课程安排
Three Semesters: (Fall, Spring, Fall). The Avertising program consists of a minimum of 12 courses/48 creits. Stuents must also pass a formal faculty review of their online Presentation of Final Work. IN THE ADVERTISING PROGRAM, YOU WILL DEVELOP: • An avance unerstaning an application of effective avertising by using strategy, writing, presentation, esign, an igital techniques to achieve objectives evelope for client-base projects • The practice of eveloping innovative solutions to client problems an opportunities by creating an avertising plan that inclues strategy, account management, consumer insight, meia, an bran builing • Knowlege an competencies for achieving professional-quality strategic solutions an iea generation using skills in areas such as art irection, copywriting, an vieo evelopment • Knowlege an competencies in avertising planning an consumer insight by esigning an conucting research to evelop creative briefs an avertising planning e-briefs • Professional skills by working on account teams in ALab • The ability to recognize the ethical an social responsibility issues relate to avertising
Requirements: 5 courses/20 creits
COM CM 708: PRINCIPLES AND PRACTICES OF ADVERTISING 4 creits Overview of the nature, function, practice, an social, economic, an behavioral aspects of avertising. Stuent teams evelop avertising plans, create campaigns, an explore problems of account management, creativity, prouction, an ethics. 1st sem.
COM CM 712: CONSUMER INSIGHT & ACCOUNT PLANNING 4 creits Explores how to arrive at consumer insights that lea to better avertising an promotion. The course focuses on the set of skills necessary to create breakthrough avertising, incluing qualitative research, observation, interviewing skills, mapping an presentation tools. Stuents learn to write effective, creative briefs.
COM CM 717: FUNDAMENTALS OF CREATIVE DEVELOPMENT 4 creits Focus is on the strategic creative process in avertising incluing concept evelopment, copywriting, visualization, an esign. Assignments require conceiving solutions to client marketing challenges across a range of meia. Teaches founations for evelopment of effective avertising: problem efinition, strategic evelopment, an conceptual iea generation through tangible executions. 1st sem.
COM CM 721: ADVERTISING MANAGEMENT 4 creits Aministration of complete avertising program. Case stuy metho use to explore the marketing mix, bugeting, meia strategy, planning, coorinating avertising with promotion, working with client or agency, an the social responsibility of avertisers.
COM CM 732: ADLAB Var creits Provie grauate stuents with real life, hans on experience replicating the process an proceures typical in the avertising inustry. Direct contact with clients will give account an creative groups a first-han unerstaning of the realities of the avertising business. Account teams will evelop avertising strategy an create as for clients. 2 cr.
Concentration Courses: 4 courses/16 creits CHOOSE FROM:
COM CM 518: CREATIVE VIDEO DEVELOPMENT 4 creits BU Hub Learn More Digital/Multimeia Expression Teamwork/Collaboration Creativity/Innovation Stuents evelop concepts, create scripts an storyboars, an stuy execution-base challenges of vieo prouction. Stuents will create extenable avertising concepts for vieo, esigne to succee in a changing meia lanscape on multiple platforms.4 cr. Either sem. Effective Fall 2018, this course fulfills a single unit in each of the following BU Hub areas: Digital/Multimeia Expression, Creativity/Innovation, Teamwork/Collaboration.
COM CM 519: INTERACTIVE MARKETING STRATEGY 4 creits Stuents stuy how interactive marketing strategy integrates communication objectives with consumer insight an igital execution. How social, igital an experiential meia are use to achieve braning, engagement an behavioral goals for organizations in a wie range of business categories. The impact of interactive marketing strategy on the avertising an public relations sectors.4 creits.
COM CM 527: BRAND EXPERIENCE MARKETING 4 creits Toay's rapily changing igital an meia lanscape calls for strategic an creative solutions that take into consieration emerging consumer behaviors an the new technologies that enable them. In this course, stuents create content an campaigns that consier the many ifferent ways in which brans engage with their communities - pai an earne meia, mobile apps, an brane utility. 4 creits. COM CM 5XX: ART DIRECTION tb
COM CM 5XX: COPYWRITING tb
COM CM 7XX: CONSUMER INSIGHT AND ACCOUNT PLANNING II tb
COM CM 716: NEW & TRADITIONAL MEDIA STRATEGIES 4 creits Examines meia planning, buying an sales as performe by avertising agencies, clients an the meia. Research sources proviing ata on meia auiences an prouct usage are evaluate. Examines contemporary trens in communication meia an their effects on avertisers.
COM CM 738: GLOB MKTG COMM Var creits
COM CM 753: PORTFOLIO DEVELOPMENT I 4 creits Course is for grauate stuents who inten to work in the creative area of the avertising inustry. Focus is on the principles neee to unerstan, conceptualize, an create an entry-level portfolio of work (print, vieo, igital, mobile, experiential). A workshop-like environment, mirroring an avertising agency, is augmente with lectures an case stuies.
