ADVG57198
Creative Strategy Development |
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I: Administrative Information II: Course Details
III: Topical Outline(s) Printable Version Public |
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Section I: Administrative Information
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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 |
Course
Name (short): Creative Strategy Development
School: Business
Program(s):
Advertising-Account Management
Program Coordinator(s):
Peggy Barnwell
Course Leader or Contact: Derek Chapman
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 1.0
Status: Approved - Under Rev (AREV)
Calendar Description
Students learn the skills that allow them to develop the strategic
communication options required to generate an effective, creative
advertising message. Students analyze brands and products to
communicate successfully with the target audience. Students use
industry level software to implement the executions of this
strategic development.
Typical Instructional Format
Lab
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14.0 |
Lecture
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28.0 |
Total hours: |
42.0 |
Courses may be offered in other formats.
Section I Notes:
N/A
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Section II: Course Details
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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
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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.
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Course Critical Performance and Learning Outcomes
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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.
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Evaluation Plan
Students demonstrate their learning in the following ways:
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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
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Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:
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Essential Employability
Skills
Essential Employability Skills emphasized in the course:
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Communication
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Critical Thinking & Problem Solving
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Interpersonal
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Numeracy |
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Information
Management |
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Personal
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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 |
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X |
Notes: N/A
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Section III: Topical Outline
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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%
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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