MKT 343 Creative Advertising: Global and Local Perspectives Humanities & Social Sciences Program Fall 2021 Semester CEA & AAU Hybrid - Prague

This practical course on creative advertising, focusing on communicating to a local audience, is led by a Creative Director with many years of experience. Students learn the ?ins and outs? of creative advertising by doing it. The class is divided into competing agencies in a mock pitch situation. Participants develop a Big Idea ad. campaign for an actual client on a current product or service, from brief to final presentation. Students gain real-life insight into how a local agency approaches a pitch. The course focuses on creative development with a local vs. global creative approach, and idea making and execution of creative work, but also touches on targeting, brand and communication strategy, project management, media driving creative, and selling the winning idea. In co-operation with the advertising agency Young & Rubicam Prague and participating brands.