2011-2013 CATALOG - The Art Institutes

GENE DEVINE: DIGITAL PHOTOGRAPHY
ADVERTISING
BACHELOR OF ARTS - 180 CREDITS
TWELVE 11-WEEK QUARTERS, OR 132 WEEKS
The Advertising 12-quarter* bachelor’s degree
program is a creative advertising degree focusing on
the profession within the commercial environment. In
the Advertising program, students have an opportunity
to acquire in-depth knowledge in branding, media,
copywriting, marketing, and account supervision,
while they learn both the creative and business
side of advertising. Coursework in market research,
consumer behavior, copywriting, mass communication,
and creative and strategic planning can provide a
foundation in the knowledge of the advertising industry.
The Advertising program at The Art Institute of
Phoenix is designed to emphasize strategic and
critical thinking with professional and communication
skills necessary to pursue entry-level opportunities
in the advertising industry. Additionally, students will
be introduced to the creative side and the various
industries that collaborate with them as advertising
professionals, such as graphic design, photography,
web design, and art direction.
Graduates are prepared with the training and
portfolio to seek entry-level employment in the
advertising industry, in positions such as account
executive, copywriter, media buyer, public relations
manager, brand manager, or other positions at
advertising agencies, marketing companies, media
companies, or private corporations.
Objectives - upon completion of this program
graduates will have:
• Technical Acumen: proficiency with the tools and
graphic techniques of the profession to plan and
manipulate advertising media in the production of
print collateral and video spots.
• Design: ability to effectively use aesthetic
and layout concepts in the design process
for advertising campaigns and marketing
communications.
• Theory: apply industry knowledge and critical
thinking skills to describe and develop key
elements of effective advertising problems and
solutions using the language and concepts of the
profession.
• Critical Thinking: articulate and apply the
professional standards of the industry through a
demonstration of their ability to relate advertising/
marketing techniques and visual communication
skills to client-driven campaigns.
* Based on a student taking an average of 15 credits
per quarter
THE ART INSTITUTE OF PHOENIX 2011-2013 COURSE CATALOG 3