GRADUATE SCHOOL

Marketing Communication and Public Relations

MCPR 571 | Course Introduction and Application Information

Course Name
Creative Thinking
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
MCPR 571
Fall/Spring
3
0
3
7.5

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
Second Cycle
Mode of Delivery Online
Teaching Methods and Techniques of the Course -
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives This course is designed to explore the nature of creativity, creative thinking and creative problem solving. Students will investigate how creativity, creative thinking, creative problem solving, and visual communication influence our world, especially integrated marketing communication. Creativity theorists, famous artists, copy writers and art directors from around the world will be explored to see how the influence and principles of creative thinking and creative problem solving can be used as a way of self expression. Students will also learn various tools and techniques to develop more flexible thinking and powerful and effective marketing communication messages. The history of advertising, communication objectives and creative strategies, idea development and creative concepts, and current events will be explored. Additionally, the course will familiarize students with the nature of creativity, both as an inherent human activity and as a practiced activity. The course will emphasize the personality and creative processes of creative individuals, social relationships and networks surrounding creative work; gate keeping; the diffusion of innovation; and the nature of creative organizations, creative cities, and creative eras. The course provides students a thorough grounding in creative advertising history, industry practices, strategies and concept development.
Learning Outcomes The students who succeeded in this course;
  • To develop a critical understanding of concepts, theories and trends in creative and strategic thinking
  • To develop skills for creative problem solving.
  • To analyze and evaluate ideas and concepts according to their potential in the realm of marketing communication objectives.
  • To inspire flexible thinking, effective communication, a deep well of ideas and solutions, and empower their creative process & success.
  • To discuss current social and economic forces are conspiring to either facilitate or diminish creative work in the future.
Course Description Students will seek to integrate critical understanding with experiential knowledge to gain a deep understanding of the material and a more intimate understanding of themselves. This course is designed for students to become a better creative, strategic and critical thinker, learn some of the basic principals and theories of creativity, creative problem solving, and how to apply them, so that they can create effective communication. The focus of the class will be thinking and discussing. Analytical systems to critiquing the meaning and effectiveness of persuasive devices in advertising creative content, creative tools, techniques and methods will be introduced and discussed in class.

 



Course Category

Core Courses
Major Area Courses
X
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction of the course and course schedule
2 Discussion on creativity
3 The Context of Creativity Csikszentmihalyi, Mihaly (1996). Creativity: Flow and the Psychology of Discovery and Invention. New York: Harper Perennial. Chapter 6
4 Domains of Creativity Csikszentmihalyi, Mihaly (1996). Creativity: Flow and the Psychology of Discovery and Invention. New York: Harper Perennial. Chapters 10-12
5 Sources of Creative Inspiration Boorstin, Daniel (1992). The Creators. Chapter 45, “Divine Michelangelo” – pp 407-419. New York: Random House. Gardner, H, Chapter 5, “Pablo Picasso: Prodigiousness and Beyond” Perkins, David. Selection from The Minds Best Work, Chapter 2, pp 41-73
6 Creative Personality and Psychology Csikszentmihalyi, Mihaly (1996), Chapter 3, “The Creative Personality” in Creativity: Flow The Psychology of Discovery and Invention. Gardner, H. Chapter 4, “Albert Einstein: The Perennial Child” “How to think like DaVinci” by Michael J. Gelb
7 Innovative Milieus: Culture, History, and Creativity Guest Speaker Gardner, H. “Epilogue: The Modern Era and Beyond” pg 391-405 in Creating Minds Hall, Peter. Cities in Civilization. (selections) Simonton, DK.
8 Cognition and Creativity Sternberg, Robert J., Editor (1999). Handbook of Creativity. New York: Cambridge University Press.Chapters 10-15
9 Development and Creativity Csikszentmihalyi, Mihaly (1996). Creativity: Flow and the Psychology of Discovery and Invention. New York: Harper Perennial. Chapters 7-9 Sternberg, Robert J., Editor (1999). Handbook of Creativity. New York: Cambridge University Press. Chapters 9, 21
10 Creativity in the IMC Environment The Artist’s Way: A Spiritual Path to Higher Creativity, Chapter 1
11 Creative Problem Solving Min Basadur, “Optimal Ideation-Evaluation Ratios”, Creativity Research Journal, Vol. 8, No. 1, pp.63–75, 1995 Mark A. Runco and Ivone Chand, “Cognition and Creativity”, Educational Psychology Review, 7, 243–267, 1995 Donald J. Treffinger, “Creative Problem Solving: Overview and Educational Implications”, Educational Psychology Review, 7(3), 301–312, 1995
12 Creative Problem Solving Min Basadur, “Optimal Ideation-Evaluation Ratios”, Creativity Research Journal, Vol. 8, No. 1, pp.63–75, 1995 Mark A. Runco and Ivone Chand, “Cognition and Creativity”, Educational Psychology Review, 7, 243–267, 1995 Donald J. Treffinger, “Creative Problem Solving: Overview and Educational Implications”, Educational Psychology Review, 7(3), 301–312, 1995
13 (Critically) Evaluating IMC Campaigns Guest Speaker - Creative Director in Advertising
14 Presentations
15 Presentations
16 Review of the semester

