Total Credit Hours - 180

Students pursuing the Bachelor of Science in Advertising are required to take a total of 55 courses as follows:

• 30 core courses
• 8 track courses
• 2 core electives
• 8 required general education courses
• 7 general education electives

Core Curriculum 90 cr.

Students are required to take 30 core courses as follows:

A111 - Survey of Advertising

This course is a basic introduction to advertising, its history, potential, and limitations. We will examine the role of advertising and different methods of communication, as well as the advertising spiral, advertising objectives, advertising copy, and federal regulations. We will analyze media choices and strategies, research, target audiences, and creating campaigns. The course will also help the student recognize emerging trends and capitalize on them.

Prerequisite(s): None

Credits: 3

A115 - Illustration and Rapid Visualization

This course introduces the philosophy behind illustration, emphasizing conceptual visual problem solving and quick sketching methods to portray ideas. It also highlights the use of illustration in the graphic design industry. Assignments will focus on black and white and color techniques, using contrast, values, composition, and function.

Prerequisite(s): None

Credits: 3

A121 - Creative and Strategic Planning

Students will learn basic skills that will support their learning throughout the course and help them create a foundation for nurturing creativity in their work and lives. They will be given the tools to help them identify and solve problems, formulate objectives, and create a plan to reach their objectives.

Prerequisite(s): None

Credits: 3

A210 - Writing Advertising Copy

This course examines the process of writing advertising copy for use in all media outlets. It explores the techniques to effectively incorporate text and graphics to develop creative advertising messages.

Prerequisite(s): None

Credits: 3

A222 - Principles of Marketing Research

The use of the marketing research process as a tool for solving management problems is a focus of this course. The source of data, sampling procedures, questionnaire design, data collection, and analysis will be covered.

Prerequisite(s): FND153

Credits: 3

A311 - Media Planning and Buying

In this course the student will explore the roles of a media planner and media buyer. Each student will be developing a media plan, including: company background, media objectives, flowchart and budget, media selection, timing of delivery and target audience, using one of the mediums covered in the course.

Prerequisite(s): None

Credits: 3

A321 - Financial Management

This course includes an examination of budgeting, short-term and long-term financing, and the economics of financial markets. A case-study approach is used.

Prerequisite(s): FND152 MTH1010

Credits: 3

A322 - Organizational Behavior

This course is an examination of human relations theory and individual, group, and organizational performance in relation to the organizational structures of contemporary businesses and public agencies.

Prerequisite(s):
FND152 or FND252

Credits: 3

A325 - Interactive Advertising

The astonishing growth of interactive commerce is one factor that has lead to the demand for advertising and marketing online. In this course, students compare traditional and interactive outlets in order to develop a clear understanding of the differences and similarities between businesses in this new environment. Students learn to apply traditional principles where they are appropriate and to discover and apply a new fundamental understanding to developing and working within the various interactive environments. Marketing, advertising and sales on the Web, and addressing the elements and requirements of information distribution will also be covered. This rapidly developing area both expands the use of traditional market research and creates new kinds of data. Students will be introduced to the concepts, availability, and use of this data.

Prerequisite(s): A222 FND132

Credits: 3

A330 - Advertising Campaigns

Students in the course research, create, and present mixed media campaigns. The students learn the fundamentals of conceiving and executing an integrated local/regional advertising campaign that utilizes major advertising media. Students during this course create a promotional/ advertising campaign with publishing as a goal. The student designs and develops multiple projects from concept to final composition based on the specific needs of the client. Students will learn to value the importance of deadline, budget, client relationship, and presentation and their relationship to the design process.

Prerequisite(s): G412

Credits: 3

A331 - Account Planning

Account planning demands a mixture of account services and research. Stated simply, an account planner frequently takes responsibility for ensuring that the client's needs are met. This usually requires managing communication between departments in an advertising agency as well as being the point of contact between an agency and the client. Inside the agency, an account planner helps choose and integrate research and considers proposed advertising decisions from the perspective of consumer behavior. This course helps the student understand these functions and integrate them into a successful approach to advertising and advertising campaigns.

