UNIT CODE: CRA102
INTRODUCTION TO CREATIVE PROCESS
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
RECOMMENDED PERSONAL HOURS
TOTAL WORKLOAD HOURS
3 Hours per week
5 Hours per week
8 Hours per week
MODE OF DELIVERY
This unit will be offered to students in the following mode/s:
+ Face-to-face (Domestic and International)
+ Online (Domestic)
Bachelor of Communications & Media
Weekly Attendance Pattern
3 Hour Block Session
6 Credit Points
Work Integrated Learning
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 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)