The Craft of Creative Communication (11100.1)
|Available teaching periods||Delivery mode||Location|
|View teaching periods|| On-Campus
|| UC - Canberra, Bruce
|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)
Learning outcomesAfter 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 attributes1. 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
Prerequisites11041 Visual Representation Techniques; 11098 Media Analysis and Planning AND 11099 Marketing Communication Strategy.
|Year||Location||Teaching period||Teaching start date||Delivery mode||Unit convener|
|2023||UC - Canberra, Bruce||Semester 1||06 February 2023||On-Campus||Prof Felix Stravens|
|2024||UC - Canberra, Bruce||Semester 1||05 February 2024||On-Campus||Prof Felix Stravens|
Advertising Creative – Strategy, Copy & Design (Altstiel, Grow & Jennings) 5th Ed 2020
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
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 have a responsibility to uphold University standards on ethical scholarship. Good scholarship involves building on the work of others and use of others' work must be acknowledged with proper attribution made. Cheating, plagiarism, and falsification of data are dishonest practices that contravene academic values. Refer to the University's Student Charter for more information.
To enhance understanding of academic integrity, all students are expected to complete the Academic Integrity Module (AIM) at least once during their course of study. You can access this module within UCLearn (Canvas) through the 'Academic Integrity and Avoiding Plagiarism' link in the Study Help site.
Use of Text-Matching Software
The University of Canberra uses text-matching software to help students and staff reduce plagiarism and improve understanding of academic integrity. The software matches submitted text in student assignments against material from various sources: the internet, published books and journals, and previously submitted student texts.
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 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.
No additional costs for materials is expected.
Work placement, internships or practicums