Prerequisite(s): FND153

Credits: 3

A340 - Portfolio Preparation

This course prepares students for the transition to the professional world. This course will prepare students for job interviews by helping them compile a portfolio. Students will demonstrate their conceptual, design, craftsmanship, and other skills as they assemble and refine their portfolio pieces. Working individually with an instructor, each student will select representative pieces, showcasing work that reflects a unique style. Particular emphasis is placed on identifying short and long-term professional employment goals, as well as related strategies and resources.

Prerequisite(s):
Successful completion of at least 95 credits in the Advertising program or 39 credits in the Internet Marketing Certificate

Credits: 3

A412 - Public Relations and Promotion

This course examines the historical development of public relations, showing the principles, methods, and means of influencing public opinion.

Prerequisite(s): None

Credits: 3

A421 - Brand Strategy

Although good brands are easy to identify, they are hard to create. This course addresses the factors which make a brand successful, and then approaches the factors - like price pressure, fragmented markets and media and proliferating competition - that businesses must control to build a strong, successful brand.

Prerequisite(s): None

Credits: 3

A430 - Advanced Advertising Campaigns

Students research and develop a fully integrated advertising/promotional campaign for a national name brand account in this course. The resulting senior projects document, support and argues the rationale and effectiveness of the campaign in written form. Students prepare, present, and defend a graduate project suitable for a professional audience.

Prerequisite(s): A330

Credits: 3

A433 - Global Business Perspectives

This course offers an analysis of world markets, consumer behaviors, advertising, foreign environments, and the marketing management required to meet the demands of dynamic global markets. The problems of foreign competition, diminishing US market share and the US economy's independence of world markets will be the focus of this course. In addition, different foreign market entry strategies will be analyzed.

Prerequisite(s): FND152

Credits: 3

A440 - Portfolio

This course focuses on the completion of the portfolio. Your final portfolio should focus on your individual strengths. This work should reflect your uniqueness and your ability to meet demanding industry standards.

Prerequisite(s):
Successful completion of at least 135 credits in the Advertising program

Credits: 3

FND111 - Color Theory

This fundamental course provides an introduction to the principles of color and an exploration of color theory as it relates to design and form. The psychological and cultural aspects of color will be examined in making appropriate design decisions. This course is equivalent to FND115

Prerequisite(s): None

Credits: 3

FND112 - Fundamentals of Design

This course will explore the basic principles of design and introduce the creative process. Design elements and relationships will be identified and employed to establish a basis for critical analysis. Design will be presented as a tool of communication.

Prerequisite(s): None

Credits: 3

FND150 - Sales and Persuasive Techniques

An understanding of the sales process and the steps to sell a product or service is essential to a student who works in any area of business. Selling is an essential skill for the sales function of a business, but is also part of the job for many other employees. This course focuses on the essential skills and knowledge one needs to affect a sale, as well as the ways that the sales pitch can be focused to solve customer problems. This course also covers persuasive communication techniques in the area of advertising. Areas covered include the fields of logic and psychology. Among the topics to be covered are the framing effect, emotional hot buttons, mass appeal, snob appeal, subliminal messages, and the bandwagon effect. Maslow's hierarchy of needs, emotional reactions and how to achieve them and the various types of media that could be used to achieve the appropriate desired response are also covered.

Prerequisite(s): None

Credits: 4

FND151 - Consumer Behavior

This course examines the cultural, social, and individual variables involved in consumer behavior. It also reviews how they are incorporated into buyer decision processes and marketing practices.

Prerequisite(s):
HRM350 or FND153

Credits: 3

FND152 - Fundamentals of Business

In this course, students are introduced to the fundamentals of business. Macroeconomics, labor relations, time management, human resources management, and basic marketing principles are covered.

Prerequisite(s): None

Credits: 3

FND153 - Fundamentals of Marketing

This course presents the current intricacies of marketing, including product production, selling and marketing concepts; marketing-mix factors; decision-making on product distribution; purchasing processes; market segmentation and competition; and environmental forces.

Prerequisite(s): None

Credits: 3

G121 - Concept Development

This course will emphasize the conceptualization processes of art and design in solving given problems. The student will use creative problem-solving and research techniques, specifically, problem identification, analysis, brainstorming and idea refinement. Portfolio-quality projects will be produced throughout the course of the term.

