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W.P. CAREY SCHOOL OF BUSINESS COURSE | 3 CREDITS

Electives for:
The Marketing Certificate / General Business Electives / Sport Business / Digital and IMC
Global Business Electives for the International Business Certificate

MKT 494
International Advertising and Branding:
From the Inside Out

Being nominated for a Cannes Lion means recognition from the international advertising community and is a milestone in an agency’s history. By studying in the context of the Cannes Lions Festival of Creativity, you have a front row seat to changes in the fundamental function of communication in the 21st century: from making advertising to creating value, working together with people in rewarding projects instead of disturbing them with ephemeral campaigns.

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We will study the ways and means of the best and brightest creative minds and explore how to produce interesting work that builds strong brands while inspiring people all over the world.

Course Learning Objectives
and Outcomes

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This course is designed to provide you the opportunity to discover:

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  • ways to employ creativity and design thinking to meet client challenges.
     

  • methods for discovering what messages and images with resonate with your unique audience.
     

  • where to look for inspiration.
     

  • how to come up with original core concepts (aka: big ideas). 
     

  • how to embrace human storytelling to deepen emotional resonance.
     

  • why co-creating products and services can jump-start success.
     

  • actions that develop brand authenticity and build consumer trust.
     

  • how creativity can drive revenue and market share.

CRONKITE SCHOOL OF JOURNALISM & MASS COMMUNICATIONS | 3 CREDITS

JMC 494/570
Creativity and Digital Strategy
in Europe

Students in the JMC courses will begin their course learning from Parisian agencies about digital strategy and apply those lessons into strategic communication challenges that will help you build your portfolio. We will then attend the “Oscars” of creativity in Cannes, Frances. This is a unique opportunity to visit the Cannes Lions Creativity Festival and get to network with some of the most prominent people in the industry. The Cannes Lions International Festival of Creativity is a global event for those working in the creative communications, advertising and related fields. It is considered the largest gathering of worldwide advertising professionals, designers, digital innovators and marketers.   

Course Learning Objectives
and Outcomes

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This course is designed to provide you the opportunity to discover:

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  • Demonstrate awareness of U.S. industry practices and how these differ from international work
     

  • Demonstrate knowledge of diversity in strategic communication
     

  • Communicate effectively with diverse individuals and groups while abroad and upon return
     

  • Demonstrate an increased capacity to analyze issues with appreciation for different viewpoints
     

  • Identify what makes creative work stand out

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