UNIT OUTLINE

Course unit: IF96 Master of Advertising

Unit title: Major Project
Unit Code:
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Credit Points:
Semester(s) of Offer:
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Prerequisite(s): KCP361 Advertising Creative: Electronic Media
KCP360 Advertising Creative: Introduction
KCP362 Advertising Creative: Copywriting and Art Direction
Co-requisite(s):
Coordinator: Ms. Sandra Contreras
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1. Rationale

This unit will give the student the opportunity to take a creative director role in the production
of a pitch for a transnational brand. The major project includes the development of three
fundamental outcomes: a creative strategy for a major advertising campaign, an advertising
campaign, and a rationale. The student will be encouraged to publish, exhibit or perform a
formal presentation to parts interested.

2. Aims

The unit aims to provide the student with skills for creative project coordination while
enhancing the various aspects of creative advertising learned in previous semestres.

3. Objectives

On completion of this unit, students should have developed:

1. An understanding of the importance of research for the formulation of long-term
creative strategies.
2. Skills in creating major advertising campaigns. Advanced skills in resolving assertive
communication messages coherent to formal strategies.
 3. Capabilities to create versatile and powerful overall concepts that may provoke
significant investment by large corporations.
4. Knowledge of key aspects of, and skills in, the creative direction of advertising.
5. Advanced presentation skills (visual written and verbal), managing creativity skills,
and leadership abilities.
6. Profound understanding of the technical aspects for producing massive campaigns.

5. Teaching and Learning Approaches

This unit will be conducted as a laboratory of project support.

• Seminar
• Guest lectures
• Major project
• Brainstorming sessions
• Private consultations

The delivery of lecturers and seminars will inform and challenge student’s opinion on
contemporary local and global Advertising.

4. Contents
Topics to be covered in this unit will include:
• Creative management: encouraging, detecting and assessing creative ideas within
creative teams.
• Ethics and aesthetics of contemporary advertising. Responsible creativity.
• Retrospective analysis of international and local advertising awards.
• Project management.
• Fields of academic research applicable to creative advertising.
• Audience’s perception of creative persuasion.

4. Stages of the project

 Brand and product research, brief development and writing the strategy.
 Presentation of the strategic document including creative strategy.
 Creating an overall concept.
 Ads creation and resolution.
 Final presentation.

6. Assessment

Students will work on a pitch project that will include the advertising strategy and the
advertising campaign to be published in the period of a year.

The assessment will consider a mid review where students will present the strategic
document and a concept board; and a final presentation of the project including a revised
strategy and up to twenty ads for strategic media.

Research and creative strategy 30%

(addresses unit objective 1 and 3)
Pitch presentation 70%
(addresses unit objective 1, 2, 4, 5 and 6)

They work on this project in class and are given feedback by fellow classmates as well as the
lecturer in class. Draft work is marked by the lecturer at each of the key stages listed above,
before a final submission at the end of the unit.