Universitat Internacional de Catalunya - Barcelona

Professional English for Advertising I

• código 10047
• curso 4
• periodo Semestre 1
• tipo OB
• créditos 4

Lengua de impartición principal: catalán

Otras lenguas de impartición: inglés, castellano

Responsable

Lda. Agnès ROVIRA - arovira@uic.es

Horario de atención

arovira@uic.es

pedro.mir@unav.es

First module: Creative Branding – focus on commercial brands (2ECTS).

Second module: Personal Branding – focus on personal brands (2ECTS).

Evaluation system: 50% Creative Brand – 50 % Personal Branding.

Creative Branding

Professor: Agnès Rovira

Email: arovira@uic.es

Course: Sept-Dec 2012.

Timetable and class: Friday 12pm – 14pm.

Language : English

Students:  4rd course

ECTS: 2 ECTS

Creative Branding is a subject with 2 ECTS credits. It will take place during the first semester of advertising degree (4th year advertising students) and it will focus on branding; the new discipline about how building strong brands in the market place.

The context of brands and the market has changed. Brands today have two options: to compete on price or build a meaningful identity, which is innovative, inspirational or produces change and creative experiences, as well as establishing interesting and honest conversations with the public, both digitally and in real-life situations.

The traditional view of research and consumers no longer stands. Now, winning brands are those that are able to create a brand identity based on people values, providing experiences that stimulate creativity in people. Consumers consume, but they forget about brands. Instead, people participate in the creation of brands, in the stories they tell and in their experiences, and end up generating a loyal community.

While brand identity 1.0 only looked for the differences between products, and 2.0 created proposals based on emotional benefits– illustrated by big campaigns such as Apple's Think Different or Nike's Just Do It– Branding 3.0, as Philip Kotler explains, aims to create human brands that focus on values, taking on people's creative sides and their desire to create brands and interact with them.

Personal Branding

Profesor: Pedro Mir

Email: pedro.mir@unav.es

Course:  28 Nov – 19 desembre.

Timetable and class: Wednesday. 3h.

Language : English

Students:  4rd course

ECTS: 2 ECTS

The person is the key character in the organizations and all transactions are finally lead by people. Once the technology reduces human contact at present in the organizations is important to take care about human relationships base of agreements and negotiations. It is important to build a Marketing competence that is to sell ideas or projects with success.

Personal Branding is the new management technique to develop a career marked as a brand. It will cover different aspects like the self-consciousness, self-image, and ways to boost strengths and how to improve competences to assure a good career track record. It will include the image projected in different aspects like appearance, ways to approach, body language and how to give the proper image desired in different contexts.

It’s a workshop to look inside and discover what things are good to build a projected image and hot to put it in practice.

The exercises will cover topics to build their own assets of the students, motivations and values of the person linked to and objective to reach.

Students will practice how to recognize the impact they create or the perception others think about them and how to sell themselves in the market.

The seminar will be focused on three main topics:

Influence – Values – Reputation – Control

Será obligatorio haber superado un examen externo de inglés: el Cambridge First certificate in English examination (FCE) u otros títulos oficiales equivalentes, para poder matricularse de esta asignatura. (Podéis encontrar la normativa de inglés en el foro de la Facultat de Ciències de la Comunicació)

Creative Branding

To teach participants how to create, define and implement branding correctly, positioning and brand architecture, product innovation and service marketing, 360º visual identity, social responsibility and lastly, communication and content strategy for real and digital media to create creative experiences and start conversations that inspire loyalty in its audiences.

To prepare the most senior advertising students to understand how brands work and have the right mindset to work within a marketing department, advertising or branding agency or design studio.

