Course coordinator
Dr Srinwanti Chaudhury
Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
This is a course in creative thinking. It covers the creative process in an advertising context and also the broader context of creativity applied to business problems. Students will learn ways to train their brains for conceptual thinking. That is, lateral ways to solve problems in more innovative ways. In an advertising context, students will learn the process: from the strategy and
insight that goes into a creative brief; ideation and emotional appeals; how to sell and evaluate a creative idea; and how an idea can evolve over time. This will be explored through executing in different media channels such as broadcast, print, digital and experience, and for different audiences.
This course is designed to introduce students to contemporary creative advertising practice and concept development and production. The course materials are designed to build a connection between creative strategy theory and practice, through two-way discussion and engaging practical exercises. Students will develop skills in deconstructing and analysing existing advertising campaigns in terms of their effectiveness, as well as develop new creative advertising strategies for an array of client briefs.
The course aims to give students practical experience in advertising production processes, including how to explore and engage with creative thinking, analyse creative briefs, and develop and write creative concepts that will appeal to target audience(s), as well as the planning, producing and editing of multimedia advertisements.
Course requirements
Assumed background
Before attempting this course, students are advised that it is important to complete the appropriate prerequisite course(s) and/or check incompatible courses, as listed on the front of this course profile. No responsibility will be accepted by the School of Business, the Faculty of Business, Economics and Law or The University of Queensland for poor student performance occurring in courses where the appropriate prerequisite(s) and/or incompatible courses have not been adhered to, for any reason whatsoever.
Recommended prerequisites
We recommend completing the following courses before enrolling in this one:
ADVT7508
Incompatible
You can't enrol in this course if you've already completed the following:
ADVT3507 or MKTG7509
Restrictions
Quota: Minimum of 15 enrolments
Course contact
Course staff
Lecturer
Dr Srinwanti Chaudhury
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff do not have access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
- Full Name
- Student ID
- Course Code
Aims and outcomes
The course aims to provide students with a comprehensive understanding of the creative strategy process and its importance in producing effective IMC (integrated marketing communication) campaigns, to meet strategic communications objectives.ﾠ Commencing with the identification of the role of the creative team in campaign development, students will acquire knowledge and skills to examine creative advertising concepts through the dissection of client and creative briefs and campaign executions.ﾠ Message strategy and execution techniques are examined, with connections back to creative process theory. Students will investigate ideation strategies based on insights, to illustrate knowledge of big ideas, central to creative strategy.ﾠ Students will acquire skills in the development and production of creative executions of advertising strategies to meet defined client/creative briefs and illustrate their understanding of and applicability of the creative strategy to effectively reach a desired consumer segment and achieve strategic communication objectives.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Understand the role of the creative team in campaign development and how creative advertising concepts are developed in response to client and creative briefs.
LO2.
Analyse and critique creative strategies to assess the effectiveness of advertising campaigns, through identifying strengths and weaknesses in message strategy and execution styles.
LO3.
Understand how to access and use creative thinking and apply that to practical idea generation and other processes involved in contemporary creative production and development.
LO4.
Develop skills in idea generation, conceptualisation, design and production to develop impactful creative advertisements and promotional content for a variety of media-matched delivery platforms.
LO5.
Demonstrate an understanding of strategic implications in the creative development process, to achieve strategic creative message objectives.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation, Essay/ Critique | Creative Strategy Analysis | 25% |
30/08/2024 5:00 pm |
| Paper/ Report/ Annotation, Essay/ Critique, Portfolio | Creative Strategy Portfolio | 35% |
4/10/2024 5:00 pm |
| Portfolio, Product/ Design, Project | Creative Strategy Campaign Development | 40% |
25/10/2024 5:00 pm |
Assessment details
Creative Strategy Analysis
- Mode
- Product/ Artefact/ Multimedia, Written
- Category
- Paper/ Report/ Annotation, Essay/ Critique
- Weight
- 25%
- Due date
30/08/2024 5:00 pm
- Learning outcomes
- L01, L02, L03
Task description
Creativity is the soul of advertising. Without the creative execution – no one will pay attention to the message and clients will not successfully sell their products or services. A creative strategy defines the important strategic choices required to develop and effectively deliver a targeted message to the desired consumer segment. The creative strategy defines what you will say about your product or service and addresses how you want consumers to think about your brand. Developing an effective advertising campaign involves design of a strong message strategy, with impactful advertising appeals and execution style.
