APRD 1001 Introduction to Creative Concepts. Spring 2019 Syllabus - Peter Knierim, Instructor

Transcription

1 APRD 1001 Introduction to Creative Concepts Spring 2019 Syllabus - Peter Knierim, Instructor!1

2 DESCRIPTION This class will concentrate on the basics of advertising concepts including: What a concept is Writing strategies/creative briefs Thinking/concepting Media options Execution of creative ideas Page 2

3 OVERVIEW Regardless of medium, concepts are the foundation of all creative work. Know what a great concept is and how to come up with one, and you ll survive and thrive, regardless of how the industry changes around you. In this class, we will be learning about the creative concept process from start to finish, from creative brief to polishing ideas and campaigns. Assignments and projects will be supplemented with lectures, critiques, and guest speaker presentations. Page 3

4 OBJECTIVES Learn, practice, and evolve the skills it takes to come up with great ideas. Figure out where you fit in to the worlds of advertising, PR, and/or design. Page 4

5 LEARNING OUTCOMES Learn what it takes to inspire and create effective, engaging concepts. Identify, create, and present solid, on-strategy concepts. Confidently pitch ideas, then absorb and apply feedback. Create portfolio-worthy concepts, and understand what it takes to do so. Develop productive habits and insight into your own creative process. Page 5

6 WHAT YOU LL NEED Your computer. A sketch pad/book for your ideas. Sharpies. Your brain. A Technique for Producing Ideas by James Webb Young Page 6

7 ASSIGNMENTS AND GRADING We will have several different kinds of assignments throughout the semester. Some will be pass/fail for doing the assignment, while others will be graded for content. Class discussion will include talking about your work, so please do it. Twenty-five percent of your grade is based on attendance and participation. Be a pro about this. Grading creative work is highly subjective, but I will be as transparent and straightforward about what I m looking for as I possibly can. I am always open to discussion if my criteria on a given assignment weren t clear. There will be additional considerations for effort, but quality of the work will be paramount. There will be two group campaign/ concept assignments in the second half of the semester. The group will all receive the same grade. Please pull your weight. Page 7

8 ASSIGNMENTS AND GRADING Grade Percentage Letter Grade Pass/Fail A Pass A- Pass B+ Pass B Pass B- Pass C+ Pass C Pass C- Pass D+ Fail D Fail D- Fail F Fail I will do my best to keep all grades up to date on Canvas. I m more than happy to discuss your progress at any time during the semester. Page 8

9 ASSIGNMENTS AND GRADING 1/14/19 WELCOME/SYLLABUS/WHAT IS A CONCEPT? 1/21/19 MARTIN LUTHER KING DAY 1/28/19 CONCEPT STATEMENTS/STRATEGY 2/4/19 TAGLINES 2/11/19 MEDIA 2/18/19 COPYWRITING 2/25/19 ART DIRECTION 3/4/19 SOCIAL/DIGITAL 3/11/19 LONG COPY 3/18/19 THE ROPES 3/25/19 SPRING BREAK 4/1/19 PUT IT ALL TOGETHER 4/8/19 PUT IT ALL TOGETHER PART 2 4/15/19 CAMPAIGN 2 4/22/19 CAMPAIGN 2 PART 2 4/29/19 OPEN Q&A APRD 4873 KNIERIM Page 9

10 EXPECTATIONS I EXPECT YOU: To make it to class. Period. To be an active participant. To give your best effort. To be resilient. To be a good human. To be a good team member. YOU SHOULD EXPECT: To learn the basics of creative concepts. To know what makes great work. To know how to sell your ideas. To get a little smarter every week. To struggle sometimes. To be able to talk to me if there s anything you re struggling with. Page 10

11 EXPECTATIONS MISSING CLASS/TARDINESS I understand things come up. Please just let me know. Remember, regardless of the reason, each absence can affect your grade. Per APRD policy, anyone missing the first two classes will be dropped. I will do my best to begin each class on time. Please be respectful of all of us and be there at the beginning. I ll keep track of tardiness, and it can affect your grade. ASSIGNMENTS AND DEADLINES Your assignments will generally be submitted through Canvas. All assignments will need to be uploaded to Canvas by 12am on the date they re due. Be certain to upload your files into the proper assignment folder using the following naming convention: ARPD1001_ASSIGNMENT#_YOURNAME Please do not your files. Page 11

