The Craft of Creative Communication (11100.1)
|Level:||Advanced Unit Level|
|Faculty:||Faculty of Arts and Design|
|Discipline:||School of Arts and Communications|
UC - Canberra, Bruce
Year Teaching Period Convener Mode of Delivery 2019 Semester 1 MR John ANSTEY (Ph: +61 2 62012162 ) ON-CAMPUS 2020 Semester 1 MR John ANSTEY (Ph: +61 2 62012162 ) ON-CAMPUS 2021 Semester 1 (Ph: ) ON-CAMPUS 2021 Semester 1 (Ph: ) ONLINE
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- 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.
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.
UC - Canberra, Bruce
Semester 1, 2019
On-Campus Attendance (Expected) and Online Content (ON-CAMPUS)
- Major Assignment. An integrated marketing communication campaign of 5 traditional &/or digital advertisements for the student's choice of 1 of 3 brands. (50% )
- 5 x Weekly Creative Assignments to produce a traditional or social media ad. (Each worth 6% of the total mark for the unit.) (30% )
- Participation (20% )
- On-Campus Attendance (Expected) and Online Content (ON-CAMPUS)
- Semester 1, 2019
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.
- ARAR01 Bachelor of Arts/Bachelor of Communication and Media
- MGAR01 Bachelor of Business/ Bachelor of Communication and Media
- ARB103 Bachelor of Communication and Media (Marketing Communication)
- ARSC02 Bachelor of Communication and Media/ Bachelor of Laws
- ARAR02 Bachelor of Design/Bachelor of Communication and Media
- SCAR01 Bachelor of Politics and International Relations/ Bachelor of Communication and Media
- ARMG01 Bachelor of Communication and Media/ Bachelor of Event and Tourism Management