Course Title: Practice and Theory of Creativity

Part A: Course Overview

Course Title: Practice and Theory of Creativity

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)

Course Coordinator: Dr Bruce Berryman

Course Coordinator Phone: +61 3 9925 3065

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

In this course, you will explore generalised creative processes and contextualises creative activity within the discipline of Advertising. It focuses on the creative (as distinct from management) perspective, and involves three interrelated activities: creation, production and evaluation.

You will investigate creative theory and the conceptual, evaluation and production techniques, formats and processes used by art directors and copywriters to develop idea-based solutions to communication, advertising and marketing problems and opportunities. You will also follow the formation of an advertising campaign from the preparation of the creative brief to the development of a creative strategy, through to the preparation of advertisements designed for specific target markets and various media.

Objectives/Learning Outcomes/Capability Development

In this course you will develop the following program capabilities:

  • Identify, and respond appropriately to, emergent global trends and issues as they impact on the advertising industry.
  • Produce innovative and professional solutions to advertising communication briefs using creative skills (art direction and copywriting).
  • Identify and monitor key social, ethical and regulatory issues and critically analyse the implications for advertising practice.

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

  • Critically discuss the concept and role of creativity and innovation including the relationship between technology and creative activity.
  • Identify and explain the role of the art director, copywriter and other disciplines and stakeholders in the creative development process.
  • Explain and analyse the principles, practices and technologies involved in the creation, production and evaluation of advertisements. 
  • Apply and evaluate creative concepts in relation to creative briefs in advertising.

Overview of Learning Activities

Your learning experiences may include interactive lectures, tutorials and group based activities such as seminars and discussions. There will be both individual and group exercises to further develop ideas based in classes.

You are encouraged to be critical and analytical in written, verbal and visual communication while remaining responsive to the wider commercial picture.

Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through online system, MyRMIT. All relevant course materials and lists of suggested reading will be made available to you. You will also be expected to make extensive use of the library resources.

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program capabilities.

Assessment may include activities such as presentations, portfolio, project, and essays.

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 the Disability Liaison Unit if you would like to find out more.

An assessment charter ( summarises your responsibilities as an RMIT student as well as those of your teachers.

Your course assessment conforms to RMIT assessment principles, regulations, policies and procedures which are described and referenced in a single document:;ID=ln1kd66y87rc