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ACOL101 Understanding The Customer 1
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| Credit Hours: 3 |
| Prerequisite: MKT120-1 |
| understanding the customer 1 provides a theoretical foundation for all three degrees. all advertising is critically dependent on a thorough understanding of the target market, their needs, their values and their propensity to process any form of marketing communication.
fundamentally the course gives an insight into practical aspects of the science of psychology; the psychology of the consumer and how they behave throughout a purchase transaction. without the understanding of how people notice advertising, how they interpret and process the messages therein, and whether they subsequently remember the information, advertising and its associated costs may well be ineffective.
marketing practitioners across the globe practice the art of segmentation. people, families, social and cultural groups differ in what products and services they find attractive, their propensity to pay and their ultimate satisfaction with their purchases. these differences are usually deep set and beyond articulation, emanating from nurture in early childhood from the primary socialising agent of the family. we live in a global market place, yet advertising needs to be customised to suit local conditions because people differ. how they differ belongs to the subject disciplines of psychology and sociology, the fundamental building blocks of this course.
focus will be on the following areas:
" segmentation and targeting
" the psychology of the individual customer: motivation, perception, self-concept and values
" the socialisation process of the individual: nature v nurture debate and the development of personality, group membership and conformity, culture.
" high and low involvement purchasing and the impact on marketing communication materials
" business buyer behaviour: group decision making regarding purchasing decisions.
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ACOL102 Introduction To Advertising
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| Credit Hours: 3 |
| Prerequisite: MKT120-1 |
| this course is intended to provide a learning experience with cross-disciplinary teams from students involved across all the disciplines in the advertising programs.
advertising has become synonymous with the ways with which firms attract customers and persuade them to purchase goods and services. but advertising is also a business philosophy that places the customer at the heart of all its activities (customer centric) and regards satisfying customer needs and wants as the key way to build sustainable competitive advantage.
introduction to advertising will examine how advertising has evolved as business tool and its theoretical base. this will be set alongside the different ways it is used by different types of organisation, and in the context of business organisations and in terms of marketing as strategic business tool.
the course will cover:
" history and growth of advertising
" importance of advertising to different types of organisation
" the relationship of advertising to marketing and to business
" models of advertising and their relationship to models of marketing and business practice
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ACOL103 Advertising Skills Introduction
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| Credit Hours: 3 |
| Prerequisite: MKT120-1 |
| advertising skills introductions is a "hands-on" course, comprising a series of practical based topics, with supporting theory, which are applicable to students taking any of the advertising program majors. these topics will include: graphical computing, drawing and diagram making, an introduction to typography and page layout, photography (creative image making on location and in the studio using digital cameras), introductory use of video, introductory copy and caption writing.
students work in groups of manageable numbers, according to their prior experience and capacity of the facilities etc and are given an introduction to working principles underlying each subject, good working practice, health and safety issues, which take students of all abilities to a basic level of competence. this level of understanding is considered necessary both for students who will expand their range of personal skills later during the course, and those who will later be given the task of commissioning or preparing briefs for creative departments.
in tandem with each workshop, there will be a creative session designed to enable students to apply their practical learning immediately, in a creative context, using practical, aesthetic and analytical judgments.
each student will complete the programme by producing a designed "learning log", incorporating all of the skills acquired throughout the course.
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ACOL201 Conceptual Communication
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| Credit Hours: 3 |
| Prerequisite: SOC140-1 |
| this course provides the basis for establishing key methods of working which are fundamental to an ideas-based, creative, discipline. it recognises that students will have had a variety of academic backgrounds and allows for a diversity of starting points. it is the intention of the course to improve the way students set about problem definition, exploration and solving.
it will be strongly "activity based", presenting a range of issues, problems and exploratory activities in familiar and unfamiliar contexts. these exercises will be accompanied by a study of techniques that will help students open up and explore ideas; learn a variety of diagrammatic, illustrative, open ended presentation processes; and explore concepts with the excitement that is needed in any effective advertising role.
crucially, students will be encouraged to take risks and learn to see "mistakes" as an essential part of experimentation and learning.
each student will complete the programme by producing a designed "learning log", incorporating all of the skills acquired throughout the course. this will provide a reference source for future study. |
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ACOL202 Research And Information Gathering
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| Credit Hours: 3 |
| Prerequisite: MKT120-1 |
| allows for a diverse range of previous learning experiences and is designed to provide a basic introduction to the variety of research and investigative methods used in advertising.
this course is designed to equip students with basic search and research skill sets, which will enable them to consistently acquire textual and visual material, then be able to analyse and apply researched evidence in the most effective way. this will involve practising techniques of: information tracking and recording, visual analysis, academic reference methods and effective applications of found materials. the module also enables students to appraise a variety of research types and supports them in developing online and offline research techniques
the mode of delivery transfers from initial taught delivery to student's own trial-and-error development of techniques through a textual and visual research and analysis project. this allows them to apply their own existing skills with newly learnt methods. it will also help them develop their own critical analysis skills for future academic and subject-based course work.
this course sets the context for core research and analysis and learning skills that students will need to support creative or strategic decision-making required later in the program.
each student will complete the programme by producing a designed "learning log", incorporating all of the skills acquired throughout the course. this will provide a reference source for future study. |
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ACOL203 Advertising Management 1
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| Credit Hours: 3 |
| Prerequisite: ACOL101-1, ACOL102-1 |
| this course is intended to provide a learning experience with cross-disciplinary teams from students involved across all the disciplines in the advertising programs. it will provide an exciting, challenging education experience that is closely linked to industry and which gives students an exceptional opportunity to plan their future career based on first hand industry contact.
in the modern economy the concept of the brand and how to communicate its values effectively are vital to an organisation. this course will allow students to understand the value of a brand, the process by which its value can be developed, how the process of communicating its value is carried, from conceptual stage to the appearance and measurement of the advertising and other commercial communications.
advertising management 1 will set out why and how brands are valuable financial assets to an organisation and what circumstances may decide how and in what fashion these values can be developed. it will explore what this means for the development of different forms of advertising and marketing communications.
the focus in this course will be on managing the advertising communications process:
" agency client service and planning functions and the relationship to brands and client business objectives
" how creative concepts are produced and the relationship to the consumer via such techniques as semiotics
" the role of the brand report as a link between client business objectives and communications planning
" the role of agency management in the communication process in a multi agency team and multimedia world. |
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ACOL204 Digital Technologies For Marketing 1
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| Credit Hours: 3 |
| Prerequisite: ACOL103-1 |
| this course is intended to provide a learning experience with cross-disciplinary teams from students involved across all the disciplines in the advertising programs.
modern advertising communications is increasingly driven by the development of digital technology. this course will allow students to understand what are the key drivers behind the development of technology, so that they are able to effective deploy in campaigns and understand its use by media owners and clients both now and in the future
digital technology for marketing 1 will set out to give students a comprehensive understanding of key dynamics in digital technology. it will relate this to the range of technological platforms now used in the advertising process by both clients and consumers.