Competences

• To understand the importance of brands and branding to be successful in the market place, generate business and loyalty.
• To develop the capacity to understand the importance of the creative strategic process to inspire and focus creative development for brands.
•  To understand the role of each key brand touch point to impact targets and brand participants.
• To understand the role of media (digital and experiential) and how to communicate in a context that is relevant and people are receptive to brand messages.
• To have the capacity to work in teams and follow the creative process in branding.
• To communicate and express ideas verbally and written in English to be prepared for a more international environment. To have the capacity to discuss ideas in English.
• To have the capacity to work independently and commit to assignments and practices.
• To have the capacity to plan own resources and technical resources for the development of a branding project.
• To demonstrate the capacity to work under pressure and meet deadlines.

Personal Branding

Objectives:

Project a coherent and powerful image identifying the most important aspects of how to growth and design the student’s own image. How to behave in front of a tough job interview, how to deliver a good and impactful message to the top management in the company, how to sell yourself to be able to sell a product with success.

ü  Self consciousness

ü  Model Identification

ü  Challenges and Objectives

ü  Tools and Roadmaps

ü  Technology and Social Media

ü  Reputation

After having finalized the subject, 4th year students will be able to demonstrate the following learning benefits:

• To understand the essential elements of branding to work in a cross disciplined company environment: marketing departments, advertising agencies, branding consultancies, media agencies, design studios.
• To develop the capacity to understand the creative process to manage a brand effectively at a global level.
• To understand the importance of each brand touch point (positioning/architecture, personality, innovation and communication/media and how to manage each of them specifically.
• To have the right mindset and tools to analyses brands, identify key problems, find the best solution and brief the creative suppliers efficiently to empower the brand.
• To understand what is the role of creative research versus validation research to achieve effective branding without undermining their creative power.

Creative Branding

The content of the subject will be theoretical and practical. Theory will be essential to help students understand key concepts of branding and the creative strategic process. Practical exercises will help them to integrate and assimilate theory.

Students will develop one case study to present at the end of the semester.

• OK Class 1: Introductions & Objective Case Study- From branding 1.0 to branding 3.0  (MC 2h) Sept. 14th . Homework read Burn Brief.
• OK Class 2: Case Study Briefing (Burn) / Template for case study. Creative Branding Journey. Focus on Vision Dream and Common Dream (MC 1h – TP/CO 1h). Sept. 21st. Homework Vision Dream template and Brand Analysis.
• OK Class 3:  Definition Brand Territories. (MC 1h + 1TP/CO). Sept. 28th.  Homework finishes 2-3 brand territories.
• OK Class 4: Workshop for Creative Brand identity (WS 2h) – Oct 5th.  Homework chooses winner ideas (top3).
• OK Class 5: Developing brand idea concepts (MC 1h - TP 1h) – Oct 19th.  Homework finalize concept (top3).
• OK Class 6: Defining Creative Brand identity + personality (1h MC + 1TP/CO). Oct 26th. Homework finalizes brand personality.
• Class 7: Innovation Strategy (MC 2h). Nov 9th. Homework discussion guide preparation.
• Class 8: Innovation Workshop (WS 2h). Nov 16th.  Homework top 3-5 innovation ideas for the brand.
• Class 9: Communication Context and 360º social experience (MC 1h + TP/CO 1h).  Nov 30th. Homework Comms context and plan & finalize full case study. Revise Template for final case study.
• Class 10: Presentation in front of a savvy jury (WS 2h). Dec 14th.

Personal Branding

Methodology:

Day 1 : “Nice to meet me”

1. 1.  Idea about Yourself: PERSONAL SWOT

1.1 Lecture in class: What is personal branding. How to develop a career brand. The need of a professional reputation. Tools and examples of Leadership, Self Leadership and Values. Authenticity and Coherency concepts.

1.2 Self Assessment in worksheet: description, idea of self competences.

1.3 Swot Analysis

1.4 Tea Cegos Test: “COMPETEA Test”. Students will answer a full competences test to identify their areas of strengths and weaknesses to identify areas to improve and areas to empower.

1.5 Image and aspect

1.6 First Draft of an Individual Action Plan : Timings, goals, milestones, tools, next steps, areas to improve... etc The professor will give an INDIVIDUAL CARREER ROADMAP  Long Run draw to be fulfilled by the students during the Seminar.

