The key to the Master of Arts in Advertising at SMU isn’t in the individual courses or even the program of study. It’s the way the Temerlin Advertising Institute incorporates theory and practice from every major discipline within advertising — from account planning and management to creative and new media — and filters it through the lens of social and corporate responsibility. It’s an approach designed for broader understanding.
Principles
Theories of Persuasion.
This course applies knowledge from a variety of social sciences to the study of consumers — both as individuals and as members of larger groups. Drawing upon theories from many disciplines, you’ll study consumer behavior from the perspectives of culture, sub-culture, social class, social groups, and family — along with the effects of advertising on those groups. Key theoretical topics include motivations, attitudes, beliefs and learning. Also discussed are ethical considerations in cross-cultural advertising.
Research Assessment.
Learn to interpret and apply research information in order to make decisions about marketing communication strategies. Emphasis will be placed on the use of data as an aid to problem solving, and on the need to critically evaluate the quality of different types and sources of data. Prerequisite for this class is International Advertising.
Creativity as Problem Solving.
A seminar devoted to the understanding and application of creative thinking in all facets of the industry. You’ll discuss the effects of creativity on innovation, change, strategic planning and organizational dynamics. You'll also study the important theories on creativity and review case studies, and apply your learning through group projects and industry monitoring.
Advertising as a Cultural Force.
Does advertising take its cues from culture, or is it a trendsetting change-agent that deliberately or unintentionally shapes society based on what is being advertised? You’ll assess the impact of advertising across economic, social and cultural lines, and study the regulatory bodies overseeing the industry. Specific topics may include the development of corporate images, racial and gender stereotypes, persuasive strategies, privacy issues and international cultural differences. Given the industry’s power and influence, students will also be asked to consider the potential impact advertising can have on people and cultures — good or bad — based on case studies from around the world.
Responsibility & Social Entrepreneurship.
Who are the agents of change in our industry, and what sets them apart? How can responsibility be defined, and how does it manifest itself in the field of advertising? How does responsible advertising effect cultural change? Engage in an ongoing discussion, and form an educated response through lectures, guest speakers and a review of contemporary literature/case studies. Prerequisites for this class include Advertising as a Cultural Force, Theories of Persuasion, and Creativity as Problem Solving.
International Advertising.
Discover how the rapidly changing global environment influences marketing and advertising — from research, management, strategy and media to execution. Learn how to recognize similarities and differences between countries and consumers based on tangible cultural indicators — and develop the necessary tools to effectively communicate and advertise products in a global marketplace. Prerequisites for this class include Advertising as a Cultural Force, Theories of Persuasion, and Creativity as Problem Solving.
Practice
With a firm grasp of the fundamentals, you’ll choose to specialize in one of four areas: Account Planning, Management, Creative or New Media.
Experience
Practicum.
A semester-long placement of 20 hours per week for 15 weeks. Immerse yourself in the industry, and work with agencies and corporations on real, long-term projects. Prerequisites for this class include Responsibility & Social Entrepreneurship and International Advertising.
Synthesis (Campaigns).
Work directly with an advertising agency to develop and present an advertising campaign for an actual client. You and your team will use research, strategy and planning, media, creative execution and presentation skills to successfully create and pitch your work. Prerequisite for this class is Research Assessment.
M.A. Advertising - Account Planning
M.A. Advertising - Creative
M.A. Advertising - Management
M.A. Advertising - New Media