Prerequisite(s): None

Credits: 3

G131 - Typography

This course is an introduction to the history of the evolution and application of typography for the perception of meaning, intention and personality of the written word. This course is equivalent to MM133

Prerequisite(s): None

Credits: 3

G133 - Digital Image Manipulation

This course is designed to explore photo retouching, image manipulation and the creation of original artwork using computers and appropriate software. Compositing, color adjustment and effects through the use of filters will be stressed.

Prerequisite(s): G150

Credits: 3

G150 - Introduction to Design Applications

This course is designed to provide an introduction to the industry-related graphic software applications currently used in the design professions. Students will be introduced to basic skills and technical devices for electronic production of visual communication. The three areas of concentration are digital illustration, image/photographic manipulation, and page layout.

Prerequisite(s): None

Credits: 3

G212 - Electronic Design

This course will explore various means of indicating, placing and manipulating visual elements in page design, systematically developing strong and creative layout solutions by means of a cumulative, conceptual design process. The ability to effectively integrate photographs, illustrations, display and type will be developed using page composition software.

Prerequisite(s):
G150 and FND112 or PH135

Credits: 3

G230 - Digital Illustration

Students will produce computer-generated compositions as related to the advertising, design and illustration artist.

Prerequisite(s): G150

Credits: 3

G412 - Advertising Design

This course will explore the various aspects of advertising design communications with the development of creative, original concepts. The preparation of concepts will utilize the principles of design, typography, color and problem solving skills and stress attention to detail, deadlines, professional presentation and cultural diversity. The course will also delve into the inner workings of advertising agencies and graphic design studios, contracts and billing along with the business ethics of the design and advertising fields.

Prerequisite(s): G131

Credits: 3

General Track 24 cr.

Students in the General Track are required to take 8 courses as follows:

A435 - Concepts of Multimedia Production

This course advances students to understand skills and to understand the process of presenting various forms of information (media) to professional audiences. Students will research and study, and analyze videos, moving graphics, graphics, and copy. They will create short mock projects and apply techniques and aesthetics discussed in the lectures, demos and readings.  Professionalism and presentation techniques are also to be covered.

Prerequisite(s): A325 COM1010

Credits: 3

FND132 - Fundamentals of the Internet

The increasing use of the Internet and the advent of the World Wide Web have created a growing market for individuals who can integrate aesthetic design principles coupled with Web page scripting skills. Students will create World Wide Web pages utilizing HTML, the basic scripting language of all Web documents, in addition to many of the other effects and extension scripts available for that medium.

Prerequisite(s): None

Credits: 3

FND134 - Photography

An introductory-level class that explores the principles of photography as well as the utilization of photography as a means of documenting design projects and portfolio pieces. This course covers the basic principles for lighting, setup and shooting with 35mm and digital cameras. Students will photograph both two-dimensional and three-dimensional objects. Students will be taught basic principles of using a video camcorder.

Prerequisite(s): None

Credits: 3

G312 - Design and Technology

This course will utilize computer applications interfacing the graphic and applied arts. Students will produce contemporary advertising and graphic design portfolio projects. Emphasis will be placed on creative concepts, good typography usage, image manipulation and presentation techniques.

Prerequisite(s): G133 G230

Credits: 3

G322 - Foundations of Electronic Production

This course will introduce students to the electronic preparation of material for production. Typesetting, pagination, image reproduction, color specifications, trapping procedures, binding and finishing techniques will be explored.

Prerequisite(s): G133

Credits: 3

IMD130 - Writing for Multimedia

This course examines the roles of copywriter and scriptwriter in interactive multimedia. Emphasis will be on writing opportunities in the multimedia industry, as well as on the process of interactive writing, such as establishing the premise, developing the treatment, and defining the audience.

Prerequisite(s): ENG1010

Credits: 3

IMD222 - Computer Animation for Multimedia & Web

A study of 2D and 3D animation using computer modeling and animation software program as the primary tool. This course will emphasize the creation of animated sequences and GIF animation for multimedia applications.

Prerequisite(s): None

Credits: 3

VE122 - Storyboarding

This course focuses on planning for complex layered composites. Students will apply industry-standard storyboarding and scripting techniques to Visual Special Effects. Contents to be covered include purposes and formats of storyboards, basic terminology and concepts used in storyboarding, and the application of storyboarding techniques to the creation of storyboards with or without a written script.

