Programme for Advertising and Business Media course

In-service training institution:

Training Center DIALOOG (founder Dialoog LTD., registry code 10050341)

Language of instruction: English, Russian

Total volume: 40 academic hours contact study

Course aim: To provide professional knowledge in the field of advertising and business media.

Target group and conditions to begin studying

The course is deliberately adapted to business people of all levels and profiles, without direct corporate or media education basis. The conditions to begin studying are registering to the course and filling out the application.

Course outputs

The course will cover advertising and marketing agencies critical and necessary working aspects and strategies, advertising creation core, design and implementation secrets, advertising campaign principles, C2B, B2B mechanisms.

Part of the course includes a special “Creativity and innovation development” path as critical business media management aspect.

At the end of the course students will receive full and complete understanding of АА(Applied Advertising) for corporate and small businesses, the mechanism of its creation, understanding and analysis.

Students will be able to manage АА strategies, develop commercial ads from the initial idea to final production and accomplish full-scale effective campaigns.

Students will be able use the wide arsenal of psychological and manipulative skills to create stat-of-art advertising messages. 

Course content

1.         Introduction. General approach, terms, perspectives. Purpose of Applied advertising (AA)course. Professional aspectsof AAtoday and in the future. Brief history of advertising. Philosophy of Advertising.

2.         General principles of Advertising analysis. Visual and verbal languages. Planes of static advertising reading. Roland Barthes and other samples. Brief Introduction to Freud/Jung theories as an entrance to archetype phenomenon, that is critical for advertising creation and perceiving.

3.         Archetype as it is. List of selected archetypes and its application to certain ads. Visual samples with analysis. Failures in archetypes usage.

4.         Dynamic advertising. Time in dynamic advertising (commercials vs. ads). Samples. Fairy tale as the segment of archetype. Structure of myth (brief) and its connection to advertising. Rhetorical figures in advertising.

5.         Communicative strategy that helps to “lie” in advertising. Mind catches and their application on practical cases. Human psychological clusters as advertising engines.

6.         Small businesses advertising secrets.

7.         General aspects of Branding. Branding through advertising prism. Contemporary Minimalistic advertising and its specific.

8.         Logotype as an essence of marketing visual and communicative strategy.  Futures for advertising and commercial semiotics.

Method

During the course the participants will be divided to groups (in case of small class it will be one group), forming an artificial advertising agency team, working on “real” cases (if any of the students own a business, the case shall turn out the real one with further implementation and deployment). Student will build the whole advertising campaign for several platforms (newspaper, web, video, radio etc.) step by step, based on covered materials.

Learning environment

The course will be conducted via online study.

Materials

• Samples of real advertising cases (from world famous advertising agencies, combined from my personal experience and the most vibrant campaigns)
• Materials from theoretical heritage of Coke, Synectics, Ogilvy, Dentsu, Naked advertising groups
• Certain classics of semiotics and commercial media, as Barthes, Hopkins, Solis etc.
• Various materials collected/compiled by the lecturer.

Completion of the course

Upon successful completion of the course, the student will be issued certificate or proof to recognise their knowledge and application of advertising and business media.

At the end of the course Training Center Dialoog will issue a certificate under the following conditions:

1. participation in at least 75% of contact lessons
2. results of the final test of the course above 60%

3. students, who did not achieve stated results or did not participate in the evaluation, will be given proof which confirms participation in the course and hours of contact study.

Description of the lecturer’s competence and work experience

Over 20 years of experience in advertising business, from copywrite to bumper and producer. Lecturer of author’s courses “Advertising: Aesthetics, Semiotics, Practice”, “Principles of Creating a Spectacular Presentation” and “School of Creativity” at RBR Tokyo Media College RBR, University of Tartu, Estonian School of Economics in Tallinn and Helsinki.

The programme is compiled by the course lecturer Gleb Netchvolodov and approved by Nadežda Valk, Director of Training Center Dialoog, 14.06.22.