Course Outline

BCI201 Critical Theory and Creative Practice

Course Coordinator:Briony Luttrell ( School:School of Business and Creative Industries

2022Semester 1

USC Sunshine Coast

Blended learning Most of your course is on campus but you may be able to do some components of this course online.

Please go to the USC website for up to date information on the
teaching sessions and campuses where this course is usually offered.

What is this course about?


This course introduces you to the various ways that creativity and creative practice can be communicated and understood. Successful completion of this course will provide you with a solid grounding in the major theoretical approaches underpinning creative and communication practice and critical inquiry, including semiotics, narrative theory, post-structuralism and post-modernism, network theory and Capability theory. You will also develop and employ critical and analytical skills that enrich your own and others’ creative and communication works.

How will this course be delivered?

Activity Hours Beginning Week Frequency
Blended learning
Learning materials – Asynchronous Online Delivery of Learning Material 1hr Week 1 13 times
Tutorial/Workshop 1 – Scheduled Workshops (Recorded) 2hrs Week 1 10 times
Seminar – All Cohort Seminars (Recorded) 2hrs Week 1 3 times

Course Topics

  • Research and practice paradigms
  • Semiology and Semiotic analysis
  • Critical theories
  • Structuralism, post-structuralism, post-modernism
  • Identifying representations in popular creative and communication texts
  • Dominant and Residual discourse: Identification and problematisation
  • Crafting ‘representations’, inclusion/exclusion in creative and communication texts
  • Praxis
  • Theorising and communicating intended meaning in creative and communication texts
  • Creative and Communication text grant writing and pitching
  • Developing non-traditional research outputs (NTROs)

What level is this course?

200 Level (Developing)

Building on and expanding the scope of introductory knowledge and skills, developing breadth or depth and applying knowledge and skills in a new context. May require pre-requisites where discipline specific introductory knowledge or skills is necessary. Normally, undertaken in the second or third full-time year of an undergraduate programs.

What is the unit value of this course?

12 units

How does this course contribute to my learning?

Course Learning Outcomes On successful completion of this course, you should be able to... Graduate Qualities Mapping Completing these tasks successfully will contribute to you becoming... Professional Standard Mapping * Association to Advance Collegiate Schools of Business
1 Analyse and evaluate creative and communication practices and texts in order to assess their differing social, political, and cultural implications Knowledgeable
PC1, PC1.1, PC5, PC5.1, PC6.2
2 Identify and apply critical theories in the analysis and production of creative and communication practices and texts Empowered
PC1, PC1.1, PC2.1, PC3, PC3.1, PC5, PC5.1, PC6, PC6.2
3 Collaborate to design or redesign a communication or creative piece that is inclusive, reflects a diversity of representation and audience, and or employs progressive discourses Ethical
PC1.3, PC2, PC2.1, PC3, PC4, PC4.1, PC5, PC5.1, PC6, PC6.2
4 Communicate the intended meaning, audience and value of an original or redeveloped creative or communication text Engaged
PC1.1, PC3, PC3.1, PC4, PC6, PC6.2

* Competencies by Professional Body

Association to Advance Collegiate Schools of Business
PC1 Communication
PC1.1 Written Communication
PC1.3 Digital Literacy
PC2 Collaboration
PC2.1 Teamwork
PC3 Creative and Critical Thinking
PC3.1 Problem Solving
PC4 Community Consciousness
PC4.1 Social Responsibility and Sustainability
PC5 Cultural Awareness
PC5.1 Diversity
PC6 Career-ready
PC6.2 Discipline Knowledge

Am I eligible to enrol in this course?

Refer to the USC Glossary of terms for definitions of “pre-requisites, co-requisites and anti-requisites”.


CMN101 and CMN107


Not applicable


Not applicable

Specific assumed prior knowledge and skills (where applicable)

Not applicable

How am I going to be assessed?

Grading Scale

Standard Grading (GRD)

High Distinction (HD), Distinction (DN), Credit (CR), Pass (PS), Fail (FL).

