ADVG57198
Creative Strategy 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: (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
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 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
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):
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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