The Craft of Creative Communication (11100.2)

Please note these are the 2028 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 & Communication 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 communication platforms and channels, making the leap from strategy to executions. This includes bringing innovative ideas to life, connecting with consumers, and leaving a lasting impact. It also involves going beyond simply delivering a message; it involves captivating audiences through compelling storytelling, engaging visuals, and unique experiences while considering psychological appeals, selling strategies and various creative practices. Emphasis is placed on developing imaginative and persuasive creative that aligns with consumer insights derived from strategic foundations. You'll explore diverse creative development methodologies to produce comprehensive communication solutions adaptable to multiple applications.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Consolidate the communication development process by illustrating the steps of creative ideas from incubation to campaign execution;
2. Apply creative, critical, visual, and strategic skills in the development of communication campaigns; and
3. Generate creative communication solutions and adapt content and style to suit different communication channels.


Graduate attributes

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
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development


Prerequisites

Students must have passed 36 credit points.

Corequisites

None.

Incompatible units

None.

Equivalent units

None.

Assumed knowledge

None.
Availability for enrolment in 2027, 2028 is subject to change and may not be confirmed until closer to the teaching start date.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2026 Bruce, Canberra Semester 1 16 February 2026 On-campus Mr Temple Uwalaka
2027 Bruce, Canberra Semester 1 15 February 2027 On-campus Mr Temple Uwalaka
2028 Bruce, Canberra Semester 1 14 February 2028 On-campus Mr Temple Uwalaka
The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit timetable.

Required texts

  • Altstiel, T., Grow, J., & Jennings, M. (2019). Advertising creative: strategy, copy, and design. Sage Publications.
  • Barry, P. (2016). The advertising concept book: Think now, design later (Third). Thames & Hudson.

Submission of assessment items

Extensions & Late submissions

Artificial intelligence

Students are permitted to use generative artificial intelligence (GenAI) as indicated in the assessment instructions 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.

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.

Participation requirements

None.

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.

Work placement, internships or practicums

None

Next step

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