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Lecturer(s)
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Course content
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- Creativity and originality - Creativity in selected personalities of advertising - Creativity barriers - Creativity development - Creativity methods and techniques - Stages of searching for ideas and problem solving - Creativity in the area of the strongest emotional appeals of marketing communications - Creativity within creation of advertising subtitles, mottos and names
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming), Demonstration
- Preparation for examination
- 50 hours per semester
- Home preparation for classes
- 30 hours per semester
- Term paper
- 10 hours per semester
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| prerequisite |
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| Knowledge |
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| The prerequisite is knowledge of marketing and communication mix. |
| The prerequisite is knowledge of marketing and communication mix. |
| learning outcomes |
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| Define Principles of Creativity |
| Define Principles of Creativity |
| Explain Relationship Between Creativity and Originality. |
| Explain Relationship Between Creativity and Originality. |
| List Important Personalities in Creativity. |
| List Important Personalities in Creativity. |
| Describe Barriers of Creativity. |
| Describe Barriers of Creativity. |
| Explain Creativity in the Area of the Strongest Emotional Appeals of Marketing Communications. |
| Explain Creativity in the Area of the Strongest Emotional Appeals of Marketing Communications. |
| Skills |
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| Apply Principles of Creativity |
| Apply Principles of Creativity |
| Analyze Relationship Between Creativity and Originality. |
| Analyze Relationship Between Creativity and Originality. |
| Apply Knowledge of Important Personalities in Creativity. |
| Apply Knowledge of Important Personalities in Creativity. |
| Analyze Barriers of Creativity. |
| Analyze Barriers of Creativity. |
| Apply Creativity in the Area of the Strongest Emotional Appeals of Marketing Communications. |
| Apply Creativity in the Area of the Strongest Emotional Appeals of Marketing Communications. |
| teaching methods |
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| Knowledge |
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| Demonstration |
| Demonstration |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| assessment methods |
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| Oral examination |
| Oral examination |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
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Recommended literature
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Clegg, Brian. Kreativita : [změňte způsob své práce : výběr osvědčených technik a postupů : 70 cvičení]. Vyd. 1. Brno : CP Books, 2005. ISBN 8025105490.
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Horňák, P. Kreativita reklamy. Zlín: Verbum, 2014. ISBN 978-80-87500-49-1.
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Ogilvy, D. O reklamě. Praha : Management Press, 1996. ISBN 80-85943-25-5.
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Toscani, Oliviero. Reklama je navoněná zdechlina. Praha : Slovart, 1996. ISBN 8085871823.
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Žák, Petr. Kreativita a její rozvoj. Vyd. 1. Brno : Computer Press, 2004. ISBN 80-251-0457-5.
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