STC 4380 CREATIVITY IN ADVERTISING AND BRAND COMMUNICATIONS
Creativity is the power behind advertising. This course focuses on developing an advertising idea, writing effective copy, and merging it with design elements to communicate creative and effective messages. Emphasis is placed on creating tight strategies and making strong presentations of work. The course will reinforce the value of a developing a big idea and expressing that idea in a cross-platform campaign. Students will learn the important tasks of presenting and selling work to clients. The skill of critiquing work in an insightful and professional way is also covered.
Course Types
Strategic Communications Elective Course
Course Outcomes
- • Evaluate historical, modern, and future practices of advertising and brand communications and their role in shaping and reflecting society
- • Apply proven and emerging strategic and executional practices in the evolving business world of advertising and brand communications
- • Develop an understanding of and hone creative skills necessary for building effective communications platforms on which targeted advertising campaigns can connect with diverse domestic and global audiences
- • Demonstrate an awareness of accuracy and fairness in representing diverse peoples in the preparation of creative ideas and work
- • Understand the evolving roles of the creative team members, the creative director, and those that are responsible for evaluating creative work to predict, track, and tweak executions for desired communications and business ROI results
- • Create work that can be added to students’ portfolios, demonstrating the skills to potential employers as a creative strategist, creative team member, and leader
- • Present and sell creative ideas for advertising and brand communications in a persuasive and effective manner
- • Critique creative work in a thoughtful and insightful manner, providing creatives with guidance on further improving their advertising and brand communications ideas