Course Title: Research and apply concepts and theories of creativity
Part B: Course Detail
Teaching Period: Term1 2014
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 Email:sally.parrott@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Dr Jill Powell
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
None
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 |
Element: |
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 |
Element: |
1. Research concepts and theories of creativity |
Performance Criteria: |
1.1. Use a range of research techniques to source information about creativity |
Element: |
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 |
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
• Research and apply theories of creativity.is delivered and assessed in conjunction with Originate and develop concepts
.
• There will be a mixture of practical activities, case studies and class discussion as well as work relevant assessments.
• 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.
Teaching Schedule
Teaching schedule is available on Blackboard and is subject to change.
Learning Resources
Prescribed Texts
Barry, P 2012, The Advertising Concept Book, 2nd Edition, Thames & Hudson, UK |
References
Burtenshaw et al., 2011, The Fundamentals of Creative Advertising, 2nd ed., AVA Publishing Switzerland |
|
Drewniany, B.L. & Jewler, A.J., 2014, Creative Strategy in Advertising, 11th International ed., Wadsworth Cengage Learning |
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Felton, G, 2013, Advertising Concept and Copy, 3rd ed., WW Norton & Co. |
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Kavounas Taylor, A., 2013, Strategic Thinking for Advertising Creatives, Laurence King Publishing UK |
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Parente, D., 2006, Advertising Campaign Strategy, A Guide to Marketing Communication Plans, 4th ed., Thomson Publishing, USA |
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Shaw, M 2012, Copywriting. Successful Writing for Design, Advertising and Marketing, 2nd ed., Laurence King Publishing |
|
Sullivan, L., 2012, Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, 3rd ed,. Wiley |
Other Resources
Weekly learning material is available on Blackboard.
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
Research and apply theories of creativity.is delivered and assessed in conjunction with Originate and develop concepts
Assessment task 1 – Evaluate and explore needs and opportunities (individual)
Due: 5pm day of scheduled class time Week 5
Weighting: not applicable
Research and write a critical analysis of three advertising/ promotion campaigns in the MCP category in report format.
Assessment task 2 – Develop a range of creative approaches (individual/group)
Due: 5pm day of scheduled class time week 7/9/14
Weighting: 100%
This task has FOUR parts:
Part A: Concept development (individual) 20%. Due week 7
Explore a range of ideas for your campaign that answers the brief. Identify which creative thinking techniques each one uses.Keep a visual diary of concept explorations and developments. Include notes on why you think the idea may or may not be feasible. Part B: Development and refinement (MCP group) 20%. Due week 9
Select a final idea from the range you developed in your diary that you think best answers the creative brief and achieves the required outcomes in an innovative and feasible way. Provide a mock up in sketch form and provide a clear and concise rationale for your selection.
Part C: Presentation of A & B (MCP group) 20%. Due week 14. Completed presentation template and presentation.
Part D: Completed and signed progress diary for A & B (individual) 40%.
Assessment task 3 – Evaluate the feasibility of your concept (individual/group)
Due: 5pm day of scheduled class time Week 14
Weighting: not applicable
This task has TWO parts
Part A: Individual presentation
Each group member research and summarise the feasibility of ONE component (e.g. market, technical, financial, ethical, legal, organizational) in class presentation in week 14. Part B: Group feasibility report
Write a 500 word summary of the above in feasibility report format. You may use bullet points. Elements of this report will be incorporated into Project 2 worth 100%.
For assessment criteria and submission details see BUSM6246C Assessment 1-3 feedback sheets and assessment rubric on Blackboard
Submission requirements for all assessments:
Assessment tasks need to be submitted via Blackboard. A hard copy may be required as well but where possible all assessments must also be submitted electronically
Format:
Work to be saved in a word doc or .pdf and uploaded to assessment tab in your course blackboard shell by required date. Work sent by email will not be marked. Work submitted after the deadline and without one of the forms 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 special 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: http://rmit.edu.au/browse;ID=ls0ydfokry9rz.
Submission 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 Student forms website.
Resubmission
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 & Performance Criteria plus critical aspects of evidence,can be found in the Learning and Assessment Tool available from your instructor or course coordinator.
Other Information
Weekly learning materials will be available on the Blackboard. However, it is possible that the instructor may provide handouts on occasions that have not been uploaded onto the course Blackboard. Should a student be absent from class when a handout is provided, it is the students’ responsibility to ensure they obtain a copy from a fellow student.
Course Overview: Access Course Overview