Class Creative Processes

The Curricular Unit Creative Processes has as its field of action the presentation to students of the main creative processes used in Communication and Advertising, encompassing in its area of ¿¿activity the main techniques for producing ideas that can be applied in the different supports used by brands in their strategy of global communication. This Curricular Unit is relevant in this cycle of studies called Degree in Applied Communication: Marketing, Advertising and Public Relations, as it provides students with the learning and application of the main creative techniques and development of their creativity applied to the area of ¿¿communication and advertising .

Not applicable

Program Contents (CP): 1.- Theoretical framework on Creativity. 1.1-Definition of Creativity and its importance in the communication context. 2-The creative process. 2.1-Definition of the creative process. 3-Inhibitors and facilitators of the creative process. 4-Stages of the creative process. 4.1-According to the authors Graham Wallas, James Young, Don Fabun. 5-Techniques for producing ideas. 5.1-Branstorming, Six Hats, checklist, among others. 6-Application of the stages of the creative process and ideas production techniques. 7-Development of practical projects such as advertising campaigns and pieces used in communication in the field of Public Relations

The UC is theoretical-practical and includes expository classes to present the program contents using audiovisual elements. Creative projects are developed in a classroom equipped with a PC and appropriate software in which teachers monitor the projects with groups of students. This way of working allows students to create work habits similar to those they will face in the job market, where work and team spirit, as well as the development of creativity associated with finding solutions, are important and necessary. The cooperative learning method allows you to organize and conduct teaching in the classroom so that students have greater involvement with the content presented and learn to share knowledge, tasks and strategies associated with the syllabus among themselves. Additionally, this discipline encompasses the practice of methods such as Brainstorming.

Amabile, T. M. (2019). The Art of (Creative) Thought. The Creativity Reader, (pp. 15–32). Oxford University Press. Baack, D. W., Wilson, R. T., Van Dessel, M. M., & Patti, C. H. (2016). Advertising to businesses: Does creativity matter?. Industrial Marketing Management, 55, 169-177. https://doi.org/10.1016/j.indmarman.2015.10.001. Breva, E.; Lopes, P.; Balado, A. (2014). La creatividad en el medio exterior del sector de la telefonía móvil: análisis en España y Portugal. Anàlisi. Quaderns de Comunicació i Cultura, 51, págs. 17-34. DOI: http://dx.doi.org/10.7238/a.v0i51.2006. Rossiter, J. R. (2022). Creativity in advertising: how to test for highly creative individuals, how to generate alternative creative ideas, and how to pretest them. Journal of Current Issues & Research in Advertising, 43(2), 123-136. https://doi.org/10.1080/10641734.2021.2010245.