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Bringing learning to life

Advancedin CrEAtivE AnD mEDiA

Diploma Brochures

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“ research undertaken

by the Creative Way

Lifelong Learning

network shows that the

Creative and media

Diploma offers real

opportunities for

students with a

preference for applied

learning to progress to

higher education. the

breadth of content in the

new Diploma coupled

with its inter-disciplinary

structure and focus on

independent learning

skills provides excellent

preparation for higher

education.”

Liz Pearson, Director,

the Creative Way

Lifelong Learning network

What is the Advanced Diploma

in Creative and Media?

How is it different?

The Advanced Diploma is a new qualification offered alongside A levels and Advanced Apprenticeships.By 2011, there will be seventeen Diploma subjects available in England.

The Advanced Diploma in Creative and Media is usuallya two-year full-time qualification for young people

The Advanced Diploma offers a unique blend of theoretical study and practical learning, and allows students to learn in a work-related setting – both real and simulated. Because it has been developedwith employers and universities, the learning is putin context, and captures the relevance – and excitement – of the subject.

The Advanced Diploma in Creative and Media gives students an insight into the constantly evolving creative and media industry, and helps them develop their thinking, questioning, creative and communication

aged 16 and over. It introduces students to an innovative and high profile sector, and gives them hands-on experience of key creative and media activities such as project managing, developing ideas and communicating through a variety of media.

The Diploma also helps students develop other valuable skills such as working independently, managing their own time and working as part of a team.

skills. It also equips them with the knowledge and understanding to take on different roles, providing the kind of flexibility that employers are often looking for.

Unlike other qualifications that focus on creativeor technical skills in isolation, the Diploma has a cross-disciplinary approach. This way, students learn to apply their skills in various business and organisational settings and get a good idea of their career options.

The Advanced Diploma in Creative and Media gives students a fully-rounded education. It provides themwith the skills they need for further study or future employment in many areas, and doesn’t necessarily have to lead to a career or university course in the sector.

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Principal Learning Generic LearningAdditional or

Specialist LearningEquivalent

toMain subject

e.g. Engineering Project Functional skills

Work experience

Optional courses agreed with your teacher

Foundation DiplomaPractical assessments + 1 exam

ProjectICT / Maths / English Level 1

Minimum 10 days Choose from a range of

qualifications including:

• BTECs

• GCSEs

• A levels

5 x GCSEs, (grade D – G)

Higher DiplomaPractical assessments + 1 exam

ProjectICT / Maths / English Level 2

Minimum 10 days

7 x GCSEs, (grade A* – C)

Advanced DiplomaPractical assessments + 2 or 3 exams

Extended Project

ICT / Maths / English Level 2

Minimum 10 days

3.5 A levels

How does it compare?

The Advanced Diploma is a level 3 qualification equivalent to 3.5 A levels – although it takes broadly the same time to complete as 3 A levels or a BTEC National Diploma. The Universities and College Admissions Service (UCAS) awards the qualification a maximum of 490 UCAS points (the same as 3.5 A levels).

All UK universities will accept the right Advanced Diploma at the right grade for entry onto a degree course. Some will also expect students to take a

particular A level or other qualification as their additional and specialist learning option to meet specific course entry requirements. Admissions criteria for 2010 (published by UCAS in May 2009) indicate that a Diploma is suitable for entry to about 80% of all UK undergraduate courses.

For details of individual college and university positions on the Advanced Diploma, go to www.ucas.ac.uk/students/beforeyouapply/diplomas/14-19diplomas/statements

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WHAt WiLL StuDEntS LEArn?

The Advanced Diploma is made up of three core elements: principal learning, generic learning and additional and specialist learning. These are described in more detail over the next few pages.

Principal learning

The principal learning is compulsory and consists of six topics that teach students the main principles and practices for this sector. The topics are organised around four learning themes:

• creativityincontext

• thinkingandworkingcreatively

• principles,processesandpractice

• creativebusinessesandenterprise.

The themes do not feature as individual parts of the Diploma and are not assessed separately – but they underpin what is taught in the principal learning.