In this assessment, you are required to select an existing advertising campaign* for a product/service and critically dissect the elements of the campaign, including the message strategy and execution style. Students will be provided with a structure for their creative strategy analysis.
* Note: content in the advertisement must all be in English and the product/brand needs to be familiar to the teaching staff. In addition, the campaign needs to have been in the market from present time to past 2-3 years only.
Your critical analysis of the advertising campaign will be supported by insights gained from secondary research and connections to creative strategy theory. You are also required to address whether you felt the campaign was/was not effective (and why) in achieving advertising campaign objectives and present recommendations as to how the creative strategy and execution could have been improved for greater effectiveness.
This is an individual assessment and as such, students should not work with/collaborate with other students in the cohort when working on this written report. A step-by-step assessment brief including full details of the individual report will be located in the assessment folder on the unit’s Blackboard site. Please refer to this guide for full details of this individual report. The skills acquired from this creative strategy analysis will be built on in the following two assessment items.
The Creative Strategy Analysis report word count is 1,500 words (10% over/under allowable). Reference list and appendices are not included in the word count. All submissions must be written in English.
Artificial Intelligence (AI) provides emerging tools that may support students in completing this assessment task. Students may appropriately use AI in completing this assessment task.. Students must clearly reference any use of AI in each instance.
A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
This assignment is to be submitted online through the Turnitin submission link on Blackboard.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Creative Strategy Portfolio
- Mode
- Product/ Artefact/ Multimedia, Written
- Category
- Paper/ Report/ Annotation, Essay/ Critique, Portfolio
- Weight
- 35%
- Due date
4/10/2024 5:00 pm
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
In this assessment, you will be required to build on your acquired strategy analysis skills and develop original and creative advertising strategies (message strategy and executions) in response to specific creative brief/s.
Starting with analysis of the creative brief/s students will be required to undertake some research into the desired target audience, in order to utilise ideation skills to arrive at a Big Idea behind the campaign and from this, design the message strategy and the execution of the ad campaign (or advertisement).
Students will be required to the creative brief/s, to design their own portfolio of creative work. A creative rationale will be crafted to explain and justify the creative elements of the campaign/s.
This is an individual assessment and as such, students should not work with/collaborate with other students in the cohort when working on this Portfolio.
A step-by-step assessment brief including full details of the individual report will be located in the assessment folder on the course Blackboard site. Please refer to this guide for full details of this individual Portfolio assessment.
The Creative Strategy Analysis report word count is equivalent to 2,500 words (10% over/under allowable). Reference list and appendices are not included in the word count. All submissions must be written in English.
Artificial Intelligence (AI) provides emerging tools that may support students in completing this assessment task. Students may appropriately use AI in completing this assessment task.. Students must clearly reference any use of AI in each instance.
A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
This assignment is to be submitted online through the Turnitin submission link on Blackboard.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Creative Strategy Campaign Development
- Mode
- Activity/ Performance, Oral, Product/ Artefact/ Multimedia
- Category
- Portfolio, Product/ Design, Project
- Weight
- 40%
- Due date
25/10/2024 5:00 pm
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
In this final assessment, you will be tested on your ability to bring all the learned concepts in creative strategy theory together.
You will be required to create and sell-in (via a pre-recorded pitch video) your own, original, creative strategy in response to a creative brief. Polished, produced (print/multimedia/social media etc) executions of advertisements will be developed as part of this assessment. In addition to responding to a creative brief for a campaign, students will craft (and sell-in persuasively) their creative rationale to explain and justify the creative elements of the campaign’s creative strategy.
This is an individual assessment and as such, students should not work with/collaborate with other students in the cohort when working on this creative strategy campaign.
