JOUR 3241:
Creative Strategy and Copywriting
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Basic Information
Prerequisites
Course Description
Expected Competencies
Competency Goals
Assignments and Activities
Workload
JOUR 3241: Creative Strategy and Copywriting (3 credits)
- Multi-section course.
- Lecture twice a week.
- 3 Credits.
Prerequisites
- Major status
- JOUR 3004W and JOUR 3201
Course Description
This course is focused on giving strategic communications students the tools to understand how the creative process works to help solve business problems. We accomplish this by studying successful advertising campaigns and by creating several student campaigns. It also introduces the students to a wide range of advertising career opportunities beyond copywriting.
Expected Competencies
Students who enroll in 3241 must have completed 3004, 3201, Jour major or approved IDIM major or ICP major or BIS major. All students should have the following skills:
- A familiarity with different media vehicles and advertising campaigns.
- A basic understanding of the structure of the advertising industry.
- An ability to analyze markets and product positioning.
- A desire to solve marketing problems, creatively.
Competency goals for 3241
Jour 3241, Creative Strategy and Copywriting, is a basic, creative course designed to teach strategic communication students the fundamentals of developing advertising strategies and creative concepts. It is designed to teach students five basic and interrelated skills:
Target Audience:
- Develop the ability to analyze and identify target audience opportunities for a variety of brands.
- Define target audience demographics and psychographics, with particular attention to any relation to to the brand/service/product.
- Understanding and identifying emotional connections to target.
- Relating insights to advertising ideas.
Brand Positioning:
- Identifying marketplace opportunities for brands.
- Understanding and evaluating positions of current competitors.
Creative Concepts:
- Conceptual development of advertising ideas based on strategic thought.
- Studying and understanding the foundations of successful advertising campaigns.
- Visual and verbal problem solving.
- Basic understanding of creative development for a variety of media vehicles.
Presentation Skills:
- Making connections with your audience/client.
- Clear, articulate dissemination of creative concepts.
Assignments and activities
During the initial weeks of 3241, students are required to immerse themselves in developing an understanding of strategic development. Assignments vary by instructor and may include the following:
- readings and handouts reviewing successful creative briefs and formats
- analyzing strategy through ad deconstruction
- written definitions
- compiling consumer information
Students also work in teams or individually to develop strategic briefs and creative ideas for class presentation. These assignments have included:
- strategic brief for the YMCA
- creative presentation for Domino’s Pizza
- strategic and creative work for George Foreman grills
Quizzes and Final:
- quizzes are given to test their ability to understand basic advertising/marketing terms
- in lieu of a final, teams or individuals are responsible to prepare and present strategic and creative work based on a given assignment.
Workload
- students can expect approximately 6+ hours per week devoted to individual or team assignments and presentations
- students can also expect 3 hours per week for individual study and reading
Time commitments are variable during the semester, as presentations aren’t required during the initial weeks.