key areas include:
the models and theories behind technological growth - moore's law, mit convergence model,-and the implications of these
the historic development of technology in advertising, with reference to both the client and the consumer
the implications of technological development in relation to advertising communications practice and measurement. |
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ACOL205 Integrated Marketing Communications
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| Credit Hours: 3 |
| Prerequisite: ACOL101-1, ACOL102-1 |
| this course is intended to provide a learning experience with cross-disciplinary teams from students involved across all the disciplines in the advertising programs.
modern marketing communications requires executives to have a broad knowledge of how marketing communications need to manifest themselves in a coherent manner, in order to ensure effective brand communications and sales.
to do this they require knowledge of the nature of different types of marketing, and a grasp of the theoretical basis upon which they are based.
integrated marketing will examine a wide range of types of marketing communications. these will include: advertising, direct marketing, public relations, sponsorship and sales promotion, digital and customer relationship marketing. it will investigate their inherent values and uses, and the theoretical models that underpin them.
the course will also link these examples to broader marketing and business models to enable a depth of understanding of how and when they can be used effectively. in addition, the course will show how these services are delivered, by an examination of the different types of agency that produce the services. there will be an exploration of how these agencies have developed relationships with one another over time.
areas covered will include:
" structure of marketing communications industry and roles of agencies within it
" what are the different types of marketing communications
" what roles do they perform in the marketing mix
" how their contribution is evaluated
" models of communication that underpin this activity. |
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ACOL206 Industry Practice 1
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| Credit Hours: 3 |
| Prerequisite: ACOL101-1, ACOL102-1, ACOL103-1 |
| is designed to facilitate student's understanding of current communications industry working practices. it involves interaction with a series of industry partner practices to provide a variety of exposures to different functions and jobs in advertising and other advertising-related trades. these may include tours of (and presentations by) commercial communications; publishing; media buying; direct advertising; consumer and brand planning as well as many new advertising professions that have emerged as a consequence of data and digital commerce.
this course will be delivered in a timetable that accommodates advertising agency availability, usually revolving around whole day activities at the host businesses, and also an intensive week, or sequence of days within the college. this will require a concentrated and extended study period for students taking the course in the semester it is offered.
industry practice 1 draws on the support of several commercial host agencies. each agency provides support by offering tours, talks, lectures and/or short projects ('workshops') for students to complete during the course, whereby a project brief is set for students by agency staff, who later offer formative feedback on the student work produced.
this approach gives students opportunities to demonstrate their own advertising skills by responding to short industry-set briefs, identify personal mentors in industry and present their own course project materials for advice.
key characteristics of this course are:
" students get to identify a variety of trades in different types of agency that constitute current advertising practice. they also get to see how different functions within the advertising process interrelate;
" students get to identify and target their own preferred type of employment after graduation. within this module they have opportunities to connect their own ambition and their skills developed at university;
" the course affords students new contacts for future employment through studio contact. students have opportunities to demonstrate their own advertising skills by responding to short industry-set briefs, identify personal mentors in industry and present their own course project materials for advice.
each student will complete the programme by producing a designed "learning log", incorporating all of the skills acquired throughout the course. this will provide a reference source for future study. |
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ACOL214 Digital Technologies For Marketing 2
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| Credit Hours: 3 |
| Prerequisite: ACOL204-1 |
| this course is intended to provide a learning experience with cross-disciplinary teams from students involved across all the disciplines in the advertising programs.
modern advertising communications is increasingly driven by the development of digital technology. this course will allow students to understand what are the key drivers behind the development of technology, so that they are able to effective deploy in campaigns and understand its use by media owners and clients both now and in the future
digital technology for marketing 1 will set out to give students a comprehensive understanding of key dynamics in digital technology. it will relate this to the range of technological platforms now used in the advertising process by both clients and consumers.
key areas include:
the models and theories behind technological growth - moore's law, mit convergence model,-and the implications of these
the historic development of technology in advertising, with reference to both the client and the consumer
the implications of technological development in relation to advertising communications practice and measurement. |
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ACOL303 Advertising Management 2
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| Credit Hours: 3 |
| Prerequisite: ACOL203-1 |
| this course is intended to provide a learning experience with cross-disciplinary teams from students involved across all the disciplines in the advertising programs. it will provide an exciting, challenging education experience that is closely linked to industry and which gives students an exceptional opportunity to plan their future career based on first hand industry contact.
students will learn how clients and agencies work together on this development, taking clients' business objectives and translating these into effective briefs can be used to devise brand positioning. from this they will be able to see how these creative concepts and themes are cultivated and built into actual finished ads. they will also understand the management processes involved in meeting critical deadlines and the need for effective team working. these will be explored in practical sessions involving teams from all of the advertising majors.
advertising management 2 will explore in detail the variety of roles that agencies perform in the marketing mix - through case study, web search and analysis, profiling of exemplar agencies. the course will then look at how the agency contribution is evaluated by the client. there will be an extensive review of the models of communication that underpin this activity - within and between different agency functions - and between the agency and its clients. in the light of the above, the course will examine the nature of the client brief and approaches that agencies can take in order to interpret then successfully.
the focus in this course will be on developing personal and group skills in the advertising communications process. |
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ACOL304 Research And Evaluation Project 1
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| Credit Hours: 3 |
| Prerequisite: ACOL202-1 |
| builds on skills and experience gained in the earlier "research and information gathering" course, and will encourage students to make use of the communication techniques studied in "conceptual communication". students will be introduced to a range of concepts that inform media as experienced in everyday life. they will then be asked to deploy a variety of image based references to a chosen topic in media communication in order to explore the power of the visual image across advertising. this will be followed up by a written review of the chosen topic, demonstrating how information sources have been chosen, used and evaluated.
the project work will be accompanied by a series of lectures and presentations illustrating the work of critics, practitioners and theorists of media and culture. a variety of media forms will be considered, including print, broadcast, interactive, and web based. concepts engaged include lifestyle issues, as reproduced in the popular media, such as celebrity, ethics, citizenship, globalisation, children's culture, popular music, sport, fashion.
this course sets the ground for applying visual and verbal research, analysis and learning skills that students will need to operate in a culturally informed way within the advertising industry . |
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ACOL314 Research And Evaluation Project 2
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| Credit Hours: 3 |
| Prerequisite: ACOL304-1 |
| research and evaluation project 2 requires students to take a significant step into independent learning, based on the experience that they have gained in the program so far. students will develop a substantial, independently researched piece of critical written work drawing on a range of academic skills from major and college courses already pursued.
students will identify and plan the delivery of research project with the advice and guidance of an allocated tutor. at regular meetings the student and tutor will discuss progress and ways to develop the project. students take primary responsibility for the areas of research, the timetabling of their work, structure of writing up, frequency of meetings, and pace of exercise, with advice from the tutor.
there will be several keynote lectures highlighting appropriate approaches to research generally. core teaching on this course is through regular meetings where student and tutor discuss progress and ways to develop the student research project. tutors offer advice on such aspects as research areas and research methodologies, structure and presentation. students will be reminded about good scholarly practice, bibliographical conventions as well as accessing learning resources. draft chapters of the research will be submitted, and will be returned accompanied by a combination of written and verbal feedback.
