Course Title: Originate and develop concepts

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: BUSM7939C

Course Title: Originate and develop concepts

School: 650T Vocational Business Education

Campus: City Campus

Program: C6146 - 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

Felicity Burns



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

It applies to individuals who develop concepts for any business or community activity or process, such as marketing and advertising campaigns, staff development programs, information technology and communication systems, radio and television programs, entertainment events, films, exhibitions and digital media products. Individuals operate with a high degree of autonomy, but collaborate with others to generate ideas and refine concepts to the point where they can be implemented.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBCRT501 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


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


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

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to originate and develop concepts for products, programs, processes or services to an operational level.

Details of Learning Activities

A range of practical activities, case studies and class discussion as well as work relevant assessments will be applied in this unit.

Teaching Schedule

This course is delivered and assessed in conjunction with RMIT course code EMPL7079C - BSBCRT601 Research and apply theories of creativity


Week Commencing


Assessment / Comment




*Outline for all Assessment Tasks




Creative research / evaluating creative concepts

*Overview Assessment 1

Recommended readings



Consumer insight

Recommended readings



Creative strategy


*Overview of Assessment 2 - Creative Portfolio

Recommended readings



Creative brief




Advertising from the creative perspective




Creative thinking


Collaboration (See feedback and respond, working in groups)

Workshop 1

Produce rough concepts

Select final concepts


24th March - 1st April

Mid-semester break




Concept development

Draw thumbnail sketches / storyboard in pen

Workshop 2


Assessment 1 Due



Concept presentation and refinement

Draw presentation layouts in pen and Copic markers

Workshop 3




Creative style inspiration

Create an inspiration / mood board

*Feedback on Assessment 1. Overview of Assessment 3




Develop copy appropriate to the message, audience and selected media

Write copy / scenarios / scripts

Workshop 4:

Write advertising copy to communicate the message to the intended audience




Art direction and design

Create a mood board / art directors storyboard

 Test and evaluate concepts against appropriate measures

Research legal, social, ethical and environmental issues that may affect outcomes

Workshop 5:

Communicate the look and feel of the intended advertisement and or consumer’s experience


Assessment 2 Due - Creative Portfolio



Strategies for presenting creative work

Devise a presentation strategy, plan and rehearse presentation

Finalise work for client presentation








Presentation due for peer review and assessment


Assessment 3 Due



Feedback from Assessment 2




Course and assessment feedback, and resubmissions



Note: The above schedule is subject to change without notice. It is the students’ responsibility to be aware of any changes to due dates or material delivery. Any changes will only be communicated during scheduled class time.

Learning Resources

Prescribed Texts

The following texts have been prescribed to assist students in the application of theories. These three (3) texts will be particularly helpful in completing the required tasks:
• Sorrentino, M. 2013, Creative Advertising - An introduction, Laurence King
• Barry, P 2012, The Advertising Concept Book, 2nd Edition, Thames & Hudson, UK
• Kavounas Taylor, A 2013, Strategic Thinking for Advertising Creatives, Laurence King Publishing UK


Other Resources

The following resources will also be helpful to students in completing their assessments:

• Arens, Weigold, & Arens, 2008, Contemporary Advertising, 25th Edition, McGraw-Hill Publishing, USA
• Belch and Belch, Advertising and Promotion, 6th edition, McGraw-Hill Publishing.
• Belch, Belch, Kerr, Powell., 2012, Advertising: An Integrated Marketing Communication Perspective, McGraw Hill, AUS
• Drewniany, B.L. & Jewler, A.J., 2014, Creative Strategy in Advertising, 11th Edition, International Edition, Wadsworth Cengage Learning
• Gabay, JJ 2005, Gabay’s Copywriters’ Compendium, Elsevier Butterworth-Heinemann, Oxford.
• Gettins, D 2006, How To Write Great Copy: Learn the Unwritten Rules of Copywriting, Kogan Page, London.
• Maslen, A 2007, Write to Sell, Marshall Cavendish Ltd, London.
• Parente, D 2006, Advertising Campaign Strategy, A Guide to Marketing Communication Plans, Fourth Edition, Thomson Publishing, USA
• Pricken, M 2002, Creative Advertising, Thames & Hudson, London.
• Rossiter, J.R., & Bellman, S., 2005, Marketing Communications Theory and Applications, Pearson Prentice Hall
• Felton, G 2006, Advertising Concept and Copy, 2nd edn., WW Norton & Company, New York.
• Shaw, M 2012, Copywriting. Successful Writing for Design, Advertising and Marketing, 2nd Edition, Laurence King Publishing
• Sugarman, J 2007, The Adweek Copywriting Handbook, John Wiley & Sons, Hoboken.
• Sullivan, L 1998, “Hey, Whipple, Squeeze This”, John Wiley & Sons, New York.
• Wells, Spence-stone, Moriarty, Burnett, Advertising, Principles and Practice, Australasian Edition, Pearson Education

