CAB444 - Advertising: Concept Development and Strategic Execution

Outline information
Semester
Schools offering this subject
Last revision date 2022-09-26 01:11:02.502
Last review date 2022-12-05 00:15:10.56

Subject Title
Advertising: Concept Development and Strategic Execution

Subject Description
This workshop environment allows for the futher development of skills required for advertising career direction while teaming with students from both the "creative" and "business" streams. Students work in "parallel life" situations of the advertising industry and apply the responsibilities of art directors, copywriters, account management and client relations from within an agency. Case studies are worked through together as team from initial "pitch", strategy development, and conceptual stages to comprehensive presentations to the client. Considered are executing campaigns across all advertising mediums. The results: well planned, powerfully incisive concepts and brilliant execution.

Credit Status
Creative Advertising Diploma Program

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Understand the Advertising World and the Inter-relationships between:

* The Advertising Agency Management and Client
* The Art Department and the Art Director
* The Copy Department and the Art Director
* The Design Studio and the Designer
* The Freelance Writer/Art

2. Utilize a thorough knowledge of the structure of the creative, production and client team approach.
3. Demonstrate and execute the creative process in a creative team environment.
4. Execute problem solving and creative analysis, while working with direction from a client/agency strategy.
5. Demonstrate the proper approach to analysis and problem solving as a creative team.
6. Evaluate and give direction in the development of strategy and creative recommendations.
7. Demonstrate and practice the terminology used in the creative team approach and production of print and electronic media.
8. Utilize copywriting skills, visuals composition and creative development in the production of print advertising and storyboards.
9. Apply experience in the presentation of a complete advertising campaign.
10. Execute and perform presentations to clients.
11. Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation.
12. Understand the purpose of, and effectively meet all deadlines and project requirements.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecapolytechnic.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.