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Week |
Subject |
Related Preparation |
1) |
Introduction: About strategy and creativity |
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2) |
Course of strategic planning:
- Category, consumer, brand, communication. |
Related reading will be distributed. |
3) |
Being an advertiser:
- Defining the problem and creating the relevant solution. |
Related reading will be distributed. |
4) |
Reading the consumer:
- New generation research techniques
- Analysis, hypothesis, insight
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Related reading will be distributed. |
5) |
Zeitgeist:
- Trend quest.
Homework assignment 1 |
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6) |
Brand positioning:
- Brand Map exercises. |
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7) |
Strategic creativity:
- Laddering technique |
Related reading will be distributed. |
8) |
Adstar:
- Final project description, delivery to the groups. |
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9) |
Brief that inspires. |
Related reading will be distributed. |
10) |
Idea generation:
- Brainstorming techniques.
Homework assignment 2 |
Related reading will be distributed. |
11) |
Evaluation of the creative work. |
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12) |
Persuasive presentation:
- Pitching simulation.
Presentation |
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13) |
Guest speaker. |
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14) |
Review for the Final Group Project presentations. |
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15) |
Adstar Group Presentations 1 |
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16) |
Adstar Group Presentations 2 |
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Program Outcomes |
Level of Contribution |
1) |
To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.
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2) |
To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.
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3) |
To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.
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4) |
To be able to analyze primary and secondary research data for a variety of products and services.
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5) |
To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.
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6) |
To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)
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7) |
To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.
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8) |
To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.
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9) |
To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.
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10) |
To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.
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11) |
To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)
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12) |
To be able to identify and meet the demands of learning requirements.
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13) |
To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.
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