DIGITAL CREATIVITY

Unit 1 INTRODUCTION TO CREATIVITY

• What is Creativity?
• Creativity in Marketing and Advertising
• The Four Stages of the Creative Process
• Creative Techniques

Unit 2 DIGITAL COMMUNICATION

• The Media Goes Digital
• Web Languages and Conventions
• Content Strategy
• Branded Content

Unit 3 DESIGN THINKING

• Problem, Idea, and Solution

Unit 4 THE PROBLEM

• The Creative Brief
• The Brand’s Tone and Personality
• The Objectives
• The Target
• Rational Benefit vs. Emotional Benefit
• Legal Issues

Unit 5THE SOLUTION

• Creative Strategy
• Brand Image
• The Creative Concept
• The Slogan and the Claim
• Insight
• The Reason Why
• Techniques for Creating Ideas
• Creative Techniques

Unit 6 DIGITAL DESIGN

• Elements of Web Design
• Navigation and Interface. User-centred Design
• CRO: Conversion Rate Optimisation
• Responsive Design
• E-commerce Design
• Designing Forms
• Designing Surveys
• Designing Calls to Action

Unit 7 CREATIVITY IN DIGITAL MEDIA

• Media Strategy
• Email
• Website
• Banners
• Advergaming
• Apps
• Social Networks

Unit 8 DIGITAL TOOLS FOR CREATIVITY

• Design Tools
• Prototyping Tools
• Case Study