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The Craft of Creative Communication (11100.1)

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


Possible changes to your unit's learning activities and assessment items

For the remainder of 2020, resulting from Australian Government's directives requiring physical distancing and restrictions on movement because of the COVID-19 pandemic, any exams that are required for assessment in a unit will be online exams. Online exams may also use online proctoring to help assure the academic integrity of those exams. Please contact your unit convener with any questions.

While the University has made efforts to ensure that Unit Outlines reflect a unit’s learning activities and assessment items, any changes to Australian Government directives because of the COVID-19 pandemic may require changes to these during the semester to ensure the safety and well being of students and staff. These changes will not be updated in the published unit outline, but will be communicated to you via your unit’s UCLearn(Canvas) teaching site. Any changes made will continue to meet the unit’s learning outcomes, as described in the Unit Outline.

Unit Outlines

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  • Semester 1, 2020, ON-CAMPUS, BRUCE (193931) - View
  • Semester 1, 2019, ON-CAMPUS, BRUCE (184435) - View

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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.


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



Assumed Knowledge


Incompatible Units


Equivalent Units


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