Class Creative Processes

The Creative Processes Subjet 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 expertise 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, since it allows students to learn and apply the main creative techniques and develop their creativity applied to the area of communication and advertising.

1- Creativity, concepts and value.
1.1-Definition of Creativity and its importance in the communicational context.
2-The creative process.
2.1-Definition of the creative process.
3-Inhibitors and facilitators of the creative process.
4-Steps 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 techniques for producing ideas.
7-Development of practical projects such as advertising campaigns and pieces used in communication within the scope of Public Relations.

The UC is theoretical-practical and includes lectures to present the syllabus using audiovisual elements. The creative projects are developed in a classroom equipped with a PC and suitable software in which the 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 organizing and conducting teaching in the classroom so that students are more involved with the content presented and learn to share the knowledge, tasks and strategies associated with the syllabus among themselves. Additionally, this curricular unit includes the practice of methods such as Brainstorming.

Amabile, T. M. (2019). The Art of (Creative) Thought. The Creativity Reader, 15.

Bono, E. (2015). Lateral Thinking: Creativity Step by Step. NY: Harper Colophon.

Franch, E. B., Lopes, P., & Albiol, C. B. (2015). The creativity of the outdoor advertising in the mobile sector: A Case Study in Spain and Portugal. Anàlisi, (51), 17-34. (Scopus).

Wallas, G. (2014). The Art of Thought. Tunbridge Wells: Solis Press.

Young, J. (2009). A Technique for Producing Ideas. London: Waking Lion Press.