CAB444 - Advertising: Concept Development & Strategic Execution

Outline information
Semester
Schools offering this subject
Last revision date 2017-10-05 14:23:11.79
Last review date 2017-11-21 08:14:45.958

Subject Title
Advertising: Concept Development & 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.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on http://library.senecacollege.ca for further information regarding cheating and plagiarism policies and procedures.

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@senecacollege.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 Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.