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Course Criteria
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3.00 Credits
This course addresses a number of contemporary social issues, including environmental, preventative health, education, community well-being, and corporate exploitation. Students are required to research issues from all sides, develop written plans and marketing strategies, and create a body of socially-conscious advertising campaigns and materials that communicate an expansive view to the public. The course also touches on the history of PSAs (Public Service Announcements) and protest or propaganda advertising in this country and around the world. Prerequisite: ADVE 304.
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3.00 Credits
This course takes a comprehensive look at public relations and special events as interdisciplinary fields and as integral components of any organization's brand strategy. Students are exposed to conceptual, theoretical and practical aspects of public relations, including strategic planning and message development, research techniques, media relations and crisis containment. Prerequisite: ADVE 304.
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3.00 Credits
Through readings and discussion about marketing, planning, strategy, estimating and pricing, management, and employment in advertising, this course addresses fundamental business concepts particular to the advertising design industry, including creative development and professional practices. The readings and lectures, combined with self-examination of their own buying patterns to better understand consumer behavior, allows students to develop an Integrated Marketing Communication program that is delivered as a new business pitch. Prerequisite: ADVE 210.
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3.00 Credits
Offering a blend of political science and communication skills, this course educates students in political advertising, the full-time, well practiced profession. Students explore politics for its messages and themes rather than for parties' ideologies. Projects include print and broadcast advertising along with communications support materials. Prerequisite: ADVE 385.
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3.00 Credits
This course explores the sophisticated thinking and planning that goes into establishing a successful brand position. Through reading, research, lectures, case studies and workshops students learn the principles of modern branding. Students then apply those principles as they develop a brand strategy, brand position and brand personality for a specific product or service just as they would in the professional world of advertising. Prerequisite: ADVE 334.
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3.00 Credits
This studio course emphasizes teamwork, strategic creative solutions and marketing formulas for building a brand within a product or service category for specific market segment. Assignments are based on actual clients and simulate real-world demands. Prerequisite: ADVE 410.
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3.00 Credits
This course focuses on the development of a job-seeking portfolio, interviewing skills and other self-promotion strategies. Students examine, analyze and evaluate the work produced during their course of study for possible redesign. Self-promotion topics are discussed as well as interviewing skills and professional presentation techniques. Students develop a strategic self-promotion plan to target prospective employers. Prerequisite: ADVE 410.
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3.00 Credits
This course concentrates on creating an awareness and understanding of global advertising. With the help of case studies, discussions, readings and assignments, students are exposed to marketing strategies employed in a foreign market. Topics covered include creative localization, economy structures, and cultural conditioning that affect communication across geographic and cultural boundaries. Students employ these techniques to produce advertising for a specific global market. Prerequisite: ADVE 410.
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3.00 Credits
Refining their ability to develop commercial advertising concepts, students in this course create copy specifically suitable for television and radio broadcast. Areas of focus include advertising campaign concept development, tailoring concepts and copy to specific time constraints, and writing for the listener's ear. Prerequisite: ADVE 321.
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3.00 Credits
Focusing on broadcast media, this course continues the development of skills required of an art director. Students apply their creativity by translating marketing needs into innovative, effective television and radio campaigns through a series of challenging projects. They learn to develop and execute marketing solutions from concept to storyboard, from preproduction through postproduction. Terminology, protocol and production-based logistics are explored. Emphasis is placed on creativity, execution, resourcefulness, teamwork and project management skills required to generate compelling, effective advertising solutions in the broadcast environment. Prerequisite: ADVE 334.
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