Bachelor of Advertising Degree

Intensive Summer Course
Training Course “The communication strategy between the concept and the idea of campaign”



Training Objectives

Educational Objectives

• To provide the students with a wide range of knowledge which will allow them to adapt their identity as communication strategy planners, as well as to understand their new roles as planners, simultaneously integrating the knowledge acquired and the awareness of their new function.
  
  
• To promote participative and active teaching in this field.
  
  
• To develop initiative and creativity.
  
  
• To learn the concepts, facts and principles which allow reaching the knowledge of "strategic thinking" so as to actively join the field of integrated communications.
  
  
• To learn the skills, procedures and strategies which allow students to improve their capability of observation, analysis, critical thinking and professional working habits.

• To help the students be able to elaborate different types of plans: for all kinds of proposals regarding brands or products.
  
  
• To help the students be able to communicate or state the different communication actions and proposals, to do this clearly and using the proper technical language.

Syllabus

Method: Theory and Practice

• Introduction to strategic thinking and tactical planning. Resources analysis and setting of objectives.
  
  
• Introduction to communication strategy and proposed models. Their relation with creative strategy and marketing strategy.
  
  
• What does thinking of a concept and developing an idea imply? (theory). Analysis of practical cases.
  
  
• Practical assignment and its explanatory support. Brief of a real case in order to build its communication strategy.

Lecturers

Bach. Fernando Roig: Director of the Advertising Degree at UCES. Former Creative Director for Young & Rubicam and Foote, Cone & Belding of Ecuador. Expert in Strategic Planning of direct communication.

Prof. Marcelo Cosín: A specialist who worked for more than 25 years as a Creative Director for the main international advertising agencies in Argentina. At present he works as a business consultant.

Bach. Claudio Basile: Former Promotion Manager for Cadbury Stani Argentina. He has worked for the main agencies in the country. He is the Director of Magazine BTL.

Recommended Bibliography

• Morrisey, G., Pensamiento estratégico, Prentice Hall, México, 1996.
  
  
• Morrisey, G., Planeación táctica, Prentice Hall, México, 1996.
  
  
• Cooper, Alan, Planning. Cómo hacer el planeamiento estratégico de las comunicaciones, Thomson/APG, 1ª edición, Buenos Aires, 2006.
  
  
• Mintzberg, Henry y Quinn, James B., El proceso estratégico. Conceptos, contextos y casos, Prentice Hall, 2ª edición, México, 1993.
  
  
• Soler, Pere, La estrategia de comunicación en la publicidad y las Relaciones Públicas, Gestión 2000, Barcelona, 1997.
  
  
• Roig, Fernando A., La estrategia creativa. Entre el concepto y la idea, edición de autor, Buenos Aires, 2006.