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Applied Creativity (Marketing Communications)

  • Delivery:
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This Build your own MA (BYOMA) short course will provide you with a space to appreciate the value that creativity can add to the development and execution of marketing communications.

Challenging conventions and the status quo has been central to the creation of breakthrough (forms of) communication, and indeed to making some brands iconic. In many cases brands, and strategists, have radically changed the way in which the process of decision-making is decoded, and the ways in which brands are promoted. The creative strategies and approaches employed by some of these will be analysed to determine exactly how they become discontinuities, and resonate so powerfully with your audiences.

During this course you will develop non-linear creative thinking in addressing communication problems and opportunities, and finding ‘fit for purpose’ solutions – in the novel, in the original, and possibly in the unexpected. And, doing so in a way that makes creativity and strategy mutually inclusive.

Key information

Next start date:

Not currently scheduled, please enquire


Bournemouth University, Lansdowne campus


2 day retreat followed by 7 weeks online learning

Entry requirements:

This course is open to media professionals with an undergraduate degree and the required work experience in a relevant industry and to non-graduates with significant and relevant work experience who can demonstrate an ability to both complete and benefit from the course. If English is not your first language you'll need IELTS 7.0 (Academic) with minimum 6.5 in writing and 6.0 in the other 3 components or equivalent. For more information check out our International entry requirements.

Course Details

Integral to our courses is the belief that people improve their professional practice by taking time out to reflect on and reassess what they currently do in the workplace and by sharing their real life experiences with the other like-minded professionals. As a result each course is unique and geared to the experiences of the individuals that are participating, which may result in the course content altering slightly from course to course.

This short course will examine topics such as:

  • The history of creativity
  • Theories and conceptions of creativity
  • Traditional subject areas such as strategy, change management and leadership within the context of creative excellence
  • Creative cultures and cultural strategy
  • Idea generation – frameworks and methodologies
  • Innovation
  • Decision interfaces: context and frame
  • (Re)positioning and (re)framing
  • Behavioural economics
  • Choice architecture
  • Trend analysis
  • Value optimisation (‘the path to purchase’)
  • Experiential and sensory communications
  • The concept of ‘cool’.

Programme Specification

Programme specifications provide definitive records of the University's taught degrees in line with Quality Assurance Agency requirements. Every taught course leading to a BU Award has a programme specification which describes its aims, structure, content and learning outcomes, plus the teaching, learning and assessment methods used.

View the programme specification for Build Your Own MA (BYOMA) - Media Short Course Framework.

Whilst every effort is made to ensure the accuracy of the programme specification, the information is liable to change to take advantage of exciting new approaches to teaching and learning as well as developments in industry. If you have been unable to locate the programme specification for the course you are interested in, it will be available as soon as the latest version is ready. Alternatively please contact us for assistance.

How you study

Designed to be flexible to the needs of working professionals, this course minimises your time away from the workplace. You just need to join us for a two day creative retreat, typically a Friday and Saturday in Bournemouth which kick starts the course and gives you a chance to meet your fellow students and engage with the academic team. It will be an intensive two days but a valuable learning experience, giving you the opportunity to share ideas with like-minded professionals.

The retreat provides a firm foundation for the following seven weeks during which you will further develop your knowledge and explore the concepts in more detail - using our online learning environment and discussion forums. The supported online study helps to prepare you for the academic assignment (equivalent to 5000 words), the specific subject matter and content of which is determined by your interests and professional context. On successful completion of this assignment you will be awarded 20 academic credits (level 7 - Masters/Postgraduate level) which you can use to build your own tailored postgraduate qualification by undertaking other Build Your Own MA (BYOMA) media short courses.

With BYOMA courses available in the areas media management, creative media, journalism, computer animation, marketing communications and creative education, you can mix and match courses to suit your own needs and interests. Complete three of these courses (60 level 7 credits) to achieve a Postgraduate Certificate, six courses (120 level 7 credits) for a Postgraduate Diploma or go on to take the Masters Project (40 level 7 credits) and Exhibition (20 level 7 credits) for a full Masters (180 level 7 credits).

Additional Information

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