Creativity and criticality in business communication; future-oriented themes in aesthetics and effectiveness in multi-media contexts and the design of digital and physical experience spaces.
The course focuses on creativity in the context of marketing communication including mobile and multi-media contexts, and the design of creative marketing content. The paper is a project-driven paper for students interested in creative marketing strategies, and content production with a particular focus on filmmaking. As an increasingly important aspect of creative marketing, videography plays an important role in strategic marketing. In addition, user-generated content now provides a major medium of communication for social and brand-related information. Understanding how to create marketing content and how to use it in a variety of contexts will provide students with contemporary skills that are increasingly sought after by business, academic and social agencies.
|Paper title||Creative Marketing Communication|
|Teaching period||Semester 2 (On campus)|
|Domestic Tuition Fees (NZD)||$912.00|
|International Tuition Fees||Tuition Fees for international students are elsewhere on this website.|
- 54 200-level points
- Schedule C
- This is a foundational paper for students from a wide range of disciplines and for those with a vocational or academic interest in the creative industries.
- Enrolments for this paper require departmental permission. View more information about departmental permission.
- Teaching staff
- Teaching Arrangements
Every week students must attend one 50-minute lecture and attend one computer lab when scheduled.
Textbooks are not required for this paper.
- Course outline
- View the course outline for MART 333
- Graduate Attributes Emphasised
- Global perspective, Interdisciplinary perspective, Critical thinking, Cultural understanding,
Environmental literacy, Information literacy, Scholarship, Communication, Lifelong
learning, Research, Ethics, Self-motivation, Teamwork.
View more information about Otago's graduate attributes.
- Learning Outcomes
Students who successfully complete the paper will:
- Tell visual stories for advertising
- Produce a flow of ideas for marketing interventions that change behaviour
- Productively apply academic theory to advertising planning and creativity
- Apply creative marketing for social and environmental benefits
- Have produced a portfolio of creative marketing interventions