Sheridan Course Outlines

ADVG23672
Creative Branding

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

Section I: Administrative Information

Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2015
Prerequisites: (ADVG26783)
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Course Name (short): Creative Branding
School: Business
Program(s): Advertising
Program Coordinator(s): Catherine Oliver
Course Leader or Contact: N/A
Originator: Lesley Rumsby
Designate: Lesley Rumsby
Version: 4.0
Status: Approved (APPR)

Calendar 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.

Typical Instructional Format

Lab	14.0
Lecture	28.0
Total hours:	42.0

Courses may be offered in other formats.

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: Catherine Oliver

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:

2  Lab Tests 2 10% each                  20%
Individual Creative Project              40%
Group Campaign Development Project       20%
Group Campaign Development       
Presentation                             20%
Total                                   100%

A student must average at least 50% on the non-group components of 
the evaluation plan (as well as at least 50% overall)in order to
receive credit for this course

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: Multiple PLA Contacts
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous life and work experiences. 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 2015
Professor: Multiple Professors
Textbook(s):

Various industry specific articles and examples

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

Description: 

Module 1 Introduction

-   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

-   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

-   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

-   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%

Academic Honesty
The principle of academic honesty 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 faculty member, or otherwise submitting work that is not the student's own violates this principle and will not be tolerated. Instances of academic dishonesty, including assisting another student to cheat, will be penalized as detailed in the Student Handbook.

Students who have any questions regarding whether or not specific circumstances involve a breach of academic honesty are advised to discuss them with the faculty member prior to submitting the assignment in question.

Discrimination and Harassment
Sheridan is committed to provide a learning environment that respects 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 are available in the Student Handbook.

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