Course Title: Creative Practice and Skills

Part A: Course Overview

Course Title: Creative Practice and Skills

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 2 2006,
Sem 2 2007,
Sem 2 2008,
Sem 2 2009


City Campus


345H Media and Communication


Sem 2 2010,
Sem 2 2011,
Sem 2 2012,
Sem 2 2013,
Sem 2 2014

Course Coordinator: Trevor Marriott

Course Coordinator Phone: email for an appointment

Course Coordinator Email:

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

In this course you will develop a broad understanding of the function, philosophy and role of creative practice in advertising and begin to acquire a comprehensive visual vocabulary through a series of structured problem-solving activities. You will study the fundamental aspects of typography, composition and layout, words, images and graphic development. You will develop a range of design-related skills that you will use in conjunction with appropriate concept and visualisation techniques. Your work will be managed and structured in a studio-based environment. You will learn and practice basic software skills and gain an understanding of how these programs inter-relate at several levels of application.

Objectives/Learning Outcomes/Capability Development

The following program capabilities will be assessed in this course for students enrolled in the Bachelor of Commmunication in Advertising (BP219):

1. Identify, and respond appropriately to, emergent global trends and issues as they impact on the advertising industry
2. Produce innovative and professional solutions to advertising communication briefs using creative skills (art direction and copywriting)
3. Identify and monitor key social, professional and regulatory issues and critically analyse the implications for advertising practice

On successful completion of this course, you will be able to: 

- Engage with introductory theoretical design and art direction concepts.
- Formulate focused, creative and practical solutions to visual communications problems and identify appropriate delivery modes.
- Critique and evaluate creative solutions in terms of their suitability to the original brief, advertising message, environment and target audience.

- Apply time management skills to meet deadlines.


Overview of Learning Activities

Your learning experiences may include seminars, interactive tutorials and group based activities. You will have the opportunity to study the theories underpinning this course and explore key concepts through exercises and discussion. There will be both individual and group exercises to further develop ideas based in classes. Local and international advertising examples may be presented and discussed. Self-directed learning (outside class hours) is also an important component for the successful achievement of the objectives of this course. Online resources and activities will also play a part in this course.


Overview of Learning Resources

Lecture and tutorial notes, reading list, and other resources will be available online through Blackboard.
RMIT will provide you with resources and tools for learning in this course through online systems. All relevant course materials and lists of suggested reading will be made available to you. You will also be expected to make extensive use of the library resources.

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program capabilities. The assessment components of this course may include class exercises and assessments completed in learner-directed time.
Feedback will be given on all assessment tasks.
If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program director or the Disability Liaison Unit if you would like to find out more.
An assessment charter ( summaries your responsibilities as an RMIT student as well as those of your teachers.
Your course assessment conforms to RMIT assessment principles, regulations, policies and procedures which are described and referenced in a single document:;ID+ln1kd66y87rc