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