COM2502 UNDERSTANDING ADVERTISING PRACTICE VAN
Transcription
COM2502 UNDERSTANDING ADVERTISING PRACTICE VAN
BACHELOR EAI SYLLABUS FALL 2011 CODE DU COURS / COURSE CODE NOM DU COURS / COURSE NAME COM 2502 Crédits / Credits (US) Understanding Advertising Practice 3 Face à face / Contact Hours Travail individuel et/ou de groupe / Personal &/or Team Work Evaluation / Evaluation 39 90 6 Charge de travail / Student workload Langue d’enseignement / Teaching Language English Pré-requis / Prerequisite Read, write, speak and understand the English language Période d’enseignement / Teaching period Responsable du cours / Course Coordinator Intervenant(s) / Instructor(s) Fall 2011 Natasha AZARIAN, Ph.D Hans van LUIPEN, M.A Evaluateur(s) / Evaluator(s) Description du cours / Course description This course introduces students to the advertising profession, its organization and methods. We will investigate the different approaches to advertising throughout the world and the persuasive power of advertising messages. Students will learn how to conduct research, design campaigns, compose effective messages and will apply their knowledge and skills to practical workshop cases. •Connaissances / Knowledge and Understanding (subject specific) A l’issue de la formation, l’étudiant devrait être capable de : • • • Résultats d’apprentissage / Learning Outcomes Students will have a clear understanding of advertising; why it has remained a mystery for so long, its myths and mechanisms of influencing people. Students will learn what goes into making good advertising, Students will comprehend research which judges print advertising, radio and audio visual commercials, as well as the internet. •Aptitudes cognitives / Cognitive/Intellectual skills (generic) A l’issue de la formation, l’étudiant devrait être capable de : . The student is expected to • Develop a critical approach when examining print or other media. • Be capable of creating a professional project (an advertising campaign) •Attitudes / Key transferable skills (generic) The student is expected to : • Effectively and professionally collaborate with colleagues on group projects, both written and oral. •Compétences pratiques / Practical skills (subject specific) A l’issue de la formation, l’étudiant devrait être capable : The student is expected to : • Be critically sensitive to issues in intercultural communication in both a general sense, and one related to media and advertising. Cours inscrit dans le process Assurance of Learning AACSB Evaluation des étudiants / Student Assessment NO • Devoir surveillé (DS) / Written examination Midterm 1 10% Midterm 2 10% Assignment 20% BACHELOR EAI SYLLABUS FALL 2011 Project Final exam 25% 35% • Contrôle continu / Continuous Assessment Méthodes d’enseignement / Teaching Methods Cours / Lectures Tutorat / Tutorial sessions Travail personnel autonome / Autonomous personal work Date Wednesday Wednesday Wednesday Wednesday Wednesday Wednesday Wednesday Plan de cours / Course plan Wednesday Wednesday Wednesday Wednesday Wednesday Wednesday Wednesday Topics 07-Sept Introduction to the cours Why advertising has remained a mystery so long. Influencing people, image and realty, subliminal 14-Sept advertising Conformity, the message, silent 21-Sept symbols and badges of identity 28-Sept Vicarious experience and virtual reality 13.00 – 14.30 Midterm 1 How ads speak to us, what is this I am 05-Oct watching, the limits of advertising Continuous tracking, new product launches, consumer filing cabinets, what happens when you stop 12-Oct advertising Funny ads, TV-commercials, seasonal 19-Oct advertising Execution, radio commercials, unique 26-Oct and consistent style. Intro to project 02-Nov Sequels, tracking of image and issues 09-Nov The Internet and social media 13.00 – 14.30 Midterm 2 16-Nov Mental reach. Intro to the assignment Measurement of advertising effects in 23-Nov memory 30-Nov Follow up on projects 07-Dec Project presentations BACHELOR EAI SYLLABUS FALL 2011 Obligatoire pour le module / Required for the course Bibliographie / References Advertising and the mind of the consumer Max Sutherland and Alice K. Sylvester Optionnelle pour le module / Recommended references ISBN 07 7494 2977 1 Site(s) web / Web sites Nombre et durée des CM Nombre et durée des TD Modalités de délivrance du cours (Par campus si différent) Autres (ex : coaching projets, distance learning, etc.) Préciser les spécificités de programmation (TD en journée complète, cadencement spécifique des séances) CAMPUS SOPHIA 42 15 CAMPUS LILLE CAMPUS PARIS CAMPUS CHINE CAMPUS US