Description

The Intended Learning Outcomes of this course are categorized under the following four headings: 1. Knowledge and understanding 2. Intellectual skills 3. Professional and practical skills 4. General and transferable skills Throughout this course students should acquire the competencies listed under each heading as follows. 1.1 Understanding concepts and mechanisms of art direction, copywriting, and account planning 1.2 Acquiring knowledge about the know-how of producing creative ads 1.3 Understanding the advertising and promotion industry 1.4 Understanding the impact of convergence and social media on advertising 1.5 Understanding and differentiating between different components of traditional advertising in television, magazine, online and outdoor advertising 1.6 Gaining understanding of how brands and products interact with the audience 1.7 Understanding how the current advertising industry works in relation with the different stakeholders; agencies, markets, consumers…etc. 1.8 Gainining awareness of the regulations, ethics and professional standards in the industry 2.1 Developing skills related to finishing, adjusting and curating advertising-related work 2.2 Developing creative strategies to produce an advertisement 2.3 Selecting the appropriate advertising media depending on the most significant factors 2.4 Evaluating advertising across different media platforms and outlets 3.1 Producing creative ads 3.2 Using practical tools for collaboration and develop productive ways to offer feedback and critique 3.3 Acquiring the ability to create and publish advertisements on mobile, digital and social networking platforms 3.4 Using several advertising media in developing and presenting a comprehensive advertising campaign from agency perspective to a new or existing client 4.1 Acquiring problem solving skills 4.2 Critiquing one’s own work and develop the ability to provide constructive feedback for other’s work based on critical evaluation 4.3 Demonstrating research and research planning abilities 4.4 Developing writing and editing skills 4.5 Developing critical thinking skills

Program

Media**

Objectives

• This course explores the various advertising media, including digital, mobile and social networks while reinforcing the importance of traditional components – television, magazine, online and outdoor advertising – with everyday applications. Discussion on advertising, initiatives features current campaigns, agency relationship, and media organizations. The course also explores target audience development, product positioning, creative messaging, media strategies, and campaign execution. Students will practice through a large number of briefs – featuring both fictive and real projects – developing relevant skills as well as a portfolio. The course aims at making students’ knowledge more sophisticated in advertising, design related concepts, good writing besides providing the experience of working in groups and meeting short deadlines.