Semester: 2
ECTS: 4
Lectures: 30
Practice sessions: 15
Independent work: 75
Module Code: 23-07-511
Semester: 2
ECTS: 4
Lectures: 30
Practice sessions: 15
Independent work: 75
Module Code: 23-07-511

Module title:


Creative writing

Lecturers and associates:


Jadranka Kolić Krželj

Module overview:


The objective of this module is to enable students to:
• acquire knowledge and skills needed for successful creative writing for the needs of market communications, an important segment of the profession and the creative process
• expand their writing creations from only the design part to the overall creativity

This module teaches students not only to learn copywriting but also to design through the textual part of communications, and to understand the value of their mutual connection. By placing the module in the first year of study, students are enabled to learn the importance of the textual segment in the design creative process that they will perform in future modules.

It is important for students to take this module in order to acquire knowledge important for the creative process, both during their studies and in their careers, as well as professional terminology and rules important for communication within creative teams. Understanding the values of creative writing, students will be given the opportunity to expand their creations from only the design part to the overall creativity, and thus will always find new models of creation. Extensive knowledge of all parts of the profession, the opportunity to develop according to the service of total-design.


Literature:


Essential reading:
1. Albrighton, T. (2010) The ABC of Copywriting, Norwich, ABC Business Communications

Recommended reading:
1. Maslen A. (2010) The Copywriting Sourcebook, How to Write Better Copy, Faster - for Everything from Ads to Websites, London, Marshall Cavendish Business
2. Shaw, M. (2012) Copywriting, Successful Writing for Design, Advertising and Marketing.2nd edn, London, Laurence King Publishing