COURSES
Advertising
ADVR 6A01: STRATEGY l: STRATEGY & CONSUMER INSIGHTS (Summer Residency, Year One, Week One, 20 hours)
Strategy is the foundation for sound business execution. In the marketing and communications business, professionals must understand how business strategy translates into marketing, communication, and brand strategy. This course focuses on how to interpret and develop consumer insights through research and analysis. Students design research plans and methodologies and apply the consumer insights to develop communication strategies and briefing documents. The class will also concentrate on how to formulate a consumer-oriented marketing strategy. Students use case studies to develop strategies for analyzing business problems and opportunities. Students apply these strategies in class projects in designing marketing communication plans and brand strategies. Consumer insights are the foundation for relevant and meaningful marketing strategies and communication briefs. Marketing professionals need to have a deep understanding of consumer behavior to direct marketing campaigns with impact.
ADVR 6A02: STRATEGY ll: INTEGRATED STRATEGIC THINKING (Summer Residency, Year One, Week Two, 20 hours)
This course builds upon the tenants of strategy and consumer insights introduced in Strategy I. Today, marketing is a combination of art and science . Integrated Strategic Thinking--combining left and right brain activities--is the skill that is required to create cohesive marketing and communication plans that combine business analysis, strategy, consumer insight, contact opportunity and conceptual ideas. The communication strategies and briefs that are developed in this class will be used as the basis for creative development in the course entitled, New Media l: Beyond Traditional Advertising.
ADVR 6A03: PROBLEM SOLVING SYSTEMS l: AGENCY APPROACHES (Summer Residency, Year One, Week Two, 20 hours)
This class will explore the pertinent theory, history, and application of advertising processes with an emphasis on creative problem solving. In addition to reading, lectures and studio projects, students will have a number of live case history presentations by leading advertising professionals and analyze each agency’s particular system for creative problem solving. In addition, students will work as teams on a group project that will be presented on the last class day. This course will lay the foundation for Problem Solving Systems ll and the professors from both courses will evaluate the final project.
ADVR 6A04: PROBLEM SOLVING SYSTEMS ll: CLIENT PERSPECTIVES (Summer Residency, Year Two, Week One, 20 hours)
In most undergraduate design programs in advertising, clients are removed largely from the creative process. The same is true at many traditional advertising agencies. However, regardless of whether they are in the banking, retailing or package goods business, each client must have a clear vision of their brand and how to position and communicate it most effectively through all levels of marketing. Building on Problem Solving Systems I, in this course, students will look at the brand from the client’s perspective and will analyze the role, process and issues that brand managers face in developing successful brand communications platforms. This understanding is critical to advertising agencies in today’s market where more emphasis is placed on creative problem solving that is not driven strictly by media.
ADVR 6A05: MEDIA l: BEYOND TRADITIONAL ADVERTISING (Summer Residency, Year Two, Week One, 20 hours)
Traditional advertising thinking and conventional media choices are no longer sufficient tools for solving marketing problems. Advertising concepts are no longer tied to media but rather the concept drives the media. Regardless of this fact ad agencies have been slow to break free of the status quo of traditional media specific campaigns. Advertising as content rather than an interruption to content is the underlying notion that drives the focus of this course. The development of media-neutral ideas that demonstrate consumer understanding and employ an appropriate and wide range of tools including advertising, promotion, activation, and PR are primary objectives. The ideas created in this class will be based on the briefs developed in Strategy II--Integrated Strategic Thinking.
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ADVR 6A06: MEDIA ll: EMBRACING TECHNOLOGY (Summer Residency, Year Two, Week Two, 20 hours)
Building on the media-neutral creative problem solving that was explored in Media I, this course exposes the students to the various types of new media in advertising. Changes in this constantly evolving area are influenced by three elements: technological advances and constraints, business goals and trends, and consumer needs and expectations. Successful brand positions and advertising campaigns result from a thorough understanding and careful balancing of these three elements. Where appropriate, students will identify unusual approaches and explore alternative media solutions in designing innovative advertising campaigns. They will examine the strengths and weaknesses, potential impacts, and pitfalls related to new media. This course enables students to explore, analyze, and create distinctive advertising campaigns that use new media in innovative ways to interest consumers and achieve business goals.
