| Code |
14822
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| Year |
1
|
| Semester |
S1
|
| ECTS Credits |
6
|
| Workload |
OT(15H)/TP(45H)
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| Scientific area |
Communication Sciences
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|
Entry requirements |
None
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|
Learning outcomes |
1. Know and apply the concept (s) of creativity
2. Apply storytelling techniques to strategic communication (written and audiovisual)
3. Apply creative strategies to PR campaigns
4. Develop creative and scientific writing
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|
Syllabus |
Syllabus
I. Creativity: concept and applications
II. Different forms of creativity
III. Text, image and creativity
IV. Practical cases of creativity
V. Storytelling in communication: creative and audiovisual writing
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Main Bibliography |
Green, A. (2010). Creativity in Public Relations. London: CIPR – Kogan Page
Ortiz, F. (2014). Métodos de criatividade para gerir a comunicação. Comunicação e Inovação, 15 (29), pp. 139-155.
Ramos, A. & Sena, C. (2016). Propaganda também conta boas histórias: o uso do storytelling como ferramenta criativa. Atas Intercom – XXXIX Congresso Brasileiro de Ciências da Comunicação, pp. 1-11.
Truby, J. (2009). The Anatomy of Story: 22 steps to becoming a master storyteller. New York: Farrar, Strauss and Giroux.
Walter, E. & Gioglio, J. (2014). The Power of Visual Storytelling: How to use visuals, videos and social media to market your brand. New York: MC Graw Hill.
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Teaching Methodologies and Assessment Criteria |
Classes will take place under the workshop style, with students developing creative work while acquiring their learning throughout the semester.
During classes, students will do various exercises that will allow them to develop their skills and strategies for creative thinking and work.
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Language |
Portuguese. Tutorial support is available in English.
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