Idea Development

Catalog description

Students will learn how to transform a strategic message into a "big idea" that helps to create and nurture a brand's essence as it captures the consumer's imagination. This process- and critique-based course explores the distinction between strategic language and creative expression. Case studies as well as self-generated content will be used to teach students the basics of idea generation, how to recognize "big ideas," and how to critique them in order to keep the message on strategy and make the work better.