Course Title: Originate and develop concepts

Part B: Course Detail

Teaching Period: Term2 2017

Course Code: GEDU6116C

Course Title: Originate and develop concepts

School: 320T Architecture & Design

Campus: Brunswick Campus

Program: C5359 - Diploma of Graphic Design

Course Contact: Alistair Briggs

Course Contact Phone: +61 9925 9446

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

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

None required.

Course Description

While undertaking this course you will originate and develop concepts for products, programs, processes or services to an operational level. Your concepts could be developed for any business or community activity or process such as marketing and advertising campaigns, entertainment events, digital media and communication systems.

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


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


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

Learning Outcomes

Details of Learning Activities

Learning activities will take place in a studio and computer laboratory using industry standard tools and resources.
You will complete exercises and industry style projects. You will also be required to undertake independent study.

In class activities will include:
• demonstrations and presentations by teacher
• peer teaching and class presentations
• group discussion
• feedback and revision
• peer learning
• teacher directed group activities/projects
• student project workshops, including peer/lecturer feedback

Out of class activities will include:
• independent project based work
• online tutorials and activities
• independent research
• studio practice
• review & revision

Teaching Schedule

This course,  GEDU6116C (BSBCRT501) - Originate and develop concepts - is delivered
in combination with GRAP6343C (BSBDES403) - Develop and extend design skills and practice.
The combined timeline is presented here as a complete reference to the combined unit.

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. There will be a number of prescribed tasks
and projects (see Assessment Tasks below).


 Week  Session Description  Task Due Performance Elements

 Major Project 1. Booklet. Developing a small book design through multiple practices.
- Advance notice to collect alternate stocks for Session/Practice #4 'Stab Bound book'
Practice #1. Recombining media texts via collage.
- 1a: collage of that day's newspaper (scanned & saved to document)
- 1b: digital montage of that day's social media feed (saved to document)
- Group Book creation

Major Project 2. Publication Proposal. Self-initiated collaborative publishing.
- initial exploration of Crowd Funding model. Group document creation.

Practice #1
1a & 1b digital files submission
GRAP6343C: 1 - 5
GEDU6116C: 1 - 4 

 2 Practice #2. Concertina Fold layout design.
- 2a: concertina layout developed using found printed elements
- 2b: concertina layout developed in Adobe Illustrator using own concept
- Photographic and Video documentation 
 GRAP6343C: 1 - 5
GEDU6116C: 1 - 4 
 3 Practice #3. Ox-Plough & Alternate forms. Make an Ox-Plough booklet.
- 3: ox-plough booklet using either digital or other media
- Photographic and Video documentation

Major Project 2. Publication Proposal.
- designation of Crowd Funding project roles & research tasks. 
 Group Document:
 Crowd Funding project mgmnt
GRAP6343C: 1 - 5
GEDU6116C: 1 - 4 
 4 Practice #4. Stab bound book.
- 4: stab bound book using own sourced and given found stocks 
 GRAP6343C: 1 - 5
GEDU6116C: 1 - 4 
 5 Practice #5. Pop-up books.
- 5: create a working font file from original or remixed vector elements, minimum single case

Major Project 2. Publication Proposal.
- project parameters set, creation of crowd funding project using publicly available system. 
 GRAP6343C: 1 - 5
GEDU6116C: 1 - 4 
 6 Practice #6. Font making.
- 6: create a working font file from original or remixed vector elements, minimum single case

Major Project 1. Project development
 Practice #6:
 Font files submission
GRAP6343C: 1 - 5
GEDU6116C: 1 - 4 
 7Major Project 1. Project development GRAP6343C: 1 - 5
GEDU6116C: 1 - 4 
 8Major Project 1. Project development, completion, documentation & submission

Major Project 2. Publication Proposal.
- development of content and project parameters
- complete crowd funding project ready for launch, assess required elements to go live
 Major Project #1:
 Final submission
GRAP6343C: 1 - 5
GEDU6116C: 1 - 4  
 9Major Project 2. Publication: Digital print.
- Publication concept development, digital content generation session, layouts version 1
- Test submission to editorial document, prototype publication export & review

Small group workshops #1.
- Video production - Audio incl. Voice Over production - Project promotion
Group Document:
Submit to editorial document
GRAP6343C: 1 - 5
GEDU6116C: 1 - 4  
 10Major Project 2. Publication: Hand print.
- Hand produced publication practice & process documentation, relief printing experiments
 GRAP6343C: 1 - 5
GEDU6116C: 1 - 4 
 11Major Project 2. Go Live.
- publish Crowd Funding project

Small group workshops #2.

- Video production - Audio incl. Voice Over production - Project promotion - Book making

Publication prototypes:
Digital and Hand made
due for group review

GRAP6343C: 1 - 5
GEDU6116C: 1 - 4 
 12Major Project 2.

Small group workshops #3.

- Video production - Audio incl. Voice Over production - Project promotion - Book making
 GRAP6343C: 1 - 5
GEDU6116C: 1 - 4 
 13Major Project 2.

