Course Title: Research and apply concepts and theories of creativity

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: EMPL5644C

Course Title: Research and apply concepts and theories of creativity

School: 650T TAFE Business

Campus: City Campus

Program: C5229 - Diploma of Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email:timothy.wallis@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Elaine Holstein
+61 3 9925 5155
elaine.holstein@rmit.edu.au

Contact time: Tues 3:30 pm – 5:30 pm
Level 5 room 30

Nominal Hours: 65

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None required

Course Description

This unit applies to individuals who use sophisticated research and critical analysis skills in the exploration of creativity and its application to work and life practice. This research may be related specifically to fields of practice traditionally considered as ’creative’, such as the arts, but may equally relate to much broader fields of human activity and endeavour.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBCRT601A Research and apply concepts and theories of creativity

Element:

1. Research concepts and theories of creativity

Performance Criteria:

1.1.Use a range of research techniques to source information about creativity
1.2.Identify and explore potential new, emerging and alternative sources of ideas and thinking about creativity
1.3.Expand own knowledge and understanding of creativity through review and critical analysis of information
1.4.Analyse, compare and contrast a range of theoretical perspectives and thinking on creativity
1.5.Identify and explore the transmigration of creative thought to innovative output

Element:

3. Develop, articulate and debate own perspectives theories and practices of creativity

Performance Criteria:

3.1.Take a critical approach to different theories and reflect on own ideas and responses
3.2.Develop own substantiated positions in response to research and analysis
3.3.Articulate own positions in a manner which demonstrates clarity of thought and conceptual understanding of different theories and thinking
3.4.Debate own positions on creativity showing belief in own ideas and a willingness to remain open to new perspectives

Element:

2. Apply theories of creativity to practice

Performance Criteria:

2.1.Evaluate the relevance and application of different theories and practices of creativity based on analysis of own work and life experience
2.2.Analyse the ways in which different aspects of history, theory and other influences are applied, adapted or challenged in practice
2.3.Assess the ways in which theories, thinking and practices about creativity may be applied that provide benefits to individuals, businesses and the community


Learning Outcomes


This unit describes the performance outcomes, skills and knowledge required to undertake research into different concepts and theories of creativity, and to apply those to a particular field of endeavour.


Details of Learning Activities

Case studies, research projects, concept design, inclass discussion and debate, interesting and engaging assessment tasks relevant to the workforce.


Teaching Schedule

WeekDateTopic
111th FebIntroduction to course
•Blackboard
•Overview of assessment requirements
•Grading
•Plagiarism
•Appeals
•Extensions
•Feedback
•Privacy
•Submission requirements
Resubmission policy:
•What to expect from the course
•Content and assessment
–students are introduced to the concepts of:
•Innovation and creativity what’s the difference?
•Innovation vs. invention
•Why is it important to the business and marketing function
•Strategy and the innovation process
•Innovation and change management
The economic context of investing in a new concept/product
 
218th febResearch, creativity and creative development processes
•Overview of the processes
•Steps and issues for consideration in planning and developing creative concepts/products.

 

325th febIdentifying and working with a range of stakeholders
Stakeholder management –
•Identifying and understanding the different stakeholders that will be involved in the process
Preparing stakeholder management plans

 

44th marEssential skills of project management
Project Management
•Identifying the skills and requirements of managing the project from beginning to end
 
5 Labour Day Mon, PH11th marOpportunity ID
Idea generation
•Examination of the concept of innovation and innovation management

Opportunity ID
Idea screening
•SWOT
•GAP analysis
Evaluating concepts in terms of their suitability for the target audience or purpose, their feasibility and their commercial potential -Taking account of legal, social, ethical and environmental issues as concepts and ideas are generated and discussed
 

618th MarOpportunity ID
Idea generation
Idea screening
•Creative thinking techniques
•Using creativity in innovation to generate concepts to address identified needs Test and experiment with different concepts and ideas as part of a collaborative process
Conduct a mini lab using different techniques
 
725th marBudget Management for new concepts

Identifying the skills and requirements of managing the budget and other metrics from beginning to end
 

  Thursday 28th Mar – Wed 4th April
Mid-semester break
 
88th AprilOpportunity ID
Feasibility

•Evaluate the effectiveness of different strategies for achieving desired outcomes.
•Select concepts or approaches that achieve required outcomes in an innovative and feasible way
Look at a number of metrics numerical and financial that will assist in refining and selecting concept for potential commercialisation
 

915th AprilResearch and Development Technology – nuts and bolts of commercialising creativity

Understanding the R&D and its role in new concept development
The R&D technology acquisition continuum

Design theory and thinking
Overview of the design/product development process

 

1022nd AprilUse of strategic alliances
•Strategic Alliances and networks as part of the commercialisation process
 
1129th AprilStrategic development
•Product and Brand strategies and testing
•Includes a range Branding issues and platforms
 
126th mayPackaging
•Types and roles of packaging
•Packaging as part of the brand
•A look at packaging as part of the new product concept
Services Innovation
•Overview of innovation in services
•A look at the services innovation process
 
1313th may•Commercialising creativity
Overview of Launch and Lifecycle Management strategy
 
1420th mayFocus on assessment 3, presentation preparation
1527th mayIn class presentations
163rd junefeedback, results if required


Learning Resources

Prescribed Texts


References


Other Resources

To be discussed during weekly classes


Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.
 


Assessment Tasks

Part 2 Assessment Outline


Assessment Tasks

Students are required to complete 3 tasks. All tasks must successfully be completed to be deemed competent in this unit.

