Overview
A project-driven paper that examines creativity in marketing communication, focusing on mobile and multimedia contexts. Develops skills in creative content production, including foundational research, storytelling and mobile filmmaking for marketing and brand communication.
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.
About this paper
| Paper title | Creative Marketing Communication |
|---|---|
| Subject | Marketing |
| EFTS | 0.15 |
| Points | 18 points |
| Teaching period | Semester 2 (On campus) |
| Domestic Tuition Fees ( NZD ) | $1,053.30 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Prerequisite
- 54 200-level points
- Schedule C
- Commerce
- Eligibility
Enrolments for this paper are limited, and it requires departmental permission. View more information about limitations of enrolment.
- Contact
- Teaching staff
- Teaching Arrangements
Every week students must attend one 50-minute lecture. Over the course of the paper students must also attend eight 110 minute compulsory computer labs as scheduled. These labs are a term requirement to pass MART 333. Assessments are mostly group based working for a real work client as part of work integrated learning and in line with creative industry practices.
- Textbooks
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