Creativity and creative expression

Module title:

Creativity and creative expression

Module overview:

This module is one of the optional modules in the third year of the study programme. Students will learn to understand their own creative potential and external and internal factors that influence their creative expression.

The objective of this module is to enable students to:
• Understand factors that limit and influence their creative potential and expression
• Apply various tools to enhance own creative potential and expression
• Analyse works of art and interpret the analysis in order to enhance own critical thinking
• Create own “work of art”, creative concept with understanding of the whole creative process and internal and external factors of influence

One part of this module is closely connected with creative expression in various forms of art whereas the second part of the module is closely connected with creative expression in marketing. Students are encouraged to develop own unbiased critical thinking and learn and practically apply various tools which help them boost own creative potential but also give more depth and quality to various forms of their creative expression

This module contributes to the overall development of the students as professionals and practitioners with the focus of “practised creativity”. Students are expected be more self-aware of their creative potential – its limitations and its possibilities. Students are supposed to understand the vast application of storytelling in communication campaigns and be able to use storytelling techniques when creating communication campaigns themselves.

Literature:

Essential reading:
1. McKee, R (1997) Story: Style, Structure, Substance, and the Principles of Screenwriting, HarperCollins, New York, NY

Recommended reading:
1. Catmull, E and Wallace, A 2014: Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration, J.J. Holt
2. Said-Metwaly, S., Kyndt, E. and Van den Noortgate, W. (2017), “Approaches to Measuring Creativity: A Systematic Literature Review”, Creativity – Theories, Research, Applications, vol.4, no. 2, pp. 238-275
3. Christensen, T. (2021) Creative Something [Online]. Available at https://creativesomething.net/ (Accessed: 26 April 2021)
4. Design Taxi (2021) Design Taxi [Online]. Available at https://designtaxi.com/ (Accessed: 26 April 2021)

Further reading:
1. Robinson, K. (2009) The Element: How Finding Your Passion Changes Everything, Penguin Books, London
2. Robinson, K. (2017) Out of Our Minds: The Power of Being Creative, 3rd edn, Capstone, Mankato, MN
3. Kleon, A. (2012) Steal Like an Artist: 10 Things Nobody Told You About Being Creative, 1st edn, Workman Publishing, New York City, NY