COURSE INTRODUCTION AND APPLICATION INFORMATION

Course Name
Creativity in Communication
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
PRA 307
Fall
3
0
3
5
Prerequisites
None
Course Language
English
Course Type
Required
Course Level
First Cycle
Mode of Delivery -
Teaching Methods and Techniques of the Course Discussion
Group Work
Problem Solving
Case Study
Q&A
Application: Experiment / Laboratory / Workshop
Lecture / Presentation
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives Systematically developing ‘Creativity’ - the most important mental activity of humans- as applied in PR and Advertising.
Learning Outcomes The students who succeeded in this course;
  • Will be able to describe the meaning and place of creativity in life, business and marketing communication.
  • Will be able to apply the skills of creative thinking in different levels and areas.
  • Will be able to evaluate the context and details of world famous cases of creativity, creative people, creative products and concepts.
  • Will be able to develop confidence with idea generation and express personal creativity; develop awareness about quality of life.
  • Will be able to test knowledge and skills to test and manage personal, group and organizational creativity.
  • Will be able to develop skills in producing creative solutions for problems in marketing, research, advertising, pr and branding.
Course Description In this course, students will learn about the system, methods and processes of creative thinking through theory, examples and applications.
Related Sustainable Development Goals

 



Course Category

 Core Courses
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Required Materials
1 Introduction of the course
2 What is creativity? What do we call "original"? Pope, R. (2005). Creativity: Theory, history, practice. Psychology Press, 3- 32
3 What is creativity? Why do we think some ideas are creative and some of them are not? Pope, R. (2005). Creativity: Theory, history, practice. Psychology Press, 33-60 Sir Ken Robinson, Do schools kill creativitiy? (TED Talk) https://www.ted.com/talks/sir_ken_robinson_do_schools_kill_creativity Kirby Ferguson, Embracing the Remix (TED Talk) https://www.youtube.com/watch?v=zd-dqUuvLk4
4 WARC Creative 100, WARC Effective 100 and WARC Media 100, Thinking Outside the Box WARC Database, https://www.wikihow.com/Think-%27Outside-of-the-Box%27 Goldenberg, J., Levav, A., Mazursky, D. and Solomon, S. (2009). Cracking the Ad Code, Cambridge University Press. Astrid Baumgardner, Cracking the Code on Creativity (TEDx Talk) https://www.youtube.com/watch?v=0IAJsmOq6cg
5 Field Visit
6 The health of creativity; brainstorming and mind mapping techniques for creative thinking Michalko, M. (2001). Cracking Creativity : The Secrets of Creative Genius, Ten Speed Press; New Ed edition (July 2001), ISBN 15800831101 pp.257-281, 55-63, Buzan, T. (2018). Mind Map Mastery: The Complete Guide to Learning and Using the Most Powerful Thinking Tool in the Universe. Watkins Media Limited, Chapter I-II.
7 SCAMPER technique for creativity Michalko, M. (2001). Cracking Creativity : The Secrets of Creative Genius, Ten Speed Press; New Ed edition (July 2001), ISBN 15800831101 pp.95-100.
8 Discussion of Cannes winners
9 Creativity in Advertising Guest speaker
10 Creativity in Advertising Class workshop
11 Disruption Technic and Socratic Method Arden, P. (2006). Whatever You Think, Think the Opposite ISBN-13: 978-1591841210
12 Creativity Workshop
13 Creativity for Good (What is Goodvertising?) Kolster, T. (2012). Goodvertising: Creative Advertising That Cares, Thames & Hudson, pp. 130-154 ISBN-10 ‏ : ‎ 050051626X; ISBN-13 ‏ : ‎ 978-0500516263
14 Data-Driven Creativity https://advertisingweek.com/the-new-era-of-data-driven-creative/, https://www.adweek.com/sponsored/data-driven-creative-for-the-experience-age/
15 Class Activity
16 General evaluation
Course Notes/Textbooks

Michael Michalko, Cracking Creativity : The Secrets of Creative Genius, Ten Speed Press; New Ed edition (July 2001), ISBN 1580083110
Suggested Readings/Materials

John Hegarty, Hegarty on Advertising: Turning Intelligence Into the Magic, Thames & Hudson; a edition (June 13, 2011), ISBN-13: 978-0500515563

 

Tony Buzan, The Power of Creative Intelligence: 10 ways to top into your creative genius, Thorsons (May 21, 2001), ISBN-13: 978-0722540503

 

Paul Arden, Whatever You Think, Think the Opposite, Portfolio; 3/16/06 edition (March 10, 2006), ISBN-13: 978-1591841210

 

John Berger, Ways of Seeing, Penguin Books; 1 edition (December 1, 1990), ISBN-13: 978-0140135152

 

Thomas Kolster, Goodvertising: Creative Advertising That Cares, Thames & Hudson; 1 edition (October 1, 2012), ISBN-13: 978-0500516293

 

Goldenberg, J., Levav, A., Mazursky, D. and Solomon, S. (2009). Cracking the Ad Code, Cambridge University Press. ISBN-13: ‎ 978-0521859059

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
15
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
20
Presentation / Jury
1
25
Project
1
20
Seminar / Workshop
1
20
Oral Exam
Midterm
Final Exam
Total

Weighting of Semester Activities on the Final Grade
3
55
Weighting of End-of-Semester Activities on the Final Grade
2
45
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: 16 x total hours)
16
Study Hours Out of Class
10
2
20
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
16
Presentation / Jury
1
25
Project
1
30
Seminar / Workshop
1
11
Oral Exam
Midterms
Final Exams
    Total
150

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
 Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest