Course Information
In this course, students learn to refine their conceptual thinking, and the ability to apply design concepts across various media channels. This course challenges students to think
and strategically apply campaign ideas. At this stage, students choose a media placement and incorporate it into the solution.
Project based assignments from concept through final digital output are an integral part of the course.
The course also introduces the collaborative relationship between Art Director and Copywriter. Student teams brainstorm, develop copy, art direct and pitch ideas in teams. Students will explore the dialogue between products and services and how to communicate their benefits and features to the intended target.
Prerequisites
COMD 11162, COMD 2300, COMD 2427
Course Objectives
| INSTRUCTIONAL OBJECTIVES | ASSESSMENT |
| For the successful completion of this course, students should be able to: | Evaluation methods and criteria |
| » Develop basic skills of writing for the Art director/designer and thumbnail sketching concepts for the copywriter. » Broaden/sharpen the conceptualization, idea generation and creative development process. » Apply critical thinking to evaluate campaign objectives » Identify a target segment & develop a tailored message | » Students will demonstrate the ability to collaborate with teammates to accomplish a strategic/creative campaign. » Students will demonstrate the ability to apply a consistent message and design in a variety of forms and media. » Students will demonstrate the ability to make and revise strategic design decisions based on target market and business objectives. » Students will demonstrate the ability to present the consumer benefits of a variety of products. |
General Education Outcome
1
Oral Communication. Speaking:
The student will demonstrate the ability to articulate himself using relevant industry specific language
2
Oral Communication. Listening
The student will demonstrate the ability to discern pertinent information from irrelevant information.
3
Thinking Critically
The student will demonstrate the ability to evaluate evidence and apply reasoning to make valid inferences.
Attendance/Participation
Attendance is taken and is important to success in this class. Both absences and arrival more than 15 minutes after the start of class will be marked. If excessive, the instructor will alert the student that they may be in danger of not meeting the course objectives and participation expectations, which could lead to a lower or failing grade.
— ATTENDANCE (COLLEGE) AND LATENESS (DEPARTMENT) POLICIES
Above is a traditional in-person requirements.
Online / Distance leaning will have varied ways to determine attendance and participation.
Class Etiquette & Netiquette
Learning is a group activity. The behavior of each person in class affects the overall learning environment. As a COMD student you are expected to act in a professional manner; to be respectful of the learning process, your instructor, and your fellow students.
- OpenLab Community Guidelines.
- Netiquette Guide (CUNY School of Professional Studies)
Reading / Required Text
Hey Whipple Squeeze This, 5th Edition
Luke Sullivan John Wiley 2012. ISBN 0470190736
Suggested Reading
- How to Be a Graphic Designer without Losing Your Soul by Adrian Shaughnessy
- Ogilvy on Advertising by David Ogilvy
- Contagious: Why Things Catch On by Jonah Berger
- Tipping point by Malcolm Gladwell
Required Material
- All sketches should be made on letter size or larger paper.
- All sketches should be done as marker comps.
- No pencil sketches.
- Use only black marker pens
