Course Title: Creativity in Advertising

Part A: Course Overview

Course Title: Creativity in Advertising

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


345H Media and Communication


Sem 1 2010,
Sem 2 2010,
Sem 1 2011,
Sem 2 2011,
Sem 1 2012,
Sem 2 2012,
Sem 1 2013,
Sem 2 2013,
Sem 1 2014,
Sem 2 2014,
Sem 2 2015


City Campus


335H Applied Communication


Sem 1 2006,
Sem 2 2006,
Sem 1 2007,
Sem 2 2007,
Sem 1 2008,
Sem 2 2008,
Sem 2 2009

Course Coordinator: Karen Carter

Course Coordinator Phone: +61 3 9925 3623

Course Coordinator

Course Coordinator Location: Building 9, Level 5

Course Coordinator Availability: Email for an appointment time

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

This course examines the role of creativity in advertising and explores how individuals and organisations can succeed in this very competitive industry. It investigates issues associated with creativity in advertising such as development of creative strategy, generation of successful advertising messages and evaluation of creative output.
In the course you will examine the role of the creative practitioner in the production of advertising campaigns, focusing on differences in cultural perspectives and consumer behaviour.
Discussions in this course clarify contextual relationships between the creative person and the creative product, underpinning the development of effective strategies for managing the advertising creative process.

Objectives/Learning Outcomes/Capability Development

You will be assessed on your development of the following graduate capabilities in this course:
* Critically analyse and respond to factors that influence the advertising and marketing communications industry

* Reflect on your own and others’ practice, in relation to change, professional responsibilities and theoretical perspectives of advertising strategy;

* Communicate knowledge through situating practice in the context of the literature and best practice

On successful completion of this course, you will be able to:
* Identify and evaluate links between effective creative content and advertising strategy;
* Compare and contrast creative approaches to advertising within particular market situations, and critically evaluate the advertising creative content;
* Interpret and apply creative theory in the development of coherent and compelling advertising messages;
* Design and develop an advertising campaign including a creative brief and strategy, and explain the visual and verbal communication of media specific ideas; and
* Reflect on the campaign and discuss it in terms of its creativity, as well as your professional and social responsibilities and challenges

Overview of Learning Activities

This course will take a blended approach in its delivery with learning activities that involve a range of activities including lectures, tutorial, group and online class discussion, group activities, peer review and individual research.

Overview of Learning Resources

A list of recommended learning resources will be provided by your lecturer, including books, journal articles, web resources and studio materials. You will also be expected to seek further resources relevant to the focus of your own learning.

Overview of Assessment

Assessment will cover both theoretical and practical aspects of your learning. You will be able to develop your work in relation to your own specific areas of interest in your professional practice. Assessment will occur during, and at the end of, the course. Methods may include any combination of assessment tasks such as reports, reflective papers, group work, campaign specifications, presentations and portfolio.