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 Email:firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
Office phone: 9925 5486
Nominal Hours: 30
Pre-requisites and Co-requisites
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
1.1. Research and evaluate existing information that informs new concept development
2. Develop a range of creative approaches
2.1. Use a range of creative thinking techniques to generate innovative and creative concepts to address identified needs
3. Refine concepts
3.1. Ensure concept development process is open to ongoing refinement and testing
4. Develop concepts to an operational level
4.1. Use refined concepts as the basis for developing detailed implementation specifications
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.
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
Past, current and emerging theories of creativity
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:
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)
• 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
How to take an idea into a concept
cultural, social and environmental issues and impacts to be considered in developing your concepts
Layout, design, review and improvement tips and tricks
• 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
Art direction and design workshop
How to take your ideas to the next level
Idea implementation and production
Turning a concept into a finished piece.
How to present a campaign
Finalise work for submission
Assessment 2 due in.
For assessment 3 in class task on legal, ethical, social and environmental issues in advertising
Assessment 3: legal, ethical, social and environmental issues in advertising -conducted in class
Assessment 2 handed back
No prescribed text. Expanded lecture notes
Internet searches: 1. Creative concepts for small business 2. What is a concept? 3. Creative concepts in advertising
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.
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
• 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
• 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 http://rmit.edu.au/browse;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.
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