Catalog of Programs 2006-2008, Volume 2

A121 Creative and Strategic Planning Students will learn basic skills that will support their learning throughout the course and help them create a foundation for nurturing creativity in their work and lives. They will be given the tools to help them identify and solve problems, formulate objectives, and create a plan to reach their objectives. 3 credits A131 Sales A231 Online Marketing Research A313 Writing for the Spoken Word An understanding of the sales process and the steps to sell a product or service is essential to a student who works in any area of business. Selling is an essential skill for the sales function of a business, but is also part of the job for many other employees. This course focuses on the essential skills and knowledge one needs to effect a sale, as well as the ways that the sales pitch can be focused to solve customer problems. 3 credits A210 Writing Advertising Copy The use of online advertising and other online marketing is growing exponentially. This rapid increase is explained, in part, by the ability to target online marketing. Advertisers want to be able to identify a desirable audience for their ads and then assure themselves that they have reached their goal. Advertising sales prices can be set based on the ability to confirm the characteristics of the audience. Advertisers also want to see independent verification and validation of the effectiveness of their ad. This rapidly developing area both expands the use of traditional market research and creates new kinds of data. Students will be introduced to the concepts, availability, and use of this data. Prerequisite: A222. 3 credits A232 Business Communications An audience-focused approach to influencing by the spoken word. The student will concentrate on employing specific qualities of language for various audiences in order to achieve a specific result. 3 credits A314 Online Communication The Web hosts multiple lists of sites that don’t work. In the course students will face their most demanding critics: other students. In this handson laboratory course, students will use general education course material as the content for a Web site, and make this Web site available to other students at The Art Institutes. 3 credits A321 Financial Management This course examines the process of writing advertising copy for use in all media outlets. It explores the techniques to effectively incorporate text and graphics to develop creative advertising messages. 3 credits A212 Persuasive Techniques This course covers persuasive communication techniques, particularly in the area of advertising. Areas covered include the fields of logic and psychology. Among the topics to be covered are the framing effect, emotional hot buttons, mass appeal, snob appeal, subliminal messages, and the bandwagon effect. Maslow’s hierarchy of needs, emotional reactions and how to achieve them and the various types of media that could be used to achieve the appropriate desired response are also covered. Prerequisite: COM1010. 3 credits A221 Brand Marketing This course addresses the need to communicate in writing on the job. A variety of materials must be written for a business: memos, letters, proposals, presentations, and copy for advertising or marketing. Students will learn to identify the requirements of different types of writing and to prepare material to communicate clearly and effectively. Prerequisite: ENG1020. 3 credits A234 Production Planning for Electronic Media This course includes an introduction to multimedia, including the importance of interactivity, the roles and responsibilities of team members in the planning and production of multimedia, and basic multimedia building blocks such as text, graphics, video, and audio. The planning and production processes will be the focus of this course. Prerequisite: A121. 3 credits A311 Media Planning and Buying This course includes an examination of budgeting, short-term and long-term financing, and the economics of financial markets. A case-study approach is used. Prerequisites: FND152, MTH1010. 3 credits A322 Organizational Behavior This course is an examination of human relations theory and individual, group, and organizational performance in relation to the organizational structures of contemporary businesses and public agencies. Prerequisite: FND152. 3 credits A331 Account Planning Branding became a buzz word in 1990s advertising and marketing, but this process has evolved into a powerful way to organize and utilize an understanding of consumer needs and motivations in a changing marketplace. As the retail environment changes, marketing people can rely less on the traditional tools of print and broadcast media. Marketing strategists need to learn how to create an identity for their products and services and how to use that identity to support sales. This course is an introduction to the essential concepts and skills of brand marketing. Prerequisite: FND155. 3 credits A222 Principles of Marketing Research The use of the marketing research process as a tool for solving management problems is a focus of this course. The source of data, sampling procedures, questionnaire design, data collection, and analysis will be covered. Prerequisite: FND155. 3 credits Media as part of a delivery channel for a marketing message will be the focus of this course. Topics include media as critical to the fulfillment of the overall marketing strategy, cost effectiveness, and alternative and new media. 3 credits A312 Web Marketing This course focuses primarily on marketing on the Web, addressing the elements and requirements of information distribution, advertising, or sales in this new medium. The content of the course includes an overview of major online services, portals, and developing content aggregators. Students learn how to modify traditional marketing theories and strategies as well as the demands and opportunities unique to the Web. One of these opportunities receives special attention: using server push or other push technologies to develop “shows” or “magazines” online. Prerequisite: A231. 3 credits Account planning demands a mixture of account services and research. Stated simply, an account planner frequently takes responsibility for ensuring that the client’s needs are met. This usually requires managing communication between departments in an advertising agency as well as being the point of contact between an agency and the client. Inside the agency, an account planner helps choose and integrate research and considers proposed advertising decisions from the perspective of consumer behavior. This course helps the student understand these functions and integrate them into a successful approach to advertising and advertising campaign. Prerequisite: FND155. 3 credits A332 Strategic Management This course focuses on the management strategies designed to integrate the basic disciplines of business through case analysis and other methods. Prerequisite: A321. 3 credits 50

Table of Contents Feed for the Digital Edition of Catalog of Programs 2006-2008, Volume 2

Catalog of Programs 2006-2008, Volume 2 Welcome Mission Statement Advertising Culinary Arts Digital Design Digital Media Production Entertainment Design Fashion & Retail Management Game Art & Design Graphic Design Hotel & Restaurant Management Industrial Design Interior Design Media Arts & Animation Photography Residential Planning Video Production Visual Effects & Motion Graphics Web Design Web Design & Interactive Media General Education Course Descriptions Faculty Biographies Program Advisory Committee Members Administration Licensing, Accreditation and Memberships Admissions Information 2007-2008 Scholarships General Information and Policies Academic Calendar Index

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