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Creative writing

  • Class 30
  • Practice 15
  • Independent work 75
Total 120

Course title

Creative writing

Lecture type

Obligatory

Course code

22-07-511

Semester

2

ECTS

4

Lecturers and associates

Course overview

The objective of this module is to enable students to:
• overview of 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

Download student guide

Minimal learning outcomes

  • Apply basic terms related to creative writing for marketing communication purposes
  • Apply the basic rules of language and methods of the profession important for creating texts for marketing communication
  • Create simple forms of texts for marketing communication with the necessary mentoring
  • Analyse the most significant historical models and solutions from the current practice of creative writing with basic specifics and contexts, with emphasis on those created for visual market communication.
  • Create a more complex system of texts for the needs of market communications with the necessary mentoring

Preferred learning outcomes

  • Apply advanced terms related to creative writing and correctly understand their interrelationships in the processes of market communication
  • Advanced knowledge of language rules, methodology and processes of creative writing and recognize the most favourable for the particular context of use and the medium of sending a marketing message
  • Independently create simple forms of texts for marketing communication
  • Analyse significant historical models and solutions from the current practice of creative writing with all their specifics and contexts, with emphasis on those created for visual marketing communication and synthesize data as an educational basis for projects.
  • Independently establish the components of a more complex system of texts for the needs of market communications, and, create them by recognizing the broader context of the entire project.
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