12 EXPECTATIONS BEING A PRO Overall, I expect you to be a pro. You re here to learn, and I m here to teach. Let s all be respectful of the process and each other. FEEDBACK You will be getting feedback on your work on a consistent basis. Learn to use what you hear to make the work better. The sooner you learn that nothing is precious, the sooner feedback will sound more like advice, and less like criticism. ATTENTION TO DETAIL One trait that will help you immensely in this course is attention to detail. Make sure you follow the assignment, and everything that s expected. Stay on strategy. Name your files correctly. Check for typos. It all matters. Page 12

13 A FEW MORE THINGS I ve been told if you re not having fun, you re doing it wrong. And I believe that. Take this class seriously, but please, please have fun doing it. I m here to help you succeed. Remember that. The last thing I want is for you to get to the end of the semester feeling confused, frustrated or defeated. Please talk to me and let me help before stuff like this happens. I don t have an office, so I can t really have office hours. I will, though, be available to respond to at reasonable hours, andi m always happy to set up appointments to talk. Talking before or after class seems to work pretty well, too. My Peter.Knierim@colorado.edu Let s do this. Page 13

14 ACCOMMODATION FOR DISABILITIES If you qualify for accommodations because of a disability, please submit your accommodation letter from Disability Services to your faculty member in a timely manner so that your needs can be addressed. Disability Services determines accommodations based on documented disabilities in the academic environment. Information on requesting accommodations is located on the Disability Services website. Contact Disability Services at or dsinfo@colorado.edu for further assistance. If you have a temporary medical condition or injury, see Temporary Medical Conditions under the Students tab on the Disability Services website. Page 14

15 CLASSROOM BEHAVIOR Students and faculty each have responsibility for maintaining an appropriate learning environment. Those who fail to adhere to such behavioral standards may be subject to discipline. Professional courtesy and sensitivity are especially important with respect to individuals and topics dealing with race, color, national origin, sex, pregnancy, age, disability, creed, religion, sexual orientation, gender identity, gender expression, veteran status, political affiliation or political philosophy. Class rosters are provided to the instructor with the student's legal name. I will gladly honor your request to address you by an alternate name or gender pronoun. Please advise me of this preference early in the semester so that I may make appropriate changes to my records. For more information, see the policies on classroom behavior and the Student Code of Conduct. Page 15

16 HONOR CODE All students enrolled in a University of Colorado Boulder course are responsible for knowing and adhering to the Honor Code. Violations of the policy may include: plagiarism, cheating, fabrication, lying, bribery, threat, unauthorized access to academic materials, clicker fraud, submitting the same or similar work in more than one course without permission from all course instructors involved, and aiding academic dishonesty. All incidents of academic misconduct will be reported to the Honor Code (honor@colorado.edu); ). Students who are found responsible for violating the academic integrity policy will be subject to nonacademic sanctions from the Honor Code as well as academic sanctions from the faculty member. Additional information regarding the Honor Code academic integrity policy can be found at the Honor Code Office website. Page 16

17 SEXUAL MISCONDUCT, DISCRIMINATION, HARASSMENT AND/OR RELATED RETALIATION The University of Colorado Boulder (CU Boulder) is committed to fostering a positive and welcoming learning, working, and living environment. CU Boulder will not tolerate acts of sexual misconduct (including sexual assault, exploitation, harassment, dating or domestic violence, and stalking), discrimination, and harassment by members of our community. Individuals who believe they have been subject to misconduct or retaliatory actions for reporting a concern should contact the Office of Institutional Equity and Compliance (OIEC) at or cureport@colorado.edu. Information about the OIEC, university policies, anonymous reporting, and the campus resources can be found on the OIEC website. Please know that faculty and instructors have a responsibility to inform OIEC when made aware of incidents of sexual misconduct, discrimination, harassment and/or related retaliation, to ensure that individuals impacted receive information about options for reporting and support resources. Page 17

18 RELIGIOUS HOLIDAYS Campus policy regarding religious observances requires that faculty make every effort to deal reasonably and fairly with all students who, because of religious obligations, have conflicts with scheduled exams, assignments or required attendance. In this class, talk to me and we ll work out a solution. See the campus policy regarding religious observances for full details. Page 18