“Innovation distinguishes between a leader and a follower.” [ Steve Jobs ]
MANAGEMENT COURSE SEQUENCE
You identify organization and planning as an art form. A creative brief is not a flashy pair of underwear! The idea of changing your middle name to “multitask” is nothing new, and Tetris is a perfect personification of your life. You love the mission of balancing a clever strategic thought process, while molding the creative colored blocks into new foundations…then watching it all fall into place.
NOTE: Advertising majors must take a minimum of 48 credits in Advertising courses and a maximum of 54 credits.
Students who wish to follow the Management track should follow this course of study:
Foundation I requirements: (12 credits)
1101. Intro to Media & Society (3)
The history, organization, creation, economics, control and effects of mass communications in the United States, including the relationships of media to one another and to the community at large with special emphasis on the roles and responsibilities of advertising, advertisers and agencies.
1102. Intro to Advertising (3)
This course introduces students to the function of advertising in the economy, to the strategic identification of markets and targets, to the creation and placement of advertising, and to the relationship of advertising agencies to advertisers and the media.
1196. Persuasive Writing (3)
Students learn the rhetoric of writing intended to affect behavior. The basic crafts of grammar and composition are reviewed. Students explore consumer motivation as the focus of powerful, exciting advertising and written argument. Note: Advertising majors only.
1141. Intro to Advertising Research (3)
This course covers the range of areas in which advertising research participates, or has primary responsibility for, in the adverting process. Focus is on the role of research in the advertising process (before, during and after the development of ad campaigns) and the design of research using various methodologies to accomplish effective research. Note: Advertising majors only.
Foundation II requirements (12 credits)
2101. Strategy & Positioning (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1196 (0065), 1141 (0070).
Students learn to connect message solutions to marketing problems through an understanding of the relationship of marketing strategy and brand positioning to communication strategies and advertising copy.
2121. Copywriting: Introduction (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1196 (0065), 1141 (0070).
This course focuses on writing effective advertising messages for print and broadcast media. Emphasis is on craft, writing ability and style. Composition and the integration of graphic elements are explored. Practical assignments teach students how to use the most common copy techniques effectively to create advertising with stopping power.
2131. Media Planning I (3) $.
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1196 (0065), 1141 (0070).
In this basic course, students learn the analysis and understanding of communication vehicles as advertising media, the concepts and resources involved in developing media objectives and strategies, as well as media selection criteria and vehicle purchasing.
2151. Visual Communication (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1196 (0065), 1141 (0070).
This course develops the intellectual skills necessary for the analysis, understanding and creation of media messages in the many formats of today’s high-density visual environment. Students will be introduced to the syntax, grammar and rhetoric of visual communications.
- or -
1004. Intro to Marketing (3)
Introduction to the marketing process, including defining customer needs and wants, market segmentation strategies, and how organizations develop a strong value proposition. We will also examine the relationship between marketers and advertising agencies.
Advanced Core I requirements (12 credits)
3101. Creative Thinking (3)
Prerequisite: ADVERT 2101 (0110), 2121 (0120), 2151 (0125), 2131 (0130).
This course uses team oriented sessions to develop the creative skills necessary for solving advertising problems. A cross discipline approach is utilized and “creatives” from various advertising and non-advertising disciplines participate as guest facilitators and speakers.
3171. Diamond Edge Communication (1 to 3)
Prerequisite: Completion of 24 credits in Advertising department. Permission of instructor required.
Student operation of an advertising agency for nonprofit accounts in the Philadelphia market area with advertising faculty supervision. Hands-on learning in creative, media, research and management. Students work in teams to solve real world advertising and marketing communication problems for real clients.
- or -
3185. Internship (3)
Prerequisite: Completion of 24 credits in Advertising Department. Permission of Internship Director required.
This course offers hands-on, organized, professional work, under supervision in selected Philadelphia area advertising agencies, marketing communications or advertising departments within corporations. Note: This course may be substituted for ADVERT 3171 (0290).
3032. Media Planning II (3) $.
Prerequisite: ADVERT 2131 (0130).
This advanced course focuses on the art and craft of media planning for large budget brands competing in today’s complex media environment. Rooted in a concrete understanding of social communications as economic communications, students explore the conceptual foundations of media planning and produce professional quality media plans. Note: Advertising majors only.
