Creativity and Ideation
Overview
This unit introduces students to the fundamental skills required for developing ideas and expressing these visually and in words across various media. Student will learn about ideation techniques, creative strategies and the contribution that design, formatting, and writing contribute to effective advertising. The unit builds confidence in interpreting briefs and presenting ideas.
Requisites
MDA10018 Content Creator Lab
JOU10007 Media Content Creation
MDA10001 Introduction to Media Studies
Rules
Pre-requisite
ADV10001 Principles of Advertising
OR
MDA10018 Content Creator Lab OR JOU10007 Media Content Creation
AND
MDA10001 Introduction to Media Studies
Equivalent
ADV201(C) - Concept Development and Copywriting (Discontinued) and LCA201 - Concept Development and Copywriting (Discontinued)
02-November-2025
Learning outcomes
Students who successfully complete this unit will be able to:
- Recognise creativity, ideation techniques and creative strategies, and how these inform the development of advertising messages.
- Critically analyse advertising concepts including writing and art direction across different media
- Apply appropriate communication and persuasion theories to advertising communication and copywriting
- Systematically develop and plan advertising concepts to presentation stage
- Apply appropriate research methods, legal and ethical considerations to development of ideas and copywriting
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Lecture | 1.00 | 12 weeks | 12 |
| On-campus Class | 2.00 | 12 weeks | 24 |
| Specified Activities Various | 3.00 | 12 weeks | 36 |
| Unspecified Activities Various | 6.50 | 12 weeks | 78 |
| TOTAL | 150 |
All Applicable Locations
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Assignment | Individual | 25% | 1,2,3 |
| Assignment | Individual | 30% | 3,4,5 |
| Project and Presentation | Group | 45% | 1,2,3,4,5 |
Content
- Creativity and ideation techniques in advertising
- Developing, refining and presenting ideas using words and images
- Copy writing for various media and the importance of tone, style and grammar
- Script development and presentation for video and audio
- Execution and design choices
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.