Course Descripons - The Art Institutes

Course Descrip� ons
NOTE: Where no prerequisites are listed below, none are required. Prerequisites listed a� er courses below must be
sa� sfactorily completed by all students before enrolling in the course. Some courses also list “sequences,” which must be
followed by students in specifi c situa� ons (certain programs, degrees, branches) but not others.
ADV106 Fundamentals of Adver� sing & Marke� ng (4 credits)
This course is a basic introduc� on to adver� sing and the fundamental
concepts and principles of marke� ng. Students examine
various defi ni� ons of adver� sing and diff erent methods off marke�
ng communica� on. Learning about the major events, trends,
and infl uences on adver� sing will help the student place current
events in context and help nourish the student’s understanding
of the possibili� es of various types of adver� sing and marke� ng
campaigns. The overview of marke� ng will help students place
their knowledge in a framework and understand how each component
contributes to the strength and u� lity of a marke� ng plan.
Students will learn to recognize emerging trends and capitalize on
them. Students will also learn how to iden� fy the ways in which
world events and cultural assump� ons infl uence marke� ng.
ADV108 Conceptual & Strategic Thinking (4 credits)
Exercises in crea� ve problem solving strengthen and expand the
student’s concept genera� on skills. Cri� cal analysis, problem
iden� fi ca� on, and idea refi nement are the focus in producing
media content for targeted audiences and intended delivery systems.
Students will learn basic skills that will support their learning
throughout the course and help them create a founda� on for
nurturing crea� vity in their work and lives. They will be given the
tools to help them iden� fy and solve problems, formulate objec-
� ves, and create a plan to reach their objec� ves.
ADV112 Survey of Adver� sing (4 credits)
This course is a basic introduc� on to adver� sing, its history,
poten� al and limita� ons. Students examine the role of adver-
� sing and diff erent methods of communica� on, as well as the
adver� sing spiral, adver� sing objec� ves, adver� sing copy, and
federal regula� ons. Students analyze media choices and strategies,
research, target audiences and crea� ng campaigns. The
course will also help the student recognize emerging trends and
capitalize on them.
ADV228 Storyboards & Scriptwri� ng (4 credits)
This course focuses on applying industry-standard storyboarding
and scrip� ng techniques to communicate eff ec� vely for
various forms of media. Contents to be covered include the
various purposes and formats of storyboards, the basic terminology
and concepts used in storyboarding, and the applica� on of
storyboarding techniques to the crea� on of storyboards with or
without a wri� en script. (Prerequisite: ADV108)
ADV229 Adver� sing Design (4 credits)
This course will further defi ne the role of graphic design in an
adver� sing context. Students will be introduced to informa-
� onal and administra� ve approaches to the development of
adver� sing. Campaign strategies, based on media and marke� ng
reali� es, will also be defi ned and applied. (Prerequisite: ADV106,
ADV108, GD109, GD203)
68 Academic Programs
ADV231 Consumer Behavior (4 credits)
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 marke� ng prac-
� ces. (Prerequisite: ADV112)
ADV317 Principles of Marke� ng Research (4 credits)
The use of the marke� ng research process as a tool for solving
management problems is a focus of this course. The source of
data, sampling procedures, ques� onnaire design, data collec� on,
and analysis will be covered. (Prerequisite: ADV106)
ADV318 Brand Strategy (4 credits)
Although good brands are easy to iden� fy, 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 prolifera� ng compe� � on—
that businesses must control to build a strong, successful brand.
(Prerequisite: ADV229)
ADV323 Account Planning (4 credits)
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 communica� on between departments
in an adver� sing 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
adver� sing decisions from the perspec� ve of consumer behavior.
This course helps the student understand these func� ons
and integrate them into a successful approach to adver� sing and
adver� sing campaigns. Sequence: follows ADV317 for Adver� sing
Majors.
ADV336 Sales & Persuasive Techniques (4 credits)
An understanding of the sales process and the steps to sell a
product or service is essen� al to a student who works in any area
of business. Selling is an essen� al skill for the sales func� on of a
business, but is also part of the job for many other employees.
This course focuses on the essen� al skills and knowledge one
needs to eff ect a sale, as well as the ways that the sales pitch can
be focused to solve customer problems. This course also covers
persuasive communica� on techniques in the area of adver� sing.
Areas covered include the fi elds of logic and psychology. Among
the topics to be covered are the framing eff ect, emo� onal hot
bu� ons, mass appeal, snob appeal, subliminal messages, and the
band wagon eff ect. Maslow’s hierarchy of needs, emo� onal reac-
� ons 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: ADV231)