learning is student-centred, with students taking responsibility for all aspects of the project. this method gives students an introduction to an autonomous method of working, which will be required for the final major project, and will be an important aspect of any future career in advertising. |
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ACOL406 Industry Practice 2
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| Credit Hours: 3 |
| Prerequisite: ACOL206-1 |
| industry practice 2 is designed to extend student's understanding of current communications industry working practices. it involves interaction with a series of industry partner practices to provide a variety of exposures to different functions and jobs in advertising and other advertising-related trades. these may include tours of (and presentations by) commercial communications; publishing; media buying; direct advertising; consumer and brand planning as well as many new advertising professions that have emerged as a consequence of data and digital commerce.
during this course, students will monitor areas of the industry that relate to their area of interest and possible career path. this course will help them will establish a strategy for joining their particular industry sector. the final outcome will be to establish a clear area of investigation or project development, in discussion with industry contacts, which will provide the starting point for the student's final major project.
industry practice 2 draws on the support of agencies and businesses who participated in "industry practice 1", who have worked with the college during other course projects, and who are part of the wider network of professional contacts known to tutors and students themselves.
this course works through a process of career assessment, training for interviews, portfolio and research project review, together with career planning. it is intended to prepare students for the challenge of gaining interest and support for their major projects and sponsorship and potential employment for their co-op training period.
each student will complete the programme by producing a designed "learning log", incorporating all of the skills acquired throughout the course. this will provide a reference source for future study
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ACOM301 Media Production 1
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| Credit Hours: 3 |
| Prerequisite: ACOL103-1 |
| this is the first of two courses introducing advertising design with specific focus on web and portable interactive applications, they also introduce the use of moving image capture through digital video and post-production. both courses are practice based with supporting theory.
media production 1 starts with a design only project to establish research methods, creative development and ideas generation. the process of image capture, editing and digitally originated content are demonstrated, to allow the creation of a prototype design. a fully working web site follows after detailed discussion and demonstration of web editing.
a series of short practical projects will provide a contextual demonstration of software techniques, discussion of relevant contemporary media, and exploration of key characteristics of web based and portable interactive applications. workshop sessions will be provided on key enabling techniques in web construction, html generation, screen layouts, image capture, file management, image resolution and other techniques as required.
emphasis is placed on creativity; however, students will be expected to develop functioning web pages. contemporary design issues will be raised and a critical awareness developed though group discussion. design issues such as the increasing requirement for accessibility and the importance of usability will be introduced. the relationship between the client, the designer and the programmer will be explored. |
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ACOM302 Media Planning And Buying 1
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| Credit Hours: 3 |
| Prerequisite: ACOL203-1 |
| the opportunities to use media for advertising and other forms of marketing communications continue to grow, both in terms of types of media and the ways in which they can be used. the two linked courses. media planning & buying 1 and 2, enable students to gain knowledge and evaluative skills of how to plan and buy media campaigns in this new environment. it will enable students to evaluate why and how the customer uses different types of media and what are the most effective ways of using different media to engage with consumers to achieve effective commercial communications.
media planning & buying 1 will enable students to understand the role of the modern media agency and how it relates to the structure of the advertising industry as a whole and their relationships with other agencies. it will provide a basis for understanding the job functions within media agencies and how media plans are created
material covered will include:
" the role and type of media agency and their position within major communications groups such as wpp and omnicom
" how media agencies position themselves and the roles they perform
" the job functions in these agencies and potential career paths
" industry and agency bespoke media research and its theoretical basis
" how media campaigns are planned
" the media agencies, and the planning process, and its working relationship with creative agencies, media owners and clients when creating the final plan. |
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ACOM311 Media Production 2
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| Credit Hours: 3 |
| Prerequisite: ACOM301-1 |
| this is the second of two courses introducing advertising design with specific focus on web and interactive applications; they also introduce the use of moving image capture through digital video and post-production. both courses are practice based with supporting theory.
media production 2 explores animated content for the web and interactive projects. flash and other techniques will inform the creative process. principles of interaction, scripting, camera, direction, editing and post-production will be introduced. image capture and the creative use of imagery will be explored in the context of web delivery. appropriate use of colour, file size and compression will be reviewed.
a series of short practical projects will provide a contextual demonstration of video, scripting, camera and editing processes, discussion of relevant contemporary media, and exploration of key characteristics of web based and portable interactive applications. workshop sessions will be provided on key enabling techniques integrating video images into web, screen layouts, image capture, file management, image resolution and other techniques as required.
students will be expected to develop a functioning web site using experience gained in this and preceding courses. contemporary design issues will be raised and a critical awareness developed though group discussion. the relationship between the client, the designer and the programmer will again be explored. |
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ACOM402 Media Planning And Buying 2
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| Credit Hours: 3 |
| Prerequisite: ACOM302-1 |
| the opportunities to use media for advertising and other forms of marketing communications continue to grow, both in terms of types of media and the ways in which they can be used. the two linked courses. media planning & buying 1 and 2, enable students to gain knowledge and evaluative skills of how to plan and buy media campaigns in this new environment. it will enable students to evaluate why and how the customer uses different types of media and what are the most effective ways of using different media to engage with consumers to achieve effective commercial communications.
media planning & buying 2 will enable students to understand how the buying of a media plan is conducted across the range of offline and online media. it will introduce the concept of adding value to a client's advertising expenditure by successful negotiations with media owners on both price of space and airtime and via the correct positioning of with media to gain effective engagement between the consumer and the communication message. it will also show how this relates to other issues of campaign measurement such as tracking studies and online forms of measurement such as google analytics.
material covered will include:
" what are the key objectives in buying a media plan
" the importance of relationships with media owners
" the need to establish the difference between cost efficient buying and cost effective communications
" the tools and skills need to achieve the best buying results
" how buying on and offline can be combined to achieve a successful overall campaign
" the media agencies, and the planning process, and its working relationship with creative agencies, media owners and clients when creating the final plan. |
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ACOM403 Arabic Writing And Editing Skills
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| Credit Hours: 3 |
| Prerequisite: ACOM201-1 |
| arabic writing and editing skills is intended to ensure that students can effectively use arabic written communication styles as an integral part of their repertoire of advertising communication skills. the aim is to get students working with current advertising concepts directly in arabic, and avoiding any tendency to treat tasks set as simply a "translation" exercise. case study and project material will all be in arabic. however analytical reviews, course learning logs and associated explanatory material will be written in english.
students will first study and analyse the techniques needed to give arabic publications their individual house-styles. they will compare and contrast the design of arabic language magazine production, newsletters, brochures and newspapers. they will be introduced to the skills and techniques needed to produce arabic language designs to a professional standard through dummy flat plans and onscreen software. students will aim to develop specialist techniques specific to their own type of publication - magazine production; newsletter and brochure publication or newspaper design. this will provide opportunity for experimentation and will enable students to develop and test innovative designs specifically intended for use in an arabic language context.
