module specification

MD5004 - Image and Industry (2019/20)

Module specification Module approved to run in 2019/20
Module title Image and Industry
Module level Intermediate (05)
Credit rating for module 30
School School of Computing and Digital Media
Total study hours 300
120 hours Scheduled learning & teaching activities
180 hours Guided independent study
Assessment components
Type Weighting Qualifying mark Description
Coursework 40%   Project (circa 1500 words or equivalent)
Coursework 60%   Portfolio of texts (circa 2500 words or equivalent)
Running in 2019/20

(Please note that module timeslots are subject to change)
Period Campus Day Time Module Leader
Year City Tuesday Morning

Module summary

This module develops students’ critical abilities in the analysis of film & television forms and texts, the cir-cumstances of their financing, production, distribution and exhibition in the economy and society. It encourages students to apply what they have learned from this analysis. It also develops the ability of the student to critically evaluate the film and television labour market.

Prior learning requirements

Pass & Completion of Prior Level

Module aims

This module aims to:
• To outline film & television industry structures and current industry opportunities.
• To acquaint students with key economic and institutional developments in film & television with particular emphasis on Britain.
• To understand current trends in the media industry towards transmedia (when media content is created to be used across a range of media platforms such as computers, mobile phones and other mobile devices).
• To critically reflect on the ethics of media productions and media industries.
• To assess the validity of the concept of the critical public sphere.
• To encourage students to link such critical research and study to their own practice.


The module will necessarily reflect material of currency, contemporary thought and critical practice. Topics normally covered may include:
• Models of finance, production, distribution, marketing & exhibition in a range of media budget
sectors from high to no-budget.
• Globalisation and Branding.
• Commissioning & broadcast of television film.
• Media ethics, politics and economics.
• Film and/or television roles and career case histories.
• Changes brought about through increasing role played by new media platforms.
• The rise of the short film.

Learning and teaching

The assignment brief will be available from the beginning of the module allowing students to plan their work in advance and when possible, live projects will be incorporated into assessments. Students will choose case studies with support from their tutor. The final assessment will allow students to build upon their earlier research.

The module is delivered through lectures, seminars, workshops and screenings with tutorial guidance
available throughout the module. Visiting speakers, external visits and live projects will be available through the module where appropriate. Students will engage in self-directed study to enable them to complete the required assignments. Module booklets and further material, including lecture notes and research links will be available to students on WebLearn.

Learning outcomes

On successful completion of this module students will be able to:
1. Analyse and understand the dynamics underlying changing patterns of production, marketing and consumption of cinema and television in economy and society.
2. Understand and outline the organisational structure of various modes of film & television production
3. Show awareness of the imperatives and constraints that operate in real world media content  production.
4. Present work across a variety of media in a professional fashion.

Assessment strategy

The assessment load complies with the Faculty’s assessment tariff.
Assessment will be based on 100% coursework through two assessed components.
• Project (40% of overall mark): will demonstrate understanding and further exploration of the
material introduced in the module. Through a self-designed project, the student will also be
required to demonstrate analysis and synthesis of module materials.
• Portfolio of texts (60% of overall mark): will demonstrate students’ ability to research, analyse and present a variety of relevant material across a range of media.
All written elements should demonstrate appropriate academic referencing including bibliographies in the required format.

Work will be assessed against the learning outcomes in relation to the following criteria:

• Appropriate use of research methods
• Quality of analysis and interpretation
• Subject knowledge and relevance
• Quality of communication and presentation
• Appropriate use of problem solving, testing and experimentation
• Management of own learning and personal professional development.


This bibliography is indicative. Additional sources and weekly reading will be detailed in the module booklet:
Acland, C.A., 2003 Screen Traffic: Movies, Multiplexes, and Global Culture, North Carolina: Duke University Press
Bruns, A., 2008 From Production to Produsage (Digital Formations) New York: Peter Lang
De Valck, M. 2007 Film Festivals: From European Geopolitics to Global Cinephilia, Amsterdam: AUP
Durie, Pham & Watson 2000. Marketing and Selling Your Film Around the World, Los Angeles:
Silman-James Press
Finney, A., 2010. The International Film Business, London: Routledge
Kerrigan, F. 2010. Film Marketing, Oxford: Elsevier
Klinger, B., 2006 Beyond the Multiplex: Cinema, New Technologies and the Home, California: University of California Press (European Cinema on-line database, including European Cinema Yearbook) (European Commission website) (information on British cinema market)