ADVG39402
Advanced Creative Development
 
  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: Winter 2014
Prerequisites: (ADVG23672)
Corequisites: ADVG34178, ADVG37028
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Course Name (short): Advanced Creative Dev
School: Business
Program(s): Advertising
Program Coordinator(s): Catherine Oliver
Course Leader or Contact: Derek Chapman
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 6.0
Status: Approved - Under Rev (AREV)

Calendar Description
This course continues with the development of the strategic creative skills gained throughout the first four semesters of the program. Students execute communication plans in the form of print, out of home, broadcast, digital Internet and social media material demonstrating how their strategy is consistent with the communication plan.

Typical Instructional Format

Lecture
 42.0
Total hours: 42.0

Courses may be offered in other formats.

Section I Notes: N/A
 
 
Section II: Course Details

Detailed Description
This course continues with the development of the strategic creative skills gained throughout the first four semesters of the program. Students execute communication plans in the form of print, out of home, broadcast, digital Internet and social media material demonstrating how their strategy is consistent with the communication plan. Students will rationalize the creative applications they have chosen and illustrate how they will reach the interest and needs of a specified target market. They will create advertising material for both print, broadcast and digital media in a multimedia campaign utilizing information gained in and relevant to other concurrent advertising courses in semester six. Integrated with the Advertising Campaign Management course, students will be required to follow directions provided on a creative brief and utilize appropriate methods for the development of effective and original concepts for a specified advertising campaign.

Program Context

 
Advertising Program Coordinator: Catherine Oliver
This is a required course in semester six of the Advertising program. It provides students with the analytical creative skills required for the development of creative material required for the completion of an integrated marketing communications campaign. This learning will be used when developing their final pitch for Advertising Campaign Management.


Course Critical Performance and Learning Outcomes

  
 Critical Performance:  By the end of this course, students will have
demonstrated the ability to create various persuasive communication  
messages for a variety of media.

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

1.  Create a succinct, creative objective statement in response to a 
    given advertising challenge
2.  Produce compelling, alternative creative messages to achieve that 
    objective
3.  Design professional quality, publication ready material for 
    newspaper, magazine and the Internet.
4.  Create scripts and storyboards for broadcast material
5.  Present this material in a professional manner and defend its    
    appropriateness for the given challenge
6.  Recognize there is more than one solution to a given situation
7.  Integrate learning from previous creative courses
8.  Demonstrate professional behaviours, including: 
      - willingness to work collaboratively
      - commitment to meeting project due dates
      - responsibility for self direction
Evaluation Plan
Students demonstrate their learning in the following ways:

  
Assignments:  
Print Campaign               20% 
Broadcast Campaign           20%
Multimedia Campaign          20%

Presentations:
 Presentation book/portfolio 20%
 Lab Tests                   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: 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      

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: Winter 2014
Professor: Multiple Professors
Textbook(s): 
A Technique for Producing Ideas, James Webb Young, NTC/Contemporary 
Publishing Company.  ISBN:  0844230006

Advertising by Design, Robin Landa, Wiley.  ISBN:  0471428973

Applicable student group(s): Third Year Advertising Program
 Course Details:
Week 1
Introduction to the course
- Materials and requirements
- Structure and deliverables

Week 2
Idea Generation
- Best practices and methods for creating effective advertising 
  ideas

Week 3
Print Advertising advanced disciplines with a focus on typography
Print campaign project introduced

Week 4
Magazine advertising with emphasis on design and colour

Week 5
Broadcast creative fundamentals
Broadcast campaign introduced

Week 6
Broadcast elements:  the moving image for television

Week 7
Broadcast elements:  sound for television and radio
Major campaign introduced

Week 8
Broadcast elements:  writing for radio and television

Week 9
The critique.  Evaluation of advertising creative

Week 10
Portfolio and advertising campaign presentation fundamentals

Week 11
Branding through creative.  Traditional and innovative methods

Week 12
Personal presentations of advertising campaign

Week 13
Group critique of campaigns

Week 14
Conclusions


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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