students will aim to develop appropriate approaches specific to different publications - magazine production; newsletter; brochure publication and web page design. this will provide opportunity for experimentation and will enable students to develop and produce innovative designs. |
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ACOM404 Media Context
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| Credit Hours: 3 |
| Prerequisite: ACOL303-1 |
| the media context course is intended to provide a forward facing look at the developing shape of the advertising communications. it will provide a wide ranging review of possibilities - all with the potential of affecting the shape of a developing career in advertising.
there has been a growth of media opportunities in advertising, directly linked to the rapid changes in digital technology, the vertical development of existing media brands and changing attitudes about how and what media can be used. this is leading to the converging media landscape that mit's media lab predicted in the 1980s.
the context of media, and thus of marketing communications, is now radically different to the "classical" madison avenue model of even 10 years ago. the force of this change is influencing what media consumers use and how they use it. it is also affording a much wider variety and complexity of opportunities to carry out marketing communications, within and across media platforms. traditional "silo" media use approaches, such as standalone advertising or pr campaigns are having to be abandoned or re-thought, as more tailored and cost effective media is becoming available. the growth of digital, coupled with an increasingly sophisticated consumer, will make it increasingly important that future marketing communications campaigns are planned at the outset as multimedia.
the course will illustrate how the traditional boundaries between such p.r. and advertising, or digital and print, are now blurred or even disappearing. this course will focus on four cornerstones of contemporary media communications practice: content creation and management; engagement; reputation; evaluation/measurement . |
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ACOM430 Major Study, Final Project
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| Credit Hours: 6 |
| Prerequisite: ACOL314-1, ACOL406-1, AMAN410-1 |
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ACOM450 Co-Op Training
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| Credit Hours: 6 |
| Prerequisite: ACOL406-1 |
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AMAN306 Public Relations
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| Credit Hours: 3 |
| Prerequisite: ACOL101-1 |
| this course is intended to provide a complementary learning experience to the main thrust of the advertising programs by introducing students to the world of public relations, media relations and reputation management.
in the contemporary world of 7:24 news and near-instantaneous social/online coverage and campaigning, the effective management of public relations (or 'the reputation asset') is critical to any organisation: business, governmental or third-sector/charitable. this course will introduce students to the basic pr skill set (writing, media outreach, event/project management, client relationship management utilising best in practice current thinking about 'content' and its role.
public relations is structured in five parts:
" scene-setting - content and the pr value chain: using simulations to introduce the world of media.
" content generation and creation: messages can be delivered in many formats. this part provides a practical introduction to the many facets of content creation
" content management: addresses the 'pre-market' process and anchors the content to an 'event' or 'happening' (small or large);
" content delivery: is about persuasion. how to persuade the media owner/gatekeeper or other stakeholder to accept and 'publish' an optimum version of the content.
" outcome evaluation and design research: the final part completes the process by identifying key measures for the effectiveness of the process and the way in which they feed back into the beginning of the cycle via new content design research. |
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AMAN410 Advertising Strategy Practice
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| Credit Hours: 3 |
| Prerequisite: ACOL203-1 |
| this course is intended to provide a learning experience with cross-disciplinary teams from students involved in advertising management and advertising communications. it draws together, in a practical format, much of the material previously studied in other courses.
in the 21st century advertising's role in the modern marketing mix is very different. it now has to both exist as a communication entity in its own right and be positioned within a coherent integrated marketing communications plan
advertising strategy practice will enable students to the skills to effectively plan advertising's role in a modern campaign at both a strategic level and in terms of how specific advertising creative work can be planned and developed. within this context it will examine the roles of the account planner and creative/communications team of copy writer and art director
material covered will include practical engagement with the following:
" how to research and plan the effective use of advertising in the 21st century
" the relationship between the brand and advertising's role in its development
" the relationship between advertising and the consumer of the brand
" the role of the account planner and creative teams in a modern agency
" how to write a modern advertising creative brief and present to both client and creative teams. |
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MATH099 Pre-Calculus
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| Credit Hours: 3 |
| Prerequisite: EL400-1 |
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MKT 120 Marketing Principles
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| Credit Hours: 3 |
| Prerequisite: BUS101-1, ENG101-7 |
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SOC 140 Communication Skills
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| Credit Hours: 3 |
| Prerequisite: EL400-1 |
| survey of theories of interpersonal communication in social and professional relational contexts with attention to roles, social exchange, dimensions of communication both socially and professionally, development and deterioration of communications. |
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STAT121 Introduction To Statistics
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| Credit Hours: 3 |
| Prerequisite: ENG101-7, MATH099-1 |
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ACOL101 Understanding The Customer 1
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| Credit Hours: 3 |
| Prerequisite: MKT120-1 |
| understanding the customer 1 provides a theoretical foundation for all three degrees. all advertising is critically dependent on a thorough understanding of the target market, their needs, their values and their propensity to process any form of marketing communication.
fundamentally the course gives an insight into practical aspects of the science of psychology; the psychology of the consumer and how they behave throughout a purchase transaction. without the understanding of how people notice advertising, how they interpret and process the messages therein, and whether they subsequently remember the information, advertising and its associated costs may well be ineffective.
marketing practitioners across the globe practice the art of segmentation. people, families, social and cultural groups differ in what products and services they find attractive, their propensity to pay and their ultimate satisfaction with their purchases. these differences are usually deep set and beyond articulation, emanating from nurture in early childhood from the primary socialising agent of the family. we live in a global market place, yet advertising needs to be customised to suit local conditions because people differ. how they differ belongs to the subject disciplines of psychology and sociology, the fundamental building blocks of this course.
focus will be on the following areas:
" segmentation and targeting
" the psychology of the individual customer: motivation, perception, self-concept and values
" the socialisation process of the individual: nature v nurture debate and the development of personality, group membership and conformity, culture.
" high and low involvement purchasing and the impact on marketing communication materials
" business buyer behaviour: group decision making regarding purchasing decisions.
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ACOL102 Introduction To Advertising
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| Credit Hours: 3 |
| Prerequisite: MKT120-1 |
| this course is intended to provide a learning experience with cross-disciplinary teams from students involved across all the disciplines in the advertising programs.
advertising has become synonymous with the ways with which firms attract customers and persuade them to purchase goods and services. but advertising is also a business philosophy that places the customer at the heart of all its activities (customer centric) and regards satisfying customer needs and wants as the key way to build sustainable competitive advantage.
introduction to advertising will examine how advertising has evolved as business tool and its theoretical base. this will be set alongside the different ways it is used by different types of organisation, and in the context of business organisations and in terms of marketing as strategic business tool.
the course will cover:
" history and growth of advertising
" importance of advertising to different types of organisation
" the relationship of advertising to marketing and to business
" models of advertising and their relationship to models of marketing and business practice
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ACOL103 Advertising Skills Introduction
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| Credit Hours: 3 |
| Prerequisite: MKT120-1 |
| advertising skills introductions is a "hands-on" course, comprising a series of practical based topics, with supporting theory, which are applicable to students taking any of the advertising program majors. these topics will include: graphical computing, drawing and diagram making, an introduction to typography and page layout, photography (creative image making on location and in the studio using digital cameras), introductory use of video, introductory copy and caption writing.
students work in groups of manageable numbers, according to their prior experience and capacity of the facilities etc and are given an introduction to working principles underlying each subject, good working practice, health and safety issues, which take students of all abilities to a basic level of competence. this level of understanding is considered necessary both for students who will expand their range of personal skills later during the course, and those who will later be given the task of commissioning or preparing briefs for creative departments.
in tandem with each workshop, there will be a creative session designed to enable students to apply their practical learning immediately, in a creative context, using practical, aesthetic and analytical judgments.
each student will complete the programme by producing a designed "learning log", incorporating all of the skills acquired throughout the course.