Personal Work 1 and 2:       

-Individual 5 Years Roadmap and END GAME

-Individual 1 Year Action Plan: Objectives- Goals –Tools -Timmings

Day 2 : “Stay hungry, stay foolish”

2. Motivations and expression

2.1. Lecture in class: Methodology for GOALS Definition. Projection and Career Planning. Interpersonal communication and Public communication Skills.

2.2. Practical exercise of Public Speaking to the audience: body language. Voice. The use of silence. Questions. Tools and methods.

2.3. CV, introduction letter and tools.  DO’s and DON’T’s

2.4. Social media. Reputation: Linkedinf, Facebook, Talent me. DO’s and DON’T’s. Off Line Network.

Personal Work 3:

-Motivational Letter – CV linked with Individual Roadmap

Day 3 : “Hi, I want a job”

3.1 Personal Interviews video recorded. There will be different interviewers role-plays to identify and manage different situations.

Day 4 : “Build your own plan”

4. Personal Interview Feed Back

4.1. Understand what is the purpose of a personal interview. Objectives. Pressure control. Tough questions management.  Psycho profile of the interviewer

4.2. Job Interview preparation: DO’s and DON’T’s (values, objectives and speech)  . Company info. Where to search. Job description. Company culture Fittings. Network.

4.3 Tools an basics: Common situations (salary, uncomfortable, …)

4.4 Interview the interviewer: questions, questions and questions

Personal Work 4:

-Writing: Areas to improve in the personal interview.

The workshop will be organized in a group. Personal work about one’s identity through a questionnaire and personal video recorded interview.

Each student will be personally interviewed as a simulated Job Interview during 20’minutes and will be videorecorded and they will have feed back with their video to identify where and how areas to improve .

The students will have to finish with a final work as roadmap to define their goals and steps to follow using the “Merlin Methodology”.

Creative Branding

• MC: 9 hours.
• WS: 6 hours.
• TP/CO creativo: 5 hours.

Total 20 hours / 2 Credits.

Personal Branding

• MC: 9 hours.
• WS: 6 hours.
• TP/CO creativo: 5 hours.

Total 20 hours / 2 Credits.

Total Subject 40h / 4 credits

Evaluation system: 50% Creative Brand – 50 % Personal Branding.

Creative Branding

• 100% class assistance. Mandatory.
• 20% active participation in class (asking questions, participation in workshops, open to improvements, development of weekly homework).
• 80% practical case study.

Personal Branding

• 100% class assistance. Mandatory.
• Subject Assesment

  Personal Work 1:     25%

  Personal Work 2:     25%

  Personal Work 3:     25%

  Personal Work 4:     25%

Creative Branding

• Kotler, Philip. Marketing 3.0: From Products to Customers to the Human Spirit http://www.amazon.com/Marketing-3-0-Products-Customers-Spirit/dp/0470598824
• Jon Steel, Truth, Lies and Advertising: the art of account planning. http://www.amazon.com/Truth-Lies-Advertising-Account-Planning/dp/0471189626
• Kevin Roberts, The Lovemarks effects, winning in the consumer revolution. http://www.amazon.com/Lovemarks-The-Future-Beyond-Brands/dp/1576872041Gobe Marc,

• Gobe Marc, Emotional Branding: The New Paradigm for Connecting Brands to People http://www.amazon.com/Emotional-Branding-Paradigm-Connecting-Brands/dp/1581150784

Personal Branding

”The 10Ks of Personal Branding: Create a Better You” Kaplan Mobray

“Sell Yourself! A Practical Guide to Personal Branding and Presentation-based Interviews”, Eric Kramer (Autor)

E: fecha de examen | R: fecha de revisión | 1: primera convocatoria | 2: segunda convocatoria:

• E1 14/12/2013 12:00h
• R1 01/02/2013 10:00h