Project review, adjustments & live project updates. Group review process.
Group Document:
critical reflection texts
GRAP6343C: 1 - 5
GEDU6116C: 1 - 4 
 14Major Project 2.
- design & production time - Digital document development - Hand made book creation
 GRAP6343C: 1 - 5
GEDU6116C: 1 - 4 
 15Major Project 2.
- Crowd Funding project ends, outcome assessed, push to Digital Print outcome (if funding target achieved)
- Final group Digital Document Export for Print.
Major Project 2.
Individual Project final submission
GRAP6343C: 1 - 5
GEDU6116C: 1 - 4  
 16 Major Project 2.
- Review of outcomes
- Assessment week
 GRAP6343C: 1 - 5
GEDU6116C: 1 - 4 




Learning Resources

Prescribed Texts


Other Resources

Prescribed Texts

There are no compulsory prescribed texts in this course. This course has recommended books listed under ‘References’

You are advised to look at the Learning Hub at myRMIT site for ongoing updated information. A range of learning resources and references are provided throughout the year.

You will require a personal storage device and tools as outlined in tool kit list.
RMIT will provide you with resources and tools for learning in this course through our online systems and access to specialised facilities and relevant software. You will also have access to the library resources.

Among the library’s electronic resources is the ability to access for online tutorials and lessons. You may be given these tutorials (and other resources) to supplement your classroom learning. The University Library has extensive resources for Design students.

RMIT Library has produced the following:

• subject guide that includes quality online and print resources for your studies.
• guides on academic referencing
• subject specialist help via your Liaison Librarian


Overview of Assessment

Assessment is on-going throughout the course. Assessment tasks will require you demonstrate the application of knowledge and skills through practical projects and/or exercises.
The assessment tasks are:
Design project briefs.

An assessment charter summarises your responsibilities as an RMIT student as well as those of your teachers.

Assessment Tasks

This course has TWO (2) major assessment tasks. These are in the form of design projects.
Each comprises 50% of the final course result.

Completion to a satisfactory degree of all required assessment task elements (as outlined in the project brief) is necessary to achieve competency.

Both major assessment tasks comprise multiple stages of partial completion &/or development,
allowing response to critical feedback with the aim of guided outcome improvement.

Assessment #1 (50% of final course result) comprises EIGHT (8) Practice elements, then a FINAL-submission version.

Assessment #2 (50% of final course result) is collaborative & will require multiple stage participation & submission, then FINAL individual submission of the relevant components (as detailed in the Assessment Task project brief).
Also refer to Teaching Schedule.

Assessment #1.
- Week 1 - collage digital file submission to group document
- Week 6 - font file submission to group document
- Week 8 - FINAL BOOK submission

Assessment #2.
Week 9 - Version #1 digital layout submission to project document
Week 11 - Publication prototypes group submission
Week 15 - FINAL PROJECT submission

In the Teaching Schedule there are some Group Document tasks.
Participation in these documents is required and detailed in the relevant Assessment Task project brief.
Weeks 3 & 13.

At the completion of the course, grading will be offered in addition to, and after, competency based assessment.
Grades which apply to courses delivered in accordance with competency-based assessment, but which also use graded assessment are:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved - Graded NYC Not Yet Competent
DNS Did Not Submit for Assessment

Assessment Matrix

An assessment matrix demonstrating alignment of assessment tasks with the relevant Unit of Competency is available from the course contact person (stated above).

Other Information


The major aspect of your learning experience involves studio based exercises, demonstration and production. It is strongly advised that you attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity for success.


You will receive verbal and written feedback by teacher on your work. This feedback also includes suggestions on how you can proceed to the next stage of developing your projects.

Student Progress

Monitoring academic progress is an important enabling and proactive strategy to assist you to achieve your learning potential.
Student Academic Progress policy:


When submitting work for assessment you are required to complete a declaration of authorship. This must be done for every summative assessment task. This statement acknowledges that you are aware of the plagiarism implications. For non-digital submission use the printed form provided. For digital online submission please use e Submission process. Information regarding the eSubmission process:

Special Consideration Policy, Late Submission & Extensions

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. Click the following link for details on applying for Special consideration:

Any student seeking an extension, should aim at doing so a minimum of 2 days before the deadline. Work submitted late and without an extension at any point will incur late penalties in accordance with university policy. If you require an extension you must complete an extension form with evidence supporting your application and hand this to your instructor. Further links Application for extension of time:
On Time Submission and Impact of Late Submission

On time submission is an important factor in your assessment. Employability skills are embedded in all courses and these include Planning & Organising and Self- management. For this reason, late work impacts on your overall grade for each assessment task.
The following adjustments for late submission will be made: Work submitted late will be assessed for competency only. Submissions are only permitted during the period that the competency is scheduled.

Academic Integrity and Plagiarism

RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy go to Academic Integrity.
Academic Integrity:  

Course Overview: Access Course Overview