The successes of powerful advertising campaigns are predicated by the creative insights that provide ''cutting-edge'' message differentiation. Contemporary & historical case studies illustrate the critical economic value of innovative & creative communication perspectives -the essence of effective advertising. The challenge for the industry is therefore, how to discover & develop techniques leading to creative insights while nurturing & sustaining creative minds. Whilst there is a role for logical, linear, critical thinking, the creative process compels us to also recognise the value of different ways of thinking leading to ideation & problem solution. Different thinking involves becoming comfortable with ambiguity, contradictions, uncertainty, novelty & the unexpected as we engage in divergent, convergent, Janusian, lateral & abstract thinking approaches. In this subject students experiment with developing concepts through play, the iterative process, accepting & valuing the lessons of ''failure'' and the importance of evaluating necessary creative risk. They will further analyse thought processes, idea synthesis & transformation through case studies demonstrating different creative practices & processes. They will further use these different perspectives in approaching message creation.
|Academic unit:||Faculty of Society & Design|
|Subject title:||The Creative Process in Advertising and Marketing Communication|
Delivery & attendance
|Attendance and learning activities:||80% attendance at lectures and tutorials. Roll taken.|
|Prescribed resources:||No Prescribed resources. 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 www.bond.edu.au
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 experience the multiple types of thinking that can be used in developing creative insights into problem framing and articulation.
- Use and evaluate the effectiveness and appropriateness of creative process methods developed by academics, industry, design collectives and the military in addressing creative challenges.
- Demonstrate confidence in creative team activities and develop creative resilience. They will learn to identify barriers to creativity and develop strategies to overcome them
- Understand how creative processes are used in cross-disciplinary groups for higher order problem solving through case studies, current research and world events.
- Recognise and gather resources in order to articulate and execute a comprehensive thought shifting pitch
|Class Participation||Tutorial and lecture attendance and participation||10%||Ongoing||1, 2, 3, 4, 5.|
|Tutorial Portfolio||10 Tutorial Portfolio items||30%||Weekly||1, 2, 3, 4, 5.|
|Essay||What is creativity?||5%||Week 2||1, 2, 3, 4, 5.|
|Project||Showcase||30%||Week 12||1, 2, 3, 4, 5.|
|Analysis||Creative Campaign Analysis||25%||Week 13||1, 2, 3, 4, 5.|
- * 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.
|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.|
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.
Students must check the [email protected] subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.
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.
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.
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.
How do we define creativity? Is it important in solving Advertising challenges
What IS the challenge. Framing the questions
How do we think? Theories & practice.
What information & methods work in creative problem solving?
What leads us to the Big Idea?
Interpreting analytics, sensory cues
What hinders the creative process?
Taking the right kind of risk
Brainstorming, think tanks, OODALOOPS & more
How playful activities enhance solution finding
Can we measure creativity? Industry studies & effectiveness