Areas of Study

Twtr Fb Yt Li Pi

Classes

Please note that not all courses are offered every semester. This listing is not considered authoritative. Please visit Access.SMU for authoritative course offerings including meeting times, professor, and more.

Undergraduate Courses

ADV 1300: Survey of Advertising
Offered fall and spring terms
Introductory course for majors and nonmajors that surveys the field of advertising and explores how it fits into society. Topics include history, law, ethics, social dynamics, economic implications, and the advertising campaign planning process. Examines the process of advertising from the perspectives of art, business, and science. Required for all majors and minors.

ADV 1321: Introduction to Creativity
Offered fall and spring terms
A survey of the theoretical, practical, and ethical issues associated with creative thinking. Examines individual and organizational strategies for promoting creativity and the creative thinker’s role in shaping the culture. Also, highlights the intellectual connections between the scholarship in creativity and advertising industry practice. Students who complete this course may apply for admission to the Temerlin Advertising Institute’s creative program. Students must earn a B or better in ADV 1321 to be eligible for admission to the creative program. Prerequisite or corequisite: ADV 1300.

ADV 1331: Digital Media Landscapes
Offered fall and spring terms
Introduces the technologies and processes associated with mobile, Web, and other interactive experiences. Topics include how the Internet works, interaction design, information architecture, visual design, and the development process. Students must earn a B or better in ADV 1331 to be eligible for admission to the interactive media strategy program. Prerequisite or corequisite: ADV 1300.

ADV 1341: Marketing Principles of Advertising
Offered fall and spring terms
Equivalent course: MKTG 3340

Students learn the basic principles of consumer marketing and the role of advertising in the marketing mix. Emphasizes marketing and advertising strategy and planning processes through case studies in which students develop advertising answers to marketing problems and opportunities. Students must earn a B or better in ADV 1341 to be eligible for admission to the strategic brand management program. Prerequisite or corequisite: ADV 1300.

ADV 1360: Creative Production
Offered fall and spring terms
Equivalent course: COMM 4338

Students learn the basic principles of advertising design and production in tandem with the use of industry-standard hardware and software programs, including the Adobe Creative Suite.

ADV 2301: Consumer Behavior
Offered fall and spring terms
Equivalent course: MKTG 3343

Covers theories from psychology, social psychology, sociology, anthropology, economics, marketing, and communications to explore the consumer decision-making process. Includes theories of motivation, attitudes, beliefs, and learning, with a direct application to advertising. Prerequisites: ADV 1300 and ADV 1321, 1331, or 1341.

ADV 2302: Advertising, Society & Ethics
Offered fall and spring terms
Broad overview of the interaction of advertising with society. Examines economic, social, and ethical issues as well as legal and regulatory constraints. Prerequisites: ADV 1300 and ADV 1321, 1331, or 1341.

ADV 2322: Concepting
Offered fall term only
A workshop for developing ideation skills and helping students self-identify as art directors or writers. Students acquire techniques and develop personal discipline inherent to the generation of novel, sophisticated creative work based on a solid concept: the distinctive, guiding idea that drives campaign messages. Assignments are evaluated in group critiques, and each student completes a final portfolio by term’s end. Prerequisites: ADV 1300, 1321. Restricted to advertising majors.

ADV 2323: Word and Image, Art and Design: 1900-Present
Equivalent course: ASAG 1310
Contemporary designers and artists create meaningful, persuasive, and expressive works through a combination of images and text. These works of graphic design and art shape the visual culture of every aspect of life, from the look of media and information networks to people’s experience of the cities in which they live. This course surveys the modern and contemporary history of works of art and design that demand to be read as much as seen, from the industrial age to the knowledge economy.

ADV 2332: Digital Media Strategy 1
Offered fall term only
Focuses on strategies used by marketers and advertisers to engage fragmented audiences using paid media (television, radio, print, online display, mobile, or paid search), owned media (websites, Facebook pages, retail environments, and special events), and earned media (word-of-mouth and social media channels). Covers strategies for engagement (i.e., fostering direct relationships with prospects and customers through dialogue). Prerequisites: ADV 1300, 1331. Restricted to advertising majors.

ADV 2333: Internet & Mobile Advertising
Offered fall term only
Focuses on the tactical side of purchasing, placing, and improving interactive media marketing. Topics include paid search, paid social media placement, and display advertising. Explores the burgeoning world of mobile advertising, location-based advertising, and second-screen interaction. Restricted to advertising majors.

