Course Title: Research and apply concepts and theories of creativity

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: EMPL5644C

Course Title: Research and apply concepts and theories of creativity

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: 9925 5486

Mobile: 0412 715 222


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


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


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


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


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

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: BUSM 6246C Originate and Develop Concepts


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


Internet researchers as required Other research activities

Class notes Blackboard information uploaded by teacher

Other Resources

No other resources

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 BUSM6246C Originate and Develop Concepts

 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