Subject to minor changes

WEEK 1
1. Syllabus overview
2. Advertising process overview  
1. Subject research    
2. Strategy Development    
3. Concept Generation    
4. Thumbnail Sketches and Roughs    
5. Professional Design    
6. Professional Presentation
3. Ad Redo exercise  

WEEK 2
1. Design trends 2024
2. Common design mistakes and how to avoid them
3. Ad Redo exercise discussion

WEEK 3
1. Ad campaign explanation
2. Project 1: Print Ad Campaign:
Choosing company product or public awareness campaign; research
3. Necessary for the project Photoshop and Illustrator techniques demonstration.

WEEK 4
1. Understanding professional design approach.
2. Ad elements (components) explanation
3. Print Ad Campaign project continuation:
- Creative brief, developing the strategy, objective statement
- Working on concept; thumbnail sketches and their individual discussions; roughs’ development

WEEK 5
1. Ad concept explanation; concepts varieties.
2. Thumbnails vs. roughs vs. comps
3. Print Ad Campaign project continuation:
- Roughs class presentation; working on design after class critiques
- Design executions – working on comps
- Finishing working on comps, printing and mounting projects

WEEK 6
1. Print Ad Campaign project class presentation
2. Guerrilla Marketing explanation
3. Project 2: Guerrilla Marketing Campaign.
- Choosing a company; doing research;
- Creative brief; establishing the objectives; working on an objective statement.

WEEK 7
Guerrilla Marketing project continuation:
- Working on concept; discussions of thumbnail sketches with different; choosing two best ideas
- Roughs development
- Roughs class presentation; working on design after class critiques.

WEEK 8
1. Midterm test
2. Necessary for the project Photoshop techniques demonstration.
3. Guerrilla Marketing project continuation:
Design executions – working on comps in Photoshop  

WEEK 9
1.Guerrilla Marketing Campaign presentation
2. Brand explanation;
- Brand vs. Branding vs. Visual Identity vs. Logo
- Brand positioning formula
- Brand visual identity
3. Project 3: Brand Visual Identity
- Developing the teams. Creating a company; doing research;
- Creative brief; establishing the objectives; working on an objective statement; defying a company brand positioning formula

WEEK 10
1. Mood boards explanation
2. Style tile explanation
3. Logo design explanation
4. Business card design explanation
5. Brand Visual Identity project continuation:
- Creating a mood board and a style tile; establishing visual elements: colors, typography, imagery, etc.
- Starting working on the logo and business card design: brainstorm, sketches, computer roughs.

WEEK 11
1. Logo and business card computer rough’s discussion
2. Poster and Promotional Ad review
3. Brand Visual Identity project continuation:
- Working on logo and business card comps
- Working on the Poster or Promotional Ad: brainstorm, sketches, roughs.

WEEK 12
1. Poster or Promotional Ad roughs class discussion
2. Brand Visual Identity project continuation:
- Working on Poster or Promotional Ad comps
- Working on two additional pieces for the Band Visual Identity project: brainstorm, sketches, roughs.
3. Optional Extra Project explanation

WEEK 13
1. Two additional pieces for the Band Visual Identity project roughs class discussion
2. Brand Visual Identity project continuation:
- Working on two additional pieces for the Band Visual Identity project comps

WEEK 14
1. Final test
2. Brand Visual Identity project finishing.

WEEK 15
Brand Visual Identity project presentation