Prerequisite(s): None

Credits: 3

Internet Marketing Track 24 cr.

Students in the Internet Marketing Track are required to take 8 courses as follows:

A215 - Online Marketing Fundamentals

This course introduces online marketing fundamentals and walks through the differences in concepts, tools, and tactics for traditional, direct, online, and multichannel marketing. It provides a high-level overview of online channels and evaluates best practices for a positive multichannel customer experience. It explains the necessity of customer-centric marketing for online channels and reviews the creation and value of using personas for achieving relevant and engaging campaigns. From defining budgets, selecting channels, and calculating campaign ROI, this course will equip students with the basic skills for jumpstarting an online marketing campaign.

Prerequisite(s): FND135

Credits: 3

A216 - Internet Marketing Strategy

This course takes a hands-on strategic planning approach to online marketing. It walks students through performing competitive and SWOT analysis, defining goals for an online competitive advantage, and documenting a marketing plan of objectives and tactics to complete the mission. The course will take a detailed look at web 2.0 tools and tactics and learn how these tools can help facilitate achieving marketing goals. In the final week students will put their marketing plan to work by jumpstarting content strategy and creating a blog for their client. This course puts to rest the notion that simply having a website implies an online marketing effort. Overall, this course equips students with the research, statistics, and tactics for defining an effective online marketing strategy that achieves business goals.

Prerequisite(s): A215

Credits: 3

A317 - Social & Interactive Marketing

This course reviews the impact of the social revolution on branding and marketing.  It explains how to measure the business value of social media and leverage it for improving customer satisfaction, lowering costs, or raising revenue.  It focuses on the power of quality content and interactive tools for engaging audiences, spreading messages, and converting sales.  It even taps the creative side with a hands-on opportunity to implement an interactive marketing campaign on Facebook.

Prerequisite(s): A216

Credits: 3

A318 - Email & Mobile Marketing

The course evaluates the use of email as a marketing channel versus simply a communications tool. It identifies email categories and tools that can strategically be used to engage customers, recruit leads, encourage loyalty, and provide quality customer service. It addresses the challenges of spam and provides critical tips to ensure senders are complaint with CAN-SPAM legislation. It also explains tactics to ensure optimal delivery and acceptance of emails. It evaluates the best practices for email and walks students through designing sample emails optimized for open and click through rates. This course also dives into the world of mobile marketing, mobile advertising, and mobile apps. It reviews emerging trends in location-based services, SMS messaging, and geosocial services and helps students evaluate if these solutions are good tactics for a client. Overall this course exposes the unique advantages of email and mobile channels for personalized, timely marketing and how to leverage it accordingly for business success.

Prerequisite(s): A215 A216 A317

Credits: 3

A319 - Web Analytics & Conversion Optimization

This course teaches the fundamentals of quantitative, qualitative and competitive web analytics concepts, tools, and tactics to create measureable business value.  It demonstrates how to align tangible metrics with goals and how to leverage analytics for making informed justified online marketing decisions.  From tracking campaigns and generating reports to performing tests and optimizing conversion, this course teaches the science behind the online marketing continuous improvement cycle.

Prerequisite(s): A216 A317 A318 FND135

Credits: 3

A320 - Advanced Internet Marketing Strategy

This course extends online marketing strategy by diving deep into the two principle methods for driving web traffic - search engine optimization (SEO) and pay-per-click (PPC) online advertisements. It evaluates the benefits and appropriate uses of each and involves hands-on exercises for performing keyword and backlink research. It reviews cutting edge topics for getting found on the Internet and equips students with the necessary tools and knowledge for defining a search marketing strategy.

Prerequisite(s): A216 A317

Credits: 3

FND135 - Introduction to Web Design

This course introduces basic web page design and development techniques using basic HTML. Students will create web pages utilizing the basic language of web documents, in addition to many of the other effects and extension scripts available for that medium. Aesthetic design principles such as page layout, type design, imaging and development using an HTML authoring tool will be covered. Students will publish files and optimize them for size and quality using an FTP host.

