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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

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RECOMMENDED PERSONAL HOURS

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TOTAL WORKLOAD HOURS

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STUDY LOAD

3 Hours per week

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5 Hours per week

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8 Hours per week

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Full time 

MODE OF DELIVERY

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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

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Area

Creative Arts

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Unit Duration

12 Weeks

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Weekly Attendance Pattern

3 Hour Block Session

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Unit Level

100

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Unit Weighting

6 Credit Points

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Unit Type

Core Unit

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Pre-Requisites

N/A

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Co-Requisites

N/A

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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

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  • 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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