Course Descriptions

This course begins with the analysis of a client brief and the development of a creative brief for the advertising of a product, service and event. The course introduces aspects of marketing strategies for conceptual development. It provides students with an understanding about how to use the creative brief to customize the right media plan for the right client and the right target audience. It also covers an introduction of resources available to media planners and buyers, as well as effective media plan executions based on data gathered.

This course focuses on the conceptual process used in the advertising industry. This course covers interpretation of the creative brief for the development of a multi-media campaign. The emphasis is on creating umbrella concepts and creative strategies that meet client objectives.

This course covers the origins of advertising and the art of persuasion in America beginning in the 1950s. It introduces the what, when, where, why and who in the industry past and present. It includes a survey of notable advertising agencies, their philosophies and project milestones. It provides an overview of the parameters of effective visual communication, contexts and the human factor.

This course focuses on the advertising agency process. This course also introduces the fundamentals of collaboration within an agency. It further explores the role of the art director in the creation and execution of advertising concepts.

Branding concentrates on the principles and power of the brand. This course defines what a brand is and explores the regional and global impact it has on modern society. This course also covers the analysis of brand strategies, brand essence and brand communication.