COURSE MODULE

Certificate Course on Creative Advertising:

"I Am You"

Course Overview: 

This comprehensive course delves into contemporary advertising practices, offering an in-depth exploration of campaign creation and execution. Students will gain insights into the workings of advertising agencies, the principles of marketing, and the essentials of creative strategy. Through a blend of theoretical knowledge and practical application, including guest lectures from industry professionals, students will develop a robust understanding of advertising dynamics, consumer behavior, and campaign management. The course emphasizes hands-on experience, enabling students to create, plan, and execute effective advertising campaigns.

Course Objectives:

• Understand the advertising process and its components.

• Analyze the major dynamics of advertising campaigns.

• Grasp the role of marketing, creative planning, and organization in advertising.

• Explore the relationship between campaign planning and consumer behavior.

• Develop creative strategies and ideas for advertising campaigns.

• Master the principles of image creation and copy production.

• Create and execute a comprehensive campaign plan.

• Write effective advertising copy and use advertising language proficiently.

Course Modules:

01. Introduction to Advertising: An Overview

• Topics:

  • Definition and Evolution of Advertising

  • Key Functions and Objectives

  • Advertising in the Modern Market

• Reference Materials:

  • Book: Advertising and Promotion: An Integrated Marketing Communications Perspective by George E. Belch and Michael A. Belch

    • Link to book

  • Article: "What Is Advertising?" on Investopedia

    • Link to article

  • Video: "Introduction to Advertising" on YouTube

    • Link to video

  • Training Kit: Advertising Basics Kit (includes introductory guides and key concepts).

02. Ideas, Lies, and Branding

• Topics:

  • Creative Ideas and Brand Identity

  • The Role of Brand Imagery and Messaging

  • Ethical Considerations in Advertising

• Reference Materials:

  • Book: Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller

    • Link to book

  • Article: "The Role of Branding in Advertising" on Forbes

    • Link to article

  • Video: "Understanding Branding in Advertising" on YouTube

    • Link to video

  • Training Kit: Branding Insights Kit (includes brand development worksheets and case studies).

03. Branding: An Imaginary Superhero

• Topics:

  • Creating Brand Personas

  • Imaginary Branding Concepts and Exercises

  • Applying Superhero Branding to Real-Life Products

• Reference Materials:

  • Book: Superbranding: How to Create and Sustain Brand Success by Tim Halloran

    • Link to book

  • Article: "Imaginary Branding and Real Impact" on Marketing Week

    • Link to article

  • Video: "Creative Branding Ideas" on YouTube

    • Link to video

  • Training Kit: Superhero Branding Kit (includes creative exercises and branding persona templates).

    
    

04. Copywriting: Online, Press, TV, Radio

• Topics:

  • Fundamentals of Copywriting for Different Media

  • Crafting Compelling Copy for Digital and Traditional Media

  • Adapting Tone and Style for Various Platforms

• Reference Materials:

  • Book: The Copywriter's Handbook: A Step-By-Step Guide to Writing Copy That Sells by Robert Bly

    • Link to book

  • Article: "Copywriting Tips for Different Media" on Copyblogger

    • Link to article

  • Video: "Mastering Copywriting Across Media" on YouTube

    • Link to video

  • Training Kit: Copywriting Essentials Kit (includes copywriting guides and sample ads).

05. Planning for a New Brand

• Topics:

  • Steps in Brand Planning and Strategy

  • Market Research and Analysis

  • Developing a Brand Plan

• Reference Materials:

  • Book: Brand Planning: A Simple and Effective Guide by Steve Adubato

    • Link to book

  • Article: "How to Plan for a New Brand" on Harvard Business Review

    • Link to article

  • Video: "Brand Planning Strategies" on YouTube

    • Link to video

  • Training Kit: Brand Planning Kit (includes planning templates and market research tools).

06. Building a Team for an Advertising Agency

• Topics:

  • Roles and Responsibilities in an Advertising Agency

  • Effective Team Management and Collaboration

  • Developing a Work Plan

• Reference Materials:

  • Book: The Creative's Guide to Starting a Business: How to turn your talent into a career by Harriet Kelsall

    • Link to book

  • Article: "Building Effective Advertising Teams" on Ad Age

    • Link to article

  • Video: "Team Building in Advertising" on YouTube

    • Link to video

  • Training Kit: Team Management Kit (includes role definitions, team-building exercises, and work plan templates).