Prerequisite(s):
G133 or FND133

Credits: 3

G350 - Web Scripting

This course utilizes basic web page scripting techniques and software for web site design and development. Design solutions include the use of basic CSS and Javascript languages. Students will create web sites utilizing CSS, the basic scripting language of web documents, in addition to many of the other effects and extension scripts available for that medium. Aesthetic design principles such as page layout, type design, imaging and development using a CSS authoring tool will be covered. Javascript image galleries will also be explored.

Prerequisite(s): FND135

Credits: 3

Core Electives 6 cr.

Students are required to take 2 core elective courses as follows:

A315 - Marketing for AdverGames

Advertising students will join students in Game Art & Design and other majors to incorporate marketing strategies into gaming products. Students will consider methods including product placement, sponsorships, contents / sales promotions, and branding through product lines. Through teamwork and the final presentation, students will share their subject expertise to gain an undstanding of the challenges faced by marketing and creative professionals in utilizing this medium for increasing a product's visibility and brand identity.

Prerequisite(s): FND132 FND153

Credits: 3

CC420 - Internship

Through a field internship experience, students will be able to apply acquired subject matter and career/professional skills in a real and practical situation. The main objectives of the internship are to allow students the opportunity to observe and participate in the operation of successful business in relation to their fields of study. The students will gain experience needed to enter the field upon graduation.

Prerequisite(s): Successful completion of at least 75 credits in their discipline with a 2.75 or higher CGPA

Credits: 3

CC478 - Special Projects

This class is designed to emulate a real world environment by combining the skills of students from more than one curriculum. One quarter a project may be selected that will require video, animation, and industrial design students to complete the final project. Another quarter, the project may require video, photography and multimedia and web skills. Projects will vary and students and faculty will have the ability to propose projects for future classes.

Prerequisite(s): Has successfully completed at least 75 credits in their discipline with a 2.5 or higher GPA.

Credits: 3

DFV120 - Video I

Students will be able to demonstrate knowledge of technical terms of video production and industry uses of basic video production equipment and techniques.

Prerequisite(s):
FND134 or FND130

Credits: 3

FND250 - Intellectual Property Law

Intellectual Property Law provides an in-depth exploration of competitive business practices with emphasis on the protection of intellectual property, including copyright, trademark, business and service marks.

Prerequisite(s): None

Credits: 3

FND251 - E-Commerce

This course will introduce the student to the unique theory and tactics of advertising and marketing on the Internet. The student will research actual advertising and marketing campaigns employing the internet as a media vehicle. Class lectures will include the theories of advertising and marketing, target markets, demographics, media buying and customer tracking.

Prerequisite(s): None

Credits: 3

IMD407 - Illustration for Multimedia & Web I

Students will produce vector-based computer-generated compositions for use in print, Web sites, and multimedia products.

Prerequisite(s):
CPU100 or equivalent

Credits: 3

General Education 32 cr.

Students are required to take 8 required general education courses as follows:

COM1010 - Introduction to Communications

In this course s

 

tudents will develop and refine oral and written presentation skills focusing on compiling, organizing and outlining the research material. Through a series of speeches, students will work to become better public speakers and have a basic understanding of various theories of communication. Emphasis is placed on communication theories and techniques used in interpersonal group, public, intercultural, and mass communication situations.

Prerequisite(s): ENG1010

Credits: 4

COM3010 - Advanced Communications

The purpose of this course is to examine the theoretical and practical aspects involved in effective communication. The course will emphasize essential elements of communication in both personal and professional environments as well as identify and analyze efficient oral and written delivery techniques.

Prerequisite(s): COM1010 ENG1010

Credits: 4

ECO1010 - Economics

In this course, the student will learn about standard microeconomic topics. Microeconomics studies the economic behavior of individuals and firms. The student will examine why firms maximize profits and consumers maximize satisfaction. Students will learn competition, efficiency and market structure.

Prerequisite(s): None

Credits: 4

ENG1010 - Composition and Language

Students will be introduced to college level writing processes, including theme, composition, and research. Students will adhere to standard conventions of written English.

Prerequisite(s): None

Credits: 4

ENG1020 - Composition and Language II

An extension of Composition and Language I with an emphasis on the refinement of individual skills, writing styles and voices, and on research procedures. Selected readings in prose, drama, and poetry supplement the course and provide topics for discussion and written assignments. A series of short papers, including documentation, may be required.

