Textbooks: Creative Workers—Their Skills, Qualities & Characteristics; Everybody Please Shut Up; A Technique for Producing Ideas; Whipple, Squeeze This; selected handouts.
Session 1
Problem #1: What is story? (From the campfire, to mythology & Joseph Campbell, to legends, to brands.) Problem #2: What is your story? (Each student’s stories and mythology.) Assignments: Your elevator speech & logo, Introduction to the Mind Map. Skill Packet #1 assigned. Scrapbook assigned. Portfolio assigned.
Session 2
Problem #3: What is voice? What is your voice? Problem #4: What is the difference between art and advertising? Problem #5: Introduction to Advertising; Context—How advertising works, and its relationship to society; to the economic process. Problem #8: What is the interdisciplinary nature of advertising; What is the difference between advertising and PR? Problem #6: What is the difference between branding, integrated marketing and marketing communications. Book Review: The Purple Cow. Skill Packet #2 assigned.
Session 3
The Business Plan, the Marketing Plan, the Advertising Plan, the Media Plan, The Production Plan. Strategic practices in advertising and marketing communications. Skill packet #4 assigned. Skill Packet #3 assigned.
Session 4
The creative process in marketing communication. The modus operandi of the productive creative worker. The Importance of mistakes. Quantum field realities. Creative methods, practices, routines and structure. Book Review: A technique for producing ideas; James Webb Young. Problem #10: What is creativity?
Session 5
Researching and structuring the argument. Exploiting the opening. Skill Packet #4 assigned.
Session 6
Scrapbook due. Workshop.
Session 7
Workshop.
Session 8
Workshop.
Session 9
Workshop.
Session 10
Review of portfolio; grades; certificate of achievement issued |
