Elements and Performance Criteria

RANGE STATEMENT
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Existing information that informs new concept development may include:
creative brief
market research
organisational vision
personal vision and creative aspiration
Products, programs, processes or services may include:
art and craft works
advertising campaigns
business services and processes
designs
festivals
films
interactive digital media products
live entertainment productions or events
manufactured products
marketing and promotional campaigns
museum and gallery exhibitions
photoimaging services
radio or television programs
Exploration of opportunities beyond the obvious may involve:
challenging existing assumptions and preconceptions
considering radical change to the way things are done
exploring practice in a totally different industry context
investigating the use of new media
making connections between seemingly unrelated activities
Factors may include:
codes of practice
content
cost effectiveness
features of interactive digital media products:
delivery platform
level of interactivity
look and feel
navigation
Indigenous laws and protocols
length of program or film
level of skill and understanding required for implementation
nature and size of target audience
organisational charter and policies
purpose:
advertising or marketing
commercial
educational
entertainment
game
information
relevant legislation, such as:
copyright and intellectual property
privacy
results of market research
revenue raised by existing market share
technical feasibility
Relevant stakeholders may include:
administrative staff
clients/customers
designers and other creative personnel
directors
external suppliers
information technology personnel
management
program producers
technical specialists
writers
Creative thinking techniques may include:
brainstorming:
bulletin board
buzz session
computer-aided
sequencing
stop and go
Edward de Bono's six thinking hats
ego alter or heroes
graphic organisers:
concept fans
visual maps
webbing
lateral thinking games
making associations
mind mapping
morphological analysis
sub-culture surfing
trigger words
use of metaphors and analogies
vision circles
word salads
visualisation
Resources may include:
computer hardware and software
facilities
printed material
specialist equipment
specialist staff
training
Formats may include:
application forms to funding bodies or sponsors
briefs for consultants
concept maps
electronic presentations to promote the concept
in-house proposal forms
Creative and practical criteria may include:
cost-effectiveness
evaluation against competing priorities
fit with personal vision and aspirations
fit with strategic directions of organisation
fit with target market needs
how innovative the concept is
level of risk
potential benefits
technical feasibility
time to realise the concept
Constraints may include:
availability of resources and equipment
availability of skilled experts and personnel
cost
level of technical difficulty
limited funding sources
limited potential for commercialisation
time
Implementation specifications may include:
briefs for work
detailed specification of concept including purpose and content
operational plan with responsibilities and time lines
resources breakdown (financial, human and physical)

EVIDENCE GUIDE
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
development of at least two concepts, substantiated and supported with sufficient information to allow for implementation to occur
generation of concepts and ideas that provide innovative solutions to identified issues
knowledge of legal requirements that affect work in a given industry context.
Context of and specific resources for assessment
Assessment must ensure:
access to the full range of background information required to evaluate the operational factors that will affect the implementation of concepts
interaction with others to reflect the collaborative nature of the concept development process.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
evaluation of concepts generated by the candidate, of the processes used to generate and test the ideas and the material developed to support the concept
debate and discussion with the candidate to assess knowledge of the operational context and the broader factors that impact on concept development
evaluation of presentation or 'pitch' made by the candidate in relation to a particular concept
oral or written questioning to assess knowledge of cultural, social and environmental issues and impacts to be considered in developing new concepts.
Guidance information for assessment