Sheridan Course Outlines

ADVG57198
Creative Strategy Development

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: Winter 2014
Prerequisites: (ADVG57370)
Corequisites: ADVG56693, ADVG58634, MKTG56859
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising-Account Management
Program Coordinator(s): Peggy Barnwell
Course Leader or Contact: Derek Chapman
Version: 1.0
Status: Approved - Under Rev (AREV)

Section I Notes: N/A

Section II: Course Details

Detailed Description
Students learn the skills that allow them to develop the strategic choices required to generate an effective, creative advertising message. Students learn how to analyze brands and products to develop creative solutions that will successfully communicate the brand benefits to the target audience. Students use industry level software to implement the executions of this strategic thinking. Integrated with the Advertising Planning Management, Advertising Media Management and Integrated Marketing Communications Planning Courses, students are be required to follow direction on a creative brief and utilize appropriate techniques in the development of original conceptual designs for a specified advertising campaign.

Program Context

Advertising-Account Management

Program Coordinator: Peggy Barnwell

This is a required course for students in the Advertising Account Management program. This course is designed to add creative thinking and design skills so that students are able to implement their technical skills into campaign development projects and self-branding communication.

Course Critical Performance and Learning Outcomes

 Critical Performance 

By the end of this course, students will have demonstrated the 
ability to apply analysis combined with visual and verbal creative 
thinking to the development of effective creative strategies.

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

1. Analyze the role of consumer insights in the creative process.
2. Assess the relevant consumer benefits of a brand or product.
3. Evaluate the effectiveness of creative advertising strategic 
   solutions. 
4. Defend the communication validity of the creative solutions.
5. Develop industry standard presentation material using appropriate 
   software. 
6. Design compelling creative and presentation materials.
7. Utilize current industry software to execute projects and 
   personal promotion material.
8. Demonstrate professional behaviour, including:
   - Effective team role playing.
   - Industry standard communication materials.
   - Professionalism in regard to deadlines, business etiquette etc.

Evaluation Plan
Students demonstrate their learning in the following ways:

Assignments 50%
2 Creative projects (2 @ 25% each)

Group Work 30%
1 Creative Campaign development and presentation

Lab Tests 20%
Photoshop, Acrobat and InDesign tests

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: Winter 2014
Professor: Multiple Professors
Textbook(s):

n/a

Applicable student group(s): Advertising Account Management Graduate Certificate
Course Details:

Module 1: Introduction

- Introduction to creative strategic development 
- Introduction to the course
- Materials and requirements, structure and deliverables
- Advanced advertising design principles
- Brief for multimedia campaign
- Advertising critique and evaluation


Module 2: The Adobe Creative Suite 

- Advanced Layout Design
- iPhoto
- Digital imagery
- PDF technology
- Photoshop and InDesign

- Lab Adobe test: 10%
- Project 1:  25%

Module 3: Creative Communication

- Effective Creative Communication 
- Portfolio and advertising campaign presentation fundamentals
- Writing skills and the effective use of language in a business
  context (This subject and the visual section below will be expanded 
  upon with a new detailed campaign project introduced to the 
  course.) 
- The importance of visual literacy 
- Designing compelling presentations


Module 4: Contemporary Creative Environment

- Contemporary Creative Environment 
- The executional elements of a modern campaign.
- Information flow
- Branding in the modern advertising environment
- Creative Innovation in advertising solutions
- Advertising critique and evaluation

- Group Project Presentations: 30%
- Project 2: 25%
- 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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