3033. Marketing Media Products (3)
Prerequisite: ADVERT 3032 (0230).
This course focuses on the development and positioning of media franchises for print and video products, plus the marketing and sale of broadcast and web-based products to consumers and advertisers. All media types are addressed. Students will learn how to articulate and present media vehicles, the conduct of sales calls, and negotiation techniques. Note: Advertising majors only.
Prerequisite: Completion of 3000-level courses.
This advanced course explores the dynamic space of Interactive, primarily web-based media. Specifically, we explore how advertisers can use best practices in this space to create branded programs which are seamlessly integrated with offline, general advertising and marketing efforts. Attention is paid to creating interactive tactics that consider the client’s business objectives and audience experience. Lectures and practice focus on information architecture, interaction design, compelling copy and audience usability. Through group and individual projects, test and in-class assignments, students solve brand problems and extend brand personality to interactive media (web, mobile, etc.) in a way that connects with, engages and persuades audiences. NOTE: We will be focusing on process and tactics of brand interactive programs, not building web sites. Students who are interested in understanding how to build web sites are encouraged to take complementary coursework in computer programming (HTML, Dreamweaver, Flash, etc.).
4102. Advertising Campaigns
Prerequisite: Completion of 3000-level courses.
This capstone course involves the preparation and production of an advertising campaign for a brand or service. Competing teams of students produce marketing analysis, consumer research, advertising strategies, media plans, and design and produce print advertisements and broadcast commercials.
- or -
4103. American Advertising Federation Contest (3)
Prerequisite: Completion of 3000-level courses.
Students develop a comprehensive marketing and advertising campaign for major advertiser and compete with universities across America for first place in this National College Competition. Teams work under supervision of advertising faculty in researching the account and in developing strategy, creative and media. Note: This is an alternative Capstone course.
4034. Advertising Account Management (3)
Prerequisite: ADVERT 3033 (0235).
This course teaches the management of the agency-client relationship, involving account executives and brand managers. Students will learn how to adapt to client corporate cultures, cooperative strategy development, account coordination, profit management, people management and the evaluation, presentation and sale of advertising concepts, executions and services.
Management Track
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“Innovation distinguishes between a leader and a follower.”
[ Steve Jobs ]
MANAGEMENT COURSE SEQUENCE
You identify organization and planning as an art form. A creative brief is not a flashy pair of underwear! The idea of changing your middle name to “multitask” is nothing new, and Tetris is a perfect personification of your life. You love the mission of balancing a clever strategic thought process, while molding the creative colored blocks into new foundations…then watching it all fall into place.
NOTE: Advertising majors must take a minimum of 48 credits in Advertising courses and a maximum of 54 credits.
Students who wish to follow the Management track should follow this course of study:
Foundation I requirements: (12 credits)
1101. Intro to Media & Society (3)
The history, organization, creation, economics, control and effects of mass communications in the United States, including the relationships of media to one another and to the community at large with special emphasis on the roles and responsibilities of advertising, advertisers and agencies.
1102. Intro to Advertising (3)
This course introduces students to the function of advertising in the economy, to the strategic identification of markets and targets, to the creation and placement of advertising, and to the relationship of advertising agencies to advertisers and the media.
1196. Persuasive Writing (3)
Students learn the rhetoric of writing intended to affect behavior. The basic crafts of grammar and composition are reviewed. Students explore consumer motivation as the focus of powerful, exciting advertising and written argument.
Note: Advertising majors only.
1141. Intro to Advertising Research (3)
This course covers the range of areas in which advertising research participates, or has primary responsibility for, in the adverting process. Focus is on the role of research in the advertising process (before, during and after the development of ad campaigns) and the design of research using various methodologies to accomplish effective research.
Note: Advertising majors only.
Foundation II requirements (12 credits)
2101. Strategy & Positioning (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1196 (0065), 1141 (0070).
Students learn to connect message solutions to marketing problems through an understanding of the relationship of marketing strategy and brand positioning to communication strategies and advertising copy.
2121. Copywriting: Introduction (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1196 (0065), 1141 (0070).
This course focuses on writing effective advertising messages for print and broadcast media. Emphasis is on craft, writing ability and style. Composition and the integration of graphic elements are explored. Practical assignments teach students how to use the most common copy techniques effectively to create advertising with stopping power.
2131. Media Planning I (3) $.
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1196 (0065), 1141 (0070).