ADVR 6A07: ANALYSIS OF MODERN GLOBAL ADVERTISING (Summer Residency, Year Three, Week One, 20 hours)
With the pressure on most agencies to get the work out, many agencies and the people within them have little time to study and keep up with the latest national trends in advertising much less the latest global trends. This course will help students acquire the skills and the resources to track and analyze innovations in global advertising and to create and deploy a predictive model that can be used routinely to raise the bar in the creation and development of their own advertising campaigns.
ADVR 6A08: COMMUNICATING WITH SHORT FILMS (Summer Residency, Year Three, Week One, 20 hours)
Building on the study of the various ways in which to reach today’s target audience, the short film genre—made famous by BMW-- clearly offers advertisers a dramatic and refreshing way to reach the target audience through web and cinema advertising along with new media as they become available. This course will analyze and study the short film genre to help inform advertisers of its enormous potential for innovative advertising campaigns.
ADVR 6A09: INVENTIVE THINKING AND NEW PRODUCTS (Summer Residency, Year Three, Week Two, 20 hours)
As in the other courses in the curriculum, this course requires students to think beyond the traditional ways of problem solving as it applies to new products. In the world of advertising and marketing, clients usually invent new products and then take their ideas to advertising agencies that introduce the new product through the appropriate media advertising campaign. In this class, students will work in teams of writer, art director, planner and client, analyze a particular product category, and invent a new product or line extension in that category as a working creative team that benefits from the perspective of each team member. Students will be required to write a strategy statement, name the product and make a formal presentation of the final concept at the last class meeting.
ADVR 6A10: PRESENTING LIKE A MASTER (Summer Residency, Year Three, Week Two, 20 hours)
In this course, students take all the things they have learned in previous courses and learn how to more effectively present and sell their ideas to a critical audience including the creative director, the head of account management and the client. A lot of great advertising concepts never get produced because the agency is not able to sell the ideas to the client. In this class students will study the various components that make for great presentations including the personal performances of the “actors” involved in the presentation, the logic and the quality of the writing, and the appropriate use of audio/video to enhance their presentations. A major focus will be recognizing how to put the right team members in the right roles. Student presentations will be video taped for critique.
ADVR 6B01: BUSINESS ETHICS & SUSTAINABILITY (Summer Residency, Year One, Weeks One & Two, 40 hours)
As future leaders in the advertising industry, students need to think about some of the large social, ethical and economic issues that influence everyday decisions in the business world. The class will focus on a number of famous cases in business ethics. In addition, attention will be paid to the particular responsibility advertisers have to promote socially responsible programs having to do with sustainability. Global drivers such as climate, environment, population growth, and social inequity are redefining the competitive landscape and are demanding higher levels of attention, transparency and social responsibility from corporate entities. Students will learn the importance of this kind of thinking to their role as leaders in tomorrow’s industry.
Criticism and Curatorial Practice
Internship and/or Study Abroad
Interdisciplinary
Independent Study and/or Elective and/or Study Abroad Option and/or Internship and/or Residency
Strategic Foresight and Innovation
SFIN 6B05: BUSINESS MODELING AND POLICY INNOVATION (3 credits)
The key instrument for successfully commercializing a product or service is a well-developed business model and in the public sector, the key to innovation is policy development. Students will be introduced to the essential components of an effective business model and the stakeholders involved. Through case study analysis, students will study a number of precedents and then in teams, will develop business models for specific business opportunities. Students will also be introduced to the complexities of various organizations in the public sector and will develop an understanding of their particular structures and methods of navigation in the context of policy development. Students will study the key factors which determine effective policy development, and methods for implementation through precedent study. Working in teams, students will develop an innovative policy and implementation plan for a project of their choice.
Last Modified:1/24/2012 12:57:25 PM
