Concept development

BSBCRT501 Originate and develop concepts

This unit is about originating and developing concepts for products, programs, processes or services to an operational level.

It applies to individuals who develop concepts for any business or community activity or process, such as marketing and advertising campaigns, staff development programs, information technology and communication systems, radio and television programs, entertainment events, films, exhibitions and digital media products. Individuals operate with a high degree of autonomy, but collaborate with others to generate ideas and refine concepts to the point where they can be implemented.

 

How you will be assessed

You will be assessed through:

 

Practical

You will be assessed in the workplace as a safe environment, and must demonstrate consistent performance of typical activities in the creative work. You will need access to:

  1. a full range of background information required to evaluate the operational factors that will affect the implementation of concepts
  2. opportunities to collaborate with others throughout the concept development process.

You need to show that you have:

  1. Generated concepts and ideas that provide innovative solutions to identified issues
  2. Evaluated and test concepts and ideas
  3. Presenedt ideas and information to others and reflect on responses
  4. Developed at least two concepts, substantiated and supported with sufficient information for implementation.

 

Interview/assignment questions

  1. Describe the broad context in which concepts are being developed
  2. What cultural, social and environmental issues and impacts do you need to consider when developing new concepts?
  3. What are the problems in commercialising new concepts?
  4. What are the requirements for commercialising new concepts?
  5. What are the practical and operational issues that you must consider in your specific work or community context?
  6. Describe the range of broad practical and operational issues that determine whether a concept can be implemented?
  7. Describe your range of techniques for generating creative ideas and solutions.
  8. Describe your range of techniques for translating them into workable concepts.
  9. When you develop ideas and concepts to meet market requirements, who do you consult on on broad parameters?

Note: Your assessor may also ask you a variety of what if questions.

 

Detailed requirements

1. Evaluate and explore needs and opportunities

  1. Research and evaluate existing information that informs new concept development
  2. Where appropriate, identify and use gaps in current range of products, programs, processes or services as the catalyst for generating new ideas or concepts
  3. Expand the potential of new ideas by explorating opportunities beyond the obvious
  4. Identify factors that could have an impact on ideas or concepts to be developed, including potential for commercialisation
  5. Determine whether other players are filling identified gaps or investigating similar opportunities
  6. Develop preliminary ideas on innovative and different ways to address needs and opportunities
  7. In consultation with relevant stakeholders, agree on broad parameters for developing ideas and concepts to meet market requirements

 

2. Develop a range of creative approaches

  1. Use a range of creative thinking techniques to generate innovative and creative concepts to address identified needs
  2. Challenge, test and experiment with different concepts and ideas in collaboration with others
  3. Evaluate concepts
    1. Are they a good fit for the target audience or purpose?
    2. Are they feasible?
    3. Do they have commercial potential?
  4. Consider social, ethical and environmental issues
  5. Identify resources that you need to getting your desired creative and innovative results
  6. Evaluate: Are different strategies effective in getting the desired results?
  7. Select the concepts or approaches that get the results in an innovative and feasible way
  8. Present your proposed concepts or approaches in an appropriate format

 

2. Develop a range of creative approaches

  1. Use a range of creative thinking techniques to generate innovative and creative concepts to address identified needs
  2. Challenge, test and experiment with different concepts and ideas in collaboration with others
  3. Evaluate concepts:
    1. Are they a good fit for the target audience or purpose?
    2. Are they feasible?
    3. Do they have commercial potential?
  4. Consider social, ethical and environmental issues
  5. Identify resources that you need to getting your desired creative and innovative results
  6. Evaluate: Are different strategies effective in getting the desired results?
  7. Select the concepts or approaches that get the results in an innovative and feasible way
  8. Present your proposed concepts or approaches in an appropriate format

 

3. Refine your concepts

  1. Ensure that your concept development process is open to ongoing refinement and testing
  2. Ask stakeholders for input and feedback on concepts
  3. Ask for specialist advice on creative and technical aspects of proposals (as required)
  4. Compare your new concepts with best practice examples of similar products, programs, processes or services
  5. Define the range of creative and practical criteria to evaluate different concepts
  6. Use your criteria to determine the advantages and disadvantages of different concepts
  7. Evaluate constraints on the realisation of concepts or ideas
  8. Refine your proposals based on analysis and feedback

 

4. Develop concepts to an operational level

  1. Developing detailed implementation specifications
  2. Present specifications to for approval, funding or endorsement
  3. Reflect on the methods you used to generate concepts and ideas, and note ways of improving this in the future