The Creative Thinking in Commercial Communications module is designed to explore the diverse facets of creativity and creative work. Drawing on the psychological theories of creativity and interdisciplinary collaboration, the module explores the characteristics, traits, skills and competencies associated with creativity. It looks at the principles and practices of creative collaboration, including the tools, methods and processes employed in creative communities of practice.
Indicative material covered in the module and/or in its discrete elements
- Setting objectives, exploring the business, brand and competitive context
- Managing product portfolio
- Understanding Consumers & the Market
- Research and analysis – processes and tools
- Interpreting data & information
- Expressing Insights & Propositions
- Creative brief development and communications strategy formulation
- Exploring creative work and creative strategies
- The role of ethics in creative commercial communications
- The central role of media and technology
- Budgets
- Measurement, evaluation and effectiveness
The future of communications planning and effectiveness
The teaching method places a strong emphasis on self-directed learning and both individual and group contributions. Lecture style workshops are complemented by class discussion, debate and relevant guest lectures. The goal is to create a dynamic, interactive and collaborative learning environment for learners.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 20 |
| Other Assessment(s) | 80 |