Core Courses
ADV 380J Qualitative and Quantitative Research
This course examines formulate and structural marketing problems and recommends the research that should be undertaken to solve those problems. Students will learn what can and can not be learned from this data and make effective decisions based on research outcomes. By the end of the coursework, students should be able to translate a marketing problem into a research question, understand the research process and different types of research, be familiar with the issues and techniques of data analysis, be able to design and execute a basic research project. Basic introductory level knowledge of statistics is required in this course.
ADV382J Theories of Persuasive Communication
This course is designed to introduce students to a variety of theories that can be applied to Advertising and Persuasive Communication. The course reviews the body of academic literature as it relates to persuasive communication. The course also seeks to assist students in making crucial connections between the theoretical literature and areas of interest in their professional reports, theses, or dissertation.
ADV 387 Creative Strategies
Creative Strategies analyzes the work of an agency creative from micro and macro levels, determining the characteristics that make a good copy writer or art director as well as determining the tangible methods and structures involved in defining a concept like creativity. The courses analyzes memorable and successful ad campaigns and determines the principles operating in these campaigns. The course also examines the practices and lifestyles of creative professionals as well as how advances in digital media affect the overall creative advertising environment.
ADV 388k Integrated Communication Management
This course is designed to teach the basic management skills required for business professionals. The course covers issues such as budgeting for communications, designing strategic campaigns, developing brand equity through communications, understanding and implementing promotional tools, direct to consumer communication, product placement and nontraditional communication strategies, emarketing, and the importance of marketing tools for an integrated communication strategy. Students are held responsible for the knowledge of marketing analysis tools such as: break even analysis, media strategy and research, market and audience analysis as well as a basic understanding of budgeting, balance sheet, profit and loss statements, pricing, markup and pricing as well as the lifetime value of loyal customers and the importance and influence of channel members on advertising and strategic marketing communication. It is assumed that students have had some experience in case analysis and a basic knowledge of marketing and communication.
Electives:
ADV 385 Strategic Advertising Management
Through the use of case histories and basic math and business principles, students will be given an introduction to management strategies as applied to advertising and other integrated communication tasks. This course will cover a series of topics that will be instrumental in preparing students for ADV 388k, where they will be required to analyze cases and develop their own decisionmaking procedures.
ADV 385 Account Planning
This course provides a background of account planning, discussing its intellectual roots and place in scientific inquiry. The course surveys and provides students with the current processes and techniques for account planning within agencies. Students learn the relationship between account planning and the creative process. The course also examines the cultural and ethic impacts of creating advertising messages.
ADV 385 Media Management
Media management seeks to teach students how to identify consumer behavior and tailor the specific media response in the most strategically effective way. This course introduces the theoretical concepts in media management and the practical applications to specific media strategies. The course teaches students to articulare the management decisions advertisers face in developing and executing media strategies. Students should learn how to articulate the strategic process of advertising management, to understand the factors influencing media management decisions, to strategically evaluate functioning advertising management strategies, and identify, formulate and defend advertising decisions grounded in media management issues.
ADV 385 Multicultural Issues in Advertising: Theories and Research
This course seeks to introduce students to the nuanced tool and methodologies needed to market products in a context with constantly shifting demography. The course addresses the past and current knowledge of diversity in advertising, important questions that have not been satisfactorily addressed in this area, how current theories can be used to construct better communication plans and message content.
ADV 483 Portfolio I & II
These Portfolio courses use the basic principles of the creative department of an advertising agency using the assignments to help students determine their strengths as either copywriters or art directors. Students will create print ads, learn creative theory, and analyze advertising campaigns using the critical perspectives learned through the theory and practice offered through the Portfolio coursework.
ADV 483 Portfolio III
This advanced course in the portfolio sequence provides students with extensive evaluation of their work, discussions on issues in creativity, reviews of professional portfolio work and visits from industry professionals. Work in Portfolio III is tied heavily to the concept of the final product meeting the strategies outlines in the creative brief created prior to concept execution.
ADV 483 Portfolio IV
A culminating course of the sequence, in this advanced portfolio sequence course, students will identify the holes in their portfolio and work to amend them. This course also addresses advanced issues in professionalization. Students will learn how to sell their best ideas and creativity. Students will learn how to get their work online and how to build a professional network. Students will also learn how to frame their ideas beautifully and argue for the uniqueness and most compelling aspects of their work. This course encourages students to try new media, new voices and new product categories.
ADV 391k Integrated Communication for Sports
This course examines how advertising, marketing and public relations can be deployed and measured in relationship to the sports industry. Particular emphases include know of rights fees, the economic relationship of the media to sports, sports consumer audience measurement, potential media vehicles for reaching sports fans, the role of a Public Relations Department within a team and league, sponsorship, product placement, and the relationship between advertisers and athletes. This comprehensive look at the industry aims to address many of the contemporary issues facing integrated communications professionals working in the sports industry.
ADV 391k Understanding Audiences for NonProfits
The purpose of this graduate course to acquaint students with the major theories and research methods employed in the study of consumer behavior. The intent of the course is to encourage students to translate theoretical concepts and empirical research in consumer behavior into strategic applications in communication, marketing, and advertising for nonprofit organizations. Upon completion of this course, students will better understand the nature of and issues facing nonprofit organizations and they will be more prepared to assume positions of leadership across a range a responsibilities in these organizations.
ADV 391k Branding and External Communication for Nonprofit Organizations
Understanding how to brand an organization effectively is now an overarching concern for both forprofit and nonprofit organizations alike. The course will enable students to explore branding and external communication in a variety of nonprofit settings. They will examine the strategic, integrated use of multiple communications approaches, including advertising, public relations, promotions, and special events.
ADV 391k Communicating Science
This graduate seminar will examine a sample of the communication theories and research that have evolved from scholarly efforts to improve our collective knowledge of the public's understanding of science and the state of science communication at all levels. Within the scope of "public understanding" we will explore science knowledge (and gaps), science information seeking and processing, perceptions of/attitudes towards science, and sciencerelated decision making and judgments (personal, social, policy, etc.). Within the scope of "science communication" we will explore science/medical journalism, information campaigns, and health/medical science communication across the digital divide. By the end of the course, students should have a basic understanding of each of these areas and be able to make conceptual links to their own research and professional practice.
ADV 391k Advanced Advertising Research
This seminar course covers topics such as formulating research questions, primary data analyses, research instrument design, measurement issues, and applications of statistical analysis to data. The focus of this seminar is to hone and improve the quality of students research. In consultation with the instructor, students are expected to work on developing a fullscale research project from the initial proposal to a research manuscript with results from pretests that is deemed suitable for future submission to an academic conference/journal (Ph.D. students only).