STUDY PROGRAMME
Creative Advertising

AFAM CODE
ABTEC38

DISCIPLINARY AREA
Digital applications for visual arts

DISCIPLINARY FIELD
Digital technologies and applications

CREDITS
7

APPROACH
Theoretical/project based

In this course’s workshops, the students deal with the issues of creativity applied to digital interfaces. By analysing the opportunities offered by the connected communities and by the digital networks, and investigating the engagement and customer satisfaction practice, the students develop competencies related to the application of advanced digital tools to the visual languages of advertisement.

The total CFA credits for this course are 7. The course includes the following didactic sections:

• Introduction to the idea of digital, and specific vocabulary

• Explanation of engagement dynamics in the digital era, and specific communication codes of the main social media

• Brand Reputation

Successful students will be able to:

• Adapt or create from scratch digital campaigns for digital media and for all devices

• Identify and value the specific features of each digital medium

• Create communication campaigns that are effective both on traditional media and on digital ones (ex: radio - Spotify)

• Manage a brand’s reputation in a context of holistic communication

This is a mainly practical course, that sees the introduction of a theoretical explanation of audio and video communication codes aimed at acquiring higher awareness of some structural aspects of the audio-video communication language. It includes:

• Classroom lectures

• Exercises and revisions

• Field trips

• Development of group projects

• Individual study and research

• Use of tutorials, videos or other media tools for detailed study

The didactic sections that are part of the course will be assessed separately. The final grade will result from the weighted average of all the didactic sections marks. The development of several group projects is foreseen.

Further details on specific tests can be provided by the professors during the course. Assessment criteria include commitment, active participation and personal growth of the students during the course.