CAB414 - Interactive and Integrated Media II

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Last revision date May 25, 2020 1:45:30 AM
Last review date Aug 3, 2020 12:15:12 AM

Subject Title
Interactive and Integrated Media II

Subject Description
This subject is designed to expand the student's knowledge of the emerging area of Interactive Advertising and Interactive Media. Utilizing the fundamentals of interactivity learned in CAB312, the student will translate their knowledge of interactive concepts and apply them to creative executions on real time projects.  Emphasis will be placed on the application and the execution of strategy into powerful creative concepts from different angles including translating print and broadcast strategies into the digital realm and determine which interactive media vehicle is best suited to the message as well as applying them to ?Digital only? campaigns which are supported by social media vehicles.

Through debate, lectures, guest speakers, discussion, and case analysis, students are challenged to make decisions on behalf of a client and their brand.  The student will learn how to develop creative briefs, apply strategy to evolve them into executable campaigns by applying the interactive development process and finding the appropriate mediums to execute within. Working within a team based environment, the students will be further guided by guest speakers and possible real time ?clients? who will direct their skills to apply to the cause for the campaign.

The student will get an overview of developing and understanding interactive briefs, Interactive concept development, design fundamentals for multimedia (web, mobile, social media), mobile execution strategy, in game advertising fundamentals, basic understanding of using content management systems for the development of microsites and basic knowledge of interactive tools such as flash and dream weaver.

Credit Status
Creative Advertising Diploma

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

  1. Develop a detailed understanding of how to evaluate client needs for an interactive campaign
  2. Translate brand guidelines to apply to interactive executions
  3. Demonstrate and understanding of how to build a detailed creative interactive brief
  4. Develop cross platform interactive/creative strategies
  5. Understanding of how to present, pitch and explain interactive strategy to clients
  6. Design for multimedia including but not limited to the web, mobile and social media
  7. Develop and understanding of the creative design process for interactive development including but not limited to content architecture, copywriting, wireframing and mock ups
  8. Work within an interactive team environment with a different allocation of roles and responsibilities than traditional advertising team formats
  9. Understanding of mobile development strategies including application development for both mobile and web
10. Utilize content management tools to design, develop and execute microsites
11. Demonstrate knowledge of integrating multiple digital mediums with a common design strategy
12. Demonstrate knowledge of how to integrate a digital campaign with a traditional campaign taking a cross medium approach
13. Develop and execute a social media strategy built around the ongoing class project tying all forms of digital execution together into one integrated campaign
14. Demonstrate understanding digital strategy, creativity and communication through completing class projects.
15. 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.
16. Understand the purpose of, and effectively meet all deadlines and project requirements.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

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: 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 to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

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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.