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The Craft of Creative Communication (11100.1)

Level: Advanced Unit Level
Credit Points: 3
HECS Bands: 1
Faculty: Faculty of Arts and Design
Discipline: School of Arts and Communications

Availability

Unit Outlines

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  • Semester 1, 2019, ON-CAMPUS, BRUCE (184435) - View

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Syllabus

In this unit you will apply the creative process and thinking for a variety of media platforms, making the leap from strategy to creative executions. This includes art direction and writing copy and considers psychological appeals, selling strategies and various creative practices. Emphasis is placed on crafting imaginative and compelling messages that deliver on consumer insights, derived from the strategy. You learn how to explore creative development approaches to produce comprehensive, creative solutions that are amenable to multiple executions.

Learning Outcomes

After successful completion of this unit, students will be able to:

1. Write engaging and effective commercial communication copy and design engaging visuals for any medium;

2. Think creatively, critically, visually and strategically in a Marketing Communication context; and

3. Generate creative communication solutions and adapt content and style to suit different applications and media.

Assessment Items

Contact Hours

One 2 hour interactive workshops and problem based learning activity and one 1 hour lecture on-campus per week.

Prerequisites

11041 Visual Representation Techniques; 11098 Media Analysis and Planning AND 11099 Marketing Communication Strategy.

Corequisites

None.

Assumed Knowledge

None.

Incompatible Units

None.

Equivalent Units

None.



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