ADV 2342: Strategic Brand Management 1
Offered fall term only
Provides the basic concepts, duties, skills, problem-solving techniques, and processes of an account brand manager. Covers industry trends, agency structure, and the tools to be a leader in advertising that uplifts brands, engages consumers, and moves market share. Prerequisites: ADV 1300, 1341. Restricted to advertising majors.

ADV 2343: International Advertising
Offered fall term only
Explores the rapidly changing global environment that influences marketing and advertising, including research, management, strategy, media, and execution. Students learn to recognize similarities and differences between countries and consumers based on tangible cultural indicators, and they develop the necessary leadership and problem-solving tools to effectively communicate and advertise products in a global marketplace. Restricted to advertising majors.

ADV 3150, 3250 and 3350: Internship
Offered each term
Off-campus opportunity in a professional setting where students apply principles learned in various advertising courses. Students may be placed for the fall, spring, or summer terms. Through weekly, midterm, and final reports; the completion of an essay; and the satisfactory accomplishment of 50, 100, or 150 hours of work, a student may earn one, two, or three academic credit hours respectively. Only three total credit hours may be earned through internships. Departmental consent required.

ADV 3303: Advertising Media
Offered fall term only
Covers principles essential to media planners, buyers, and sellers. Includes media audience analysis, media vehicle comparisons, and budgeting. Students master the elements of media plans used in major advertising agencies. Restricted to advertising majors.

ADV 3304: Advertising Research
Offered fall term only
Explores a variety of research methods, sources, and issues, with a focus on the proper role of research in advertising planning. Students design, execute, analyze, and present primary and secondary research projects. Restricted to advertising majors.

ADV 3305: Business Communication
Offered spring term only
Provides the framework and tools for successful communication in business environments. Focuses on the written, oral, and interpersonal communication skills that are needed in planned and impromptu situations to effectively and efficiently convey information and deliver messages that meet professional standards. Restricted to advertising majors.

ADV 3322: Portfolio
Offered spring term only
A workshop course devoted to the continued development and professional-level execution of an advertising portfolio reflecting mastery of strategic and conceptual thinking. Work is prepared and evaluated to satisfy highest industry standards for placement. A jury of creative professionals reviews portfolios at an end-of-term critique. Prerequisite: ADV 2322.

ADV 3323: Introduction to Graphic Design
An introduction to graphic design as a form of visual communication through the use of type, image, form, and color. Projects explore principles of perception, visual identity and communication, thematic structure and hierarchy, creative problem-solving, and basic design practices of critique and discussion. Prerequisite: ADV 1360 or 2322.

ADV 3332: Digital Media Strategy 2
Offered spring term only
Utilizes a series of marketing and advertising cases to explore the successes and failures of companies applying the principles learned in ADV 2332. Socratic in nature, with little lecture; instead, students are expected to participate in class discussions and presentations. Prerequisites: ADV 2332.

ADV 3333: Media Measurement and Metrics
Offered spring term only
Focuses on the tools, methods, and new metrics advertisers use to glean deeper consumer insights and more accurately measure the relative success of marketing campaigns. Topics include media segmentation, assessing audience exposure, ROI, Web analytics, big data, and quantitative and qualitative research methodologies. Prerequisite: ADV 2333.

ADV 3342: Strategic Brand Management 2
Offered spring term only
Provides the basic concepts, duties, skills, problem-solving techniques, and processes of an account brand manager. Covers industry trends, agency structure, and the tools to be a leader in advertising that uplifts brands, engages consumers, and moves market share. Prerequisite: ADV 2342.

ADV 3343: Advertising Account Planning
Offered spring term only
Focuses on account planning, which is a research-based and consumer-centered approach to the strategic development of advertising. Students review qualitative and quantitative research practices used in advertising as well as the planning techniques used by account planners. Includes the creation of strategic briefs, primary research among consumers, and reports that contribute to the creative and media elements of an advertising campaign. Prerequisite: ADV 2343.

ADV 3361: Typography
Introduces the fundamentals of typography. Explores the history of typographic forms, typographic anatomy, vocabulary, principles of composition, the expressive potential of type, the intricacies of spacing between individual letterforms and lines of type, and legibility across a variety of media and across varying distances and speeds of delivery. Prerequisites: ADV 1360, ADV 3323, and ASAG 1310 or ADV 2323.