 

Course Notes/Textbooks
Suggested Readings/Materials
  • Cameron, Julia (1996); The Vein of Gold: A Journey to Your Creative Heart. Jeremy P. Tarcher/Putnam. ISBN 0-87477-879-4.
  • Gelb, Michael J. (1998); How to Think like Leonardo da Vinci: Seven Steps to Genius Everyday. Dell Publishing ISBN0-440-50827-4
  • Neumeier, Marty (2006); The Brand Gap: How to bridge the distance between business strategy and design,AIGA/New Riders, ISBN 0-321-34810-9
  • Amabile, Teresa (1996); Creativity and Innovation in Organizations, Harvard Business School, Case # 9-396-239, (available electronically at http://www.hbsp.harvard.edu/hbsp/index.jsp?_requestid=462, or directly at http://harvardbusinessonline.hbsp.harvard.edu/b01/en/common/item_detail.jhtml;jsessionid=NZACQ4URPVHMEAKRG WDR5VQBKE0YIISW?id=396239&referral=2340
  • Altstiel, Tom; Grow, Jean (2005); Advertising Strategy: Creative Tactics From the Outside/In. Sage publications, ISBN: 0-4129-1796-4
  • Cameron, Julia (2002); The Artist’s Way: A Spiritual Path to Higher Creativity. Penguin Putnam Inc., ISBN 0-87477-694-5
  • Harvard Business School Publication, case study: How Pixar Fosters Collective Creativity. Ed Catmull. Product number: R0809D-PDF-ENG
  • Harvard Business School Publication, case study: Managing Creativity at Shanghai Tang. Roy Y. J. Chua, Robert G. Eccles. Product number: 410018-PDF-ENG
  • Florida, Richard. The Rise of the Creative Class.
  • Gardner, Howard. Creating Minds.
  • Gladwell, Malcolm. The Tipping Point
  • Gleick, James. Chaos.
  • White, H. and C. White. Canvasses and Careers
  • Michalko, M. Cracking Creativity

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
15
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
20
Presentation / Jury
Project
Seminar / Workshop
Oral Exams
Midterm
1
25
Final Exam
1
40
Total

Weighting of Semester Activities on the Final Grade
3
60
Weighting of End-of-Semester Activities on the Final Grade
1
40
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Theoretical Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: '.16.' x total hours)
16
0
Study Hours Out of Class
9
2
18
Field Work
0
Quizzes / Studio Critiques
0
Portfolio
0
Homework / Assignments
1
34
34
Presentation / Jury
0
Project
0
Seminar / Workshop
0
Oral Exam
0
Midterms
1
50
50
Final Exam
1
75
75
    Total
225

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

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

To be able to evaluate the field of Marketing Communication and Public Relations from the perspective of integrated communication.

2

To be able to develop knowledge about existing theories and principles in the field and evaluate the acquired knowledge with a critical approach.

X
3

To be able to follow the latest developments and research in the field and reflect them to studies systematically.

X
4

To be able to create new information that will contribute to the field by integrating the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication, etc.) in which Marketing Communication and Public Relations field is involved.

5

To be able to analyze reflections of current consumption dynamics on consumers.

6

To be able to develop synthesis and evaluation skills related to issues in the field.

X
7

To be able to perform studies within the framework of scientific ethical rules about issues related to the field.

X
8

To be able to design and implement an original research project on topics discussed in the field of Marketing Communication and Public Relations.

X
9

To be able to follow developments in new technologies of media and communication, as well as new methods of production, new media industries, and new theories in the field of marketing communications and public relations; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B2)

X

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

 


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