Study objectives……………………...……………………………………… Core areas of study………………………………………………………….. 1. Term creativity in psychology, its importance for creative industry and marketing communication. Creativity and effectiveness.………………. 1.1. Psychology of creativity-formation and basic concepts………… 1.2. Creative industry……………………………………………………. 1.2. 1. Creative industry classification system models……………. 1.3. Creative potential of an agency…………………………………….. 1.4. Creativity in Marketing Communication……………………….….. 2. Criteria of creativity……………………………………………………. 3. Product creativity identification methods……………………………… 4. Environment and cearticity, creativogenic society and barriers of creativity…………………………………………………………………. 5. Creative proces...………………………………………………………… 6. Individual and group creativity, creativity facilitation and stimulation methods...………………………...……………………………………… 6.1. Group and creative performance……………………………………. 6.2. Creativity techniques………………………………………………... 6.3. Creativity techniques in practice……………………………………. 7. Creativity models and types of creativity. Creative abilities, creative personality and possibilities of creative personality identification……. Conclusion…………………………………………………………………... Bibliography………………………………………………………………… Picture sources………………………………………………………………. Author index………………………………………………………………… Subject index………………………………………………………………… Annexes……………………………………………………………………... Annex A: Example of Media Space, sr o media brief…………………. Annex B: Example of a creative brief……………………………………