Details of early feedback on progress

Formative assessment on academic progress will be provided via Q & A and draft sharing/discussion that will occur within workshops and via online scheduled activity sessions, in the weeks leading up to assessment submission deadlines. 

Assessment tasks

Delivery mode Task No. Assessment Product Individual or Group Weighting % What is the duration / length? When should I submit? Where should I submit it?
All 1 Written Piece Individual 30%
1200 words
Week 5 Online Assignment Submission with plagiarism check
All 2 Artefact - Creative Individual or Group 40%
Approximately 2-5 minutes (or equivalent)
Week 11 Online Assignment Submission with plagiarism check and in class
All 3 Artefact - Professional, and Written Piece Individual 30%
2000 characters (including section headings)
Week 13 Online Assignment Submission with plagiarism check
All - Assessment Task 1:Critical Framing
In this task, you will research and write a critical framing document to demonstrate your understanding of critical theory.
Product: Written Piece
You will select a specific critical lens and research to identify and analyse key literature. You will synthesise your analysis to produce a literature and contextual review.
No. Learning Outcome assessed
Analysing and evaluating cultural contexts of the critical framing
Identifying and applying critical theories in the selection and analysis of relevant texts
Communicating ideas in appropriate academic structures and language
All - Assessment Task 2:Creative response
In this task, will produce a creative artefact in response to your critical framing from assessment 1.
Product: Artefact - Creative
Using the review of literature, methods, and context from assessment 1 you will develop and produce a creative artefact in response to that framing. In the developmental process you will collaborate with peers to refine your ideas. You can work individually or in groups (negotiated with coordinator).
No. Learning Outcome assessed
Collaborating during the development process to refine ideas.
Communicating the creative artefact using appropriate techniques
Identifying and applying aspects of the critical framework in the creative artefact
All - Assessment Task 3:A non-traditional research output (NTRO) statement
In this task, you will write a research statement according to ERAs NTRO guidelines. In this statement you will examine how your creative artefact (assessment 2) relates to the critical framework reviewed in assessment 1.
Product: Artefact - Professional, and Written Piece
You will write a NTRO research statement consisting of 3 sections: research background, research contribution, and research significance. You will also supply any relevant supporting documentation that provides evidence to strengthen your research statement.
No. Learning Outcome assessed
Analysing and evaluating practices to construct research background
Communicating research significance
Identifying and applying relevant theories, practices, and praxis to outline research contribution

Directed study hours

A 12-unit course will have total of 150 learning hours which will include directed study hours (including online if required), self-directed learning and completion of assessable tasks. Directed study hours may vary by location. Student workload is calculated at 12.5 learning hours per one unit.

What resources do I need to undertake this course?

Please note: Course information, including specific information of recommended readings, learning activities, resources, weekly readings, etc. are available on the course Canvas site– Please log in as soon as possible.

Prescribed text(s) or course reader

There are no required/recommended resources for this course.

Specific requirements

It is expected that students will use their own electronic devices to assist in their learning and assessment development and submission.

How are risks managed in this course?

Health and safety risks for this course have been assessed as low. It is your responsibility to review course material, search online, discuss with lecturers and peers and understand the health and safety risks associated with your specific course of study and to familiarise yourself with the University’s general health and safety principles by reviewing the online induction training for students, and following the instructions of the University staff.

What administrative information is relevant to this course?

Assessment: Academic Integrity

Academic integrity is the ethical standard of university participation.  It ensures that students graduate as a result of proving they are competent in their discipline.  This is integral in maintaining the value of academic qualifications. Each industry has expectations and standards of the skills and knowledge within that discipline and these are reflected in assessment.

Academic integrity means that you do not engage in any activity that is considered to be academic fraud; including plagiarism, collusion or outsourcing any part of any assessment item to any other person.  You are expected to be honest and ethical by completing all work yourself and indicating in your work which ideas and information were developed by you and which were taken from others. You cannot provide your assessment work to others. You are also expected to provide evidence of wide and critical reading, usually by using appropriate academic references.