Task 1 - Broaden our Horizons workshops (Due Date: Outlined according to the weekly presentation schedule to be completed the first week of classes)

The objective of this activity is to encourage students to explore the concepts and theories of creativity presented from a different angle and to learn to learn from each other. In groups of 3 students will research, prepare and present to the whole group, an in depth and focussed examination of a topic that emanates from the course content. This will need to include a whole of group, or small group activity designed to provide a practical angle to a theoretical concepts. Each workshop will last for 20 mins with 10 mins questions and wrap up.

To be deemed competent in this task students must:

•Content that enriches the knowledge of class and encourages debate and discussion
•Include an activity that practically applies the new learning
•Provide opportunity for participants to ask questions re the workshop content and activity.

Graded assessment will also consider:
•Interesting and engaging presentation style


Submission Requirements: Students are required to conduct the workshop during class time. Formal written documents need to uploaded onto Blackboard.

Task 2 Apply research and creativity within the work context-
Opportunity Identification: (This assessment piece is due COB Friday week 8)

The focus for assessment piece 2 is research and the exploration of concepts and creative exploration techniques. Students are required to work in designated groups 3 (maximum) and prepare an evaluation and exploration of the need for a new concept/product/service/technology/process. The evaluation needs to explicitly include:


Market and Competitor analysis:
•Research, analysis and summary of a particular market (i.e. golf, fashion, tennis, mobile phones etc. identification of any gaps in existing product, program, process or services market and whether any competitors are filling the identified gaps (industry and segment SWOT, Gap analysis)

Background, idea generation and screening:
•Research into and Identification of:
o market need from the industry of their choosing
o summary of potential ideas that meet that need
•Description of preliminary concept and description of how the concept/idea was generated and screened
•Information such as existing market research, technology development, social, legal development etc. that has given rise to the need and must be addressed in new concept development
•social and ethical issues that impact the new concept.

Planning and Budgeting:
•Project plan to take the concept to initial approval to proceed to a detailed R&D – this needs to include stakeholder management plans and preliminary revenue and cost estimates

Appropriate formats and templates will be discussed with students during the course. Much of this work will be undertaken both outside of class time and some during “Practical Sessions”.

Submission Requirements: Students are required to provide a written document.

Task 3 Apply research and creativity within the work context- Concept to commercialisation (This assessment piece is due week 15 group interviews and feedback week 16)

Following on from assessment piece 2, this assessment piece is designed to provide a more refined focus and consideration of the application of research and theories of creativity by “commercialising creativity”. Working in their groups students are required to prepare an evaluation and exploration of the new product need identified in assessment 2. This assessment task includes elements that could take the concept to commercialisation. Development of “product prototypes – sample designs” etc. are also included as part of this project which are all creative elements of the in practice in the workplace.

The evaluation needs to explicitly include:

A description of the research and technology integration of the company/industry for whom the concept is being developed

A detailed description of the concept including competitive positioning (using perceptual mapping)

Design and production:
•Design specifications (2 iterations) that are capable of being briefed into production
•Prototypes or design sketches for production purposes
•A description of the design testing process that assisted in the evolution of the concept

A Stakeholder action plan for design and production.

Recommendations/risks and issues for commercialisation:
•This could include issues such as:
•Product and market testing
•Launch timing
•Any risks/issues identified in planning phase that might impact launch

Submission Requirements: Students are required to provide a written document by the due date uploaded into blackboard. Please note that submissions are not to be emailed.


Assessment Matrix

Evidence of the following is essential:
•conduct of at least one research project into past, current and emerging theories of creativity
•development of substantiated positions on creativity and its application in response to own analysis and research
knowledge of different theories and thinking on creativity and its application in different social and work contexts.


Required KnowledgeAssessment
•different theories and concepts of creativity, including different historical perspectives and current and emerging thinking

Tasks 1
•potential and actual benefits of creativity for individuals, businesses and communitiesTasks 2 and 3
•relationship between theories of creativity and creativity in practice (in a particular work or broader social context).Tasks 2 and 3
Required SkillsAssessment
•critical thinking skills to analyse complex information and to develop and substantiate own positions and responses to theories and thinking around creativity
Tasks 1, 2 and 3
•communication skills to articulate and debate complex concepts Tasks 1, 2 and 3
•literacy and problem solving skills to research information dealing with complex concepts and theories of creativity
Tasks 1, 2 and 3
•self-management skills to develop and substantiate own views and ideas.Tasks 2 and 3

Element/performance criteria
Assessment Tasks


1.Research concepts and theories of creativity
1.1.Use a range of research techniques to source information about creativity
1.2.Identify and explore potential new, emerging and alternative sources of ideas and thinking about creativity
1.3.Expand own knowledge and understanding of creativity through review and critical analysis of information
1.4.Analyse, compare and contrast a range of theoretical perspectives and thinking on creativity
1.5.Identify and explore the transmigration of creative thought to innovative output Tasks 1, 2 and 3

2.Apply theories of creativity to practice
2.1.Evaluate the relevance and application of different theories and practices of creativity based on analysis of own work and life experience
2.2.Analyse the ways in which different aspects of history, theory and other influences are applied, adapted or challenged in practice
2.3.Assess the ways in which theories, thinking and practices about creativity may be applied that provide benefits to individuals, businesses and the community Tasks 2 and 3

3.Develop, articulate and debate own perspectives theories and practices of creativity
3.1.Take a critical approach to different theories and reflect on own ideas and responses
3.2.Develop own substantiated positions in response to research and analysis
3.3.Articulate own positions in a manner which demonstrates clarity of thought and conceptual understanding of different theories and thinking
3.4.Debate own positions on creativity showing belief in own ideas and a willingness to remain open to new perspectivesTasks 2 and 3

Course Overview: Access Course Overview