COURSE INTRODUCTION AND APPLICATION INFORMATION


CLICK HERE FOR THE COURSE SYLLABUS

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
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 Content This course balances theory and practice, to develop students’ creativity in advertising and public relations with lectures, discussions, readings, games, group and personal projects; and the evaluation of the outcomes of these.

 



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 Related Preparation
1 Course / Subject Overview
2 Introduction to Creativity – Fundamental concepts
3 Creativity game
4 Seeing what No One Else is Seeing: Strategy I – Learning to See Strategy II – Making the Learning Visible Michael Michalko, Cracking Creativity: The Secrets of Creative Genius, Ten Speed Press; New Ed edition (July 2001), pp.15-80
5 Creativity game / assignment
6 Thinking What No One Else is Thinking: Strategy III – Thinking Fluently Strategy IV – Making Novel Combinations Strategy V – Connecting the Unconnected Strategy VI – Looking at the Other Side Michael Michalko, Cracking Creativity : The Secrets of Creative Genius, Ten Speed Press; New Ed edition (July 2001), pp. 80-194
7 Creativity game / assignment
8 Strategy VII – Looking in Other Worlds Strategy VIII – Finding What You’re not Looking for Strategy IX – Awakening the Collaborative Spirit Michael Michalko, Cracking Creativity : The Secrets of Creative Genius, Ten Speed Press; New Ed edition (July 2001), pp. 195-280
9 Creativity game / assignment
10 Difference between real life and creativity in PR and advertising
11 Advertising / PR case study I
12 Advertising / PR case study II
13 Group formation and briefing for group project
14 Interim feedback of Instructor to groups on project work in process
15 Group / Personal presentations of assignments
16 Review of the semester
Course Textbooks

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

Arthur Koestler, The Act of Creation, Penguin UK (May 1990), ISBN: 0140191917

Michael Michalko, Thinker Toys, Ten Speed Press (1991), ISBN 0898154081

Jacob Goldenberg, Amnon Levav, David Mazursky, Sorin Solomon, Cracking the Ad Code, Cambridge University Press; 1 edition (April 27, 2009) ISBN 0521675979

References

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
1
20
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
3
30
Presentation / Jury
1
20
Project
1
30
Seminar / Workshop
Portfolios
Midterms / Oral Exams
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
6
100
Contribution of Final Work to Final Grade
Total

ECTS / WORKLOAD TABLE

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
16
1
Field Work
Quizzes / Studio Critiques
Homework / Assignments
3
5
Presentation / Jury
1
30
Project
1
40
Seminar / Workshop
Portfolios
Midterms / Oral Exams
Final / Oral Exam
    Total
149

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

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

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