Short Course Description
Idea generation is critical to the design and marketing of new products, to marketing strategy, and to the creation of effective advertising copy.
The course is focused on structural creative thinking. Its goal is to provide tools for solving problems, revealing opportunities and generating new ideas.
Structural creative thinking is based on innovative cognitive research and is implemented in leading organizations around the world. It defines the creative process as a conscious activation of systematic analytic tools (i.e., creative templates) in order to generate new ideas, without the need for randomness or a sudden "Eureka", but rather as a result of a structured and well defined cognitive process.
We will demonstrate the use of several creative templates in a variety of products and services. In particular, we will focus on the advertising domain and explore the ways of producing a creative and efficient advertising copy.
Full Syllabus
