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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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Discussed topics: 1. Creativity and originality; 2. Creativity in selected personalities of advertising; 3. basic areas and types of creativity; 4. Creativity barriers; 5. Creativity - part of the advertising campaign preparation activities; 6. - 7. Creativity development; 8. - 9. Creativity methods and techniques; 10. Stages of searching for ideas and problem solving; 11. - 12. Creativity in the area of the strongest emotional appeals of marketing communication; 13. Creativity within creation of advertising subtitles, mottos and names.
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Learning activities and teaching methods
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- Participation in classes
- 28 hours per semester
- Home preparation for classes
- 28 hours per semester
- Term paper
- 30 hours per semester
- Educational trip
- 4 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| Skills |
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| 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) |
| Educational trip |
| Educational trip |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Skills |
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| Individual work of students |
| Individual work of students |
| assessment methods |
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| 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 |
| Preparation of a presentation, giving a presentation |
| Preparation of a presentation, giving a presentation |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
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Recommended literature
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ALTSTIEL, Tom a Jean GROW. Advertising creative: strategy, copy, design. 2013. ISBN 9781452203638.
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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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CSIKSZENTMIHALYI, Mihaly. Creativity: the psychology of discovery and invention. 2015. ISBN 0062283251.
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HEGARTY, John. Hegarty on creativity: there are no rules. 2015. ISBN 978-0500517246.
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Lumsdaine,Edward. Entrepreneurship from creativity to innovation : thinking skills to changing world. Oxford : Trafford publishing, 2007. ISBN 1-4251-0472-X.
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OGILVY David. Ogilvy on advertising.. New York: Vintage Books, 1983. ISBN 978-0394729039.
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