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ACOL201 Conceptual Communication
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| Credit Hours: 3 |
| Prerequisite: SOC140-1 |
| this course provides the basis for establishing key methods of working which are fundamental to an ideas-based, creative, discipline. it recognises that students will have had a variety of academic backgrounds and allows for a diversity of starting points. it is the intention of the course to improve the way students set about problem definition, exploration and solving.
it will be strongly "activity based", presenting a range of issues, problems and exploratory activities in familiar and unfamiliar contexts. these exercises will be accompanied by a study of techniques that will help students open up and explore ideas; learn a variety of diagrammatic, illustrative, open ended presentation processes; and explore concepts with the excitement that is needed in any effective advertising role.
crucially, students will be encouraged to take risks and learn to see "mistakes" as an essential part of experimentation and learning.
each student will complete the programme by producing a designed "learning log", incorporating all of the skills acquired throughout the course. this will provide a reference source for future study. |
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ACOL202 Research And Information Gathering
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| Credit Hours: 3 |
| Prerequisite: MKT120-1 |
| allows for a diverse range of previous learning experiences and is designed to provide a basic introduction to the variety of research and investigative methods used in advertising.
this course is designed to equip students with basic search and research skill sets, which will enable them to consistently acquire textual and visual material, then be able to analyse and apply researched evidence in the most effective way. this will involve practising techniques of: information tracking and recording, visual analysis, academic reference methods and effective applications of found materials. the module also enables students to appraise a variety of research types and supports them in developing online and offline research techniques
the mode of delivery transfers from initial taught delivery to student's own trial-and-error development of techniques through a textual and visual research and analysis project. this allows them to apply their own existing skills with newly learnt methods. it will also help them develop their own critical analysis skills for future academic and subject-based course work.
this course sets the context for core research and analysis and learning skills that students will need to support creative or strategic decision-making required later in the program.
each student will complete the programme by producing a designed "learning log", incorporating all of the skills acquired throughout the course. this will provide a reference source for future study. |
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ACOL203 Advertising Management 1
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| Credit Hours: 3 |
| Prerequisite: ACOL101-1, ACOL102-1 |
| this course is intended to provide a learning experience with cross-disciplinary teams from students involved across all the disciplines in the advertising programs. it will provide an exciting, challenging education experience that is closely linked to industry and which gives students an exceptional opportunity to plan their future career based on first hand industry contact.
in the modern economy the concept of the brand and how to communicate its values effectively are vital to an organisation. this course will allow students to understand the value of a brand, the process by which its value can be developed, how the process of communicating its value is carried, from conceptual stage to the appearance and measurement of the advertising and other commercial communications.
advertising management 1 will set out why and how brands are valuable financial assets to an organisation and what circumstances may decide how and in what fashion these values can be developed. it will explore what this means for the development of different forms of advertising and marketing communications.
the focus in this course will be on managing the advertising communications process:
" agency client service and planning functions and the relationship to brands and client business objectives
" how creative concepts are produced and the relationship to the consumer via such techniques as semiotics
" the role of the brand report as a link between client business objectives and communications planning
" the role of agency management in the communication process in a multi agency team and multimedia world. |
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ACOL204 Digital Technologies For Marketing 1
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| Credit Hours: 3 |
| Prerequisite: ACOL103-1 |
| this course is intended to provide a learning experience with cross-disciplinary teams from students involved across all the disciplines in the advertising programs.
modern advertising communications is increasingly driven by the development of digital technology. this course will allow students to understand what are the key drivers behind the development of technology, so that they are able to effective deploy in campaigns and understand its use by media owners and clients both now and in the future
digital technology for marketing 1 will set out to give students a comprehensive understanding of key dynamics in digital technology. it will relate this to the range of technological platforms now used in the advertising process by both clients and consumers.
key areas include:
the models and theories behind technological growth - moore's law, mit convergence model,-and the implications of these
the historic development of technology in advertising, with reference to both the client and the consumer
the implications of technological development in relation to advertising communications practice and measurement. |
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ACOL205 Integrated Marketing Communications
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| Credit Hours: 3 |
| Prerequisite: ACOL101-1, ACOL102-1 |
| this course is intended to provide a learning experience with cross-disciplinary teams from students involved across all the disciplines in the advertising programs.
modern marketing communications requires executives to have a broad knowledge of how marketing communications need to manifest themselves in a coherent manner, in order to ensure effective brand communications and sales.
to do this they require knowledge of the nature of different types of marketing, and a grasp of the theoretical basis upon which they are based.
integrated marketing will examine a wide range of types of marketing communications. these will include: advertising, direct marketing, public relations, sponsorship and sales promotion, digital and customer relationship marketing. it will investigate their inherent values and uses, and the theoretical models that underpin them.
the course will also link these examples to broader marketing and business models to enable a depth of understanding of how and when they can be used effectively. in addition, the course will show how these services are delivered, by an examination of the different types of agency that produce the services. there will be an exploration of how these agencies have developed relationships with one another over time.
areas covered will include:
" structure of marketing communications industry and roles of agencies within it
" what are the different types of marketing communications
" what roles do they perform in the marketing mix
" how their contribution is evaluated
" models of communication that underpin this activity. |
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ACOL206 Industry Practice 1
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| Credit Hours: 3 |
| Prerequisite: ACOL101-1, ACOL102-1, ACOL103-1 |
| is designed to facilitate student's understanding of current communications industry working practices. it involves interaction with a series of industry partner practices to provide a variety of exposures to different functions and jobs in advertising and other advertising-related trades. these may include tours of (and presentations by) commercial communications; publishing; media buying; direct advertising; consumer and brand planning as well as many new advertising professions that have emerged as a consequence of data and digital commerce.
this course will be delivered in a timetable that accommodates advertising agency availability, usually revolving around whole day activities at the host businesses, and also an intensive week, or sequence of days within the college. this will require a concentrated and extended study period for students taking the course in the semester it is offered.
industry practice 1 draws on the support of several commercial host agencies. each agency provides support by offering tours, talks, lectures and/or short projects ('workshops') for students to complete during the course, whereby a project brief is set for students by agency staff, who later offer formative feedback on the student work produced.
this approach gives students opportunities to demonstrate their own advertising skills by responding to short industry-set briefs, identify personal mentors in industry and present their own course project materials for advice.
