Creative Communication
MODULE CODE
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Module Aims
Aim 1
A clear understanding that elements of the best integrated marketing communication campaigns are based on highly creative concepts underpins this module which will be delivered largely using case studies.It provides students with the opportunity to gain in-depth knowledge of the skills and attitudinal set that will enhance and focus their creative capacity whilst interpreting a commercial brief. It will also introduce students to some of the tasks they will regularly perform in an entry-level position in an agency or creative division of a company. The aim is to develop skills and a creative mindset used in developing a creative IMC campaign, be that using skills gleaned from advertising, marketing and public relations.
Module Content
- What is the big idea? Concept generation
- Creative communications in practice
- Creative communication techniques
- Contextual research
- Principles of creative design and copy
- ·Print and broadcast production
- Advertising appeals
- Copywriting strategies and execution
- The work of the advertising agency
- Message strategies and message framing
- Fear appeals, humour appeal, animation, sex appeal, music
- Publicity stunts
- User generated content (Crowd source, open source, friend source)
- Using aMBA Master in Business Administrationssadors and influencers
- Use of metaphors, allegory, visual imagery, etc.
- Branded content
- International communications
- Creative content creation and design identity
- Viral marketing
- The brand persona
- Social media writing
- Fake news
Learning Outcomes
On successful completion of this module, a student will be able to:
Teaching Methods
The module will be delivered in a flexible way to allow the appropriate use of time for different pedagogic methods including mini-integrated ‘online’ pre-recorded lectures, online discussion boards, face-to-face workshops, case study analysis, in-class tutorials, skills development workshops, videos, debates and so on.
The assessment strategy mixes individual work and to a lesser extent group work. The first assignment uses a case study and the learner will interrogate, analyse and then understand the very essence of creative communications whilst also reflecting upon what they are learning. The second assignment engages the learner in developing a radio advertisement/ IMC campaign within a group environment, emulating the work within a creative role in the marketing industry.
Assessment Methods
This module is assessed through one Individual Coursework and one Group Coursework.
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Compulsory
