Course Title: Originate and develop concepts

Part B: Course Detail

Teaching Period: Term1 2011

Course Code: BUSM6217C

Course Title: Originate and develop concepts

School: 345T Media and Communication

Campus: City Campus

Program: C4197 - Certificate IV in Creative Industries

Course Contact : program Administration - Adam Lovell

Course Contact Phone: 03 9925 4976

Course Contact

Name and Contact Details of All Other Relevant Staff

Teacher: Adam Spellicy

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 aims to provide students with an understanding of how a story is told on screen. It will develop a visual and aural literacy and will place screenwriting in a cultural context by examining examples of both contemporary and historical Australian and international cinema.

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


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
2.6 Evaluate the effectiveness of different strategies for achieving desired
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
3.2 Seek input and feedback on concepts from relevant stakeholders
3.3 Seek specialist advice on creative and technical aspects of proposals as
3.4 Compare concepts with best practice examples of similar products,
programs, processes or services


4. Develop concepts to an operational level.

Performance Criteria:

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

Learning Outcomes

On successful completion of this unit, you should be able to;
1. Develop synopsis and treatment using story conferencing techniques.
2. Identify visual drama components.
3. Demonstrate an understanding of the skills and techniques required to convey the rhythm of the visual narrative and its appropriate disruption.
4. Produce scenes conveying the emotional state and development of character without use of dialogue or narration.

Details of Learning Activities

In class learning activities include, but are not limited to:
o Teacher directed group activities
o Practical exercises
o Independent project based work
o Class presentations
o Group discussion

Out of class learning activities include, but are not limited to:
o Online research
o Group work

Teaching Schedule

Please note: While your teacher will cover all the material in this schedule, the weekly order is subject to change depending on class needs and availability of speakers and resources.

Week #Class contentOtherElements

Week 1-16

Semester 1

Topics to be covered include;
• The screenwriter in the scheme of things
• Different forms of screenwriting
• Creating stories
• Creating characters
• Visual storytelling, visual drama components and visual characterization
• Film language. Semiotics, subtext and symbolism, metaphor and the power and meaning of images
• Culture and story
• The three act structure
• Adaptation
• Synopsis and treatment
• Creating scenes
• Writing dialogue

Learning Resources

Prescribed Texts



You are advised to look at the course Blackboard site for ongoing updated information.
• SCRIPTWRITING UPDATED: New & Conventional Ways of Writing for the Screen, Linda Aronson

• THE SCREENPLAY: A Blend of Film Form and Content Margaret Mehring

• HERO WITH 1000 FACES Joseph Campbell

• THE WRITERS JOURNEY: Mythic Structure for WritersChris Vogler

• STORY Robert McKee

• ON FILM-MAKING Alexander MacKendrick

Other Resources

Pen, paper, laptop computer.

Overview of Assessment

You will be required to present a story board, do a presentation to class on a screen play, workshop and develop a draft short film script or treatment and participate in class activities.

Assessment Tasks

To demonstrate competency in this course you will need to complete the following pieces of assessment to a satisfactory standard. You will receive feedback on all assessment.

1 Presentation of a storyboard of 30 static images (photos or drawn) that tell a short story. Visual only – no dialogue or captions (30%) DUE TBC
2 Class Presentation – Discuss the screenplay of one Australian film by examining elements such as structure, characterization, themes etc. (30%) Due TBC
3 Through workshopping, develop and write the first draft of a ten (10) minute short film. Approximately ten to twelve pages of formatted script. (30%)


Through workshopping, develop and write a treatment for a thirty (30) minute short film. Approximately three to five pages of prose. (30%) Due TBC

4 Participation in class discussions and workshopping (ongoing) (10%)

NB: Assignments will be assessed with an eye to story, plot, structure, character, imagery and subtext.

The details on these assessments and the grading criteria for this competency can be found on the course blackboard site.

Grades used in this unit are as follows:

80 – 100% HD High Distinction
70 – 79% DI Distinction
60 – 69% CR Credit
50 – 59% PA Pass
Under 50% NN Fail

Assessment Matrix

The assessment matrix demonstrated alignment of assessment tasks with the relevant Unit of Competency. These are available through the course contact in Program administration

Other Information

Special consideration Policy (Late Submission)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension.
Please refer to the following URL for extensions and special consideration:;ID=qkssnx1c5r0y;STATUS=A;PAGE_AUTHOR=Andrea%20Syers;SECTION=1;

Course Overview: Access Course Overview