Course Title: Creative Advertising

Part A: Course Overview

Course Title: Creative Advertising

Credit Points: 12.00

Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
GRAP2311	City Campus	Undergraduate	335H Applied Communication	Face-to-Face	Sem 1 2006, Sem 1 2007, Sem 1 2008, Sem 1 2009
GRAP2311	City Campus	Undergraduate	345H Media and Communication	Face-to-Face	Sem 1 2010, Sem 1 2011, Sem 1 2012, Sem 1 2013, Sem 1 2014, Sem 1 2015, Sem 2 2015, Sem 1 2016, Sem 2 2016, Sem 1 2017, Sem 2 2017, Sem 1 2018, Sem 1 2019, Sem 2 2019, Sem 1 2020, Sem 2 2020, Sem 1 2021, Sem 2 2021, Sem 1 2022, Sem 2 2022, Sem 1 2023, Sem 2 2023
GRAP2399	Hong Kong Management Associatn	Undergraduate	335H Applied Communication	Face-to-Face	Offsh 4 08
GRAP2412	RMIT University Vietnam	Undergraduate	335H Applied Communication	Face-to-Face	Viet1 2009, Viet2 2009, Viet3 2009
GRAP2412	RMIT University Vietnam	Undergraduate	345H Media and Communication	Face-to-Face	Viet1 2010, Viet2 2010, Viet3 2010, Viet1 2011, Viet2 2011, Viet3 2011, Viet1 2012, Viet2 2012, Viet3 2012, Viet1 2013, Viet2 2013, Viet3 2013, Viet1 2014, Viet2 2014, Viet3 2014, Viet1 2015, Viet2 2015, Viet3 2015, Viet1 2016, Viet2 2016, Viet1 2017, Viet2 2017, Viet3 2017, Viet2 2018, Viet3 2018, Viet1 2019, Viet2 2019, Viet3 2019, Viet1 2020, Viet2 2020, Viet3 2020, Viet1 2021, Viet2 2021, Viet3 2021, Viet1 2022, Viet2 2022, Viet3 2022, Viet1 2023, Viet2 2023, Viet3 2023
GRAP2504	Singapore Inst of Management	Undergraduate	345H Media and Communication	Face-to-Face	Offsh1 18, Offsh1 19, Offsh1 21, Offsh1 22, Offsh1 23
GRAP2566	Melbourne transfer to Vietnam	Undergraduate	345H Media and Communication	Face-to-Face	Sem 1 2015
GRAP2727	RMIT Vietnam Hanoi Campus	Undergraduate	345H Media and Communication	Face-to-Face	Viet3 2019, Viet1 2020, Viet2 2020, Viet3 2020, Viet1 2021, Viet2 2021, Viet3 2021, Viet1 2022, Viet2 2022, Viet3 2022, Viet1 2023, Viet2 2023, Viet3 2023

Course Coordinator: Allyson Crimp

Course Coordinator Phone: +61 3 992422

Course Coordinator Email: allyson.crimp@rmit.edu.au

Course Coordinator Location: RMIT Building 9

Course Coordinator Availability: Email for an appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

None

Course Description

Here is your chance to look into the world of advertising and discover what it is that advertising creatives, such as art directors and copywriters really do. You will also explore the question of whether advertising really needs to be creative in order to be effective?

In this course, you will investigate creativity theory and the processes used by advertising creatives as well as generating your own creative solutions (both written and visual) to communication problems. You’ll follow the formation of an advertising campaign from the preparation of the creative brief to the development of a creative strategy and end up with a folio of creative ideas that work across a variety of media, for a range of target audiences.

Objectives/Learning Outcomes/Capability Development

 

In this course you will develop the following program learning outcomes: 

• Produce innovative and professional solutions to advertising communication briefs using creative art direction and/or copywriting skills
• Demonstrate creativity, critical thinking and innovation when identifying and solving problems in diverse contexts within the discipline 

Course Learning Outcomes

Upon successful completion of this course, you will be able to:

• Discuss the theory regarding the definition and role of creativity in advertising.
• Evaluate and discuss examples of advertising creativity in a global communications context.
• Describe the principles, practices and technologies involved in the creation, production and evaluation of advertisements.
• Develop creative concepts in response to a range of advertising creative briefs.
• Critique and reflect on the creative work you and your peers produce in response to briefs.

Overview of Learning Activities

You will be actively engaged in learning that involves a range of activities such as studios, project work, lectures, tutorials, class discussion, individual and group activities.

Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.

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

The University Library has extensive resources for Advertising students. The Library has produced a subject guide that includes quality online and print resources for your studies http://rmit.libguides.com/advertising

The Library provides guides on academic referencing:http://www.rmit.edu.au/library/referencing and subject specialist help via your Liaison Librarian.

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. Assessment may include essays, reports, reflective papers, creative projects and presentations, individually and in groups. Assessment will cover both theoretical and practical aspects of your learning. 

Feedback will be given on all assessment tasks. 

If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or Equitable Learning Services if you would like to find out more. 

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions. 

Assessment Tasks

Assessment 1: Applying Creative Theory (20%)
This assessment task is designed to cover the following course learning outcomes:
• Discuss the theory regarding the definition and role of creativity in advertising
• Evaluate and discuss examples of advertising creativity in a global communications context
• Develop creative concepts in response to a range of advertising creative briefs

Assessment 2: Creative Concepts Portfolio (40%) 
This assessment task is designed to cover the following course learning outcomes:
• Describe the principles, practices and technologies involved in the creation, production and evaluation of advertisements
• Develop creative concepts in response to a range of advertising creative briefs

Assessment 3: Campaign Project (40%) 
This assessment task is designed to cover the following course learning outcomes:
• Critique and reflect on the creative work you and your peers produce in response to briefs 
• Develop creative concepts in response to a range of advertising creative briefs