In this basic course, students learn the analysis and understanding of communication vehicles as advertising media, the concepts and resources involved in developing media objectives and strategies, as well as media selection criteria and vehicle purchasing.
2151. Visual Communication (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1196 (0065), 1141 (0070).
This course develops the intellectual skills necessary for the analysis, understanding and creation of media messages in the many formats of today’s high-density visual environment. Students will be introduced to the syntax, grammar and rhetoric of visual communications.
- or -
1004. Intro to Marketing (3)
Introduction to the marketing process, including defining customer needs and wants, market segmentation strategies, and how organizations develop a strong value proposition. We will also examine the relationship between marketers and advertising agencies.
Advanced Core I requirements (12 credits)
3101. Creative Thinking (3)
Prerequisite: ADVERT 2101 (0110), 2121 (0120), 2151 (0125), 2131 (0130).
This course uses team oriented sessions to develop the creative skills necessary for solving advertising problems. A cross discipline approach is utilized and “creatives” from various advertising and non-advertising disciplines participate as guest facilitators and speakers.
3171. Diamond Edge Communication (1 to 3)
Prerequisite: Completion of 24 credits in Advertising department. Permission of instructor required.
Student operation of an advertising agency for nonprofit accounts in the Philadelphia market area with advertising faculty supervision. Hands-on learning in creative, media, research and management. Students work in teams to solve real world advertising and marketing communication problems for real clients.
- or -
3185. Internship (3)
Prerequisite: Completion of 24 credits in Advertising Department. Permission of Internship Director required.
This course offers hands-on, organized, professional work, under supervision in selected Philadelphia area advertising agencies, marketing communications or advertising departments within corporations.
Note: This course may be substituted for ADVERT 3171 (0290).
3032. Media Planning II (3) $.
Prerequisite: ADVERT 2131 (0130).
This advanced course focuses on the art and craft of media planning for large budget brands competing in today’s complex media environment. Rooted in a concrete understanding of social communications as economic communications, students explore the conceptual foundations of media planning and produce professional quality media plans.
Note: Advertising majors only.
3033. Marketing Media Products (3)
Prerequisite: ADVERT 3032 (0230).
This course focuses on the development and positioning of media franchises for print and video products, plus the marketing and sale of broadcast and web-based products to consumers and advertisers. All media types are addressed. Students will learn how to articulate and present media vehicles, the conduct of sales calls, and negotiation techniques.
Note: Advertising majors only.
Advanced Core II requirements (12 credits)
4101. Interactive Media, Marketing & Advertising (3)
Prerequisite: Completion of 3000-level courses.
This advanced course explores the dynamic space of Interactive, primarily web-based media. Specifically, we explore how advertisers can use best practices in this space to create branded programs which are seamlessly integrated with offline, general advertising and marketing efforts. Attention is paid to creating interactive tactics that consider the client’s business objectives and audience experience. Lectures and practice focus on information architecture, interaction design, compelling copy and audience usability. Through group and individual projects, test and in-class assignments, students solve brand problems and extend brand personality to interactive media (web, mobile, etc.) in a way that connects with, engages and persuades audiences. NOTE: We will be focusing on process and tactics of brand interactive programs, not building web sites. Students who are interested in understanding how to build web sites are encouraged to take complementary coursework in computer programming (HTML, Dreamweaver, Flash, etc.).
4102. Advertising Campaigns
Prerequisite: Completion of 3000-level courses.
This capstone course involves the preparation and production of an advertising campaign for a brand or service. Competing teams of students produce marketing analysis, consumer research, advertising strategies, media plans, and design and produce print advertisements and broadcast commercials.
- or -
4103. American Advertising Federation Contest (3)
Prerequisite: Completion of 3000-level courses.
Students develop a comprehensive marketing and advertising campaign for major advertiser and compete with universities across America for first place in this National College Competition. Teams work under supervision of advertising faculty in researching the account and in developing strategy, creative and media.
Note: This is an alternative Capstone course.
4034. Advertising Account Management (3)
Prerequisite: ADVERT 3033 (0235).
This course teaches the management of the agency-client relationship, involving account executives and brand managers. Students will learn how to adapt to client corporate cultures, cooperative strategy development, account coordination, profit management, people management and the evaluation, presentation and sale of advertising concepts, executions and services.
4196. Morality, Law & Advertising (3)
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