07. Anatomy of a Campaign: The Industry View (Guest Speaker)

• Topics:

  • Insights from Industry Professionals

  • Case Studies of Successful Campaigns

  • Understanding Campaign Development from Concept to Execution

• Reference Materials:

  • Book: The Anatomy of a Campaign: Insights and Case Studies by Janet Murray

    • Link to book

  • Article: "The Anatomy of a Successful Ad Campaign" on Campaign

    • Link to article

  • Video: "Industry Insights on Campaign Creation" on YouTube

    • Link to video

  • Training Kit: Campaign Anatomy Kit (includes case studies, interview transcripts, and campaign analysis tools).

08. Client Servicing, PR, and Media Buying

• Topics:

  • Managing Client Relationships

  • Public Relations Strategies

  • Media Buying and Placement

• Reference Materials:

  • Book: Public Relations for Dummies by Eric Yaverbaum and Bob Bly

    • Link to book

  • Article: "The Essentials of Media Buying" on MediaPost

    • Link to article

  • Video: "Client Servicing and Media Buying Basics" on YouTube

    • Link to video

  • Training Kit: Client & Media Kit (includes client servicing guides, PR strategies, and media buying checklists).

09. The Advertising Process: ATL, BTL, Digital Marketing

• Topics:

  • Above The Line (ATL) Advertising

  • Below The Line (BTL) Advertising

  • Digital Marketing Strategies

• Reference Materials:

  • Book: Advertising Media Planning: A Brand Management Approach by Roger Baron

    • Link to book

  • Article: "ATL vs. BTL Marketing: What's the Difference?" on Marketing91

    • Link to article

  • Video: "Understanding ATL and BTL Advertising" on YouTube

    • Link to video

  • Training Kit: Advertising Process Kit (includes ATL/BTL comparison charts, digital marketing guides, and process flow diagrams).

10. Developing the Idea for the Final Project

• Topics:

  • Brainstorming and Idea Generation

  • Concept Development and Refinement

  • Structuring Your Project

• Reference Materials:

  • Book: Creative Confidence: Unleashing the Creative Potential Within Us All by Tom Kelley and David Kelley

    • Link to book

  • Article: "How to Develop a Creative Idea" on Fast Company

    • Link to article

  • Video: "How to Develop Creative Ideas" on YouTube

    • Link to video

  • Training Kit: Idea Development Kit (includes brainstorming techniques, idea evaluation forms, and project structuring templates).

11. Assembling the Team and Roles

• Topics:

  • Selecting Team Members and Assigning Roles

  • Effective Team Collaboration Techniques

  • Managing Team Dynamics

• Reference Materials:

  • Book: Team of Teams: New Rules of Engagement for a Complex World by General Stanley McChrystal

    • Link to book

  • Article: "Building a Strong Team for Your Project" on Harvard Business Review

    • Link to article

  • Video: "Effective Team Management for Projects" on YouTube

    • Link to video

  • Training Kit: Team Building Kit (includes team selection criteria, role assignment templates, and collaboration tools).

12. Script Writing and Structuring

• Topics:

  • Techniques for Writing Effective Scripts

  • Structuring a Compelling Narrative

  • Script Formatting and Presentation

• Reference Materials:

  • Book: The Screenwriter's Workbook: Exercises and Insights for Creating Your Best Work by Jeffrey A. Friedman

    • Link to book

  • Article: "How to Write a Winning Script" on Script Magazine

    • Link to article

  • Video: "Script Writing Basics" on YouTube

    • Link to video

  • Training Kit: Scriptwriting Kit (includes script templates, formatting guides, and narrative structure tips).

    
    

13. Developing the Project Strategy

• Topics:

  • Crafting a Campaign Strategy

  • Integrating Digital Marketing and Media

  • Planning for Execution and Evaluation

• Reference Materials:

  • Book: The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Other Topics by David Meerman Scott

    • Link to book

  • Article: "How to Develop a Marketing Strategy for Your Campaign" on Forbes

    • Link to article

  • Video: "Campaign Strategy Development" on YouTube

    • Link to video

  • Training Kit: Strategy Development Kit (includes strategy planning templates, campaign evaluation tools, and digital marketing integration guides).

14. Executing the Final Project

• Topics:

  • Implementing Campaign Strategies

  • Managing Production and Execution

  • Monitoring and Adjusting Campaigns

• Reference Materials:

  • Book: Project Management for the Unofficial Project Manager: A FranklinCovey Title by Kory Kogon

    • Link to book

  • Article: "How to Execute a Marketing Campaign" on MarketingProfs

    • Link to article

  • Video: "Campaign Execution and Management" on YouTube

    • Link to video

  • Training Kit: Campaign Execution Kit (includes production checklists, monitoring tools, and adjustment strategies).