There are twenty disciplines relevant to the Diploma in Creative and Media: 2D visual art, 3D visual art, craft, graphic design, product design, fashion, textiles, footware, advertising, drama, dance, music, film, television, audio and radio, interactive media, animation, computer games, photo imaging and creative writing.

Students combine at least two of these as they study the topics. In this way they build up their technical and creative skills as well as developing their understanding of the cross-curricular themes.

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CrEAtivity in ContExtStudents learn about influences on the creative process – like society, culture, the environment and other people’s work. Students are encouraged to develop objective viewpoints to evaluate the work of different practitioners and make connections between historical and contemporary practice.

How? Students may carry out research into how different practitioners respond to a similar brief and how they consider the community they work in. They could explore how practitioners and artists use their talents to engage with social or political topics and how they challenge their audience through art, dance, film or installation – looking at, for example, Marcus Harvey’s painting of Myra Hindley.

Why? Recognising what influences the distribution and consumption of products and getting an insight into how context affects creativity and content is vital in understanding the creative industries.

tHinkinG AnD WorkinG CrEAtivELyStudents look at ways of exploring, experimenting with and thoughtfully developing ideas, skills and techniques. They learn how to adopt an objective and critical perspective, and demonstrate growing confidence in the way they challenge ideas and apply their own approach.

How? Students could, for example, respond to a problem-solving brief that requires them to seek alternative ways of designing and developing a new product for a specific market.

Why? Experimentation and innovation are key elements of working creatively.

PrinCiPLES, ProCESSES AnD PrACtiCEStudents explore ways to turn ideas into reality. They develop their understanding and ability to plan ahead for the different stages of the creative production process and apply artistic conventions and current industry practices. At the same time they are continually improving their technical skills and constantly evaluating their work.

How? Students may respond to a brief from a real client, showing that they can bring a piece of work from concept to reality – for example, creating a set for a TV production or producing their own radio programme for a local radio station.

Why? Being able to identify and apply a range of skills and tasks needed to realise a project equips students with valuable skills for the future.

CrEAtivE buSinESSES AnD EntErPriSE Students use their practical experience and reflection to understand what it takes to succeed in real industry situations. Students also learn to take other factors into account when developing and realising new ideas – such as how to use the media, international trade and supply issues, budget concerns and the influence of outside factors on lead times.

How? Students could, for example, work with a local theatre to learn how they develop a new production – looking at how they finance and publicise it, how they work on rehearsals, and how they create costumes, set design, lighting and sound set-ups. Or they could work with a media archive and develop stories, set a news agenda for their audience, write and edit stories, choose pictures and produce pages to tight deadlines.

Why? The skills developed through this theme are wholly transferable and are, together with a developing depth of understanding, essential for a successful future.

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“ Channel 4

welcomes

these new

opportunities

for young

people to

develop their

abilities to

think, to

communicate,

to create and

to participate

with confi dence.”

janey Walker,

Head of Education,

Channel 4

Generic learning

As part of the generic learning, which is the same across all Advanced Diplomas, students will developa number of transferable skills that are essential to their self-development. These include functionalskills in maths, English and ICT as well as personal, learning and thinking skills. Students will also getthe opportunity to do work experience as part of their generic learning.

FunCtionAL SkiLLS (mAtHS, EnGLiSH AnD iCt)

Functional skills give students the practical ability touse maths, English and ICT in everyday life, workand study. Advanced Diploma students have to developand apply these skills in all the work they do.

Functional skills are separately assessed, stand-alone qualifications that all students have to complete atlevel 2 to achieve their Advanced Diploma. However,

students who have already completed these qualifications before starting their Diploma do not need to repeat them.

Functional skills are also incorporated into theprincipal learning. Advanced Diploma students in Creative and Media will, for example, need to:

• apply proficient research and writing skills to capture and interpret different subjects

• develop good speaking and listening skills together with sensitivity to expressed values and beliefs – for example when pitching an idea to a client

• demonstrate the ability to manage budgets within projects

• apply technical ICT skills to web design.

Developing a good standard of numeracy, literacy andIT skills is essential for all students – even if theydo not choose a career in the creative and media sector.

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PErSonAL, LEArninG AnD tHinkinG SkiLLS

Throughout their Diploma, students will develop six personal, learning and thinking skills:

• teamworking

• creativethinking

• independentenquiry

• self-management

• effectiveparticipation

• reflectivelearning.

