Creative Strategy in Advertising
Course code
CCP6149
old course code
CCP6149
Course title in Estonian
Reklaami loovstrateegia
Course title in English
Creative Strategy in Advertising
ECTS credits
3.0
Assessment form
assessment
lecturer of 2024/2025 Autumn semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
lecturer of 2024/2025 Spring semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
Course aims
Create the preconditions for acquiring an overview of the concept and modern theories of creativity, also for knowing and implementing the techniques of creative advertising, elaborating new ideas and sales, and for generating different advertising ideas.
Brief description of the course
Bases of defining creativity. Theories of creativity. Physiological foundations of creativity. The creative process. The creative person. Creativity and motivation. Creativity in organization and management. Stimulating the expression of creativity. Creativity in advertising. Structured and unstructured creativity. The method of brainstorming. Lateral thinking. Six caps of thinking. “Scamper”. Systematic creative thinking. SIT-method. Elaborating the general idea of an advertising campaign.Independent work: working through the literature of advertising and creativity and presenting it at the seminar.
Learning outcomes in the course
Upon completing the course the student:
- Ability to analyze the essence and expression of creativity in one’s field of work. - Ability to use different techniques of creativity training in elaborating, executing and selling advertising conceptions.Team work skills.
- Ability to analyze the essence and expression of creativity in one’s field of work. - Ability to use different techniques of creativity training in elaborating, executing and selling advertising conceptions.Team work skills.
Teacher
Kalev Külaase, Stanislav Nemeržitski
Prerequisite course 1