Sheridan Course Outlines

ADVG23672
Creative Branding

I: Administrative Information II: Course Details III: Topical Outline(s) Printable Version

Section I: Administrative Information

Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2013
Prerequisites: (ADVG26783)
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising
Program Coordinator(s): Peggy Barnwell
Course Leader or Contact: Derek Chapman
Version: 2.0
Status: Approved - Under Rev (AREV)

Section I Notes: N/A

Section II: Course Details

Detailed Description
Students continue to develop their writing and layout skills to create fully integrated and branded advertising campaign materials and further their understanding of the creative elements employed by the advertising industry. They will research and build creative work that addresses both traditional and non-traditional digital and internet based advertising tactics, which impact all contact points of a modern branded product/company with its target audience. Students will examine the complete corporate communication of an organization and utilize their findings to create marketing communication solutions that maximize the relationship between a brand and its audience. They will explore current advertising campaigns and through analysis will recognize evolving creative methods of messaging and branding.

Program Context

Advertising

Program Coordinator: Peggy Barnwell

This is a required course for the Advertising Advanced diploma program. Students build on learning acquired throughout the creative stream of the program. In conjunction with other courses in the fifth semester, students develop self-promotional material for a personal portfolio that can be utilized upon graduation.

Course Critical Performance and Learning Outcomes

 Critical Performance
By the end of this course, students will have demonstrated the 
ability to create comprehensive written and visual solutions to 
contemporary advertising branding challenges using professional level 
software.

Learning Outcomes
To achieve the critical performance, students will have demonstrated 
the ability to:

1.  Develop varied creative marketing communications solutions within 
    a branded advertising approach.
2.  Prepare a fully integrated and effective branded creative 
    communications plan for a client.
3.  Execute a multidisciplinary creative campaign based on research 
    findings and creative briefings.
4.  Produce effective branded creative elements to a specified target
    from the direction provided by the creative brief.
5.  Analyze the effectiveness of campaign elements against different
    target audiences of a single brand.
6.  Apply industry specific software to the design of communication  
    materials.
7.  Create digital material for personal assessment and self-
    promotion. 
8.  Present advertising materials orally and visually in a 
    professional manner.

Evaluation Plan
Students demonstrate their learning in the following ways:

1.  2  Lab Tests 2 10% each                  20%
2.  Individual Creative Project              40%
3.  Group Campaign Development Project       20%
4.  Group Campaign Development       
    Presentation                             20%

Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:

Essential Employability Skills
Essential Employability Skills emphasized in the course:

	Communication		Critical Thinking & Problem Solving		Interpersonal
	Numeracy		Information Management		Personal

Notes: N/A

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) : Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

Challenge Exam	Portfolio	Interview	Other	Not Eligible for PLAR
	X	X

Notes: N/A

Section III: Topical Outline

Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Effective term: Fall 2013
Professor: Derek Chapman
Textbook(s):

Various industry specific articles and examples

Applicable student group(s): Advertising students
Course Details:

Description: 

Module 1 Introduction
Week 1
-   Introduction to the course
-   Overview of assignments and tests
-   The creative elements involved in the creation of a branded 
    campaign
-   The modern ad environment
-   Photoshop and InDesign

Module 2 Building a Brand
Weeks 2-6
-   Assessing the cultural environment
-   Brand positioning within the industry and with the consumer
-   Brand Audits
-   Rough creative development and brainstorming
-   Development workshops
-   Brief for Individual Project #1
-   Photoshop and InDesign
-   Personal branding and portfolio development

Module 3 Brand Development
Weeks 7-10
-   The Core Idea
-   Designing campaign elements around a single idea and position
-   Exploiting the brand through the most effective channels
-   Brand relevance with the consumer
-   Consumer experience and relationship with the brand
-   Brief for Group Project
-   Lab Adobe Test Week 7 - 10%
-   Individual Creative Project 1 Due Week 7 - 40%

Module 4 The Changing Face of Creative
Weeks 11-14
-   Identifying new, valid and relevant opportunities to reach the 
    audience.
-   Creative messaging
-   Consumer buzz
-   Cultural extensions of branding
-   Photoshop and InDesign
-   Group Project Presentations Due - 40%
-   Lab Adobe Test - 10%

Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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