Workshop: Advertising Strategy
A.Y. 2023/2024
Learning objectives
The aim of the workshop is to give students the basis to recognize technical words such as creative brief, planning cycle, consumer insight, and concept, and to learn how to make an advertising strategy. The first part of the workshop will be enriched with the presentation and debate of case studies.
Expected learning outcomes
By the end of the workshop the students, having worked on some exercises of creative brief, will be confiedent in the use of this fundamental phase of an advertising agency's job. Every exercise foresees the creative proposal according to the strategy they had produced. This will complete they basic preparation for an eventual job in the advertising business.
Lesson period: Second semester
Single course
This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Responsible
Lesson period
Second semester
Course syllabus
The workshop gives its student the possibility to come across themes linked to communication and marketing as told by specialists of the industry. In particular the class aims to show how brands are developing their roles in today's society, by analyzing challenges that experts of communication have now to face.
Prerequisites for admission
None.
Teaching methods
Frontal lessons, teamwork and project presentations.
Teaching Resources
During the lessons keynote presentations and PowerPoints will be shared with the class, it is possible that some slide will be released as lecture notes.
Assessment methods and Criteria
Students need to prepare a presentation during class to show the knowledge gained during the workshop.
Professor(s)