In order to minimise incidents of academic fraud, this course may require that some of its assessment tasks, when submitted to Canvas, are electronically checked through Turnitin.  This software allows for text comparisons to be made between your submitted assessment item and all other work to which Turnitin has access.

Assessment: Additional Requirements

Eligibility for Supplementary Assessment

Your eligibility for supplementary assessment in a course is dependent of the following conditions applying:
The final mark is in the percentage range 47% to 49.4%
The course is graded using the Standard Grading scale
You have not failed an assessment task in the course due to academic misconduct

Assessment: Submission penalties

Late submission of assessment tasks will be penalised at the following maximum rate:

5% (of the assessment task’s identified value) per day for the first two days from the date identified as the due date for the assessment task
10% (of the assessment task’s identified value) for the third day
20% (of the assessment task’s identified value) for the fourth day and subsequent days up to and including seven days from the date identified as the due date for the assessment task
A result of zero is awarded for an assessment task submitted seven days from the date identified as the due date for the assessment task.
Weekdays and weekends are included in the calculation of days late.

To request an extension, you must contact your Course Coordinator and supply the required documentation to negotiate an outcome.


USC is committed to a culture of respect and providing a safe and supportive environment for all members of our community. For immediate assistance on campus contact SafeUSC by phone: 07 5430 1168 or using the SafeZone app. For general enquires contact the SafeUSC team by phone 07 5456 3864 or email

The SafeUSC Specialist Service is a Student Wellbeing service that provides free and confidential support to students who may have experienced or observed behaviour that could cause fear, offence or trauma. To contact the service call 07 5430 1226 or email

Study help

For help with course-specific advice, for example what information to include in your assessment, you should first contact your tutor, then your course coordinator, if needed.

If you require additional assistance, the Learning Advisers are trained professionals who are ready to help you develop a wide range of academic skills. Visit the Learning Advisers web page for more information, or contact Student Central for further assistance: +61 7 5430 2890 or

Wellbeing Services

Student Wellbeing provide free and confidential counselling on a wide range of personal, academic, social and psychological matters, to foster positive mental health and wellbeing for your academic success.

To book a confidential appointment go to Student Hub, email or call 07 5430 1226.

AccessAbility Services

Ability Advisers ensure equal access to all aspects of university life. If your studies are affected by a disability, learning disorder mental health issue, injury or illness, or you are a primary carer for someone with a disability or who is considered frail and aged, AccessAbility Services can provide access to appropriate reasonable adjustments and practical advice about the support and facilities available to you throughout the University.

To book a confidential appointment go to Student Hub, email or call 07 5430 2890.

Links to relevant University policy and procedures

For more information on Academic Learning & Teaching categories including:

  • Assessment: Courses and Coursework Programs
  • Review of Assessment and Final Grades
  • Supplementary Assessment
  • Administration of Central Examinations
  • Deferred Examinations
  • Student Academic Misconduct
  • Students with a Disability

Visit the USC website:

Student Charter

USC is committed to excellence in teaching, research and engagement in an environment that is inclusive, inspiring, safe and respectful. The Student Charter sets out what students can expect from the University, and what in turn is expected of students, to achieve these outcomes.

General Enquiries

  • In person:
    • USC Sunshine Coast - Student Central, Ground Floor, Building C, 90 Sippy Downs Drive, Sippy Downs
    • USC Moreton Bay - Service Centre, Ground Floor, Foundation Building, Gympie Road, Petrie
    • USC SouthBank - Student Central, Building A4 (SW1), 52 Merivale Street, South Brisbane
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    • USC Fraser Coast - Student Central, Student Central, Building A, 161 Old Maryborough Rd, Hervey Bay
    • USC Caboolture - Student Central, Level 1 Building J, Cnr Manley and Tallon Street, Caboolture
  • Tel:+61 7 5430 2890