Course Title: Research and apply concepts and theories of creativity

Part B: Course Detail

Teaching Period: Term2 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

Name and Contact Details of All Other Relevant Staff

Elaine Holstein

9925 5155

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


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


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


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

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

A blend of case study, face to face and on line delivery and cleint focussed projects provides a variety of learning expereinces for students.

Teaching Schedule

This may be subject to change


1 8th July Introduction 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
2 15th July  Research, creativity and creative development processes
• Overview of the processes
• Steps and issues for consideration in planning and developing creative concepts/products.


3 22nd July  Identifying 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



4 29th July Essential skills of project management
Project Management
• Identifying the skills and requirements of managing the project from beginning to end
5 5th August Opportunity ID
Idea generation
• Examination of the concept of innovation and innovation management

Opportunity ID
Idea screening
• 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

6 12th August Opportunity 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
7 19th August Budget Management for new concepts

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

8 26th August Opportunity ID

• 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

   Monday 2nd September – Friday 6th September
Mid-semester break
9 9th Sept Research 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

10 16th Sept Use of strategic alliances
• Strategic Alliances and networks as part of the commercialisation process
Strategic development
• Product and Brand strategies and testing
• Includes a range Branding issues and platforms
11 23rd Sept Packaging
• 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
12 30th Sept • Commercialising creativity
• Overview of Launch and Lifecycle Management strategy
13 7th Oct  Finalise assessment 3
14 14th Oct Focus on assessment 3, presentation preparation
15 21st Oct Client presentations
16 28th Oct feedback, results if required

Learning Resources

Prescribed Texts


Other Resources

These will be provided throughoutnthe semester

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 – Group participation and e-reflection - Individual assessment

Each week students will be set a case study or research and analysis task for completion during the class. This will be followed by a group discussion.

Students will be required to participate both in the research and analysis task and take an active part in small group and in class discussions. For weeks 2, 6, 10 and 13 students will be required to prepare a short reflective comment and discussion board entry that summarises the essence of their learning for each week and includes the link to 1 interesting reference (not including in teachers resources and not included by another student I your class) to share with the rest of the class.

Submission Requirements: Students are required to participate in class activities and post discussion board contributions as per the specific criteria to be outlined in class, during the identified weeks. The parameters of the discussion content will be discussed in the first week of class.

To be deemed competent in this task students must participate in class activities and satisfactorily participate in the weekly discussion board discussions.

Marking guides will be discussed during class time

Submission Requirements: Through the discussion board and wiki facilities on 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. Uploaded into Blackboard. Note emailed assignments will not be marked

Task 3 Apply research and creativity within the work context- Concept to commercialisation (This assessment piece is due week 13 client presentations week 15)

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.
You should:

• Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at;ID=ls0ydfokry9rz website.
• Always retain a copy of your assessment tasks. (hard copy and soft copy)
• When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available from the Student forms website.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

Assessment Matrix

Marking guides will be provided for each assessment at the beginning of the semester

Course Overview: Access Course Overview