    
    

15. Evaluating Campaign Effectiveness

• Topics:

  • Measuring Campaign Success

  • Analyzing Metrics and KPIs

  • Reporting and Feedback

• Reference Materials:

  • Book: Measuring Marketing: 110+ Key Metrics Every Marketer Needs by John Davis

    • Link to book

  • Article: "How to Measure the Effectiveness of Your Campaign" on Marketing Week

    • Link to article

  • Video: "Campaign Effectiveness Metrics" on YouTube

    • Link to video

  • Training Kit: Effectiveness Evaluation Kit (includes metrics guides, KPI checklists, and reporting templates).

    
    

16. The Future of Advertising

• Topics:

  • Emerging Trends in Advertising

  • Innovations and Technological Advances

  • Adapting to Future Changes

• Reference Materials:

  • Book: The Future of Advertising: New Trends, Insights, and Innovations by Tim Williams

    • Link to book

  • Article: "Future Trends in Advertising" on AdAge

    • Link to article

  • Video: "Future Trends in Advertising" on YouTube

    • Link to video

  • Training Kit: Future Trends Kit (includes trend analysis reports, innovation guides, and future outlooks).

17. Ethics in Advertising

• Topics:

  • Understanding Ethical Issues in Advertising

  • Case Studies of Ethical Dilemmas

  • Developing Ethical Advertising Practices

• Reference Materials:

  • Book: Ethics in Advertising: A Comprehensive Guide by David W. Schumann

    • Link to book

  • Article: "Ethics in Advertising: Key Issues and Examples" on Ethical Corporation

    • Link to article

  • Video: "Ethical Issues in Advertising" on YouTube

    • Link to video

  • Training Kit: Ethics Kit (includes ethical guidelines, case studies, and practice scenarios).

18. The Role of Technology in Advertising

• Topics:

  • Impact of Digital Technology on Advertising

  • Using AI and Data Analytics in Campaigns

  • Exploring Emerging Technologies

• Reference Materials:

  • Book: Advertising Technology: Exploring the Digital Frontier by Kate Houghton

    • Link to book

  • Article: "How Technology Is Transforming Advertising" on TechCrunch

    • Link to article

  • Video: "The Role of Technology in Modern Advertising" on YouTube

    • Link to video

  • Training Kit: Technology in Advertising Kit (includes tech impact reports, AI tools guides, and tech exploration resources).

19. Cross-Cultural Advertising

• Topics:

  • Understanding Cultural Differences in Advertising

  • Creating Culturally Sensitive Campaigns

  • Global vs. Local Advertising Strategies

• Reference Materials:

  • Book: Global Marketing and Advertising: Understanding Cultural Paradoxes by Marieke de Mooij

    • Link to book

  • Article: "Cross-Cultural Advertising Strategies" on Harvard Business Review

    • Link to article

  • Video: "Cross-Cultural Advertising Insights" on YouTube

    • Link to video

  • Training Kit: Cross-Cultural Kit (includes cultural sensitivity guides, global strategy templates, and case studies).

20. Advertising in the Digital Age

• Topics:

  • Evolution of Digital Advertising

  • Social Media Advertising Strategies

  • Measuring Digital Ad Effectiveness

• Reference Materials:

  • Book: Digital Advertising: Theory and Practice by Dr. David M. Schneider

    • Link to book

  • Article: "The Evolution of Digital Advertising" on eMarketer

    • Link to article

  • Video: "Digital Advertising Strategies" on YouTube

    • Link to video

  • Training Kit: Digital Advertising Kit (includes strategy guides, social media ad tips, and measurement tools).

21. Creative Campaigns and Case Studies

• Topics:

  • Analyzing Successful Advertising Campaigns

  • Learning from Real-World Examples

  • Applying Case Study Insights to Projects

• Reference Materials:

  • Book: The Best Advertising Campaigns of All Time by Frank J. Hurst

    • Link to book

  • Article: "Top Creative Campaigns: Case Studies and Insights" on Campaign

    • Link to article

  • Video: "Case Studies of Creative Advertising" on YouTube

    • Link to video

  • Training Kit: Case Studies Kit (includes campaign analyses, success factors, and application exercises).

22. Final Project Presentation and Review

• Topics:

  • Presenting Your Campaign Project

  • Receiving and Incorporating Feedback

  • Reviewing Learning Outcomes and Course Achievements

• Reference Materials:

  • Book: The Art of Presenting: Techniques and Tips by David D. Rader

    • Link to book

  • Article: "How to Present Your Marketing Campaign" on Entrepreneur

    • Link to article

  • Video: "Effective Presentation Techniques" on YouTube

    • Link to video

  • Training Kit: Presentation Kit (includes presentation tips, feedback forms, and project review checklists).