CAB444 - Advertising: Concept Development and Strategic Execution

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Last revision date Sep 30, 2019 12:00:36 AM
Last review date Dec 2, 2019 12:15:20 AM

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
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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.