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.
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Details
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 2023 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Forum: x12 (Total hours: 24) - Weekly Forum
- 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. -
Resources
Prescribed resources: Books
- James Young (2003). A Technique for Producing Ideas. n/a, Mcgraw-hill 64
iLearn@Bond & Email: iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class 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 www.bond.edu.au
| 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 2023 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| 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: | Books
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class 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 www.bond.edu.au |
Enrolment requirements
| Requisites: |
Nil |
|---|---|
| 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: |
Nil |
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.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Explore and evaluate the effectiveness and appropriateness of multiple creative process methods and creative thinking practices.
- Identify barriers to creative ideation and develop practical strategies to overcome them.
- Develop your creative insight by experimenting with multiple communication challenges.
- Apply creative thinking techniques, approaches and processes by crafting a variety of communication solutions in the context of advertising, branding and integrated marketing communications.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Portfolio Individual Portfolio (featuring a selection of in-class exercises and additional tasks) 40.00% Week 7 1,2,3,4 Project§ Creative concept/pitch 40.00% Week 11 1,2,3,4 Exercise Individual reflection on creative practice. 20.00% 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.
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Assessment criteria
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.
| Type | Task | % | Timing* | Outcomes assessed |
|---|---|---|---|---|
| Portfolio | Individual Portfolio (featuring a selection of in-class exercises and additional tasks) | 40.00% | Week 7 | 1,2,3,4 |
| Project§ | Creative concept/pitch | 40.00% | Week 11 | 1,2,3,4 |
| Exercise | Individual reflection on creative practice. | 20.00% | 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 iLearn@Bond 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.
Academic Integrity
Bond University‘s Student Code of Conduct Policy , Student Charter, Academic Integrity Policy and our Graduate Attributes guide expectations regarding student behaviour, their rights and responsibilities. Information on these topics can be found on our Academic Integrity webpage recognising that academic integrity involves demonstrating the principles of integrity (honesty, fairness, trust, professionalism, courage, responsibility, and respect) in words and actions across all aspects of academic endeavour.
Staff are required to report suspected misconduct. This includes all types of plagiarism, cheating, collusion, fabrication or falsification of data/content or other misconduct relating to assessment such as the falsification of medical certificates for assessment extensions. The longer term personal, social and financial consequences of misconduct can be severe, so please ask for help if you are unsure.
If your work is subject to an inquiry, you will be given an opportunity to respond and appropriate support will be provided. Academic work under inquiry will not be marked until the process has concluded. Penalties for misconduct include a warning, reduced grade, a requirement to repeat the assessment, suspension or expulsion from the University.
Feedback on assessment
Feedback on assessment will be provided to students according to the requirements of the Assessment Procedure Schedule A - Assessment Communication Procedure.
Whilst in most cases feedback should be provided within two weeks of the assessment submission due date, the Procedure should be checked if the assessment is linked to others or if the subject is a non-standard (e.g., intensive) subject.
Accessibility and Inclusion Support
Support is available to students where a physical, mental or neurological condition exists that would impact the student’s capacity to complete studies, exams or assessment tasks. For effective support, special requirement needs should be arranged with the University in advance of or at the start of each semester, or, for acute conditions, as soon as practicable after the condition arises. Reasonable adjustments are not guaranteed where applications are submitted late in the semester (for example, when lodged just prior to critical assessment and examination dates).
As outlined in the Accessibility and Inclusion Policy, to qualify for support, students must meet certain criteria. Students are also required to meet with the Accessibility and Inclusion Advisor who will ensure that reasonable adjustments are afforded to qualifying students.
For more information and to apply online, visit BondAbility.
Additional subject information
Subject curriculum
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Introduction
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'?
SLOs included
- Explore and evaluate the effectiveness and appropriateness of multiple creative process methods and creative thinking practices.
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What is creativity, actually?
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?
SLOs included
- Explore and evaluate the effectiveness and appropriateness of multiple creative process methods and creative thinking practices.
- Identify barriers to creative ideation and develop practical strategies to overcome them.
- Develop your creative insight by experimenting with multiple communication challenges.
- Apply creative thinking techniques, approaches and processes by crafting a variety of communication solutions in the context of advertising, branding and integrated marketing communications.
