Course Title: Originate and develop concepts

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: BUSM6246C

Course Title: Originate and develop concepts

School: 650T TAFE Business

Campus: City Campus

Program: C6116 - Advanced Diploma of Advertising

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Tony Lorkin

Office phone: 9925 5486


Nominal Hours: 30

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


Course Description

This unit applies to individuals who originate and develop concepts of some complexity and progress that concept to the point where it can be implemented. Individuals may be employed by organisations, be sub contractors or consultants brought in by companies to work on specific projects, or be individuals or part of a team working independently.

Concepts could be developed for any business or community activity or process such as marketing campaigns, staff development programs, information technology and communication systems. This unit is also highly relevant to practitioners in the creative industries who develop products such advertising campaigns, radio and television programs, entertainment events, films, exhibitions and digital media products.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBCRT501A Originate and develop concepts


1. Evaluate and explore needs and opportunities

Performance Criteria:

1.1. Research and evaluate existing information that informs new concept development
1.2. Where appropriate, identify and use gaps in current range of products, programs, processes or services as the catalyst for generating new ideas or concepts
1.3. Expand the potential of new ideas through exploration of opportunities beyond the obvious
1.4. Identify factors that could have an impact on ideas or concepts to be developed, including potential for commercialisation
1.5. Determine whether other players are filling identified gaps or investigating similar opportunities
1.6. Develop preliminary ideas on innovative and different ways to address needs and opportunities
1.7. In consultation with relevant stakeholders, agree on broad parameters for developing ideas and concepts to meet market requirements


2. Develop a range of creative approaches

Performance Criteria:

2.1. Use a range of creative thinking techniques to generate innovative and creative concepts to address identified needs
2.2. Challenge, test and experiment with different concepts and ideas as part of a collaborative process
2.3. Evaluate concepts in terms of their suitability for the target audience or purpose, their feasibility and their commercial potential
2.4. Take account of social, ethical and environmental issues as concepts and ideas are generated and discussed
2.5. Identify resources required to achieve desired creative and innovative outcomes
2.6. Evaluate the effectiveness of different strategies for achieving desired outcomes
2.7. Select concepts or approaches that achieve required outcomes in an innovative and feasible way
2.8. Present proposed concepts or approaches in an appropriate format


3. Refine concepts

Performance Criteria:

3.1. Ensure concept development process is open to ongoing refinement and testing
3.2. Seek input and feedback on concepts from relevant stakeholders
3.3. Seek specialist advice on creative and technical aspects of proposals as required
3.4. Compare concepts with best practice examples of similar products, programs, processes or services
3.5. Use a range of creative and practical criteria to determine the advantages and disadvantages of different concepts
3.6. Evaluate constraints on the realisation of concepts or ideas
3.7. Refine proposals based on analysis and feedback


4. Develop concepts to an operational level

Performance Criteria:

4.1. Use refined concepts as the basis for developing detailed implementation specifications
4.2. Present specifications to relevant parties for approval, funding or endorsement
4.3. Reflect on methodology used to generate concepts and ideas and note ways of improving this in the future

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to originate and develop concepts for products, programs, processes or services to an operational level.

Details of Learning Activities

Practical activities, case studies and class discussion as well as work relevant assessments.

Teaching Schedule


This course is delivered and assessed in conjunction with RMIT course code: EMPL 5644C Research and Apply Theories of Creativity


Course introduction and overview of teaching schedule and assignments

• Innovation and creativity what’s the difference?
• Innovation vs. invention
• Why creativity is important to advertising
• Strategy and the innovation process


Creative Theories:
Past, current and emerging theories of creativity
Researching tips


Critical analysis :
How to analyse, review and create critical analysis of creative theories


Applications of Creative theories:
A look at how different creative theories have been applied to advertising throughout history up to the current day


The Creative Brief:
Understanding parameters
Identifying and understanding the different stakeholders that will be involved in the process


The Big Idea:
The role of creative thinking in Advertising
Assessment 1 due in.

