Course Schedule

Course Schedule (.pdf)

Assignment Summary (.pdf)


LESSON 1: Advertising, Agencies, and the Advertising Profession

WEEKS TOPICS & LECTURE MATERIALS ASSIGNMENTS & TUTORIALS
W1: Jan 8-14 Course Overview: Syllabus, topics, course schedule, assignments, and how 381 works Assignment #1A: Interests and Strengths Survey (Jan. 12)
W2: Jan 15-21

Mon, Jan 15 is a holiday

Advertising as a Profession: Roles, agency types Assignment #1B: Personal Professional Assessment and Vision (Jan. 26)

Tutorial #1: Adobe Spark (Jan. 26)

W3: Jan 22-28 Presentation #1: Personal Introduction (Jan. 29)

LESSON 2: Advertising Design & the Creative Process

WEEKS TOPICS & LECTURE MATERIALS ASSIGNMENTS & TUTORIALS
W4: Jan 29 – Feb 4 Why Advertise: The function and purpose of advertising

 

Tutorial #2: Adobe InDesign (Feb. 16)
W5: Feb 5-11 Branding – What is a Brand?

Creative Briefs: Use and development

Assignment #2: Advertisement Design (Feb. 16)
W6: Feb 12-18 Advertising Design: Fundamentals and design elements

Ad examples: Starbucks

Creative Process: Collaboration, critiques, and team roles

 

Presentation #2: Advertisement Design (Feb. 16)

LESSON 3: Storytelling & Customer Engagement

WEEKS TOPICS & LECTURE MATERIALS ASSIGNMENTS & TUTORIALS
W7: Feb 19-25

Mon, Feb 19 is a holiday

Narrative & Story Assignment #3: Brand Story Design (Mar. 9)
W8: Feb 26 – Mar 4 Customer Decision Process

Media Types: Paid, Owned, Earned

Basic Formats of Advertising

Tutorial #3: Adobe Photoshop (Mar. 9)
W9: Mar 5-11 Measuring Success: KPIs for advertising and customer engagement Presentation #3: Brand Story Design (Mar. 9)

Spring Break: March 12-18

LESSON 4: Advertising Across Platforms

WEEKS TOPICS & LECTURE MATERIALS ASSIGNMENTS & TUTORIALS
W10: Mar 19-25 Creative Strategy

Customer Decision Process

Assignment #4: Brand Campaign (Apr. 27)
W11: Mar 26 – Apr 1 Video Design

Measuring Campaign Success

Tutorial #4: Adobe Premiere (Apr. 6)
W12: Apr 2-8 Interactive Design Tutorial #5: Adobe Experience Designer (Apr. 13)
W13: Apr 9-15 Presenting Your Work Professionally: Preparing for the transition from student to professional  
W14: Apr 16-22 Group Work Week  
W15: Apr 23-29 Final Presentation Week  Presentation #4: Final Brand Campaign (Apr. 27)