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Creativity Workshop

2016-2017

INSTITUT DES STRATÉGIES ET TECHNIQUES DE COMMUNICATION ( ISTC )

Class code :

1617-ISTC-L2S2-UE11-ACRE

UE11


Level Year Period Language of instruction 
Bachelor2S2French
Academic responsibilityB.ADGNOT
Lecturer(s)-


Prerequisites

Being curious, imaginative, methodical, and open-minded, and taking a specific interest in the advertising world.

Learning outcomes

- Grasping the concept of creativity, in absolute terms and more specifically in advertising.
- Understanding the various creativity methods and techniques.
- Practising idea production.
- Comprehending the link btw marketing studies and advertising positioning.
- Analysing an advertising creation from an objective, critical perspective, based on relevant criteria.

This course develops the following professional skills:
- Understanding, analysing and interpreting one’s environment (general knowledge), including the global context.
- Measuring, comparing and analysing the performance of a communication action.
- Learning about communication techniques, technologies and jobs.
- Being able to work with all professional partners (agencies, companies, etc.).
- Being able to work in a group.
- Developing your personality with an emphasis on values of integrity, open-mindedness, tolerance, and respect.

Course description

- Discovering and applying various creativity techniques (analogy, association, bissociation, etc.).
- The creative leap (the various registers of advertising creation).
- Group and individual creative workshops.
- Advertising culture; how a communication agency functions.
- Understanding the creative brief, specifications, and brand positioning.
- Objective assessment criteria for an advertising creation.
- Finding out about the stakes of brand identity and territory (logo, codes, style guide, slogan).


Class type

Class structure

Type of courseNumbers of hoursComments
Face to face
18,00  
Independent study
Travail personnel indicatif12,00  
Total student workload30,00  

Teaching methods

  • Tutorial
  • Case study
  • Group work
  • Exercises


Assessment

Type of controlDurationNumberPercentage break-down
Continuous assessment
2,00240,00
Final Exam
2,00160,00
TOTAL     100,00




 
* This information is non-binding and can be subject to change
 
 
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