Sheridan Course Outlines

ADVG50036
Creative Advertising Communications

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 2012
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Course Name (short): Creative Advertising Comm.
School: Business
Program(s): Advertising Management
Program Coordinator(s): Peggy Barnwell
Course Leader or Contact: Derek Chapman
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 2.0
Status: Approved - Under Rev (AREV)

Calendar Description
Students learn and apply proven creative and design principles to advertising communication materials including campaign material, presentations and self promotion. Students learn the basics of several current industry-leading image and design software programs and apply them in the preparation of advertising material.

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 learn and apply proven creative and design principles to advertising communication materials including campaign material, presentations and self promotion. Students learn the basics of several current industry-leading image and design software programs and apply them in the preparation of advertising material. The focus of the course is on the application of sound design and creative principles to the creation of advertising communications. Students learn through mini-lectures, demonstrations, practical applications, labs, and in-class activities.

Program Context

Advertising Management

Program Coordinator: Peggy Barnwell

This is a required course for students in the Advertising 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 basic design and 
creative principles to the creation of advertising communication 
materials using current graphics software.

Learning Outcomes:  
To achieve the critical performance, students will have demonstrated 
the ability to:
1.  Apply basic design principles in typography and imagery.
2.  Design compelling creative and presentation materials.
3.  Defend the design appropriateness of the given solutions.
4.  Analyze the role of the consumer in the creative process.
5.  Evaluate the effectiveness of creative advertising elements.
6.  Create effective presentation material using 
    appropriate software. 
7.  Utilize current industry software to create projects and personal 
    promotion material.
8.  Demonstrate professional behaviour, including:
	- Working collaboratively
	- Meeting project due dates
	- Self-direction

Evaluation Plan
Students demonstrate their learning in the following ways:

Assignments (2 @ 20%)    40%
Presentations (2 @ 20%)  40%
Test                     20%
Total                   100%

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 2012
Professor: Derek Chapman
Textbook(s):

n/a

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

Description:

Module 1: Introduction to Creative development
Introduction to the course.
Materials and requirements, structure and deliverables.
Typography, colour and design principles.
Brief for multimedia campaign.
Evaluation of advertising creative.


Module 2: The Role of the Adobe Creative Suite
Adobe Creative Suite.
InDesign, Photoshop and Acrobat introduction.
Creating basic layout design. 
Idea Generation. 
Best practices and methods for creating effective advertising ideas.
Assignment - 20%


Module 3: Effective Creative Communication 
Portfolio and advertising campaign presentation fundamentals. 
Copywriting and the effective use of language in a business context.
The use of visuals.
Designing compelling presentations - 20%
Assignments - 20%


Module 4: Contemporary Creative Environment
The executional elements of a modern campaign. 
Information flow.
Branding in the modern advertising environment.
Creative innovation in modern advertising solutions.
Test 20%


Module 5: Wrap-up
Design and its role in effective communication. 
Conclusions.
Personal presentations of advertising campaign - 20%
Group critique of campaigns.

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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