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Course Criteria
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3.00 Credits
This advanced Marketing Communication course delves deep into the "WHY" of consumer behavior via qualitativeresearch techniques (e.g., ethnography, shopping tag-alongs, mini depths, "family" interviews, projective techniques, diary/journaling work etc.). Students work with consumers, seeking brand insights to better inform integrated marketing decisions (e.g., marketing, PR, advertising, sports marketing, etc.). This human behavior course is highly recommended for future marketing professionals, PR practitioners, strategic planners, advertisers etc. and is designed to complement Applied Marketing Intelligence, a quantitative marketing research course. 3 CREDIT S
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3.00 Credits
The purpose of this course is to provide students the opportunity to apply, practice, and better understand the tools and techniques examined in the introductory course. Various measurement and research techniques employed in advertising, marketing and public relations are reviewed. A full life span of a primary as well as a secondary research project is explored; from study design, execution, to analysis and interpretation as well as the final presentation. This course is highly recommended for future marketing professionals, who need critical analysis skill and strategic creativity in their decision making. 3 CREDIT S
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3.00 Credits
Advanced course in media planning and execution enables students to develop a simulated media program including budget, media rationale, and execution. 3 CREDIT S PREREQUISITES: 54-2901 SELLING AND BUYING MEDIA
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3.00 Credits
The culture of advertising shapes and colors the world we live in, and nowhere is this more evident than in the mirror that Hollywood holds up to society. This course combines popular film and video representations-screenings every week-with critical discussion that examines how "adcult" has influenced theway we look at the world and ourselves. 3 CREDIT S
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3.00 Credits
This course examines the role of advertising practitioners and other media content providers in disseminating negative portrayals of various segments of society. Course analyzes media treatment of people and issues related to mental illness, physical illness, disability, race, poverty, sexual orientation, gender, age, and religious beliefs. Work products focus on the development of cause marketing and social marketing campaigns. 3 CREDIT S PREREQUISITES: 54-1601 CUNSUMER BEHAVIOR (ADCULT)
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3.00 Credits
This course introduces students to sponsorship practices that integrate branded products and services of corporate sponsors into entertainment vehicles and events (i.e., movies, sports, concerts, etc.) and the lifestyles of target consumers. Given the philosophical and ethical tensions that can develop between creative artists and corporate sponsors, students learn to evaluate and negotiate sponsorship opportunities from both perspectives. This course applies marketing theory in relation to culture studies, the arts, and the social sciences. 3 CREDIT S PREREQUISITES: 54-1501 INTRODUCTION TO SALES PROMOTION
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3.00 Credits
This course challenges students to explore various brainstorming and concept development methods and techniques in the creation of advertising, promotions, new products, marketing strategies, and more. With a focus on understanding and accessing the "conceptual self," this course teaches studentshow to "connect" with consumers and the media environmentmore effectively. 3 CREDIT S
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3.00 Credits
With so many museums competing for the consumers' leisure time and money, museums must differentiate themselves and build loyalty. Museum Branding will explore how each aspect of the museum - exhibitions, docent tours, museum architecture, the board of trustees, restaurant, museum store, volunteers, Web site, graphics, marketing materials, and events--affects brand image. Coursework includes case studies; simulated branding projects; museum visits; and internet, ethics, and globalism modules. The course prepares students for internships and service learning opportunities. 3 CREDIT S
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3.00 Credits
Course teaches students how to function in an advertising agency as a specialist (account management, creative, media, traffic, production) and as a member of an agency team. Students work with actual clients in real assignments and are required to participate in client meetings, generate contact reports, conduct research, develop strategies, write media plans, ideate concepts, and produce creative elements. Course culminates in the final production of completed marketing campaign elements, enabling students to have published samples for their portfolios. Prerequisite: Completion of Marketing Communication core courses and permission of instructor after an interview (to ensure a balance between account and creative specialties, diversity, and the appropriate skill level). 3 CREDIT S PREREQUISITES: 54-1605 ADVERTISING COPYWRITING I, 54-2500 INTRODUCTION TO MARKET RESEARCH
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0.00 Credits
This zero-credit, pass/fail course requires that Music majors attend three Music Department convocations and a minimum of five Music Department recitals per semester. Registered students who are not Music majors may forgo the convocations. Because an important element of musical training is learning to listen actively, the course provides opportunities for students to hear a wide variety of music played by different kinds of instruments and ensembles and performed by professionals and fellow students. Pass/fail is determined by attendance.
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