ADVERTISING PRACTICUM (CM5067)

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The development of effective advertising is an intellectual and creative process that has evolved over the past century and includes the disciplines of research, targeting, strategy, strategy derived creative execution and evaluation. Today, the form and content of advertising is changing as the digital age opens new channels and types of messages. The Advertising Practicum will instruct students in the real world creation of effective advertising. Students will learn “the creation process” from start to finish, develop strategies and create advertising campaigns. Finally, they will compete to win an international brand’s advertising account by solving a strategic and creative challenge facing that brand just as it is done in the advertiser/ advertising agency industry worldwide. At the course’s end, students should have completed an advertising exercise that they can present to future employers as an aid to securing a job of their choice.

Code: 
CM5067
Name: 
ADVERTISING PRACTICUM
Discipline: 
CM (Communications)
Type: 
Regular
Level: 
Graduate
Credits: 
4
Can be taken twice for credit?: 
No
Pre-requisites: 
College Level=Graduate OR College Level=Graduate - Continuing OR College Level=New Student - Grad OR Major=MSc: Strategic Brand Management
Co-requisites: 
None

Learning Outcomes

  1. Collaboration with other advertising professionals, adaptability, ability to work under pressure on time-sensitive creative projects
  2. general knowledge of the industry’s best practices and best cases, critical thinking
  3. Understanding of clients’ needs, formulating creative briefs, benchmarking, strategic planning, budgeting, copywriting, art direction, creating and conducting a sales pitch

Archived Syllabi