English and Spanish, UCG Higher Diploma in Education, UCG Diploma in TEFL Lecturing Experience: 1997-98: Trainee Teachers, Trinity College London 2001-02: Lectured in School of Media, DIT

1999-Present: Lecture in School of Art, Design & Printing, DIT

Professional Experience: 1979-77: Human Resource Manager, JD Carroll Catering

Ltd, Tara Mines 1980: Administration Assistant, ICL Dublin 1980-99: Teacher of English, Dublin Translator (English/Spanish) Communications Consultant Retailer in Publishing

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Name: Mary Ann Bolger College: DIT Mountjoy Square Staff Grade: Assistant Lecturer Position: Wholetime Academic Qualifications: PhD - in progress. Royal College of Art and Design, London

Thesis title: ‘Celtic Modernism: the negotiation of national identity, tradition and modernity in Irish graphic design (1949 -1980)’. MA in Design History and Material Culture, Royal College of Art and Design, London –1999 Thesis title: ‘Material Mourning: the Irish Catholic memorial card, 1891–1998 BA (Hons) History of Art and Architecture with Drama and Theatre Studies, Trinity College Dublin –1997

Membership of Professional Member of Association Typographique /Other Bodies: International (ATypI) (since 2005)

ATypI Country Delegate representing Ireland (since 2006) Member of Design History Society (UK) (since 1999) Member of Institute of Designers in Ireland (since 2002) Friend of St. Bride’s Printing Library (since 2000)

Teaching Experience: January 2009 to date: Assistant Lecturer, Design History and

Theory, Dublin Institute of Technology. January 2002 to January 2009: Lecturer, Design History and Theory, Waterford Institute of Technology. 2002 to 2009: Visiting lecturer MA in Design History and Theory, National College of Art and Design, Dublin. 1998-2002: Lecturer, history of design (part-time). Ravensbourne College of Design and Communication, Kent, UK. 2001-2002: Lecturer, history of design (part-time). London Guildhall University (subsequently London Metropolitan University) London, UK. 1999-2001: Lecturer, history of design (part-time). University of Hertfordshire, UK. 1996-7 Part-time tutor in costume design, Bull Alley VEC (Performance course), Dublin

Publications: Books: Design Factory: On the Edge of Europe.

Dublin & Amsterdam: Lilliput/BIS, 2009. Articles: ‘A New History of Graphic Design?’ Review, Eye magazine,

No.66 (Winter, 2007). ‘Bathing Belles in Peril’ Journal of the Twentieth Century Society. (Summer 2001). ‘Dolmen Press’ and ‘Daniel Maclise: book illustrator’ in Michael F. Suarez and H.R. Woudhuysen (eds) The Oxford Companion to the Book. Oxford: OUP, forthcoming.

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‘Grace’ Exhibition Catalogue, Waterford Rape Crisis Centre, December, 2005. ‘Guilty Pleasures’ Review, Eye magazine, No. 67 (Spring, 2008). ‘Inventory of Carved Stones in Kells Priory’ in Miriam Clyne (ed) Kells Priory. Dublin: Office of Public Works, 2007. ‘The Dolmen Táin’ Eyeblog, 2008 ‘The Ephemera of Eternity: the Irish Catholic memorial card as material culture’ in Elaine Sisson and Linda King (eds) ‘Made in Ireland’: Ireland and the Materialisation of National Identity, 1922-1992. Cork: Cork University Press, 2010 ‘The Irish Typographic Scene’ Report of the Association Typographique International, 2006.

Conference Papers: ‘The ephemera of eternity: the Catholic memorial card as

material culture’ The Material Culture of Devotion, European Network on the Instruments of Devotion. St Patrick’s College, Thurles (18/1/2008) ‘Visible words: letters, language and identity in Ireland.’ Seeing Things: Irish Studies and Visual Culture. University of Limerick (22-/6/2007). ‘Divided by a common typeface? The mediation of Irish identity through typographic styles’ Imagine IT: celebration of cultural differences. Accademia di Belle Arti, Bologna (22/3/2007). ‘Boring Types: the typography of the everyday’ Rethinking the Everyday, National College of Art and Design/Design History Society conference (2/11/2006). ‘Irish Catholic Memorial Cards – the stuff of death’ Jobbing printing – the stuff of life. Department of Typography & Graphic Communication, University of Reading (3/7/2006). ‘Temporal Type: Religious printed ephemera’ Temporary Type, Fourth Annual Friends of St Bride Library Conference. London (10/9/2005). ‘Typographic Tales from the Edge of Empire’. ATypI Annual Conference, University of Art and Design, Helsinki (15/9/2005). ‘Dead Familiar: the politics of the Irish Catholic memorial card’. Politics of Design, Design History Society Annual Conference University of Ulster at Belfast, (9/11/2004). ‘Material Mourning: the Irish Catholic Memorial Card’ On The Edge: Design and Material Culture in and of Ireland, Design History Society/ IADT conference, (24/11/2003).

Public Talks: 2009 – Series of talks on contemporary Irish design history,

Red Dog Design Consultants, Dublin. 2008 –‘Religious printed ephemera: art, commerce and piety’ Catholic Central Library, Dublin. 2008 –‘Divided by a common typeface? The mediation of Irish identity through typographic styles’ National Print Museum, Dublin. 2004 – ‘The Power of Print’ TriArc, Trinity College, Dublin.

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2003 – ‘Political Print: Two proclamations, 400 years apart’ National Gallery of Ireland.

Conference and Exhibition Co-organiser Association Typographique Organisation: International Annual Conference, Dublin

(9-12/11/10) Co-organiser ‘Visual Voices’ conference, Waterford Institute of Technology (10/3/06) Co-curator ‘Grace’ The Granary, Waterford Museum of Treasures, Waterford (December 2005-January 2006). Co-curator ‘Living with Modernism’ Spa Green Estate, London (September 1998 and July 1999).

External and Professional Links: Assessor, International Society of Typographic Designers

student awards (2005 – present). Co-organiser Typography Ireland (2006 – present). Curator Institute of Creative Advertising and Design web archive (2009). External examiner for Design History –Chelsea College of Art and Design (University of the Arts, London) (2009 – to date); Institute of Technology, Sligo (2007 – to date); Crawford College of Art and Design, Cork (2004-2007); Cork Institute of Technology (2004–2007); University for the Creative Arts, Epsom, Surrey, U.K. (2004–2008).

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