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
-
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.
Course Description 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 Content 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
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 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
3 Creative Personality and Psychology Csikszentmihalyi, Mihaly (1996), Chapter 3, “The Creative Personality” in Creativity: Flow and the Psychology of Discovery and Invention. Gardner, H. Chapter 4, “Albert Einstein: The Perennial Child” “How to think like DaVinci” by Michael J. Gelb
4 Innovative Milieus: Culture, History, and Creativity Gardner, H. “Epilogue: The Modern Era and Beyond” pg 391-405 in Creating Minds Hall, Peter. Cities in Civilization. (selections) Simonton, DK. “Creative Cultures, Nations and Civilizations: Strategies and Results” in In Group Creativity, ed. Paulus and Nijstad, 2003. Pp. 304- 326. Weiner, Robert (2000) Creativity and Beyond: Cultures, Values and Change. Albany, NY: State University of New York Press.
5 Cognition and Creativity Sternberg, Robert J., Editor (1999). Handbook of Creativity. New York: Cambridge University Press.Chapters 10-15
6 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
7 Domains of Creativity Csikszentmihalyi, Mihaly (1996). Creativity: Flow and the Psychology of Discovery and Invention. New York: Harper Perennial. Chapters 10-12
8 The Context of Creativity Csikszentmihalyi, Mihaly (1996). Creativity: Flow and the Psychology of Discovery and Invention. New York: Harper Perennial. Chapter 6 Sternberg, Robert J., Editor (1999). Handbook of Creativity. New York: Cambridge University Press. Chapter 19
9 Creativity in the IMC Environment The Artist’s Way: A Spiritual Path to Higher Creativity, Chapter 1
10 Creative Problem Solving
11 Creative Problem Solving
12 Creative Thinking
13 Creative Thinking
14 Critically Evaluating IMC Campaigns
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
Homework / Assignments
1
15
Presentation / Jury
Project
1
30
Seminar / Workshop
Oral Exams
Midterm
1
20
Final Exam
1
20
Total

Weighting of Semester Activities on the Final Grade
Weighting of End-of-Semester Activities on the Final Grade
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
Study Hours Out of Class
16
5
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
10
Presentation / Jury
Project
1
10
Seminar / Workshop
Oral Exam
Midterms
1
30
Final Exam
1
30
    Total
208

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

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

To be able to demonstrate general business knowledge and skills.

2

To able to master the state-of-the-art literature in the area of specialization.

3

To be able to evaluate the performance of business organizations through a holistic approach.

4

To be able to effectively communicate scientific ideas and research results to diverse audiences.

5

To be able to deliver creative and innovative solutions to business-related problems.

6

To be able to solve business related problems using analytical and technological tools and techniques.

7

To be able to take a critical perspective in evaluating business knowledge.

8

 

To be able to exhibit an ethical and socially responsible behavior in conducting research and making business decisions.

9

To be able to carry out a well-designed independent and empirical research.

10

To be able to use a foreign language to follow information about the field of finance and participate in discussions in academic environments.        

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