CAMPAIGN DEVELOPMENT

Course Description

Students develop integrated solutions of multiple media channels, both traditional and nontraditional, that mix creativity and strategy to launch a new product, develop a brand campaign, acquire/retain/develop loyalty among customers. 

Learning Outcomes

For the successful completion of this course, students should be able to:

  • Complete the conceptual process needed to solve design problems.
  • Think through the introduction of a product’s target market, branding, it’s packaging and how it should be presented in each media channel.
  • Propose a wide range of execution options including Word of Mouth and Point of Sale promotion and Digital ideas in concert with or in substitution for traditional channels.
  • Define and demonstrate effective use of print media (newspaper and magazines), Digital advertising, mobile apps or guerilla tactics in designing advertising campaigns.
  • Demonstrate the ability to propose copy driven campaign tactics expressed in text ads, headlines or body copy in their advertising campaigns.

Syllabus

The following syllabus presents the college approved course requirements, learning outcomes, suggested weekly course outline, etc. Your students should meet the defined learning outcomes and COMD Standards, but please adapt the weekly outline, project guidelines, and grading scheme, as needed.

Model Course

If available, a cloneable model course contains learning outcomes, suggested weekly topics and projects, video resources, quizzes, and more.

Not yet available

Course Coordination

Coordinator

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Title:

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Standards

Please review the COMD Standards for Curriculum Continuity.

Course Resources

This course utilizes the following Open Educational Resources (OER), zero cost resources, and/or required textbook:

Best Practices

Please review the Best Practices. These standards apply to all courses, whether web-enhanced, hybrid, or fully online, and may be used to inform peer evaluation of teaching.

BFA Resources

Please review and share the following resources with your BFA students.

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