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Lecturer(s)
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Bačuvčík Radim, doc. Ing. Mgr. Ph.D.
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Gamalová Kamila, Mgr. MBA
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Course content
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1. Creativity and originality; 2. Creativity barriers; 3. Basic areas and types of creativity; 4. Creativity in selected personalities of advertising - knowledge of historical contexts; 5. Festivals of advertising creativity; 6. - 7. Creativity methods and techniques; 8. - 9. Creativity in the area of the strongest emotional appeals of marketing communication; 10. Principles of creating and implementing advertising; 11. Creativity within creation of advertising subtitles, mottos and names; 12. - 13. Creativity development - positive creativity.
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Learning activities and teaching methods
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- Participation in classes
- 28 hours per semester
- Term paper
- 30 hours per semester
- Home preparation for classes
- 32 hours per semester
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| prerequisite |
|---|
| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| Skills |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| Knowledge |
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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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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Skills |
|---|
| Activating (Simulation, games, dramatization) |
| Activating (Simulation, games, dramatization) |
| Teamwork |
| Teamwork |
| Practice exercises |
| Practice exercises |
| assessment methods |
|---|
| Knowledge |
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| Analysis of seminar paper |
| Analysis of seminar paper |
| Analysis of the student's performance |
| Analysis of the student's performance |
| Written examination |
| Written examination |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
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Recommended literature
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CATMULL, Ed a Amy WALLACE. Creativity, Inc.: overcoming the unseen forces that stand in the way of true inspiration.. 2014. ISBN 9780593070093.
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HEGARTY, John. Hegarty on creativity: there are no rules. 2015. ISBN 978-0500517246.
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HORŇÁK, Pavel. Kreativita v reklamě. Zlín: VeRBum, 2014. ISBN 978-80-87500-49-1.
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HORŇÁK, Pavel. Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. Zlín: VeRBum, 2018. ISBN 978-80-87500-94-1.
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SULLIVAN, Luke a Edward BOCHES. Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads (6th ed.). New Jersey: Wiley, 2020. ISBN 978-1119416362.
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Young, Miles. Ogilvy v reklamě v digitálním věku. Praha: Svojtka & Vašut, 2018. ISBN 9788025621592.
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Žák, Petr. Kreativita a její rozvoj. Brno. Motiv Press, 2017. ISBN 9788087981238.
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