These skills are not separately assessed, but are integrated into the assessment criteria for the principal learning and the extended project. They are vital skills in both life and work, and are embedded in the secondary curriculum.

Work ExPEriEnCE

The Diploma gives students the opportunity to do at least 10 days’ work experience. They could, for example:

• shadowapictureeditoronalocalnewspapertodevelop an understanding of the varied elements that contribute to the final publication

• workwithacraftsperson,learningthebusiness and practical side of selling and producing the finished products

• workinanadvertisingagency,learningtheextent of media now used as an advertising platform

• workaspartofamarketingteaminalocalcompany

• workaspartofawebdesignteaminalocalorganisation.

Work experience is a great way for students to apply the knowledge and skills learnt on the course, and to further develop their personal, learning and thinking skills. It is one of the best ways to get insider experience, and may also help students develop project ideas.

Work experience does not, however, have to be within the creative and media sector as creative skills are used in many different businesses. In fact, students who take on work experience in a different industry will become more aware of other career paths and develop a broader understanding of how their skills can be applied elsewhere.

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The extended project

As part of the Advanced Diploma, students will complete an extended project to demonstrate their ability to work independently. They are required to plan, prepare, develop and realise a project, and present the final outcome.

Students could either explore a subject in real depth or broaden the topic by drawing connections between different areas or subjects. Either way, they have to choose a subject that complements and develops the themes and topics related to their Diploma.

WHAt tyPES oF ProjECtS CAn tHEy Do?

The end result could be a written piece of work, either a report (with findings from an investigation or study) or a dissertation presenting an argument – for example:

• a discussion about propaganda in 20th century cinema – with the student taking one side and presenting their arguments well

• a study into how closely community arts events, like festivals, reflect the communities in which they take place.

Or it could be a practical piece of work, either a design, an artefact or a performance – for example:

• storytelling animations for local primary schools using computer-generated imagery (CGI) software

• a fine art installation

• putting on a play as part of a group.

HoW DoES tHE ProjECt ComPArE?

The extended project is a qualification in itself – equivalent to half an A level in size and A2 in level. It is also available outside the Diploma to A level and other students.

The project is worth a maximum of 60 UCAS points and has been welcomed by universities as a great preparation for students who want to go on to higher education.

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Additional and specialist learning

The additional and specialist learning lets students choose between a wide variety of optional courses. This helps them develop their individual interests, abilities and career aspirations.

it CouLD bE:

• a specialist subject to develop their particular creative and media interests, such as graded examinations in music or dance, or level 3 awards or certificates in performing arts, animation, computer imaging, prop making, or live sound and performance technology

• a subject that would help them get onto a specific university course, like an AS or A level in English or history, which would deepen their understanding of historical and cultural influences on creative development, or an A level in business studies to help them get a good grounding in the commercial side of a media career

• a subject that reflects a student’s other interests and career ambitions, like a language, a science or a humanities subject.

There are a wide range of qualifications available, including A levels and BTECs. For a full list, see the National Database of Accredited Qualifications at www.accreditedqualifications.org.uk

HoW mAny CAn tHEy CHooSE?

Students can choose more than one subject, depending on the size of the qualifications they select.

They would, for example, only be able to take one A level or one large specialist qualification. But if they choose to take a smaller qualification, like an AS level, they could take two or more.

WHAt About ExtrA quALiFiCAtionS?

Students are also able to complete extra qualifications outside the Diploma. They could, for example, take another A level if they want to pursue a particular interest in addition to their Diploma.

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Where will it lead?

The Advanced Diploma is designed to develop a wide range of skills needed for work, further training or university. It can be a first step towards a career in the creative and media sector – or in a range of other sectors.

GoinG on to FurtHEr EDuCAtion

The Advanced Diploma is a great foundation for students choosing to continue to further and higher education. Students could take up an Advanced Apprenticeship, or do a foundation degree in areas like fashion business, performing arts or interactive media.

The Diploma could also lead to a wide range of undergraduate degrees in creative and media subjects such as textiles, dance, film, stage management, animation, media studies, politics, journalism, art, computer games software, multimedia or graphic design – either full time or part time combined with a job.

