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UNIT CODE: CRA102

INTRODUCTION TO CREATIVE PROCESS

UNIT DESCRIPTION

This unit introduces students to the strategic and creative processes practised within the advertising and media industries. Projects require students to understand the creative briefing process, and then use implementation skills to develop and visualise communication solutions for print and digital media such as advertisements, posters, magazines, and outdoor and digital ads. The unit investigates semiotics, symbolism and visual language in advertising.   

 

The delivery of the unit incorporates a range of teaching and learning strategies including lectures, tutorials, workshops, class discussions, collaborative group activities, student presentations, independent student research and readings.

STUDENT WORKLOAD + DELIVERY MODE

TIMETABLED HOURS

RECOMMENDED PERSONAL HOURS

TOTAL WORKLOAD HOURS

STUDY LOAD

3 Hours per week

5 Hours per week

8 Hours per week

Full time 

MODE OF DELIVERY

This unit will be offered to students in the following mode/s:

+ Face-to-face (Domestic and International) 

+ Online (Domestic)

OVERVIEW

Award Course

Bachelor of Communications & Media

Area

Creative Arts

Unit Duration

12 Weeks

Weekly Attendance Pattern

3 Hour Block Session

Unit Level

100

Unit Weighting

6 Credit Points

Unit Type

Core Unit

Pre-Requisites

N/A

Co-Requisites

N/A

Work Integrated Learning

No

UNIT LEARNING OUTCOMES

  • Demonstrate knowledge of the advertising creative process, creative briefing and apply creative strategies to design print media advertisements

  • Apply research methodology for products and brands in order to understand and visualise the target group

  • Analyse how signs, symbols and sign systems are used to create visual impact in media advertising.

  • Construct a rationale for creative processes and choices

  • Communicate knowledge of industry terminology and present rationale for creative processes and choices.

ASSESSMENT STRUCTURE

ASSESSMENT TASK

  • Assessment 1: Research Target Group & Mood Board / Brand Board (individual)

  • Assessment 2: Creative Brief & Print Campaign (Individual)

  • Assessment 3: Mixed Media Campaign (Individual)

  • Assessment 4: Engagement with the Process (Individual) 

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