ADV 4106: Professional Seminars
Offered fall term only
Short courses that allow students to explore aspects of the field of advertising not covered by formal classes. Restricted to advertising majors.

ADV 4322: Advanced Portfolio
Offered fall term only
A workshop course devoted to the continued development and professional-level execution of an advertising portfolio reflecting mastery of strategic and conceptual thinking. Work is prepared and evaluated to satisfy highest industry standards for placement. A jury of creative professionals reviews portfolios at an end-of-term critique. Prerequisite: ADV 3322.

ADV 4323: Copywriting
Offered fall term only
This workshop covers how to write for radio, television, cable/satellite, and Web-based advertising. Correct grammar, structure, and style are important factors in student success. Explores the blending of visual and verbal elements in the writing of television and radio advertising and promotional material. Prerequisite: ADV 3322. Restricted to advertising majors.

ADV 4332: Digital Media Strategy 3 – Digital Media Practicum
Offered fall term only
Students solve real-world digital media problems using lessons and tools learned in previous courses. Problems may come from clients and/or the instructor. Prerequisite: ADV 3332.

ADV 4333: Topics in Digital Media Marketing
Offered fall term only
Covers the process of concepting, designing, and building interactive experiences that engage customers but do not feel like ads. Prerequisite: ADV 3333.

ADV 4342: Strategic Brand Management 3 – Applied Brand Strategies
Offered fall term only
Students apply management concepts, theories, and processes studied and practiced in prior courses to provide strategic and business solutions appropriate for advertising problems. Problems may come from clients and/or the instructor. Prerequisite: ADV 3342.

ADV 4343: Strategic Promotion Management
Offered fall term only
Focuses on the selection and management of specialized forms of promotion, including in-store marketing, price promotion, direct marketing, event sponsorship, product placement, branded entertainment, public relations, viral marketing, and other tools available to the marketing communications practitioner. Prerequisite: ADV 3343.

ADV 4363: Logo and Trademark Design
Explores the theory and practice of personal and corporate identity systems, including symbol and logotype design and their application to various media such as stationery systems, signage, websites, displays, and packaging. Also, issues of legibility, cross-cultural understanding, and the integrity of representation across a variety of media. Prerequisites: ADV 1360, ADV 2322 or 3323, and ASAG 1310 or ADV 2323.

ADV 4364: Publication Design
Examines the graphic designer’s role in the layout and design of publications. Lectures and studio work cover historical and current practices and technologies used to produce multipage publications. Also, issues of legibility and enhanced storytelling. Students produce visualizations for several publications using the elements of layout with typography and art. Prerequisites: ADV 1360, ADV 2322 or ADV 3323, and ASAG 1310 or ADV 2323.

ADV 4366: Visualization of Information

Addresses visual problem-solving and emphasizes methods of translating complex data into clear, visually dynamic solutions. Topics include corporate communication systems, publication, way-finding, interaction design, and explanatory and interactive graphics for use in print and digital media. Prerequisites: ADV 1360, ADV 2361 or 3323, and ASAG 1310.

ADV 4399: Advertising Campaigns
Offered spring term only
Integrating the major advertising principles, students develop and present an advertising campaign. Includes research, creative strategy, media plan, and presentation of the campaign to a client. Prerequisites: ADV 3303, 3304. Restricted to advertising majors.

ADV 5301: Topics in Advertising
Offered occasionally
Focuses on special topics in advertising such as timely, evolving, ethical, and/or international issues immediately relevant to the advertising industry. Prerequisite: ADV 1300. Restricted to advertising majors.

ADV 5302: Topics in Advertising
Offered occasionally
Focuses on special topics in advertising such as timely, evolving, ethical, and/or international issues immediately relevant to the advertising industry. Prerequisite: ADV 1300. Restricted to advertising majors.

Areas of Study

Advertising

Undergraduate Studies

Graduate Studies

Alumni

Classes

Facilities

Faculty and Staff

Internships, Employment & Class Clients

Student Resources

Art

Art History

Arts Management and Arts Entrepreneurship

Communication Studies

Creative Computation

Dance

Film and Media Arts

Journalism

Music

Theatre