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Course Descriptions - Advertising & Marketing

AM101 – Elements of Advertising
An introduction to advertising in a free-market economy, its place in the media of mass communications and its effects on society including gender, race, ethnicity, sexual orientation, religious and political thought.

 

AM201 – Introduction to Copywriting
The fundamentals of copywriting are explored and used to create persuasive copy that will influence the reader to interact in a specific way.

 

AM202 – Advertising Research
An overview of the research methods used in advertising with an emphasis on acquisition, evaluation and analysis of information of advertising decisions through secondary and primary data collection.
Prereq: BE101, AM101

 

AM203 – Copywriting and Visualization
Development of creative concepts for print and electronic media. Students will prepare advertisements through rough layouts and storyboards.
Prereq: AM201

 

AM301 – Advertising Management
Learning to identify advertising problems and be responsible for solving them. Emphasis on developing alternative solutions and evaluating proposed solutions.
Prereq: AM101, BE200

 

AM302 – Advertising Strategy
A study of the methods of utilizing research data for developing and evaluating advertising and promotional strategy.
Prereq: AM202

 

AM303 – Media Planning
An introduction to advertising media planning. Includes the techniques and strategy of choosing media, purchasing of advertising space, using time effectively and economically in mass media.
Prereq: AM202

 

AM304 – Advertising Campaigns
An overview of the development of advertising campaigns for clients. Emphasis will be on analyzing research information and situations, developing strategies and executing creative advertising in various medias.
Prereq: BE200, AM202

 

AM305 – Advanced Copywriting
Students will produce creative research, strategy development and writing copy for newspaper, magazine, outdoor, direct mail and the web.
Prereq: AM201, AM203

 

AM401 – Ethics in Advertising
Major concepts and issues with regard to effects of advertising on society, culture, and the economy. Emphasis on ethical systems and ethical decision making.
Prereq: AM201

 

AM402 – International & Cross Cultural Advertising
Lectures and discussions on the major issues and concepts in international advertising and advertising directed at cultural minorities within a country. Includes primary and secondary research to assess environmental situations.
Prereq: AM401

 

AM403 – Advertising & Marketing Internship
The student will select a work area related to the field of advertising and marketing for a practical work experience. Areas include, but are not limited to, agencies, media or auxiliary services. Students must work a minimum of 180 hours during the semester to receive credit. Weekly progress reports, exerci se journals and supervisor's evaluation are required.
Prereq: AM301, AM304

 

AM404 – Special Topics
The study of varied topics pertaining to advertising and marketing.
Prereq: AM301, AM304

 

AM500 – Portfolio
Students spend their last term enhancing their creative portfolio. The advertising portfolio becomes a reflection of the critical thinking and creative thought processes of the graduate.
Prereq: AM302, AM304