COM CM 754: PORTFOLIO DEVELOPMENT II 4 creits A continuation of Portfolio Development I, this course continues the iterative process require to construct a competitive avertising portfolio. Stuents work to refine concepts, revise an strengthen the impact of the art irection an copywriting, an etermine how the work shoul ultimately be isplaye.
COM CM 909: THESIS OR PROJECT RESEARCH 4 creits Course creits slate for stuents writing a thesis. ELECTIVE CREDITS: 3 COURSES/12 CREDITS Stuents must take 12 creits from either the list below, the Concentration course list above, or other 500 level or higher courses at Boston University.
COM CM 535: POLITICAL CAMPAIGNS 4 creits Critical evaluation of political campaign strategies an tactics within the sociopolitical environment. The roles of campaign managers, meia consultants, pollsters, press secretaries, an fiel operatives are stuie. Analysis of the impact of press coverage, political avertising, an caniate ebates on the electorate. 4 cr. Either sem.
COM CM 539: HEALTH CAMPAIGNS 4 creits Health Campaigns involves the principles an practices of esigning meia campaigns to promote health behavior change, whether relate to smoking an alcohol consumption, illicit rug use, physical activity an iet, conom use, public safety, an environmental issues. It centers on how health organizations an initiatives can achieve their goals for population-base health behavior change by strategically creating, istributing, an evaluating meia campaigns an meia messages. At the nexus of communication an public health, this course uses theory an persuasive elements as a basis for esigning an implementing health meia campaigns an meia messages via ifferent meia, incluing traitional meia, new meia, an social meia. With this founation, stuents are taske to evaluate extant health meia campaigns an campaign messages an esign their own original health meia campaigns an campaign messages.
COM CM 5XX: DESIGN STRATEGY AND SOFTWARE tb
COM CM 702: ADVERTISING AND SOCIETY 4 creits Analyzes the impact of avertising on iniviuals an society an evaluates the ethical, moral, an legal questions relating to the avertising inustry. The history of avertising an the rise of consumerism will be stuie to create a paraigm for unerstaning the social effects of avertising. Stuents will stuy the issues of avertising in cyberspace an question of privacy an protection from intrusive communication messages. 1st sem.
COM CM 707: WRITING FOR MEDIA PROFESSIONALS 4 creits Serves to provie an in-epth unerstaning an proficiency in communication writing an transmeia storytelling skills across a wie variety of off an online formats, incluing news releases, social meia, features (off an online), Q & A interviews, websites, broacast PSA's, slie shows, vieos. Stresses plagiarism prevention, collaborative workshops, reaing alou, meia strategies, eiting, an interview techniques. Extensive writing an rewriting. Develops comprehensive writing skills for meia professionals. Both semesters. Prerequisite CM 703, unless waive via writing placement test or consent of the instructor.
COM CM 722: COMMUNICATION RESEARCH 4 creits CM722 Communication Research Methos is an introuction to the social scientific metho of inquiry an the funamental concepts an processes of social scientific methos that are use in meia science, avertising, an public relations. Assorte research methos are covere, incluing both quantitative an qualitative. Also inclue are literature review, research esign, research execution, quantitative an qualitative ata analysis, an reporting of finings.
COM CM 744: INTERNATIONAL MASS MEDIA Var creits Traces the history, traitions, stanars, an goals of the meia in various countries; their ownership an marketing strategies; an the effect of ifferent national an organizational cultures on each. Examines how international print an broacast meia an sample multinational companies in the transnational communication business operate globally an in their own countries. Stuents stuy VOA an BBC external services, CNN, BBC-TV, ITN, the Lonon Times an Sun, Reuters, AP, AFP an various French meia, Der Speigel, ZDF, an Pakistani, Inian, an Japanese meia customs an practices. Avertising an public relations experts explain corporate global strategies. (Summer Lonon Program only)
COM CM 809: GRADUATE INTERNSHIP Var creits Stuents are place in public relations, avertising, or communication epartments of business, eucational, philanthropic, or governmental institutions. Fifteen hours per week of supervise work. Stuents with a comprehensive report evaluating internship experience at en of semester. 2 or 4 cr. Some courses have prerequisites which are not liste above. All Mass Communication, Avertising & Public Relations requirements, prerequisites an course escriptions are liste on the Boston University Acaemics website. It is strongly suggeste that you consult with your avisor before each registration perio. This will help you to follow the curriculum correctly. All curriculum questions shoul be aresse to your avisor. It is the stuent’s responsibility to ensure that all grauation requirements are met.
