CAB312 - Interactive and Integrated Media I

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Last revision date May 25, 2020 1:46:16 AM
Last review date Aug 3, 2020 12:15:12 AM

Subject Title
Interactive and Integrated Media I

Subject Description
The digital world has made a significant impact on how the advertising world functions by providing us with several new mediums and paved new ways for creative implementations. Interactive and Integrated Media explores and examines interactive digital communication both as an integrated and independent advertising vehicle. This includes the internet and other interactive forms of advertising and communication from the following perspectives: Defining Interactive as a whole, Defining Interactive Advertising, Examining Socio-Cultural Issues, Managing Interactive Advertising, Understanding Digital Creative Issues, and Understanding Digital Media Issues and one of the most important, the integration of Digital with other mediums.

Students will understand digital interactive communications from four vantage points: the advertising agency, the client, the media vehicle, and the audience. They will be exposed to the nuances and the differences of digital advertising with a key focus on how consumers embrace this new medium and react to the workings of it. They will be exposed to the digital terminology and channel infrastructure, to become familiar with technological capabilities that allow them to plan/create/buy media from a completely new perspective, and also be able to evaluate digital media options, and successfully integrate digital media into a larger media strategy. The emphasis in this subject is to bridge the gap between traditional media and digital media with a focus on how an idea is generated for a new medium, built upon, carried through to implementation and then tracked and analysed. In addition students will be taught how to develop creative content and strategize digital campaigns specifically for new mediums. This subject also explores the cultural creative phenomena as it applies to digital branding, strategy, and design.
Projects focus on teams working to solve messaging problems at the conceptual level while understanding how to think creatively in new mediums and work within the parameters of technology and its limitations. Individual projects include understanding and reporting how cultural interactivity embodies societal innovation.
The student will demonstrate these process through intensive conceptual study regarding aesthetics and accessibility typography, language, sound, motion and images while understanding digital audience analysis, issues of usability, platforms and technical infrastructure, -- and how they work together to form strategic messages -- are anchored to theory in the arts, cultural studies, and advertising.

Credit Status
Creative Advertising Diploma Program.

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

1. Understanding the digital realm and all the different mediums that it composes of including the differences they present.
2. Understanding the socio-cultural impacts of digital
3. Understand how digital functions with the larger realm of advertising
4. Understand the importance of integrated campaign development specifically of digital with traditional mediums
5. Demonstrate an understanding of audience analysis specifically within the digital realm
6. Understanding of how a project team is structured and functions within an interactive department/agency.
7. Demonstrate knowledge of creative conceptualization for digital mediums
8. Demonstrate an understanding of usability and its importance in the digital space
9. Understanding the basic fundamentals of mobile technology and social media platforms
10. Understanding the basics of developing digital strategies
11. Demonstrate an understanding of digital media planning
12. Demonstrate understanding digital strategy, creativity and communication through completing class projects.
13. 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.
14. 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.senecacollege.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@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 Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.