WEEK7: (Easter Break 28/3-4/4)

Idea generation
• Using creativity 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


Concept development
How to take an idea into a concept
cultural, social and environmental issues and impacts to be considered in developing your concepts


Concept refinement
Layout, design, review and improvement tips and tricks

WEEK 10:

• 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 legal, social, ethical and environmental issues that may affect

WEEK 11:

Art direction and design workshop
How to take your ideas to the next level

WEEK 12:

Idea implementation and production
Turning a concept into a finished piece.

WEEK 13:

Campaign presentation
How to present a campaign
Finalise work for submission
Assessment 2 due in.

WEEK 14:

For assessment 3 in class task on legal, ethical, social and environmental issues in advertising

WEEK 15:

Assessment 3: legal, ethical, social and environmental issues in advertising -conducted in class
Assessment 2 handed back

WEEK 16:

Assessment resubmits/resits

Learning Resources

Prescribed Texts

No prescribed text. Expanded lecture notes  


Internet searches: 1. Creative concepts for small business 2. What is a concept? 3. Creative concepts in advertising

Other Resources

Lecture notes


Cannes Advertisement reels

Individual advertising agency websites and advertisement reels

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


This course is co-delivered and co-assessed with EMPL5644C Research & Apply Theories of Creativity

Task 1 Due week 6
Group research project into past, current and emerging theories of creativity
1A. Working in groups of two-three you will investigate 3 different theories of creativity; one from the past, one currently in practice and one emerging theory that may be applied in the future. Provide a 750 word critical analysis of your three theories.

1B. Using one of the creative theories or practices you identified in 1A, assess the ways in which it has been or may be applied in an advertising context to provide benefits to individuals, businesses and the community. Write up your findings in a 500 word report, providing at least three examples of how it has been or could be applied.

You may wish to consider these sources for your information:
• analysis of consumer trends
• internet search
• interviews
• literature reviews
• tracking trendsetters
• consumer trends
• emerging government policy
• emerging research
• fashion/design trends
• grazing hardware, electronics, junk, second hand goods stores etc.
• following leaders in any fields of endeavor on twitter, LinkedIn
• innovative organisations
• international trends
• social trends

Submission requirements: Work to be saved in a word doc or pdf and uploaded to blackboard by required date.

Task 2. Due week 13

Individual: Concept development project:
You will be given a creative brief to create an advertising campaign for a client. You need to develop three concepts that answer the creative brief, test/evaluate the concepts, choose and refine one concept then turn it into a finished advertising campaign

2A. Generate a range of concepts and ideas that answer the needs in the creative brief. A minimum of 5 idea directions must be developed with notes and sketches recorded with comments.
2B. Evaluate the effectiveness of each of the different creative approaches for achieving desired outcomes. You may conduct surveys or use your own critical analysis. Record your findings in a brief report that concludes which direction is best and why.
2.C. Using the selected concept, refine the idea and create the advertising elements required in the creative brief to presentation level.

Submission : all work must be saved in a pdf and uploaded to Blackboard by the due date.

Task 3 Due week 15

Individual on-line test/presentation/debate

You will be tested on your knowledge of advertising legal and ethical requirements and the practical and operational issues involved in implementing a concept. Testing format to be confirmed closer to date.
More detailed assessment sheets for each assessment task will be dissememinated throughout course delivery.

Submission requirements: All assessment tasks need to be submitted via Blackboard

You should:

• Ensure 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=Is0ydfokry9rz 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 an Assignment Cover Sheet that includes a declaration and statement of authorship. You must complete, sign and submit an Assignment Cover Sheet with all work you submit for assessment, whether individual or group work. On the Assignment Cover Sheet you declare that the work you are presenting for assessment is your own work. An Assignment Cover Sheet for submission of work is available from the Student Forms website.

• Each page of your assessment should include a 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 Safety in the Workplace, Page 1 of 10.

Assessment Matrix

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.

Course Overview: Access Course Overview