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ADVT12-242: Creativity and Ideation in Advertising and Marketing Communication May 2022 [Standard]

General information

Creative insights are central to problem-solving and designing effective and memorable advertising campaigns. They are powerful in connecting messages with audiences, building brand recognition, and providing a good financial return on advertising investments. The challenge is how to develop creative problem-solving capacity; engage in different thinking; and become confident dealing with ambiguity, contradictions, uncertainty, novelty, and the unexpected. In this subject, you are encouraged to experiment with developing concepts through play and taking creative risks. You will explore different creative thinking practices, theories and processes, and use your new perspectives to develop creative message solutions.


Academic unit:Faculty of Society & Design
Subject code:ADVT12-242
Subject title:Creativity and Ideation in Advertising and Marketing Communication
Subject level:Undergraduate
Semester/Year:May 2022
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Lecture: x12 (Total hours: 24) - Weekly Lecture
  • Tutorial: x12 (Total hours: 12) - Weekly Tutorial
  • Personal Study Hours: x12 (Total hours: 84) - Recommended Study Hours
Attendance and learning activities: Students will participate in multiple theoretical and practical activities based around the weekly topics and develop your knowledge for assessment pieces through these activities. Prepared attendance, that is having all assigned activities and readings completed before each weekly class, is needed for understanding lecture material, participating in group activities, peer review, and assessment.


Prescribed resources:
  • James Young (2003). A Technique for Producing Ideas. Mcgraw-hill , 64.
After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
[email protected] & Email:[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.

To access these services, log on to the Student Portal from the Bond University website as

Enrolment requirements

Requisites: ?


Assumed knowledge:

Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.

Assumed Prior Learning (or equivalent):

Restrictions: ?


Assurance of learning

Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.

At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.

Program Learning Outcomes (PLOs)

Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. Explore and evaluate the effectiveness and appropriateness of multiple creative process methods and creative thinking practices.
  2. Identify barriers to creative ideation and develop practical strategies to overcome them.
  3. Develop your creative insight by experimenting with multiple communication challenges.
  4. Apply creative thinking techniques, approaches and processes by crafting a variety of communication solutions in the context of advertising, branding and integrated marketing communications.


Assessment details

TypeTask%Timing*Outcomes assessed
Portfolio Individual Portfolio (featuring a selection of in-class exercises and additional tasks) 40% Week 8 1, 2, 3, 4.
Project § Creative concept/pitch 40% Week 11 1, 2, 3, 4.
Exercise Individual reflection on creative practice. 20% Week 12 1, 2, 3, 4.
  • § Indicates group/teamwork-based assessment
  • * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
  • C = Students must reach a level of competency to successfully complete this assessment.

Assessment criteria

High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.
Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.
Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.
Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment.
Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.

Quality assurance

For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Study information

Submission procedures

Students must check the [email protected] subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

A student who has not established a basis for an extension in compliance with University and Faculty policy either by 1) not applying before the assessment due date or 2) by having an application rejected due to failure to show a justifiable cause for an extension, will receive a penalty on assessment submitted after its due date. The penalty will be 10% of marks awarded to that assessment for every day late, with the first day counted after the required submission time has passed. No assessment will be accepted for consideration seven calendar days after the due date. Where a student has been granted an extension, the late penalty starts from the new due date and time set out in the extension.

Policy on plagiarism

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Disability support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Subject curriculum

What do I need to know about this course. What is the role of the creative team in advertising? And how does creativity relate to the 'psychology of optimal experience'?


What is 'Big C' and 'Small C' creativity? What do we know about the characteristics of creative people? What are creative myths we better forget? And why is the 'systems model of creativity' so revealing?

1, 2, 3, 4.

How can we find inspiration in art? What are important art styles, and how do they influence advertising designs?

1, 2, 3, 4.

What are the most important methods and tools for creative problem solving?

1, 2, 3, 4.

Can comedy make us more creative? What are fundamental principles of great comedy? And how do they relate to humour in advertising? These are the questions we will explore this week.

1, 2, 3, 4.

How to create impactful communication by using visual metaphors and other important tools of art direction.

1, 2, 3, 4.

How can we use space creatively, particularly for outdoor and ambient advertising? And what characterises a creative workplace?

1, 2, 3, 4.

This week we will explore the client brief(s).

3, 4.

Advertising is more than just visuals and written words. Advertising can play with our senses. How? That's what we will explore this week.

1, 2, 3, 4.

How does branding relate more broadly to business creativity? This week we will explore the intersection of branding, design thinking and innovation.

1, 2, 3, 4.

How to polish and fine-tune a creative pitch.

1, 2, 3, 4.

Time to present your ideas.

Approved on: Mar 7, 2022. Edition: 7.1