I thought that by this stage I would have the new podcast up, but having software problems and am having to seek out an alternative - curse you, the gods of software backup!!!
Anyway, here I am going to post a bit of how my head works...

Before I headed off on work on holidays at the end of June, I had my first semester school exam. For those of you that don't know, exams in Denmark can be an interesting affair to say the least. They have, in my experience, taken many forms, compared with what I was used to many years ago in Ireland (I am sure that exam practices have also changed in Ireland since I was taking exams ohhh, how many years ago now...? lets not start this post in a negative mood, hmmmm...), but suffice to say that this last exam I had was aural - I presented for 5 mins, then there was a dialog between myself and two examiners, i then left the room and when I returned they gave me my grade (which was a ten). All very quick and easy...
A few weeks before, I handed in a synopsis of my presentation. This document was to act as a bridge between my work from the previous semester and the presentation itself. I had to cover certain 3 key areas of the education - these were, digital advertising, digital communication and E-commerce. I placed these areas in the context of three of the four projects I had taken part in and completed. To give a better idea of this, I have included my synopsis

Exam synopsis for Marc Wilson, June 2010.

Introduction

“The problem, not a theory nor a style, determines the solution”, Karl
Gerstner, Swiss designer. (1)

I will cover the three topic areas (Digital Communication, E-commerce and Digital Advertising) by connecting them each to a project that I have been involved with over the last semester. I will also attempt to show how I believe I have developed as a student on this course with appreciation of the above quote.

Chosen Projects.

1. Digital Communication. Module 1. Client - TBWA.
TBWA are a internationally renowned advertising agency. They came to us asking for ideas concerning their proposal for a drinking awareness campaign to the Danish Health Ministry (Sundhedsstyrelsen). We accommodated their wishes with our own proposal of a cross promotion/ reality concept that would allow the target audience of the campaign to be directly involved in the campaign.
“The belief that the media affect us lies behind many kinds of professional and organisational activities” (2)
TBWA wanted a concept that would break with traditional means and modes of communication. We decided to propose an idea that would challenge accepted notions of sender and receiver and inadvertently challenge the accepted norms surrounding the issue at hand. One would not directly follow the other, but the rise of consciousness and debate because of the “product” would hopefully encourage changes in habits and attitudes rather than a momentary focus on the problem itself.

2. E-commerce. Module 3. Client - GripGrab.
GripGrab are a Danish sportswear manufacturer, particularly of cycling gloves. They came to us asking to find solutions to enhance their online buying (B2C) and ordering (B2B) experiences. We proposed a solution based upon information gathered from relevant stakeholders that attempted to cross the barrier between the virtual and the physical environments.
“Electronic communications are disruptive technologies that have already caused major changes in industry structure... Traditionally (products have been sold) through a network of distributors. With the advent of ecommerce (there is now) the opportunity to bypass distributors and trade directly with customers via a web site..” (3)
GripGrab faced a serious marketing and strategic problem balancing promotion of sales via their website on the one hand, and continuance and maintenance of their dominant market position within Denmark on the other. In other words, they needed a solution where the promotion of online sales would not encroach upon sales through their distributors on the high street.

3. Digital Advertising. Module 4. Client - K3.
K3 is a nightclub based in central Copenhagen. They approached us wishing to develop their social media presence which would simultaneously integrate with a newly website. Through analysis of the target audience and competitors, we arrived at a solution recognisable through hermeneutics and geared towards increasing integration of
evolving technologies.
“...key points... the brain creates associations based on information and experiences that can be recognised and recalled when triggered.... Homepages should complement and enhance a brand´s value by associating themselves with as many of the brands characteristics as possible.... Layouts, colour schemes, images, and technology should be used appropriately and in keeping with the qualities of the brand in question”(4)
Website mockups and wireframes were developed that reflected the nightclub’s identity and social media strategies were put forward that would push and pull more visitors to the website and hence the nightclub. In conjunction with the web developers, ideas were also submitted concerning an online table booking application.

Motivation
My own personal motivation and learning goals have been to gain insight into the project process as a whole and it’s management. After the first project, I became aware that there is a certain chain of events that should be chronologically followed to produce favourable results. This chain was succinctly described by James Webb Young in his 1939 booklet, “A Technique for Producing Ideas”. The chain is made up of 5 interlinking steps;

1. Gather material.
2. Work on the particular area by combining different elements to the point of saturation.
3. Incubation period where the differing elements will unconsciously mingle and gestate.
4. Birth of the ideas.
5. Development of ideas into something tangible.

Expectantly, it has been difficult to maintain this sequence of events in each project while working with others in a group. This could be because of lack of appreciation of the method by others, general personality clashes between individual members of the group or simply because of time constraints.
Wanting to develop my own skills as a project leader and manager, I must learn how to encourage others in a positive manner while at the same time keeping group members working in a coherent and systematised pattern.

References
1. “The art of looking sideways”, Alan Fletcher, page 148. Phaidon Press Ltd,
2001.
2. “Understanding Media Culture”, Jostein Gripsrud, page 31. Arnold Press,
2002.
3. “E-Business and E-Commerce Management” Second Edition, Dave Chaffey,
page 32. Prentice Hall, 2004.
4. “The Art of Digital Branding”, Ian Cocoran, page 54. Allworth Press, 2007.

I was hoping to give myself enough leeway, since when I wrote this I was very pushed for time and hadn't quite arranged in my head what I would be doing for the presentation.
As the presentation date came closer, I returned to the synopsis and collected materials from the semesters projects and held a personal brainstorming late one night (with the help form a glass of wine). Here are some images from that session (in no particular order)







(You can click on the images to get a bigger view)

As I said, they are in no particular order and as I have a look at them now, 6 weeks after the exam, i am at a loss at which page does come first!

The motive for this was not to finalize any design on the presentation itself, but more to clear out any debris that might have been in my head - to focus, primarily.

I also wanted to show what I had learnt that encompasses all the required areas i.e. those things that I feel umbrella all areas of the education. The development of ideas, a natural progression that entails hard work to pull out good ideas.