A step-by-step assessment brief including full details of the individual report will be located in the assessment folder on the unit’s Blackboard site. Please refer to this guide for full details of this individual campaign development assessment.
Artificial Intelligence (AI) provides emerging tools that may support students in completing this assessment task. Students may appropriately use AI in completing this assessment task.. Students must clearly reference any use of AI in each instance.
A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
This assignment is to be submitted online through the Blackboard Assessment link.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Library resources are available on the UQ Library website.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Lecture |
Introduction to the Course Intro & creative strategy overview Learning outcomes: L01, L03 |
Week 2 |
Lecture |
The Role of the Brief in Creative Development From the client brief, to the creative brief, to the creative rationale. Learning outcomes: L01, L03 |
Tutorial |
Week 2 Tutorial Learning outcomes: L01, L03 |
|
Week 3 |
Lecture |
Creative Strategy The role of emotions, appeals, and creative process theory Learning outcomes: L01, L02, L03 |
Tutorial |
Week 3 Tutorial Learning outcomes: L01, L02, L03 |
|
Week 4 |
Lecture |
Idea Management From an insight to the Big Idea Royal Queensland Show Public Holiday - Wednesday 14 Aug 2024 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L02, L03, L04 |
Tutorial |
Week 4 Tutorial Royal Queensland Show Public Holiday - Wednesday 14 Aug 2024 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L02, L03, L04 |
|
Week 5 |
Lecture |
Activation How to connect the right creative message with the right target audience Learning outcomes: L01, L02, L03, L04 |
Tutorial |
Week 5 Tutorial Learning outcomes: L01, L02, L03, L04 |
|
Week 6 |
Lecture |
The Creative Process 1 The role of the Copywriter Assessment #1 due, end of week 6 (30th August, 2pm Brisbane time) Learning outcomes: L01, L03, L04, L05 |
Tutorial |
Week 6 Tutorial Learning outcomes: L01, L03, L04, L05 |
|
Week 7 |
Lecture |
The Creative Process 2 The role of the Art Director Learning outcomes: L01, L03, L04, L05 |
Tutorial |
Week 7 Tutorial Learning outcomes: L01, L03, L04, L05 |
|
Week 8 |
Lecture |
Stages of Design and Production Delving in the creative development process Learning outcomes: L01, L04, L05 |
Tutorial |
Week 8 Tutorial Learning outcomes: L01, L04, L05 |
|
Week 9 |
Lecture |
Media through the Creative Process 1 Designing campaigns for print and outdoor Learning outcomes: L01, L03, L04 |
Tutorial |
Week 9 Tutorial Learning outcomes: L01, L03, L04 |
|
Mid Sem break |
No student involvement (Breaks, information) |
IN-SEMESTER BREAK WEEK Self-directed learning |
Week 10 |
Lecture |
Media through the Creative Process 2 Designing campaigns for broadcast, radio, digital, & experimental Assessment #2 due, end of week 10 (4th October, 2pm Brisbane time) Learning outcomes: L01, L03, L04 |
Tutorial |
Week 10 Tutorial Learning outcomes: L01, L03, L04 |
|
Week 11 |
Lecture |
Technical Production Skills Audio and Video production King's Birthday Public Holiday - Monday 7 Oct 2024 - Check Blackboard for announcements about affected classes. Learning outcomes: L03, L04, L05 |
Tutorial |
Week 11 Tutorial King's Birthday Public Holiday - Monday 7 Oct 2024 - Check Blackboard for announcements about affected classes. Learning outcomes: L03, L04, L05 |
|
Week 12 |
Lecture |
The Future of Creativity AI powered creative Learning outcomes: L03, L05 |
Tutorial |
Week 12 Tutorial Learning outcomes: L03, L05 |
|
Week 13 |
Lecture |
Course revision and review Assessment #3 due, end of week 13 (25th October, 2pm Brisbane time) Learning outcomes: L01, L02, L03, L04, L05 |
Tutorial |
Week 13 Tutorial Learning outcomes: L01, L02, L03, L04, L05 |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.