BJ1S34 - Creative Analysis and Development 10 Mar 2016 - 07 Aug 2026 | Version 1

Associated Module Information

Module Code: BJ1S34
Module Title: Creative Analysis and Development
Faculty: Faculty of Business and Creative Industries
Faculty Group: Film and TV
Faculty Sub Group: Film and TV
Module Leader: Paul Mallison
Module Team: Vivian Mainwaring, Paul Appleby, Gwyneth Moore
First Intended Intake: SEP 2016 Final Year of Intake:
Date Closed:
Credit Value: 20 Credit Level: 4
Language: English
Percentage of Module Taught in Welsh: 0
Equivalent Module:
HECOS codes: 100443 - media production
HECOS Code Weighting: 100

Document Version Information

Version 1
Valid From 10 Mar 2016
Valid To 07 Aug 2026

Module Aims

To introduce students to a range of research gathering and analysis techniques that will enable them to develop a variety of ideas across a range of platforms.

To introduce students to a variety of ‘creativity’ and ‘ideas generation’ techniques.

To introduce students to script-writing processes.

Content Summary

In the media industry ‘ideas’, ‘originality’ and ‘innovation’ are key qualities that employers are looking for in both project proposals and prospective employees.

As media ‘creatives’, students need to understand the relationship between problem solving and creativity, and the tension between personal creative expression, and audience reception.

This module is therefore intended to develop the student’s awareness and understanding of ‘design’ processes within a cross-platform media context. Students will explore research gathering and analysis techniques, be introduced to a variety of approaches for generating design, content and narrative ideas, learn how to develop concepts quickly and appropriately, and to evaluate them against a variety of criteria.

This understanding of the ‘design process’ will be fundamental to much of their experience on the remainder of the programme and thus the first assessment (Research Portfolio) will meet the universities Immersive Learning requirement

Learning and Teaching Methods

Activity Type Hours
Lecture 12
Practical classes and workshops 24
Independent Study 100
Directed Study 64
Total Hours Selected 200

Learning Outcomes

# Learning Outcome
LO1 Generate ideas and scripts for media products that are ‘on-brief’ and demonstrate the intended impact on an identified audience.
LO2 Demonstrate an ability to gather appropriate research, and to analyse, evaluate, and interpret the information in the development of media concepts.

Module Requisites

N/A

Assessment Criteria

Assessment Category Assessment Type Description Duration Word Count Weight (%) Best of? Pass Mark
Portfolio Portfolio 2 Development Portfolio - A portfolio that presents an original script developed from the analysis within the research portfolio (30 sec - 1 min) 0 N/A 50 No 40
Portfolio Portfolio 1 Research Portfolio - An extensive personal research portfolio that illustrates and defines a personal creative direction 0 N/A 50 No 40

Assessment Matrix

Assessment Type Learning Outcomes
LO1 LO2
Portfolio 2 ✔ ✔
Portfolio 1 ✔ ✔

Reading List

Buzan, T. and Buzan, B. 2006. The mind map book. New edn. Harlow: BBC Active.

Dancyger, K. and Rush, J. (1995) Alternative Scriptwriting, Oxford: Focal Press.

De Bono, E. 2009. Lateral Thinking : a textbook of creativity. New edn. London: Penguin.

De Bono, E. 2004. Serious Creativity : using the power of lateral thinking to create new ideas. New York: Harper Collins Publishers.

Egri, L (2004) The Art of Dramatic Writing: Its basis in the creative interpretation of human motives. New York: Simon and Schuster

Rickards, T. 1997. Creativity and problem solving at work. Aldershot: Gower.

Truby, J (2007) The Anatomy of Story. New York: Faber & Faber

Van Sijll, J. (2005). Cinematic Storytelling: The 100 most powerful film conventions every filmmaker must know. Michael Wiese.