key characteristics of this course are:
" students get to identify a variety of trades in different types of agency that constitute current advertising practice. they also get to see how different functions within the advertising process interrelate;
" students get to identify and target their own preferred type of employment after graduation. within this module they have opportunities to connect their own ambition and their skills developed at university;
" the course affords students new contacts for future employment through studio contact. students have opportunities to demonstrate their own advertising skills by responding to short industry-set briefs, identify personal mentors in industry and present their own course project materials for advice.
each student will complete the programme by producing a designed "learning log", incorporating all of the skills acquired throughout the course. this will provide a reference source for future study. |
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ACOL214 Digital Technologies For Marketing 2
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| Credit Hours: 3 |
| Prerequisite: ACOL204-1 |
| this course is intended to provide a learning experience with cross-disciplinary teams from students involved across all the disciplines in the advertising programs.
modern advertising communications is increasingly driven by the development of digital technology. this course will allow students to understand what are the key drivers behind the development of technology, so that they are able to effective deploy in campaigns and understand its use by media owners and clients both now and in the future
digital technology for marketing 1 will set out to give students a comprehensive understanding of key dynamics in digital technology. it will relate this to the range of technological platforms now used in the advertising process by both clients and consumers.
key areas include:
the models and theories behind technological growth - moore's law, mit convergence model,-and the implications of these
the historic development of technology in advertising, with reference to both the client and the consumer
the implications of technological development in relation to advertising communications practice and measurement. |
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ACOL303 Advertising Management 2
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| Credit Hours: 3 |
| Prerequisite: ACOL203-1, ACOL205-1 |
| this course is intended to provide a learning experience with cross-disciplinary teams from students involved across all the disciplines in the advertising programs. it will provide an exciting, challenging education experience that is closely linked to industry and which gives students an exceptional opportunity to plan their future career based on first hand industry contact.
students will learn how clients and agencies work together on this development, taking clients' business objectives and translating these into effective briefs can be used to devise brand positioning. from this they will be able to see how these creative concepts and themes are cultivated and built into actual finished ads. they will also understand the management processes involved in meeting critical deadlines and the need for effective team working. these will be explored in practical sessions involving teams from all of the advertising majors.
advertising management 2 will explore in detail the variety of roles that agencies perform in the marketing mix - through case study, web search and analysis, profiling of exemplar agencies. the course will then look at how the agency contribution is evaluated by the client. there will be an extensive review of the models of communication that underpin this activity - within and between different agency functions - and between the agency and its clients. in the light of the above, the course will examine the nature of the client brief and approaches that agencies can take in order to interpret then successfully.
the focus in this course will be on developing personal and group skills in the advertising communications process. |
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ACOL304 Research And Evaluation Project 1
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| Credit Hours: 3 |
| Prerequisite: ACOL202-1 |
| builds on skills and experience gained in the earlier "research and information gathering" course, and will encourage students to make use of the communication techniques studied in "conceptual communication". students will be introduced to a range of concepts that inform media as experienced in everyday life. they will then be asked to deploy a variety of image based references to a chosen topic in media communication in order to explore the power of the visual image across advertising. this will be followed up by a written review of the chosen topic, demonstrating how information sources have been chosen, used and evaluated.
the project work will be accompanied by a series of lectures and presentations illustrating the work of critics, practitioners and theorists of media and culture. a variety of media forms will be considered, including print, broadcast, interactive, and web based. concepts engaged include lifestyle issues, as reproduced in the popular media, such as celebrity, ethics, citizenship, globalisation, children's culture, popular music, sport, fashion.
this course sets the ground for applying visual and verbal research, analysis and learning skills that students will need to operate in a culturally informed way within the advertising industry . |
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ACOL314 Research And Evaluation Project 2
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| Credit Hours: 3 |
| Prerequisite: ACOL304-1 |
| research and evaluation project 2 requires students to take a significant step into independent learning, based on the experience that they have gained in the program so far. students will develop a substantial, independently researched piece of critical written work drawing on a range of academic skills from major and college courses already pursued.
students will identify and plan the delivery of research project with the advice and guidance of an allocated tutor. at regular meetings the student and tutor will discuss progress and ways to develop the project. students take primary responsibility for the areas of research, the timetabling of their work, structure of writing up, frequency of meetings, and pace of exercise, with advice from the tutor.
there will be several keynote lectures highlighting appropriate approaches to research generally. core teaching on this course is through regular meetings where student and tutor discuss progress and ways to develop the student research project. tutors offer advice on such aspects as research areas and research methodologies, structure and presentation. students will be reminded about good scholarly practice, bibliographical conventions as well as accessing learning resources. draft chapters of the research will be submitted, and will be returned accompanied by a combination of written and verbal feedback.
learning is student-centred, with students taking responsibility for all aspects of the project. this method gives students an introduction to an autonomous method of working, which will be required for the final major project, and will be an important aspect of any future career in advertising. |
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ACOL406 Industry Practice 2
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| Credit Hours: 3 |
| Prerequisite: ACOL206-1, ACOL314-1 |
| industry practice 2 is designed to extend student's understanding of current communications industry working practices. it involves interaction with a series of industry partner practices to provide a variety of exposures to different functions and jobs in advertising and other advertising-related trades. these may include tours of (and presentations by) commercial communications; publishing; media buying; direct advertising; consumer and brand planning as well as many new advertising professions that have emerged as a consequence of data and digital commerce.
during this course, students will monitor areas of the industry that relate to their area of interest and possible career path. this course will help them will establish a strategy for joining their particular industry sector. the final outcome will be to establish a clear area of investigation or project development, in discussion with industry contacts, which will provide the starting point for the student's final major project.
industry practice 2 draws on the support of agencies and businesses who participated in "industry practice 1", who have worked with the college during other course projects, and who are part of the wider network of professional contacts known to tutors and students themselves.
this course works through a process of career assessment, training for interviews, portfolio and research project review, together with career planning. it is intended to prepare students for the challenge of gaining interest and support for their major projects and sponsorship and potential employment for their co-op training period.
each student will complete the programme by producing a designed "learning log", incorporating all of the skills acquired throughout the course. this will provide a reference source for future study
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ACOM301 Media Production 1
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| Credit Hours: 3 |
| Prerequisite: ACOL103-1 |
| this is the first of two courses introducing advertising design with specific focus on web and portable interactive applications, they also introduce the use of moving image capture through digital video and post-production. both courses are practice based with supporting theory.
media production 1 starts with a design only project to establish research methods, creative development and ideas generation. the process of image capture, editing and digitally originated content are demonstrated, to allow the creation of a prototype design. a fully working web site follows after detailed discussion and demonstration of web editing.
a series of short practical projects will provide a contextual demonstration of software techniques, discussion of relevant contemporary media, and exploration of key characteristics of web based and portable interactive applications. workshop sessions will be provided on key enabling techniques in web construction, html generation, screen layouts, image capture, file management, image resolution and other techniques as required.
