Students will have a once-in-a-life cultural experience exploring the depths of Sydney and Melbourne, Australia while learning the art of building a campaign strategy, creative brief and executed campaign. With one lead agency hosting the class through a project experience, students will have an opportunity to build a campaign with international perspective, interact with professionals, while working inside the agency walls. Tours and immersive research throughout Sydney and Melbourne will be intertwined, as well as a variety of agency tours. *Note: first week of course will be online pre-departure coursework, followed by 3 weeks spent in Sydney and Melbourne, Australia.

Courses

The courses will combine strategic planning with creative execution into one culturally immersive experience. The week leading up to departure, we will hold online course via Skype Business / ZOOM in order to prepare students with the necessary tools needed in order to succeed in achieving the outcomes with the time they have in Australia. Once in Australia, students will follow through with the practical execution of both strategic and creative development.

Week 1

Pre-departure preparation will take place in an online learning environment. Students can expect pre-departure online class time to be held in order to properly prepare for the studies while abroad.

Week 2-4

Students will arrive in Australia, be hosted by an agency and given a project task. They will work to complete both the strategic narrative and creative executions of their campaign with the expectation of presenting a full strategy and campaign by the end of the experience. Each week, students can expect to explore a variety of sites and cultural activities, as well as visit a variety of advertising agencies in both Sydney and Melbourne.

STC290

In this course you will immerse you in the agency world down under, in beautiful Melbourne and Sydney, Australia. Students will apply critical thinking in order to research the local consumer and culture and translate findings into an advertising strategy taking into consideration cultural difference.

  • Writing a strategic and consumer analysis and a creative brief for a brand, product, or service
  • Developing strategic advertising plans – taking into account business and industry environment, the brand and consumer behavior – for diverse target markets and international cultures
  • Turning research findings into a strategic brief
  • Tailoring advertising strategies for diverse markets, consumer target groups and the industry competitive landscape
  • Presenting research results, insights and strategies
  • Giving and accepting constructive criticism of the work
  • In-depth comparisons between Australia to USA agency culture
  • Working with agency professionals, take guidance and constructive criticism from professionals
  • What the other side of the world looks like, feels like, sounds like, tastes like, and what it means to immerse yourself in the Australian culture!

STC490

In this course you will immerse you in the agency world down under, in beautiful Sydney & Melbourne, Australia. Students will apply critical thinking in order to translate a creative brief into creative solutions that work taking into consideration cultural difference. The course will emphasize ways to build and enhance conceptual thinking, challenge you to build successful, thought provoking, creative and give you a fully immersive understanding of how the agency life is and differs from that of the USA.

  • How to critically analyze creative issues in advertising as it pertains on an international perspective
  • How to present original ideas and campaigns
  • How to give and accept constructive criticism of their work
  • How to conceive and execute a variety of campaign-worthy creative solutions
  • How to execute a campaign that is strategically aligned with the creative brief
  • How to execute strategic advertising campaigns for international target markets and international cultures
  • In-depth comparisons between Australia to USA agency culture
  • How to work with agency professionals, take guidance and constructive criticism from creative professionals
  • What the other side of the world looks like, feels like, sounds like, tastes like, and what it means to immerse yourself in the Australian culture!

Contact

For more information, please contact Meryl Blau at mblau@miami.edu or Jasper Nelissen at j.nelissen@miami.edu