Record of Learner Achievement
Unit:
Ofqual Unit Reference Number:
Unit Review Date:
Understanding the Creative Process To Generate
Ideas L4 CV3
A/504/0919
31/12/2016
LEARNING OUTCOMES
ASSESSMENT CRITERIA
The learner will:
The learner can:
1. Understand the importance of
creative solutions for a specific
industry
1.1. Assess the importance of creativity
in a specific industry
1.2. Analyse key theoretical concepts
about creativity in individuals
1.3. Explain current social influences on
creativity
2. Understand how to use
creative techniques to
generate ideas for given
challenges
2.1. Evaluate the extent to which
different meeting arrangements
enhance creativity
2.2. Discuss the use of techniques to
generate and document ideas to
different challenges
2.3. Evaluate the effectiveness of a
brainstorming session in generating
ideas
2.4. Assess how creative ideas are
evaluated for implementation
EVIDENCE LOCATION
Assessment Requirements
Learning Outcome 1
1.1 Importance of creativity: to the public relations industry: e.g. developing copy and images,
responding to a pitch, pitching for new business, persuading internal or external clients, finding
ways of enhancing reputations of clients, problem solving, generating new ideas to engage
audience.
1.2 Key theoretical concepts: physiological (brain hemisphere specialisation – left brain, right
brain); cognitive (role of intelligence, multiple intelligences); psychological, e.g. Six Hats
Thinking System (Edward de Bono), personality traits for innovation.
1.3 Current social influences on creativity: factors, e.g. stress, culture, groups, confidence,
experience.
1.3 Creativity: Stimulation of creative ideas: e.g. ongoing media scanning/awareness, keeping
clippings or links to items of interest, discussions.
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V1 – June 2014
Record of Learner Achievement
Learning Outcome 2
2.1 Meeting arrangements: organisation of meetings to develop ideas: timing; numbers;
environment; selecting participants; documentation of ideas.
2.2 Techniques: e.g. brainstorming: Alex Osborn definition; rules (no criticism of ideas, all views
have equal weight, quantity over quality of ideas, positive encouragement, build on one
another’s ideas, encourage unusual ideas); stages; brainstorming via electronic media, e.g. using
social media instead of a face-to-face meeting.
Other techniques: lateral thinking techniques, e.g. positive, negative, interesting
(PNI), Edward de Bono Six Thinking Hats; mind mapping; free association.
2.3 Evaluate: the evaluation of ideas created: against objectives; risk assessment; analysis of idea,
e.g. costs versus benefits analysis, force field analysis; expression of idea as ‘elevator pitch’
(Aileen Pincus).
Final Tutor Feedback (Strengths and Areas for Improvement):
Learner Submission Disclaimer
I declare that this is an original piece of work and that all of the work is my own unless referenced.
Assessor Disclaimer
I confirm that this learner’s work fully meets all the assessment criteria listed above at the correct level and
that any specified evidence requirements have been addressed.
Assessor
Learner
Date
2|P a g e
V1 – June 2014