• Internet (list of resources on BB)

Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must provide evidence of the ability to:

  • generate concepts and ideas that provide innovative solutions to identified issues
  • evaluate and test concepts and ideas
  • present ideas and information to others and reflect on responses
  • develop at least two concepts, substantiated and supported with sufficient information to allow implementation to occur.

Knowledge Evidence

To complete the unit requirements safely and effectively, you must :

  • describe the broad context in which concepts are being developed
  • outline cultural, social and environmental issues and impacts to be considered in developing new concepts
  • identify issues and requirements to commercialise the concept
  • outline practical and operational issues to be considered in a specific work or community context
  • describe the range of broad practical and operational issues that determine whether a concept can be implemented
  • identify techniques for generating creative ideas and solutions, and for translating these ideas into workable concepts.


Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.

Assessment Tasks

This assignment is designed to assess your understanding of performance criteria 1 – 4 of Originate and Develop Concepts and Research, and Research and Apply Theories of Creativity as outlined in your course guide.  All tasks must successfully be completed to be deemed competent in this unit. 

Assessment Task 1: Comparison Report (Past, Present and Future Advertising Campaigns) (25%), 1500 words

  You are to research and evaluate the past, present and future advertising of a chosen product and provide a comparison report. Evaluations need to be justified by critically analysing and comparing effective and ineffective advertising approaches.

• Explore, examine and identify needs and opportunities informing current advertising development of a specific product (concepts and approaches)
• Compare and contrast, appraise and evaluate the usefulness of past and present advertising to your concepts and approaches
• Gather evidence of readings and supportive references to underpin thoughts and ideas about your concepts and approaches.
• Consider advertising trends and reflect on changes in advertising using appropriate terminology

Assessment requirements:
Prepare a written report and support your findings with images of past and present advertising (images to be included in the Appendix). Reports are to be electronically submitted via Blackboard. The format can be presented in either a Word or PDF file.
Assessment Task 2: Creative Portfolio and Verbal Presentation (Small group 2-3) (weighting 50%)

Overview & Assessment Requirements:

Part A - Creative Portfolio

Through a series of workshops (5 x one day), you will use teamwork skills to plan, create and produce visual and written advertising content for a selected product. This process includes: sketches, layouts, typography, mood boards, copy, scripts and scenarios. Each group is to develop 3 x new creative concepts for an advertising campaign. Each member of your group is to upload an individual PDF portfolio of your group’s creative concepts to Blackboard.

Part B - Verbal Presentation

Upon completion of the creative portfolio, teams are to present their new concepts to the class for peer feedback and implement any proposed changes for Assessment 3.
The presentations need to be supported with accompanying slides of the 3 x new concepts developed in the portfolio stage. All students within your group are to upload their slides to Blackboard after presenting. Please include all team members’ names on the first slide.

Assessment Task 3: Rationale of Concept (Individual), (weighting 25%), 1000 Words

Select ONE of the three concepts developed in Task 2.
Scenario: You are an account manager or creative and you have been asked to justify why you have selected ONE concept/approach in terms of its market, technical, financial, ethical, legal, organisational feasibility to the client as part of the pitch process.

1. Select ONE concept created in Project 2
2. Write a script that articulates in a clear and concise rationale for selecting the concept/approach in way that promotes constructive discussion:
• Summarise and explain your choice using clear, concise language and appropriate terminology
• Justify and defend your choice using valid sources of information

Assessment Requirements:
From the 3x concepts created in Assessment 2, students are required to select the best ONE and provide a clear rationale of their decision. Submit rationale electronically via Blackboard. Documents can be in either Word or PDF format with supporting images of the chosen concept.
More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.


Submission Requirements:

Work is to be saved in a Word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by the required date. Work sent by email will not be marked. Work submitted after the deadline and without the Cover Sheet form from Blackboard below will not be accepted or marked.

Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date.
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
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 for extension time and special consideration can be found at:;ID=ls0ydfokry9rz.

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. Cover sheets for submission of work is available from the Assessment Folder in your Blackboard course shell.

It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by Week 16.

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.

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