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Course Criteria
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3.00 Credits
COM CM 317. Examines media planning, buying, and sales as performed by advertising agencies, clients, and the media. Research sources providing data on media audiences and product usage are evaluated. Examines contemporary trends in communications media and their effects on advertisers. 4 cr, either sem.
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3.00 Credits
theories, strategy, and techniques of persuasion as a means of shaping public opinion and attitudes. How individuals, business, government, and institutions craft messages and communicate through the press, entertainment media, advertising, and public relations. Ascertaining and understanding the beliefs, attitudes, and values of groups and society. 4 cr, either sem.
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3.00 Credits
COM CM 317, CM 331, and CM 417. A course for students intending to pursue careers as advertising art directors. The fundamental skills and understanding required to communicate a strong, effective conceptual idea will be covered in this class. Focusing on the print medium, it will be a hands-on, idea-driven class involving students in typography, photography and illustration selection, and layout and design decisions. The art director's role in other media such as broadcast will be explored as well. Experience with the industry graphics software QuarkXPress and Adobe Photoshop will be helpful. 4 cr, 1st sem.
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3.00 Credits
COM CM 317. Explores how to arrive at consumer insights that lead to better advertising and promotion. The course focuses on the set of skills necessary to create breakthrough advertising, including qualitative research, observation, interviewing skills, mapping, and presentation tools. Students learn to write effective, creative briefs. 4 cr, 2nd sem.
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3.00 Credits
COM CM 317. Explores the impact of current advertising and marketing issues from business, economic, political, social, legal, and ethical perspectives. Modified case method, with lectures from experts on selected issues. 4 cr, 2nd sem.
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3.00 Credits
COM CM 317 and CM 331. Writing advertising copy and designing effective layouts based on clients' advertising strategies. The course teaches the foundations for the development of effective advertising: creative concepts, big ideas, building campaigns, writing, and preparing layouts. Emphasis on print advertising. 4 cr, either sem.
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3.00 Credits
COM CM 317. Administration of a complete advertising program. Case-study method used to explore the marketing mix, budgeting, medial strategy, planning, coordinating advertising with promotion, working with client or agency, and the social responsibility of advertisers. 4 cr, either sem.
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3.00 Credits
COM CM 317. Experience in a student-run, full-service advertising agency. Students organize, manage, and perform all functions: solicit business, perform market and consumer research, contact clients, write plans, create advertising campaigns, evaluate media, and prepare campaign evaluations. Work is for community-service agencies. 2 cr, either sem.
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3.00 Credits
COM CM 317, 331, and 417. A course for students intending to work in the creative area of the advertising industry. Throughout the semester, students develop a portfolio of advertising campaigns for presentation during their search for employment at advertising agencies. Print and broadcast ads are designed to provide solutions to the clients' marketing problems. 4 cr, either sem.
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3.00 Credits
COM CM 301 and 331. Students study a variety of publicity tactics (news conferences, feature placements, special events, and media tours), which they combine into publicity campaign plans. Involves lectures, in-class discussions, video cases, and individual take-home cases. Students are encouraged to plan campaigns in their area of interest. 4 cr, either sem.
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