Advertising Classes

The advertising industry is a fast-paced, creative and exciting business. The people who choose to work in this field are optimistic; not afraid of challenges; and eager to dedicate themselves to their clients, their colleagues and their most innovative ideas.

The Department of Advertising in Temple University’s Klein College of Media and Communication offers a unique curriculum that prepares you for a wide variety of careers in the advertising industry. Our faculty of advertising scholars and industry professionals teach a blend of theoretical and practical, professionally focused courses that will expose you to leading-edge technology while focusing on the fundamentals that transcend industry changes.

Concentrations

Account Management
Art Direction
Copywriting
Media Planning
Brand Strategy and Research

To help you hone your digital skills, we’ve also updated our curriculum to focus specifically on the rapidly changing job market.

Some of the newest course work includes

  • Digital Media and Advertising foundations class that will introduce you to digital media concepts;
  • a course in Digital Analytics and Reporting;
  • a class in which students participate in the global Google Online Marketing Challenge, which can lead to Google AdWords certification;
  • electives in social media, search engine optimization, and web design and development;
  • an elective in pharmaceutical advertising, designed to help prepare you for work in the pharmaceutical advertising industry; and
  • an elective in Personal Branding, to help you develop your strongest possible personal brand identity.

Account Management Concentration

Account managers are strategic leaders who work to ensure strong relationships with their clients. They also work closely with their internal teams to ensure clients’ objectives are met. As a student in the management track, you’ll learn

  • about all aspects of advertising, marketing and media;
  • how to work with clients and polish your presentation and communication skills;
  • management and leadership skills;
  • the power and influence of great brands; and
  • the skills you’ll need to pitch and sell entire campaigns.

Courses specific to the Account Management Concentration

Digital Analytics and Reporting

Examine how mobile, online and traditional advertising differ in their abilities to track and analyze responses. What key measurement metrics are used by each form of media? What analytic tools work best? What is the impact of social media and electronic word-of-mouth marketing, and how can they be measured? You’ll also learn key digital measurement terms and methods of analysis.

Advertising Sales

Focus 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. You’ll learn to articulate and present media vehicles, conduct sales calls and leverage negotiation techniques.

Advertising Account Management

Learn how to manage the agency-client relationship, from account coordination and adapting client corporate cultures to cooperative strategy development and the presentation and sale of advertising concepts, executions and services.

Learn more about the Account Management Concentration.

Brand Strategy and Research Concentration

Brand strategy and research planning forms the framework of great advertising campaigns. This work provides marketers and advertising executives with a deeper understanding of their audience, competition and markets. Information gathered through focus groups, interviews and surveys gives insight into the minds of consumers and guides the creation of ads.

In the brand strategy and research track, you’ll learn how to plan, design and conduct quantitative and qualitative research studies in order to develop incisive strategic plans. You’ll work with research databases and services and become familiar with gathering and analyzing data. You’ll put the entire research process into practice through case studies and group projects.

Courses Specific to the Brand Strategy and Research Concentration

Digital Analytics and Reporting

Examine how digital and traditional advertising differ in their abilities to track and analyze responses. What key measurement metrics are used by each form of media? What analytic tools are used? What is the impact of social media and electronic word-of-mouth marketing, and how can they be measured? You’ll learn key digital measurement terms and methods of analysis.

Qualitative Advertising Research

Through case studies, discussion and projects, you’ll study how marketing and advertising executives and research specialists use qualitative methods like focus groups, ethnography and in-depth interviews to investigate and uncover consumer insights.

Account Planning

Account planners represent the voices of consumers. They develop and examine research to uncover consumer insights and then lead the team to strategically apply those insights. In this course, you’ll learn how account planners work with the creative and management teams to ensure that the voice of the consumer is a constant focus in the advertising process.

Learn more about the Brand Strategy and Research Concentration.

Media Planning Concentration

Media planning skills are highly valued by corporations, media buying and planning firms, media companies, media sales organizations, research companies and advertising agencies. As a student in this concentration, you’ll explore topics like advanced media planning, advertising sales and digital analytics.

Courses Specific to the Media Planning Concentration

Digital Analytics and Reporting

Examine how digital and traditional advertising differ in their abilities to track and analyze responses. What key measurement metrics are used by each form of media? What analytic tools are used? What is the impact of social media and electronic word-of-mouth marketing, and how can they be measured? You’ll learn key digital measurement terms and methods of analysis.

Advertising Sales

Focus on the development and positioning of media franchises for digital, print and video products and gain a deep understanding of the marketing and sales of broadcast, print and web-based products to consumers and advertisers. You’ll learn to articulate and present media buying opportunities, conduct sales calls, and leverage negotiation techniques.

Advanced Media Planning

Learn the art and craft of media planning for big-budget brands competing in today’s complex media environment. Students learn advanced media buying and planning skills, media research skills, and negotiating skills. By the end of the semester, students will be able to produce professional-quality media plans.

Learn more about the Media Planning Concentration.