GoinG into EmPLoymEnt

There are opportunities for students going straight into employment. The Advanced Diploma could lead to work as an apprentice in costume and set design, or within a fashion house.

However, the majority of jobs in creative and media industries require applicants to have completed further or higher education. Students who have completed a degree can head for a career in industries like fashion and advertising, or specialisms such as product design, interactive media or photo imaging.

PrEPArinG StuDEntS For tHE FuturE

Completing an Advanced Diploma in Creative and Media doesn’t mean that students have to choose a degree or a career in that sector. Students may go on into an unrelated – or less related – area, like history, philosophy or architecture.

Whichever path the student chooses, the Diploma provides them with skills that are relevant to the modern day workplace and degree-level study.

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Ellis Deaves, 16, is studying an Advanced Diploma in Creative and Media at Truro College in Cornwall.

“ What I love about the Advanced Diploma is that I can personalise the course to study stuff I’m interested in. I can concentrate on completing my projects to a really high standard. And I don’t just hand them in – I get to upload my work onto YouTube and MySpace!”

“After my GCSEs I was finding it hard to choose a

course. I didn’t want to do A levels because that involved

studying too many subjects. I wanted to learn stuff

that interested me, like music and the media, so I

looked around for the right course. I found out about

the Advanced Diploma in Creative and Media at Truro.

It was a new type of course but it seemed to cover

everything I liked so I went for it – and I’m glad I did.

The freedom which the Diploma offers is just right for

me. My project work usually involves music and video

editing. For instance, I had to compose a song and make

a video to go with it. I did this from scratch – designed

storyboards, mixed the music, went around with a

camera and then edited the whole thing. I really enjoyed

it and I learned a lot.

Each project we do is more complicated than the

previous one. I’m now working on marketing a real music

event with merchandise and everything else you find

at a real gig. The tutors try to make it feel like you’re

working in the music industry, and I do!

I’m studying other aspects of media as well, like

newspaper layout and editing, broadcasting, desktop

publishing and copyright and advertising law. And for my

additional and specialist learning, I’m studying for an

OCR National Certificate in media alongside the

Diploma – it’s equivalent to an A level. We also do stuff

that’s really important, like maths, English and

ICT, because we have to reach a high standard in those

areas in order to pass the Diploma.

Another great thing about the Diploma is that people

from the industry, like from local radio stations and

music websites, come to talk to us. We have to present

our work to these professionals, which is nerve-wracking

but great when they like it! I’m hoping to spend a couple

of weeks on placement at a local radio station called

Pirate FM, and my course mates are looking to work

in newspapers and advertising agencies.

I’m really enjoying the Diploma because it gives me total

freedom to express my creativity and it really builds

self-confidence. It’s not at all like being at school; you feel

like an adult because that’s how everyone treats you.

I’d like to go into radio or television mixing, or maybe

even run my own production company eventually.

I’d really like that.”

Case study

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©Crown Copyright 2009.

Want more information?

HoW to FinD out morE

For more information about the Diploma Creativeand Media go to: www.direct.gov.uk/diplomaswww.skillset.com/qualifications/diploma

For more information about:

• the new 14-19 curriculum, go to www.dcsf.gov.uk/14-19

• the structure of Diplomas and resources to support their delivery by schools and colleges, including illustrations of how students might progress from an Advanced Diploma course, go to www.diploma-support.org

• individual university and college statementsabout the Diploma, go to www.ucas.ac.uk/students/beforeyouapply/diplomas/14-19diplomas

• awarding body specifications:

• Edexcel – www.edexcel.com

• OCR – www.ocr.org.uk

• AQA/City and Guilds – www.diplomainfo.org.uk

HoW to DoWnLoAD tHiS LEAFLEt

To download this leaflet, go to:

• www.direct.gov.uk/diplomas

• www.teachernet.gov.uk/publications and use thesearch reference DCSF-00077-2009

HoW to orDEr morE CoPiES oF tHiS LEAFLEt

To order more copies of this leaflet:

• go to www.teachernet.gov.uk/publications

• call 0845 602 260

• textphone 0845 605 560

Make sure you quote the reference 00077-2009LEF-EN.

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