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Creativity, art and advertising
How can we find inspiration in art? What are important art styles, and how do they influence advertising designs?
SLOs included
- Explore and evaluate the effectiveness and appropriateness of multiple creative process methods and creative thinking practices.
- Identify barriers to creative ideation and develop practical strategies to overcome them.
- Develop your creative insight by experimenting with multiple communication challenges.
- Apply creative thinking techniques, approaches and processes by crafting a variety of communication solutions in the context of advertising, branding and integrated marketing communications.
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Creativity - seeing things differently
What are the most important methods and tools for creative problem solving?
SLOs included
- Explore and evaluate the effectiveness and appropriateness of multiple creative process methods and creative thinking practices.
- Identify barriers to creative ideation and develop practical strategies to overcome them.
- Develop your creative insight by experimenting with multiple communication challenges.
- Apply creative thinking techniques, approaches and processes by crafting a variety of communication solutions in the context of advertising, branding and integrated marketing communications.
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Creativity, Comedy, and humour in advertising
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.
SLOs included
- Explore and evaluate the effectiveness and appropriateness of multiple creative process methods and creative thinking practices.
- Identify barriers to creative ideation and develop practical strategies to overcome them.
- Develop your creative insight by experimenting with multiple communication challenges.
- Apply creative thinking techniques, approaches and processes by crafting a variety of communication solutions in the context of advertising, branding and integrated marketing communications.
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Visual creativity
How to create impactful communication by using visual metaphors and other important tools of art direction.
SLOs included
- Explore and evaluate the effectiveness and appropriateness of multiple creative process methods and creative thinking practices.
- Identify barriers to creative ideation and develop practical strategies to overcome them.
- Develop your creative insight by experimenting with multiple communication challenges.
- Apply creative thinking techniques, approaches and processes by crafting a variety of communication solutions in the context of advertising, branding and integrated marketing communications.
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Creativity and space
How can we use space creatively, particularly for outdoor and ambient advertising? And what characterises a creative workplace?
SLOs included
- Explore and evaluate the effectiveness and appropriateness of multiple creative process methods and creative thinking practices.
- Identify barriers to creative ideation and develop practical strategies to overcome them.
- Develop your creative insight by experimenting with multiple communication challenges.
- Apply creative thinking techniques, approaches and processes by crafting a variety of communication solutions in the context of advertising, branding and integrated marketing communications.
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Client brief
This week we will explore the client brief(s).
SLOs included
- Develop your creative insight by experimenting with multiple communication challenges.
- Apply creative thinking techniques, approaches and processes by crafting a variety of communication solutions in the context of advertising, branding and integrated marketing communications.
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Creativity and the senses
Advertising is more than just visuals and written words. Advertising can play with our senses. How? That's what we will explore this week.
SLOs included
- Explore and evaluate the effectiveness and appropriateness of multiple creative process methods and creative thinking practices.
- Identify barriers to creative ideation and develop practical strategies to overcome them.
- Develop your creative insight by experimenting with multiple communication challenges.
- Apply creative thinking techniques, approaches and processes by crafting a variety of communication solutions in the context of advertising, branding and integrated marketing communications.
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Creativity, design and brand-driven innovation
How does branding relate more broadly to business creativity? This week we will explore the intersection of branding, design thinking and innovation.
SLOs included
- Explore and evaluate the effectiveness and appropriateness of multiple creative process methods and creative thinking practices.
- Identify barriers to creative ideation and develop practical strategies to overcome them.
- Develop your creative insight by experimenting with multiple communication challenges.
- Apply creative thinking techniques, approaches and processes by crafting a variety of communication solutions in the context of advertising, branding and integrated marketing communications.
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Developing a project presentation
How to polish and fine-tune a creative pitch.
SLOs included
- Explore and evaluate the effectiveness and appropriateness of multiple creative process methods and creative thinking practices.
- Identify barriers to creative ideation and develop practical strategies to overcome them.
- Develop your creative insight by experimenting with multiple communication challenges.
- Apply creative thinking techniques, approaches and processes by crafting a variety of communication solutions in the context of advertising, branding and integrated marketing communications.
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Creative pitch
Time to present your ideas.
SLOs included
- Apply creative thinking techniques, approaches and processes by crafting a variety of communication solutions in the context of advertising, branding and integrated marketing communications.