Creative techniques in communication

2024/2025

Academic Year

ENG

Instruction in English

3

ECTS credits

Delivered at:

School of Communication

Course type:

Compulsory course

When:

2 year, 4 module

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, ....)