emphasis is placed on creativity; however, students will be expected to develop functioning web pages. contemporary design issues will be raised and a critical awareness developed though group discussion. design issues such as the increasing requirement for accessibility and the importance of usability will be introduced. the relationship between the client, the designer and the programmer will be explored. |
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ACOM302 Media Planning And Buying 1
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| Credit Hours: 3 |
| Prerequisite: ACOL203-1 |
| the opportunities to use media for advertising and other forms of marketing communications continue to grow, both in terms of types of media and the ways in which they can be used. the two linked courses. media planning & buying 1 and 2, enable students to gain knowledge and evaluative skills of how to plan and buy media campaigns in this new environment. it will enable students to evaluate why and how the customer uses different types of media and what are the most effective ways of using different media to engage with consumers to achieve effective commercial communications.
media planning & buying 1 will enable students to understand the role of the modern media agency and how it relates to the structure of the advertising industry as a whole and their relationships with other agencies. it will provide a basis for understanding the job functions within media agencies and how media plans are created
material covered will include:
" the role and type of media agency and their position within major communications groups such as wpp and omnicom
" how media agencies position themselves and the roles they perform
" the job functions in these agencies and potential career paths
" industry and agency bespoke media research and its theoretical basis
" how media campaigns are planned
" the media agencies, and the planning process, and its working relationship with creative agencies, media owners and clients when creating the final plan. |
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ACOM311 Media Production 2
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| Credit Hours: 3 |
| Prerequisite: ACOM301-1 |
| this is the second of two courses introducing advertising design with specific focus on web and interactive applications; they also introduce the use of moving image capture through digital video and post-production. both courses are practice based with supporting theory.
media production 2 explores animated content for the web and interactive projects. flash and other techniques will inform the creative process. principles of interaction, scripting, camera, direction, editing and post-production will be introduced. image capture and the creative use of imagery will be explored in the context of web delivery. appropriate use of colour, file size and compression will be reviewed.
a series of short practical projects will provide a contextual demonstration of video, scripting, camera and editing processes, discussion of relevant contemporary media, and exploration of key characteristics of web based and portable interactive applications. workshop sessions will be provided on key enabling techniques integrating video images into web, screen layouts, image capture, file management, image resolution and other techniques as required.
students will be expected to develop a functioning web site using experience gained in this and preceding courses. contemporary design issues will be raised and a critical awareness developed though group discussion. the relationship between the client, the designer and the programmer will again be explored. |
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ACOM402 Media Planning And Buying 2
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| Credit Hours: 3 |
| Prerequisite: ACOL203-1 |
| the opportunities to use media for advertising and other forms of marketing communications continue to grow, both in terms of types of media and the ways in which they can be used. the two linked courses. media planning & buying 1 and 2, enable students to gain knowledge and evaluative skills of how to plan and buy media campaigns in this new environment. it will enable students to evaluate why and how the customer uses different types of media and what are the most effective ways of using different media to engage with consumers to achieve effective commercial communications.
media planning & buying 2 will enable students to understand how the buying of a media plan is conducted across the range of offline and online media. it will introduce the concept of adding value to a client's advertising expenditure by successful negotiations with media owners on both price of space and airtime and via the correct positioning of with media to gain effective engagement between the consumer and the communication message. it will also show how this relates to other issues of campaign measurement such as tracking studies and online forms of measurement such as google analytics.
material covered will include:
" what are the key objectives in buying a media plan
" the importance of relationships with media owners
" the need to establish the difference between cost efficient buying and cost effective communications
" the tools and skills need to achieve the best buying results
" how buying on and offline can be combined to achieve a successful overall campaign
" the media agencies, and the planning process, and its working relationship with creative agencies, media owners and clients when creating the final plan. |
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ACOM403 Arabic Writing And Editing Skills
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| Credit Hours: 3 |
| Prerequisite: ACOM201-1 |
| arabic writing and editing skills is intended to ensure that students can effectively use arabic written communication styles as an integral part of their repertoire of advertising communication skills. the aim is to get students working with current advertising concepts directly in arabic, and avoiding any tendency to treat tasks set as simply a "translation" exercise. case study and project material will all be in arabic. however analytical reviews, course learning logs and associated explanatory material will be written in english.
students will first study and analyse the techniques needed to give arabic publications their individual house-styles. they will compare and contrast the design of arabic language magazine production, newsletters, brochures and newspapers. they will be introduced to the skills and techniques needed to produce arabic language designs to a professional standard through dummy flat plans and onscreen software. students will aim to develop specialist techniques specific to their own type of publication - magazine production; newsletter and brochure publication or newspaper design. this will provide opportunity for experimentation and will enable students to develop and test innovative designs specifically intended for use in an arabic language context.
students will aim to develop appropriate approaches specific to different publications - magazine production; newsletter; brochure publication and web page design. this will provide opportunity for experimentation and will enable students to develop and produce innovative designs. |
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ACOM404 Media Context
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| Credit Hours: 3 |
| Prerequisite: ACOL303-1 |
| the media context course is intended to provide a forward facing look at the developing shape of the advertising communications. it will provide a wide ranging review of possibilities - all with the potential of affecting the shape of a developing career in advertising.
there has been a growth of media opportunities in advertising, directly linked to the rapid changes in digital technology, the vertical development of existing media brands and changing attitudes about how and what media can be used. this is leading to the converging media landscape that mit's media lab predicted in the 1980s.
the context of media, and thus of marketing communications, is now radically different to the "classical" madison avenue model of even 10 years ago. the force of this change is influencing what media consumers use and how they use it. it is also affording a much wider variety and complexity of opportunities to carry out marketing communications, within and across media platforms. traditional "silo" media use approaches, such as standalone advertising or pr campaigns are having to be abandoned or re-thought, as more tailored and cost effective media is becoming available. the growth of digital, coupled with an increasingly sophisticated consumer, will make it increasingly important that future marketing communications campaigns are planned at the outset as multimedia.
the course will illustrate how the traditional boundaries between such p.r. and advertising, or digital and print, are now blurred or even disappearing. this course will focus on four cornerstones of contemporary media communications practice: content creation and management; engagement; reputation; evaluation/measurement . |
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ACOM430 Major Study, Final Project
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| Credit Hours: 6 |
| Prerequisite: ACOL314-1, ACOL406-1, AMAN410-1 |
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ACOM450 Co-Op Training
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| Credit Hours: 6 |
| Prerequisite: ACOL406-1 |
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AMAN305 Modern Marketing Information And Analysis
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| Credit Hours: 3 |
| Prerequisite: STAT101-1 |
| this course is intended to provide a learning experience in quantitative methods that will be required by an advertising planner.
modern marketing information & analysis will enable students to understand the critical role of gathering information in modern advertising and marketing communications and how this can be used as a tool to develop insight of the consumer and the process involved in the creation and measurement of advertising campaigns. this will involve understanding the theories of marketing research and their practical application and the increasing role of digital technology in data gathering and analysis.
areas covered will include
" qualitative and quantitative research methods e.g. focus groups, interviews and questionnaire-based surveys
" use of software for analysing questionnaires
" correlation and regression techniques
" database analysis
" brand and media evaluation studies, such as kantar media 's global research survey, target group index
" marketing accountability via advertising tracking studies and econometric analysis. |
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AMAN306 Public Relations
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| Credit Hours: 3 |
| Prerequisite: ACOL101-1 |
| this course is intended to provide a complementary learning experience to the main thrust of the advertising programs by introducing students to the world of public relations, media relations and reputation management.
in the contemporary world of 7:24 news and near-instantaneous social/online coverage and campaigning, the effective management of public relations (or 'the reputation asset') is critical to any organisation: business, governmental or third-sector/charitable. this course will introduce students to the basic pr skill set (writing, media outreach, event/project management, client relationship management utilising best in practice current thinking about 'content' and its role.
public relations is structured in five parts:
" scene-setting - content and the pr value chain: using simulations to introduce the world of media.
