ADVERTISING CAMPAIGN DESIGN

Course Description

This course aims to provide students with insights on how to design an advertising campaign, integrating knowledge they have acquired in previous advertising-related courses. First, by developing an actual advertising campaign from scratch, students will experience how all the functional areas of advertising (research, media, creative thinking) work together in the process of creating an advertising plan. Students will design creative works (e.g., preparing a message for ads, writing scripts, a hard copy layout for print ads), and make decisions on media placement. Secondly, students will be responsible for developing a public relations campaign proposal from inception to completion, synthesizing the information they have learned earlier in the program.

ADVERTISING CAMPAIGN DESIGN

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

1. 01 Design (4) and implement (4) an adverting campaign.
2. 02 Construct (4) an advertising brief according to profesional guidelines.
3. 03 Apply (4) the principles of integrated marketing communication in campaing planning.
4. 04 Develop (5) a budget for an advertising campaign.
5. 05 Analyze (4) and discuss (5) implecit messages in product placement advertising.

Course Syllabus

Reference Books & Course Materials

1. 01 Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, 5th Edition 5th Edition by Luke Sullivan (Author), Edward Boches (Author)
2. 02 Advertising Concept Book 3E: Think Now, Design Later Paperback – July 26, 2016 by Pete Barry (Author)
3. 03 Building a StoryBrand: Clarify Your Message So Customers Will Listen Hardcover – Illustrated, October 10, 2017 by Donald Miller (Author)
4. 04 Advertising & Promotion: An Integrated Marketing Communications Perspective – April 28, 2005 by George Belch (Author), Michael Belch (Author), Michael Guolla (Author)

Learning Outcomes

1. L01 Develop (5) an understanding of the processes of campaign planning. SOLO 5
2. L02 Devise (5) the structure for creating an effective campaign. SOLO 5
3. L03 Research (4) and prepare Brief Writing. SOLO 4
4. L04 Develop (5) skills in team work. SOLO 5
5. L05 Propose and implement (4) how to desing a campaign plan. SOLO 4
6. L06 Develop (5) self confidence in presenting work to peers and lecturers. SOLO 5
7. L07 Be prepared (5) to work as a professional in the PR and media sector. SOLO 5
8. L08 Implement (4) case studies by adapting best practices. SOLO 4

Program Outcomes

1. P01 To be able to understand analog and digital games' theoretical and historical development.
2. P02 Has a general understanding of the history and culture of the nation and the world in which he lives.
3. P03 Digital game engines are well-suited for application.
4. P04 His/Her mastery of the fundamental sciences underpins his/her expertise in the creation of digital games.
5. P05 Understand the mechanics, logic, and frameworks of analog and digital games.
6. P06 Possesses an aesthetic sensibility and knowledge of art.
7. P07 Communication, art, music, psychology, sociology, mythology, philosophy, economics, cinema, history, and other disciplines gained the potential to benefit from one another during the game design process.
8. P08 Knowing how media and digital games affect people and society and designing games responsibly in light of that knowledge.
9. P09 Be able to assess critically the knowledge and abilities acquired through research in the area and other related areas.
10. P10 Acquires expertise in artistic design to aid in the creation of digital games.
11. P11 Make good use of digital game creation software and programs.
12. P12 Possesses the skills necessary to write the code for digital games created for various platforms.
13. P13 Possesses the capacity to jointly build digital games' aesthetic and computational aspects.
14. P14 Possesses the capacity to create and communicate stories utilizing a variety of technologies.
15. P15 Has the capacity to design, plan, and analyze the game as a concept.
16. P16 Possesses the capacity to come up with tangible fixes for the issues that arise during the creation of digital games.

Po-Lo Matrix