Prerequisite(s): ENG1010

Credits: 4

MTH1010 - College Math

Concepts of algebra including linear and quadratic equations, polynomials, exponents, logarithms and functions. Emphasis on graphical representations of functions. This course is designed to build an adequate background for the college-level mathematics, science and business courses.

Prerequisite(s): None

Credits: 4

PHI1010 - Introduction to Ethics

This course provides a philosophical study of moral values. Ethics is the exploration of the ways in which persons make judgments about what is right and wrong. Philosophers have proposed answers to these profound issues and questions.  This course will cover the three main types of ethical philosophies: consequentialism, deontology and virtue ethics. These ethical theories willbe critically evaluated in terms of their strengths and weaknesses on both theoretical and practical levels. The latter will be explored through the application of these theories to case studies taken from current events, allowing students to see how these approaches can provide resources for tackling difficult moral issues that can appear in almost every dimension oftheir lives.

Prerequisite(s): ENG1010

Credits: 4

PSY1010 - Introduction to Psychology

In this course students will be exposed to fundamental principles of psychology.  The fundamental questions guiding this course are relatively simple. In what ways are we alike and in what ways are we different and why? Although these questions may be simple, the answers, as we shall see, are complex, interconnected, and too often invisible to the untrained eye. Different families, backgrounds, sexes, cultures, ethnic groups, approaches, behaviors, values- how are we to understand this incredible diversity of human experience so that we can navigate successfully in an increasingly chaotic and shrinking world?  The intent of this course is to examine the psychological foundations underlying the identity of the “self,” “identity” and “world view” in an effort to understand the differences that exist from culture to culture, fromgeneration to generation, from family to family, from profession to profession, and from individual to individual.

Prerequisite(s): None

Credits: 4

General Education Electives 28 cr.

Students are required to take 7 general education electives.

One General Education Elective course must be taken from each area: English, Science/Math, Humanities, and Social Science.  Three General Education Elective courses must be at the 2000-level or higher, and three additional courses must be at the 3000-level or higher.

 

Some courses are offered on a rotating basis.

Transitional Courses 0-12 cr.

Placement tests in Math and English are administered to determine if a student needs additional preparation in either of these areas.  If a need is indicated, accepted applicants are placed in developmental courses on the basis of their placement test scores and/or transfer credit.  Students must successfully complete or place out of transitional courses in order to progress in the program. Transitional course credits do not count towards the total number of credits for graduation or cumulative grade point average.  Taking transitional classes increases the number of courses a student will take and may extend the number of quarters a student will be in attendance.

 

ENG095 - Reading and Writing Skills

This course emphasizes the study of basic competencies needed in order to perform satisfactorily in a college-level English course. Specifically, this includes grammatical, mechanical, and usage skills essential to produce competent paragraphs and essays.

Prerequisite(s): None

Credits:

MTH099 - Basic Mathematics

This course emphasizes the study of basic competencies needed in order to perform satisfactorily in a college-level basic mathematics course. Specifically this includes concepts and applications of whole numbers, decimals, fractions, percents, the order of operations and signed numbers.

Prerequisite(s): MTH100 requires a C or better for a passing grade. Once placed in MTH099 you must pass both Transitional Math courses (MTH099 and MTH100) with a C or better before taking College Math (MTH101).

Credits: 3

MTH100 - Elementary Algebra

This course emphasizes the study of basic algebraic concepts needed to perform satisfactorily in the college-level mathematics course. Specifically, this includes signed numbers, variables, exponents, equations, inequalities, graphing techniques, polynomials, factoring, rational expressions and applications.

Prerequisite(s): MTH099

Credits: 0

SS100 - Strategies for Online Learning

This course will familiarize students with the academic skills needed to succeed at the college level and in the online learning environment. Students will be encouraged to develop an attitude of curiosity and inquisitiveness, a capacity for perspective and comparison, and an ability to think rationally and contextually. The course will emphasize students' responsibility for a successful undergraduate education and the importance of being a lifelong learner. Students will also be introduced to policy and procedures of the Art Institute of Pittsburgh – Online Division.

Prerequisite(s): None

Credits: 3