academic-catalog2010.. - LAU Publications - Lebanese American ...

Departement of Communication Arts
MINOR IN ADVERTISING
Mission
The Advertising Minor prepares students
to compete successfully in an environment
where knowledge of business practices and a
professional appreciation of the creative arts are
required.
Program Objectives
1. Offer a working acquaintance of marketing
practices,
2. Offer an appreciation of media effects, and
media diversity,
3. Introduce an understanding of the
differences between public relations,
advertising and marketing, and
4. Allow students to appreciate the business
dimension of the creative arts.
Learning Outcomes
Students completing this minor will be able to:
1. Develop a media/advertising plan,
2. Develop a PR plan, write press releases,
create a media kit, produce brochures, and
assist in organizing events,
3. Present an advertising plan to a client,
4. Do preliminary market research, and
5. Develop and integrate the artistic
component of advertising.
Six courses (3 credits each) are required for
the minor. They are:
COM 213 Introduction to Public Relations 3
COM 222 Introduction to Radio/TV/Film 3
MKT 201 Introduction to Marketing 3
MKT 301
Promotion Management
& Integrated Marketing
Communications
3
GRA431 History of Graphic Design 1
GRA432 Visual Perception 1
COURSE DESCRIPTIONS
COMMUNICATION ARTS
COM210 Communication Media and Society
[3-0, 3 cr.]
This course studies forms of communication,
especially mass communication, as elements
of cultural and social processes. It is
interdisciplinary, drawing on a variety of theories
and methods of media studies such as semiotics,
linguistics, textural studies, philosophy, political
economy, and cultural studies.
Co-requisite: ENG202 Sophomore Rhetoric.
COM213 Public Relations [3-0, 3 cr.]
This course details the principles of public
relations, PR ethics, corporate social
responsibility, public affairs, promotional
campaigns, and media relations.
Prerequisite: ENG102
COM214 News Writing and Reporting
[3-0, 3 cr.]
This course covers the principles of news
gathering, writing, and judgment, for all the
media: newspapers, magazines, wire services
(news agencies), radio, TV. The course
also covers the study of news sources, field
work/assignments, research and interview
techniques, and editing. The course involves
writing assignments on the substance and
styles of reporting.
Prerequisite: COM210 Communication Media
& Society, or concurrently.
COM215 Photojournalism [3-0, 3 cr.]
This course covers conventional photography,
and video/computer aspects of gathering, and
processing, pictorial material for the print media,
and television. Practical experience, through
laboratory and field exercises, in creating and
handling such material, is also covered.
Prerequisite: None (PHO211 Photography I or
COM235 Television Production I would be helpful).
COM218 Arabic News Writing and Reporting
[3-0, 3 cr.]
This course covers the principles of news
gathering and writing for the Arabic-language
media. It includes the different styles of writing
for news agencies, newspapers, magazines,
radio, TV, and editorials.
Prerequisite: ARA201 Appreciation of Arabic
Literature or any equivalent Arabic course.
Lebanese American University | page 104