Class Creative Processes

The Creative Processes course introduces students to the main creative processes used in Communication and Advertising, encompassing the main idea-generation techniques applicable to the various media used by brands in their global communication strategies. This course is relevant to the Bachelor's Degree in Applied Communication: Marketing, Advertising, and Public Relations, as it provides students with the opportunity to learn and apply the main creative techniques and develop their creativity in the field of Communication and Advertising.

Not applicable

Program Contents (PC): 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, and Don Fabun. 5- Idea Generation Techniques. 5.1- Brainstorming, Six Hats, Checklist, among others. 6- Application of the Stages of the Creative Process and Idea Generation Techniques. 7- Development of Practical Projects where the creative process is applied to the product (Project 1) and to the brand (Project 2).

The course is theoretical and practical and includes lectures to present the program content using audiovisual elements (Teaching Methodology 1-TM1). Creative projects are developed in a classroom equipped with a PC and software. This approach allows students to develop work habits similar to those they will face in the job market, where teamwork and team spirit, as well as the development of creativity associated with finding solutions, are important and necessary. This course is based on the Project-Based Learning (PBL) methodology (Teaching Methodology 2-TM2), which integrates different types of knowledge and fosters the development of skills by seeking solutions to real-world problems. These skills emerge through the development of projects related to the program content, allowing for control over the learning and skills acquired.

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