Art Direction Concentration

Responsible for creating the attention-grabbing concepts and striking images that comprise advertising, art directors shape campaigns by understanding advertising objectives and research, then developing visually powerful, innovative ads and messages that appeal to consumers. As an aspiring art director, you’ll work with copywriters and other professionals to produce creative content, products and work.

In the Art Direction track, you’ll

  • brainstorm ideas for campaigns and turn them into polished advertisements;
  • learn the art of visual communication, from design and layout to color and typography; and
  • create broadcast, digital and print ads with software like Adobe Creative Suite.

You’ll also enter the industry with a portfolio that strongly represents both you and your skills.

To be considered for the concentration in Art Direction, you will need to complete a portfolio-review process and be accepted before taking any upper-level, Art Direction–related courses. If you’re already a Temple student, apply for this concentration during your sophomore year, so you’ll have enough time to take a variety of advertising courses and prepare for a portfolio review. Transfer students must apply immediately upon acceptance to Temple.

Courses Specific to the Art Direction Concentration

Some courses must be completed before you apply for this track, including:

Introduction to Digital Design Tools

Sharpen your computer graphics skills and execute thoughtful concepts using Adobe Creative Suite, a major tool of the art direction trade. You’ll focus on achieving working knowledge of Adobe Illustrator and Photoshop and being exposed to InDesign. Though we’ll critique and discuss concepts and designs, evaluation of your work will be based on technical proficiency.

Introduction to Art Direction: Visual Communication

Develop an understanding of the methods used to solve communications problems using visuals. Explore the creative process involved in making images that inform, inspire and move others.

Other courses are required after you enter the track, including:

Art Direction I: Concept & Layout

Examine how ideas become branded visual communications that capture, engage and persuade audiences. Through critique, lecture and reading, you’ll blend the fundamental tools of graphic design with creative brainstorming to arrive at fresh strategic concepts. This course focuses primarily on concept and layout in print and lays the foundation for Art Direction II (below).

Art Direction II: Narrative & Multimedia

Develop your conceptual, verbal and visual skills while also studying effective social media campaigns, TV storyboards, websites and more. You’ll implement composition, design, illustration, photography and typography to create powerful, portfolio-level work. You’ll also leverage all appropriate and available media to solve challenges posed by clients.

Advertising Portfolio Development

Complete your advertising portfolio in this capstone course for the concentrations in Copywriting and Art Direction. You’ll tighten and polish projects completed in previous courses and generate new work, as well as working to produce professional-level advertising portfolios that reflect your mastery of strategic thinking and creative crafts. This course will prepare you for professional presentations beyond your portfolio and address interviews, job searches and résumés.

Careful planning is necessary to complete the Art Direction Track in a timely manner. All transfer students interested in the Art Direction Track should book an appointment with Assistant Professor Tracy Agostarola for faculty advising.

Learn more about the Art Direction Concentration.

Copywriting Concentration

Gain the skills you need to transform raw information and ideas into compelling concepts. Together, copywriters and art directors make up the creative team responsible for producing the innovative advertising that drives the industry and influences our economy and culture.

Master persuasive writing, sharpen your writing skills and study rhetorical writing devices while learning how to write copy for various media, including billboards and outdoor advertising, social media, print, radio, TV, and websites. You’ll put your skills to practice creating everything from short scripts to full campaigns and graduate with a polished portfolio that showcases your abilities.

Courses Specific to the Copywriting Concentration

Copywriting for Print and Web

Perfect your copywriting skills for digital and traditional applications, including direct mail, magazines, newspapers, outdoor advertising and the web. You’ll learn the characteristics of each medium and short and long copy applications, and create compelling advertising for these media. You’ll also learn to combine words and visuals into one coherent message. Some familiarity with Adobe Creative Suite is suggested.

Copywriting for Radio, TV and Video

Perfect your copywriting skills specifically for radio and TV while expanding your knowledge of film and video applications. Learn the conceptual and production aspects of broadcast media, including the importance of message, music, sound effects and visual storytelling. Additionally, you’ll develop your scriptwriting and storyboarding abilities and absorb a production vocabulary.

Advertising Portfolio Development

Complete your advertising portfolio in this capstone course for the concentrations in Copywriting and Art Direction. You’ll tighten and polish projects completed in previous courses and generate new work, as well as working to produce professional-level advertising portfolios that reflect your mastery of strategic thinking and creative crafts. This course will prepare you for professional presentations beyond your portfolio and will address interviews, job searches and résumés.

Learn more about the Copywriting Concentration.

Graduation Requirements

All Temple University students are required to complete the General Education (GenEd) curriculum with a minimum of two writing-intensive courses in your major.

Klein College requirements

  • A maximum of 78 credits may be taken in Klein College.
  • A minimum of 48 credits and a maximum of 60 credits must be completed in Advertising courses.
  • A grade of C or higher must be attained in all required Advertising courses.
  • An overall GPA of 2.0 or higher must be attained in your major.
  • No more than 12 semester hours of transfer credits may be applied to Advertising major requirements.
  • No more than 8 credits may be taken in Dance and Kinesiology activities courses.

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