Subject

Professional English for Advertising II

  • code 10048
  • course 4
  • term Semester 2
  • type OB
  • credits 4

Main language of instruction: English

Teaching staff

Introduction

The course approaches the topic of brand design by understanding the brand's public image as the final result of a long process. This process involves different actors and functions, and depends on the context, the brand size and the desired positioning. There are many aspects to be taken into account and having a good idea is not enough: we need to reinforce our individual and teamwork skills to gather information appropriately, act responsibly, plan strategically and think critically.

Pre-course requirements

B2 level in english.

Marketing research basics and branding notions.

Objectives

The PEA(II) subject's main objective is to train students so you can develop your future professional work in a multinational company where the common language is English.

Competences / Learning outcomes of the degree programme

  • 03 - The ability to plan personal resources (personnel, materials, seasonal...)
  • 08 - The ability to organise time and workspace
  • 15 - The ability to synthesise
  • 17 - The ability to confront difficulties and resolve problems
  • 18 - The ability to work under pressure
  • 26 - The ability to coordinate yourself and /or work together to / with a team
  • 76 - The ability and capacity to practice as professionals who are responsible for customer service
  • 79 - The ability and capacity for independent practice of the profession
  • 84 - The ability and capacity to create and carry out graphic elements
  • 89 - The ability to create synergy in a working team
  • 90 - The ability of insight, ingenuity and creativity
  • 92 - The ability for analysis, synthesis and critical judgment
  • 93 - To know how to manage time
  • 94 - The ability to act freely and responsibly
  • 99 - To be able to understand the principal ideas in a conference in the English language
  • 04 - The ability of self assessment and professional self management
  • 05 - The ability to learn autonomously
  • 06 - The ability to act autonomously and responsibly
  • 07 - The ability to work in a group
  • 09 - Lingustic ability in Catalan, Spanish and English
  • 12 - The ability to produce spoken and written texts
  • 13 - Reading skills
  • 14 - Ability to analyse
  • 20 - The ability of concretion
  • 21 - The ability of abstraction
  • 22 - The ability to generate debate and reflection
  • 97 - To be able to read and understand literature in the field of communication in the English language
  • 98 - To skillfully manage terminology in English related to Communication

Learning outcomes of the subject

By the end of the course, students should be able to:
—Understand the process of brand design
—Identify different brand situations and brand strategies
—Carry out a brand identity analysis and diagnosis
—Develop brand design procedures and identify the gaps within them
­—Know and use the basic functions of Photoshop and InDesign

Syllabus

- Session 1

Presentations. Introduction to the course: contents,

methodology and evaluation Basics of brand design, previous work and possible scenarios

- Session 2

Presentation of student projects, debate and improvements. Brand strategy, names and tag-lines.

- Session 3

Brand strategy, names and tag-lines. Presentation of the personal brand in Social Networks and Internet.

- Session 4

Logos: typology and brand architecture. Typography.

- Session 5

Color: properties, systems and palette.

- Session 6

Brand imaginary: photo, illustration, iconography and movement. Advertising photography I

- Session 7

Advertising Photography II

- Session 8

Brand imaginary, brand manual and guide lines.

- Sessions 9 and 10

Partial presentations + discussion and improvements.

- Session 11 and 12

Tutoring work in class (about student projects)

- Session 13 and 14

Final presentations + discussion and improvements

Teaching and learning activities

In person

The course is eminently practical and English is the only language used, because it is a good opportunity for students to lose their fears and respects normally have to speak in public.

TRAINING ACTIVITYECTS CREDITS
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups.0.6
Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students.1.2
Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc).1.4
Focused Praxis. Handing in occasional exercises to learn theory through practice.1

Evaluation systems and criteria

In person

Attendance is mandatory for all classes. Any presentation or activity missed due to student absences can only be rescheduled in cases of certified medical or family emergencies. If a student misses more than two classes 1 or more points will be deducted from the final grade. Five absences will result in a Fail grade:

2 absences (14%) = Maximum grade will be 8
3 absences (21%) = 1 point will be deducted from the final grade (passing requires a 6 base grade)
4 absences (29%) = 2 points will be deducted from the final grade (passing requires a 7 base grade)
5 absences (36%) = Fail grade

ASSESSMENT

Project presentation: 10%
Partial presentation: 20%
Final presentation: 50%
Attendance, engagement & participation: 20%
Final grade: ∑ 100%

Bibliography and resources

BASIC

Adobe (s/d) [on-line] Photoshop User Guide. Available at: https://helpx.adobe.com/photoshop/user-guide.html

Adobe (s/d) [on-line] InDesign User Guide. Available at: https://helpx.adobe.com/indesign/user-guide.html

Adobe (s/d) [on-line] Illustrator User Guide. Available at: https://helpx.adobe.com/illustrator/user-guide.html

Adobe (s/d) [PDF] Adobe® Photoshop® CC Help . Available at: https://helpx.adobe.com/content/dam/help/en/pdf/photoshop_reference.pdf

Adobe (s/d) [PDF] Adobe® InDesign® CC Help . Available at: https://helpx.adobe.com/content/dam/help/en/pdf/indesign_reference.pdf

Adobe (s/d) [PDF] Adobe® Illustrator® CC Help . Available at: https://helpx.adobe.com/content/dam/help/en/pdf/illustrator_reference.pdf

Wheeler, Alina (2013/2018) Designing Brand Identity. Hoboken: John Willey & Sons

 

COMPLEMENTARY

Capriotti, Paul (2009) Branding corporativo. Fundamentos para la gestión estratégica dela Identidad corporativa. Santiago de Chile: Colección de Libros de la Empresa. Available at: http://www.analisisdemedios.com/branding/BrandingCorporativo.pdf

Capriotti, Paul (2013) Planificación estratégica de la imagen corporativa.  Málaga: Instituto de Investigación en Relaciones Públicas. Available at: http://www.bidireccional.net/Blog/PEIC_4ed.pdf

Maidens, Frank & Hui, Vivian (2016) Logo Design Guide. StudioFunction, Toronto. See: https://gumroad.com/l/HmceP

Mollerup (2013) Marks of Excellence: The History and Taxonomy of Trademarks. London: Phaidon Press.

Olins, Wolff (1999) Corporate identity: making business strategy visible through design. Harvard: Harvard Business School Press.

Roberts, Kevin (2004) Lovemarks: The Future Beyond Brands. New York: Power HouseBooks.

Roellig, Larry. (2001) “Designing Global Brands: Critical Lessons”. Design Management Journal.  12 (4) 40–45. Available at: https://onlinelibrary.wiley.com/doi/pdf/10.1111/j.1948-7169.2001.tb00563.x

Siegel+Gale (2015) Logos Now. A study on logo treatments and brand perceptions.  Siegel+Gale, New York. Available at: http://simple.siegelgale.com/acton/fs/blocks/showLandingPage/a/9371/p/p-0013/t/page/fm/0

Way, C. J. & Koller, V. (2013) “Deliberate Conventional Metaphor in Images: The Case of Corporate Branding Discourse”. Metaphor and Symbol, 28 (3). Available at: http://eprints.lancs.ac.uk/65762/

 

WEBSITES

http://www.underconsideration.com/brandnew/

http://www.underconsideration.com/

http://www.identityworks.com/

http://www.identityworks.com/forum/

http://www.underconsideration.com/speakup/

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