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UNIT CODE: CRA102

INTRODUCTION TO CREATIVE PROCESS

UNIT DESCRIPTION

This unit introduces students to the strategic and creative processes practiced within the advertising and media industries. Projects require students to understand the creative briefing process, develop creative ideas, then use implementation skills to develop and visualise communication solutions for print and digital media such as advertisements, posters, magazines, 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 face-to-face 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

1 Hour Lecture + 

2 Hour Tutorial

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

  • Understand and apply the advertising creative process and basic creative strategy for print media (poster, magazine and outdoor) 

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

  • Describe how semiotics, symbolism and visual language are used to create visual impact in advertising 

  • Apply presentation skills to present creative work and discuss the rationale using industry terminology

ASSESSMENT STRUCTURE

ASSESSMENT TASK

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

  • Assessment 2: Creative Brief & Print Campaign

  • Assessment 3: Mixed Media Campaign

  • Assessment 4: Engagement with the Process (Individual) 

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