Authorised by Academic Registrar, April 1996
Objectives To provide students with (i) the inductive learning from a process of executing a significant campaign to the brief of a real client; (ii) an opportunity to reflect on the integration of all the advertising theory and practice received during the course; (iii) the ability to perform supervised roles in advertising agency departments; and (iv) the ability to contribute substantially to campaign development.
Synopsis This subject is predominantly a supervised practicum. Three hours are scheduled, within which four major lectures and briefs are included over the semester. It will provide students with the integrative experience of using all the advertising processes to provide an inductive learning environment. Further, through exposure to clients in business, it will sensitise students to graduate work. The subject will cover advertising campaign planning - conceptual tools, organisational tools; planning a major one-off event - pitching for new business, resource allocation between existing business and new business; taking the brief, dealing with faulty briefs, adding to the brief, building the agency/client relationship; managing the campaign development process; integrating information gathered through primary research into the creative development process; presenting the proposed campaign - techniques, agency/client relationship management.
Assessment Minor group assignment (2000 words): 20% + Major group assignment (5000 words): 50% + Examination (2 hours): 30%