Credit Points: 15
Study Time: 150 Hours

This unit encourages you to consider a personal marketing approach based on internet research, branding and digital distribution. Through a process of research, editing and self-reflection you will explore a personal brand or identity and develop an appropriate and effective strategy to promote your work. As a result of this research you will compile a final collection of work presented in various appropriate digital formats.

This unit will equip you with the necessary knowledge and skills to create these marketing tools utilising appropriate forms of software to reflect current trends.

Outline syllabus
(An indicative guide to the content covered by this unit.)

• Critical issues surrounding the digital age 
• Creatives on the web 
• Image editing and building a coherent style 
• Creating a brand look
• Building an on-line portfolio 
• Photographer client communication

Method of delivery
Practical workshops; demonstrations; lectures; studio practice; projects; critiques.

Aims

A1 To develop an understanding of the internet marketing techniques for contemporary photography practitioners.
A2 To acquire the necessary skills to create an on-line portfolio and develop an understanding of digital presentation techniques.
A3 To develop an understanding of how to promote a brand or visual voice, through considered editing and aesthetic judgement.

Learning outcomes
On completion of this unit you will be able to:

LO1 Demonstrate an understanding of the cultural and commercial implications of the effect of internet based technology.
LO2 Design and build appropriate digital presentations of your work that together promote a single visual voice in a coherent professional manner.
LO3 Demonstrate an understanding of image editing techniques and aesthetic judgement to successfully promote a personal visual identity, through digital presentation and marketing materials.

Reference Material

Key
Eisenman, S. (2006). Building design portfolios: innovative concepts for presenting your work. Gloucester, Mass: Rockport.
Volk, L. & Currier, D. (2010). No plastic sleeves: the complete portfolio guide for photographers and designers. Focal Press.
Faimon, P. (2003). Design alliance: uniting print and web design to create a total brand presence.
Maeda, J. (2006). The Laws of Simplicity. Cambridge, MA.: MIT

Recommended
Anon. (2009). Build a better portfolio. Computer arts. February. pp. 46-51.
Boggio, J. (2008). Brave New World. British Journal of Photography. 15th October.p. 38.
Gordon, B. (2004). The Selling Portfolio. Communication Arts Magazine. Vol. 46 No. 7. pp. 190, 192.
Moggridge, B. (2007). Designing interactions. Cambridge, MA.: MIT.
Olins, W. (2008). Wally Olins: the brand handbook. London: Thames & Hudson.
Lister, M. et al. (2008). New media: a critical introduction. 2nd ed. London: Routledge
Heller, D. (2005). Profitable photography in the digital age: strategies for success. New York: Allworth Press.
Scott, K. (2004). Pitching up. British Journal of Photography. 23rd June. pp. 32-35.

Magazines and journals
British Journal of Photography
CGI
Computer Arts
Creative Review (behind Library counter)
Design Week
Digit DPICT (formerly Creative Camera) (archived in the Library)
Hotshoe International
Image
.net
The Photographer
Portfolio