" content generation and creation: messages can be delivered in many formats. this part provides a practical introduction to the many facets of content creation
" content management: addresses the 'pre-market' process and anchors the content to an 'event' or 'happening' (small or large);
" content delivery: is about persuasion. how to persuade the media owner/gatekeeper or other stakeholder to accept and 'publish' an optimum version of the content.
" outcome evaluation and design research: the final part completes the process by identifying key measures for the effectiveness of the process and the way in which they feed back into the beginning of the cycle via new content design research. |
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AMAN307 Global Marketing Management 1
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| Credit Hours: 3 |
| Prerequisite: ACOL202-1 |
| this course is intended to build on the prior work in advertising and public relations and to provide an overall context for the complete international marketing process.
in the modern economy, the globalisation of trade and business has become the norm as part of a dynamic multi-polar world in which emerging economies play a critical role. this course demonstrates how the core marketing concepts (identify value, select target segments, differentiate) are applied on an international scale - whether in businesses which are new to the international market or, at the other end of the scale, major brands with a truly global presence.
in this course (the first of two), global marketing 1 explores:
the concept and drivers of globalisation: the underlying concept and its implications in an increasingly multi-polar world. focuses on why businesses choose to move outside their home territory and the framework for success;
going global - market selection methodology: the key issues and the available methodology (e.g. pestel) which is used develop a global market strategy and to select appropriate target markets;
getting in - modes of market entry: depending on initial choices, this final section (1) lays out the wide range of options available to any business entering international markets and (2) identifies an appropriate framework within which to make detailed selections. |
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AMAN308 Brand Strategy 1
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| Credit Hours: 3 |
| Prerequisite: ACOL203-1 |
| this course is one of two, intended to provide an in depth understanding of the importance of "brand" in relation to both marketing and advertising communications. brand strategy 1 & 2 are key courses for students intending to take up careers as advertising managers and planners.
brand strategy 1 will enable students to understand the concepts of the brand and branding and their role in marketing. it will enable students to assess the historic role of advertising in brand building and how this relates to advertising processes and agencies role in this process. this will be supported via an investigation into the theories and models of branding and their relationship to global marketing and the growth of digital marketing communications
material covered will include:
what a brand is and the different conceptual types of brands
the models and theories relating to these concepts and their historic context
the role of advertising in brand building
the role of brands as communication devices to all internal and external stakeholders
the impact of digital technology on brands, with particular emphasis on feedback loop models of communication. |
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AMAN407 Global Marketing Management 2
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| Credit Hours: 3 |
| Prerequisite: AMAN307-1 |
| this course is intended to build on the prior work in advertising and public relations and to provide an overall context for the complete international marketing process.
in the modern economy, the globalisation of trade and business has become the norm as part of a dynamic multi-polar world in which emerging economies play a critical role. this course demonstrates how the core marketing concepts (identify value, select target segments, differentiate) are applied on an international scale - whether in businesses which are new to the international market or, at the other end of the scale, major brands with a truly global presence.
in this course (the second of two), global marketing 2 explores:
" the international marketing mix and the key decisions which affect both the core "4ps" (price, promotion, product and place/distribution) and the wider service "7ps" (including also people, process and physical evidence/'servicescape'). there are detailed sessions exploring the key roles of topics including: advertising - brand - service development - pricing; in the mix.
" overall organisation and control - the final stage in the global marketing process introduces a framework for measurement, evaluation and organisational control. |
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AMAN408 Brand Strategy 2
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| Credit Hours: 3 |
| Prerequisite: AMAN303-1, AMAN308-1 |
| this course is one of two, intended to provide an in depth understanding of the importance of "brand" in relation to both marketing and advertising communications. brand strategy 1 & 2 are key courses for students intending to take up careers as advertising managers and planners.
brand strategy 2 will enable students to understand how to set out an audit of brand and to develop a brand plan with a clear strategy on the role of marketing communications and advertising in achieving the brand plan objectives
topics covered will include
" the brand audit
" the audit information and the role and value of the brand to an organisation
" what the various manifestations of the brand are to the consumer and the relative importance of these
" devising and presenting a brand plan with clear objectives for all stakeholders
" the role of digital communications in this plan. |
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AMAN409 Advertising Strategic Theories
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| Credit Hours: 3 |
| Prerequisite: AMAN304-1 |
| this course is intended to provide an extended introduction to the theoretical concepts and frameworks on which modern advertising rests.
as advertising has evolved as business tool there has been a considerable amount of research conducted into its theoretical underpinning, as both communication and in terms of its role within the wide range of marketing communications methods.
advertising strategic theories will enable students to understand what these theories are, how they evolved and their relevance to the use deployment of advertising as an effective means of communication in the 21st century.
material covered will include:
" communication theories and models and their relation to advertising
" semiotics and semantics and their influence on advertising's role as commercial and cultural communication
" the relationship between developments in technology, environmental and cultural issues that impact on the theories of advertising
" ideas and theories on advertising's role in 21st century marketing. |
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AMAN410 Advertising Strategy Practice
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| Credit Hours: 3 |
| Prerequisite: ACOL203-1 |
| this course is intended to provide a learning experience with cross-disciplinary teams from students involved in advertising management and advertising communications. it draws together, in a practical format, much of the material previously studied in other courses.
in the 21st century advertising's role in the modern marketing mix is very different. it now has to both exist as a communication entity in its own right and be positioned within a coherent integrated marketing communications plan
advertising strategy practice will enable students to the skills to effectively plan advertising's role in a modern campaign at both a strategic level and in terms of how specific advertising creative work can be planned and developed. within this context it will examine the roles of the account planner and creative/communications team of copy writer and art director
material covered will include practical engagement with the following:
" how to research and plan the effective use of advertising in the 21st century
" the relationship between the brand and advertising's role in its development
" the relationship between advertising and the consumer of the brand
" the role of the account planner and creative teams in a modern agency
" how to write a modern advertising creative brief and present to both client and creative teams. |
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MATH099 Pre-Calculus
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| Credit Hours: 3 |
| Prerequisite: CLE500-1 |
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MKT 120 Marketing Principles
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| Credit Hours: 3 |
| Prerequisite: BUS101-1, ENG101-7 |
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SOC 140 Communication Skills
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| Credit Hours: 3 |
| Prerequisite: EL400-1 |
| survey of theories of interpersonal communication in social and professional relational contexts with attention to roles, social exchange, dimensions of communication both socially and professionally, development and deterioration of communications. |
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STAT121 Introduction To Statistics
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| Credit Hours: 3 |
| Prerequisite: ENG101-7, MATH099-1 |
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