The Craft of Creative Communication (11100.1)

Please note these are the 2022 details for this unit
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The Craft of Creative Communication
Available teaching periods Delivery mode Location
View teaching periods On-campus
 Bruce, Canberra
EFTSL Credit points Faculty
0.125 3 Faculty Of Arts And Design
Discipline Study level HECS Bands
School Of Arts And Communications Level 3 - Undergraduate Advanced Unit Band 2 2021 (Commenced Before 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
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.


Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - evaluate and adopt new technology


Prerequisites

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

Corequisites

None.

Incompatible units

None.

Equivalent units

None.

Assumed knowledge

None.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2025 Bruce, Canberra Semester 1 03 February 2025 On-campus Mr Temple Uwalaka
Not available

Required texts

Advertising Creative – Strategy, Copy & Design (Altstiel, Grow & Jennings) 6th Ed 2023

The Advertising Concept Book 3rd Edition
Pete Barry, Thames & Hudson

* students are not required to purchase these texts. Readings will be posted on Canvas.

Submission of assessment items

Extensions & Late submissions

Artificial intelligence

Students are not permitted to use generative artificial intelligence (GenAI) in assessments for this unit.

GenAI may only be used in authorised ways when completing assessments at UC. This means that GenAI can only be used for an assessment when:

  1. the Unit Convener has authorised GenAI use for that assessment
  2. the student uses GenAI in the way that the assessment instructions allow
  3. the student fully acknowledges their use of GenAI, with proper citations, references and a GenAI Acknowledgement Statement in line with the assessment instructions.

Where the assessment instructions do not specifically state that GenAI may be used and how, then its use is not permitted for that assessment. Students must still provide the required GenAI Acknowledgement Statement to indicate whether GenAI has or has not been used in the preparation of the assessment. If unsure, students should seek advice from the Unit Convener.

The GenAI for StudentsLinks to an external site. Library Guide provides further information, including how to reference GenAI.

Special assessment requirements

Completed Creative Work Sheets and Mind Maps, Typed copy, strategies and visual descriptions and Scribble Layouts & Storyboards.

All creative work and narrative documentation must be saved into a single PDF documnent and uploaded to Canvas by all students (assignments will be Group work and all students must submit the group work)

Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Learner engagement

This unit is highly practical in nature and will involve group activities and creative brainstorming 

Inclusion and engagement

Please ensure any assitance required is known to the Unit Convenor at the start of the semester. 

Participation requirements

Participation in tutorial activities, presentations & brainstorm sessions. 

Required IT skills

This unit involves online meetings in real time using the Virtual Room in your UCLearn teaching site. The Virtual Room allows you to communicate in real time with your lecturer and other students. To participate verbally, rather than just typing, you will need a microphone. For best audio quality we recommend a microphone and speaker headset. For more information and to test your computer, go to the Virtual Room in your UCLearn site and 'Join Course Room'. This will trigger a tutorial to help familiarise you with the functionality of the virtual room.

In-unit costs

No additional costs for materials is expected. 

Work placement, internships or practicums

None