Бакалавриат
2023/2024
Креативные техники в коммуникациях
Статус:
Курс обязательный (Стратегия и продюсирование в коммуникациях)
Направление:
42.03.01. Реклама и связи с общественностью
Кто читает:
Школа коммуникаций
Где читается:
Факультет креативных индустрий
Когда читается:
2-й курс, 4 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Язык:
английский
Кредиты:
3
Контактные часы:
32
Course Syllabus
Abstract
Students will learn that creativity manifests itself in all walks of life and that it is not just the reserve of the ’traditional’ creative disciplines such as art, music, drama, design.
This module is practical in essence and aims to give the students a solid creative approach, including creative methodology, creative thinking tools and creative appraisal, to firmly establish a total creative mindset. This will include:
- Creative techniques and models for advertising and communication formats.
- Familiarization with the most common techniques used in the development of creative solutions and further implementation in advertising and communication formats.
- Knowledge and use of the techniques to organize the process of developing creative ideas and increase the variability of solutions for the same task.
- techniques used to develop ideas for multiple communications formats (classic approaches such as “absurd alternative”, “metaphor”, “extreme consequences”, “inversion”, etc.), as well as techniques for developing ideas in multi-media communication campaigns, Digital, SMM (such as “dynamic connections”, “Self validation”, “creative use of problem”, “new tasking”, “relocation” and others ... more than 20).
- techniques for group creative sessions, including a methodology to generate insights collectively and work them through to campaign ideas in an environment of mutual idea building and positive reinforcement.
- Examining a large number of creative campaign cases, involving the analysis and understanding of each of the techniques for brands in different categories (fashion, FMCG, food&beverage, ....)
Learning Objectives
- Students should see the process of Creativity as an essentail part of any working process and that being creative is important in all works of life and for solving any kind of problem. Being creative sets a frame work for asking better questions that challenege the status quo and break with structural rigidness. Ultimatly a ceative thinking mind. Creativity is not just assigned to the traiditonal arts where something is made (art, sculpture, literatues, architecture) or performed (musics theatre dance song) – creativity should be seen as a way of life that see problems as challenges.
Expected Learning Outcomes
- - to understand creative with a new broad perspective.
- - to approcah problems and situations with creative thinking.
- - to utilise a selection of tools and instruments that help break up a problem into smaller parts.
- - to ask better questions as the start of any creative solution is asking the right questions.
Course Contents
- Introduction to Creativivity:
- The Power of Story telling – part 1
- The Power of Story telling–part 2
- Tools & techniques & patterns for creative : PART 1
- Tools & techniques & patterns for creative PART 2
- Part 1 : Different methods for Assessing Creative. How to sell Creative Ideas & Tips
- Part 2 : Prepare for workshop : Creativivity – co-creating with clients & benefit of mutual ownership of creative
- How Technology has always been changing creative. The ‘new’ game in town and the potential of AI, VR, AR … drones
- Personal Communicating, Presenting and Standup. Bouncing Forward with a Smiles. Being & creating in the space.
Assessment Elements
- TASK 1: ESSAYINDIVIDUAL
- TASK 2: A KEY VISUALINDIVIDUAL
- TASK 3: A PURPOSE CAMPAIGNGROUPS OF 4-5. 5 Minutes Each
Interim Assessment
- 2023/2024 4th module0.3 * TASK 1: ESSAY + 0.3 * TASK 2: A KEY VISUAL + 0.4 * TASK 3: A PURPOSE CAMPAIGN
Bibliography
Recommended Core Bibliography
- Ogilvy, D. (1985). Ogilvy on Advertising (Vol. First Vintage Books edition). New York: Vintage. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=782238
Recommended Additional Bibliography
- Hegarty on advertising : turning intelligence into magic, Hegarty, J., 2011