Universitat Internacional de Catalunya
Creative Advertising
Teaching staff
Through a previous date (by email) for a correct organisation of the time.
Introduction
Start a journey towards advertising creativity by stopping at the most important aspects of innovation in advertising and marketing. Advertising understood as a business organization (with departments, roles and people), aware of a system and a methodology for the creation and production of advertising pieces.
Subject Focus:
- 'Advanced' initiation approach to creativity.
- Professionalizing, while looking for results. You can choose a work to include in your personal portfolio or to present at publicity festivals (IMMA, Drac Novell or Laus Awards).
- With a theoretical base focused on practice. Above all, learning is done through exercises and projects to promote 'learning by doing'.
- The methodology used in class seeks intense and dynamic work, active and participatory listening.
- There is teamwork and individual work, both inside and outside school hours.
Pre-course requirements
- Availability and motivation for the learning.
- Basic management of any graphic self-publishing program.
- Nice attitude, participation and equitable work at the work-teams.
Objectives
1. To know the ongoing advertising activity at the economical-social-cultural environments and also the creation, the presentation and the production of advertising pieces.
2. Comprise the rol and function of the Creative Director toward the professional organisation of the advertising agency.
3. Stimulate students to work more creatively in the advertising field and wake up his critical capacity in front of the creativity ad pieces.
4. Discover the actuality of some influential agencies and creative people at the local, national and international field.
Competences/Learning outcomes of the degree programme
- 59 - Knowledge and mastery of classic culture
- 65 - Knowledge and mastery of the different resources of historical investigation
- 66 - Knowledge and mastery of the resources to encourage contextualized interest in history
Learning outcomes of the subject
- To develop in complex situations or that require to manage in looking for new solutions, as much from the academical as from the professional field.
- Discover the creative rol in any advertising or PR organisation to: choose and manage processes, methodologies, technicians and collaborators/suppliers to adapt to any typology of project.
- To apply properly the own advertising synergies and the strategic thought.
- To use the visual and audiovisual language in a creative way, to express and present contents in public (involve with our sphere of action).
Syllabus
It is organized in 3 blocks:
1. Theory
- Creativity.
- Creativity on TV
- Creativity in print media
- Radio creativity
- Outdoor creativity
- Great Spanish creatives
- Innovation and marketing
- The big festivals
- Creative agency
- Art and advertising
- Online creativity
2. Creativity 100%
- Creativity is in the day to day. For this reason, each week we dedicate some time to analyzing the most creative thing that we have seen those days (both the students and the teacher), we discuss it, we analyze it and we give our opinion about it.
- In addition, there will be the visit of professionals from the world of creativity of the first order.
3. Get to work
More than 10 activities are established in which the student has to demonstrate creativity in different facets. From an interview (immediacy capacity), to creating headlines by words (abstract creative capacity), campaign changes with different products, etc.
Teaching and learning activities
In person
Priority training activities:
- Master exhibitions
- Analysis of cases and advertising pieces
- Expansion of content and search for information autonomously
- Oral-visual-staging presentations of creative projects
- Assessable exercises (challenges) that help carry out the project and apply theory to practice
- Participation of invited professionals
- Debates, colloquia and reflections
- Final exam.
| TRAINING ACTIVITY | ECTS CREDITS |
| Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. | 0.2 |
| Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. | 0.8 |
| Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). | 0.4 |
| Workshop. Advanced and intensive workshops of a longer duration, led by lecturers and/or foreign professionals, in which the language used is English. These culminate in the creation of a professional or semi-professional product which is also produced in English. | 0.6 |
| Lab. Working groups that combine theory and practice. The aim of these is not to undertake already known techniques, but instead to make progress that is both theoretical and technical. These Lab sessions will culminate in the creation of a professional or semi-professional product. | 1.0 |
| Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 2.0 |
Evaluation systems and criteria
In person
Final exam: 40% of the course
30% class work
30% are practices (6)
You must have all 6 practices presented for them to be counted.
Bibliography and resources
LECTURAS RECOMENDADAS
- Casi todo lo que se de publicidad. Joaquí Lorente
- El libro rojo de la publicidad. Luis Bassat
- El libro rojo de las marcas. Luis Bassat
- Al otro lado del escaarate. Toni Segarra
- La vaca púrpura. Seth Godin
- Confesiones de un publicitario. David Ogilvy