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Elements and Performance Criteria

Required Skills

Required skills

literacy skills sufficient to interrogateinterpret a broad range of information on new photoimaging trends and technology

numeracy skills sufficient to assess the financial viability of creativecommercial opportunities as they arise from trends and emerging technologies

communication skills sufficient to

critique and discuss new photoimaging trends and technology

transfer newly acquired knowledge to peers andor employees

use industry and community networks as sources of information

critical thinking skills sufficient to identify creativecommercial opportunities

learning skills sufficient to seek expert advice when implementing new photoimaging trends and technology

planning and organising skills sufficient to

interpret and respond to photoimaging briefs

budget for costs associated with the implementation of new technology

develop systems to respond to future creativecommercial opportunities

document research findings clearly and concisely

plan integration of new technology into own photoimaging practice

problem solving skills sufficient to recognise and resolve workplace issues when implementing new technology into own photoimaging practice

technology skills sufficient to coordinate the installation of new technology

Required knowledge

business implicationsconsequences of adopting photoimaging trendstechnology

commonly used research methodologies including copyrightmoralintellectual property issues associated with photoimaging research

current trends and emerging technologies in photographyphotoimaging

OHS requirements relating to photography and computer usage

planning and review processes for photoimaging business

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package

Critical aspects for assessment and evidence required to demonstrate competency in this unit in this unit

Evidence of the following is essential

ability to research trends and emerging technologies within the photoimaging industry

ability to exploit creative and commercial opportunities that arise from trends and emerging technologies

ability to connect trendsemerging technologies to aspects of photoimaging work practices such as

image lighting acquisition processing output and presentation

industry standard photoimaging workflows

marketingpromotion of products and services

ability to review the impact of integrating trends and emerging technologies into photoimaging work practices

Context of and specific resources for assessment

Assessment must ensure

access to appropriate technology and sources of information to research trends and emerging technologies within the photoimaging industry

access to an environment where creative and commercial photoimaging opportunities can be exploited

access to appropriate learning and assessment support when required

the use of culturally appropriate processes and techniques appropriate to the oracy language and literacy capacity of the assessee and the work being performed

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit

direct questioning combined with review of portfolios of evidence and third party workplace reports of onthejob performance by candidate

direct observation of candidate exploiting creativecommercial photoimaging opportunities

case studies to assess candidates ability to research trends and emerging technologies

problem solving activities to assess candidates critical thinking skills

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended for example

CUVPHIA Research role and use of the photoimage in visual communication

CUVPHI501A Research role and use of the photoimage in visual communication

CUVPHIA Explore the descriptive and emotive nature of photo lighting

CUVPHI503A Explore the descriptive and emotive nature of photo lighting

CUVPHIA Investigate and exploit innovative imaging options

CUVPHI504A Investigate and exploit innovative imaging options

CUVPHIA Produce an innovative presentation package of professional work

CUVPHI505A Produce an innovative presentation package of professional work.

Range Statement


The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Trends and emerging technologies may include:	advances in equipment/technology, including: capture and lighting equipment image processing, output methods and presentation devices alliances with allied technologies and businesses
	changing nature of the marketplace, including: advertising and promotional opportunities (including marketing of products and services) business structures and operational strategies copyright, IR, insurance and taxation funding policies and government initiatives new markets (market contraction/expansion) new terminology photoimaging workflows social, political and environmental developments.

Sources of information may include:	copyright/legal representatives discussions with innovative industry practitioners electronic/print media (news, reviews, articles) employee association/union representatives (and other sources of industrial relations information) events (industry functions, conferences, trade fairs, community activities, expositions, exhibitions, festivals, social events) government bodies and associated publications industry associations internet libraries and archives (text, film, video, sound, graphic) lifestyle and contemporary issues magazines museums/galleries/studios national/international journals (e.g. artist, computing and design journals) personal observations and experience professional competitions and awards retail/wholesale suppliers of products and services technical publications/reference books training programs, seminars, conferences, competitions, awards, exhibitions, symposiums, workshops, master classes and other professional development opportunities.

Relevant personnel may include:	early adopters mentors peers photographers photoimaging importers and suppliers
	professionals from allied areas speakers at conferences and seminars.

Critical thinking techniques may include:	analysing and evaluating actions and policies clarifying issues, values and standards comparing analogous situations comparing and contrasting ideals with practice comparing and evaluating beliefs, interpretations and theories developing criteria for evaluation distinguishing relevant from irrelevant facts examining and evaluating assumptions exploring implications and consequences generating and assessing solutions making interdisciplinary connections making plausible inferences and predictions noting significant similarities and differences reading and listening critically recognising contradictions transferring insights to new contexts using critical vocabulary.

Entrepreneurial attitudes may include:	ability to act on intuition and assumptions ability to think laterally and independently ability to work within ambiguity and uncertainty confidence in self and vision curiosity desire to take risks flexibility interest in pursuing new ideas.