DG1S63 - The Creative Process 1 01 Sep 2023 - 31 Aug 2027 | Version 1
Associated Module Information
| Module Code: | DG1S63 | ||
|---|---|---|---|
| Module Title: | The Creative Process 1 | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Fashion, Marketing and Photography | ||
| Faculty Sub Group: | Marketing | ||
| Module Leader: | Lee Thomas | ||
| Module Team: | Jayne Barne, Steven Wright, Molly Owens, Hollie James, Philip Harfield | ||
| First Intended Intake: | SEP 2023 | Final Year of Intake: | 2024 |
| Date Closed: | |||
| Credit Value: | 20 | Credit Level: | 4 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 0 | ||
| Equivalent Module: | |||
| HECOS codes: | 100048 - design | ||
| HECOS Code Weighting: | 100 | ||
Document Version Information
| Version | 1 |
|---|---|
| Valid From | 01 Sep 2023 |
| Valid To | 31 Aug 2027 |
Module Aims
• Develop an understanding of the principles that support the creative process.
• Understand the role of creativity and the different modes of thinking that are involved from initial briefing through to advertising production.
• Introduce you to a range of research gathering and analysis.
• Explore creativity and idea generation techniques.
• Equip you with the ability and confidence to develop a variety of ideas.
• Introduce you to the course, the university and to Cardiff.
Content Summary
This module broadens your awareness and understanding of the creative process. You will explore research gathering and analysis techniques, be introduced to a variety of approaches for generating advertising ideas, learn how to develop ideas quickly and appropriately, and to evaluate them against a variety of criteria. This understanding of the creative process will be fundamental to much of your experience on the remainder of the programme.
You will focus on the most important aspects of the creative process within an advertising context, ‘the generation and appropriate application of ideas and concepts’. And you will examine where ideas come from and what techniques and approaches can be used to help discover them as well as how to navigate around the variety of things that can get in the way of you being creative.
You will learn to develop ideas further through the appropriate use of research, analysis and evaluation. Emphasis will be placed on the ‘process’ and exploration, rather than the final outcome, in addition to ‘the learning experience’, in which you begin to learn ‘how to learn’ in preparation for further independent study during the programme.
There will also be an emphasis on collaborative working – the bedrock of work in the advertising and creative industries.
This is an Immersive Learning module.
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Lecture | 8 |
| Project supervision | 20 |
| Supervised time in studio/workshop | 20 |
| Independent Study | 100 |
| Directed Study | 52 |
| Total Hours Selected | 200 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Gather, analyse and evaluate appropriate research to understand a problem. |
| LO2 | Develop ideas and creative concepts that are ‘on-brief’ and demonstrate a good level of creative impact. |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Asynchronous Assessment | Practical Coursework 1 (Asynch) | Gathering evidence of the research, analysis. Marker visuals and design development responding to a variety of briefs for the module in order to assemble a portfolio of creative ideas | 0 | N/A | 100 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | ||
| Practical Coursework 1 (Asynch) | ✔ | ✔ | |