Advertising
PROGRAM FOCUS
BACHELOR OF ARTS — 180 CREDITS
QUARTERS 1-3
QUARTERS 4-6
QUARTERS 7-9
QUARTERS 10-12
ADVB101
Fundamentals of Advertising
ADVB204
Consumer Behavior & Persuasive Sales Techniques
ADVB214
Advertising Copywriting
ADVB302
Introduction to Ad Campaigns
ADVB201
Fundamentals of Marketing
ADVB205
History of Advertising
ADVB307
Brand Strategy
ADVB303
Interactive Advertising
ADVB207
Creative & Strategic Planning
ADVB215
Advertising Storyboards & Scriptwriting
ADVB308
Account Planning
ADVB402
Advanced Advertising Campaigns
ADVB208
Principles of Market Research
GWDB101
Applications & Industry
ADVB328
Public Relations
ADVB406
Internship
FND105
Design Fundamentals
GWDB103
Digital Illustration
ADVB338
Media Planning
ADVB409
Portfolio Presentation
FND135
Image Manipulation
GWDB111
Introduction to Layout Design
GWDB113
Fundamentals of Web Page Scripting
ADVB419
Portfolio II
FND150
Color Theory
PHOB101
Principles of Photography
GWDB305
Art Direction
GWDB102
Rapid Visualization
Program Elective
Program Elective II
GEN101
English I
GEN102
English II
Humanities & Fine Arts 200-Level Elective
GEN105
Effective Speaking
GEN205-GEN212
Fine Arts
GEN150
Mathematical Concepts & Connections
Mathematics Elective
GENERAL
EDUCATION
GWDB112
Typography-Traditional
Physical & Life Science 300-Level Elective
Social Science 200-Level Elective
Humanities & Fine Arts 300-Level Elective
Social Science 300-Level Elective
Physical & Life Science 200-Level Elective
START DATE ________________________________________________
LENGTH OF QUARTER ______________________________________
BREAKS BETWEEN QUARTERS _______________________________
350 N. ORLEANS STREET, SUITE 136-L
CHICAGO, IL 60654-1593
312.280.3500 • 800.351.3450
Life Science 200-Level Elective
GEN399
General Education Capstone
APPROX. HOURS IN CLASS PER WEEK ________________________
APPROX. HOURS OUTSIDE OF CLASS—HOMEWORK ___________
This chart serves to show a model course flow at a full course load of 12/16 credits. Students
are considered full time at 12 credits per term. The actual average credits taken per student
can be viewed in the Ai Programs site below and reflects 3 or fewer courses taken per quarter.
Individual factors will affect the length of the program: changing programs, beginning
programs at the mid-quarter start date, taking remedial courses, taking time off from
coursework, registering for fewer hours, or unsuccessful attempts at coursecompletion. These
factors may increase the total length of the program and overall cost of education. Transfer
credits awarded toward your program may decrease the overall length and cost of education.
See ge.artinstitutes.edu/programoffering/251 for program duration, tuition, fees, and
other costs, median debt, salary data, alumni success, and other important info.
Course descriptions for elective and general education courses can be
referenced in the catalog.
The Illinois Institute of Art is accredited by the Higher Learning Commission and is a member of
the North Central Association (NCA) (230 S. LaSalle Street, Suite 7-500, Chicago, IL 60604-1413,
1.800.621.7440, www.ncahlc.org).
STUDENT CONSUMER INFORMATION:
https://www.artinstitutes.edu/chicago/student-consumer-information
This is a sample schedule only. Schedule subject to change without notice at the discretion of
the school. 10/2016
Advertising (BA)
Course descriptions describe the learning opportunities that are provided through
the classroom and coursework. It is each student’s responsibility to participate in
the activities that will lead to successfully meeting the learning outcomes.
COURSE DESCRIPTIONS
ADVB101
FUNDAMENTALS OF ADVERTISING
This course is a basic introduction to advertising,
its history, potential and limitations. We will
examine the role of advertising and different
methods of communication, as well as the
advertising spiral, advertising objectives,
advertising copy, and federal regulations. We will
analyze media choices and strategies, research,
target audiences and creating campaigns. The
course will also help the student recognize
emerging trends and capitalize on them.
Prerequisite: None
Credits: 4
ADVB201
FUNDAMENTALS OF MARKETING
This course is a basic introduction to advertising
and the fundamental concepts and principles of
marketing. We will examine various definitions of
advertising and different methods off marketing
communication. Learning about the major events,
trends, and influences on advertising will help
the student place current events in context and
help nourish the student’s understanding of the
possibilities of various types of advertising and
marketing campaigns. The overview of marketing
will help students place their knowledge in a
framework and understand how each component
contributes to the strength and utility of a
marketing plan. Students will learn to recognize
emerging trends and capitalize on them. Students
will also learn how to identify the ways in which
world events and cultural assumptions influence.
Prerequisite: None
Credits: 4
ADVB204
CONSUMER BEHAVIOR & PERSUASIVE
SALES TECHNIQUES
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 affect a sale,
as well as the ways that the sales pitch can be
focused to solve customer problems. This course
also covers persuasive communication techniques
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 band wagon 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: None
Credits: 4
ADVB205
HISTORY OF ADVERTISING
This course will further define the role of
graphic design in an advertising context.
Students will be introduced to informational
and administrative approaches to the
development of advertising. Campaign
strategies, based on media and marketing
realities, will also be defined and applied.
Prerequisite: ADV106, ADV108, GD109, GD203
Credits: 4
ADVB207
CREATIVE & STRATEGIC PLANNING
Exercises in creative problem solving will
strengthen and expand the student’s concept
generation skills. Critical analysis, problem
identification, and idea refinement will be the
focus in producing media content for targeted
audiences and intended delivery systems. 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.
Prerequisite: None
Credits: 4
ADVB208
PRINCIPLES OF MARKET 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: ADV106
Credits: 4
ADVB214
ADVERTISING COPYWRITING
Through materials presented in this course,
students learn the techniques to develop
effective advertising strategies that underlie
and enable creative executions, and to cultivate
clear, logical and creative copywriting skills.
Prerequisites: GEN102
Credits: 4
ADVB215
ADVERTISING STORYBOARDS
& SCRIPTWRITING
This course focuses on applying industrystandard storyboarding and scripting techniques
to communicate effectively for various forms
of media. Contents to be covered include the
various purposes and formats of storyboards,
the basic terminology and concepts used
in storyboarding, and the application of
storyboarding techniques to the creation of
storyboards with or without a written script.
Prerequisite: ADV108
Credits: 4
ADVB302
INTRODUCTION TO ADVERTISING CAMPAIGNS
Students in the course research, create, and
present mixed-media campaigns. The students
learn the fundamentals of conceiving and
executing an integrated local/regional advertising
campaign that utilizes major advertising media.
Prerequisite: Only by Permission
of Academic Director
Credits: 4
ADVB303
INTERACTIVE ADVERTISING
This course introduces students to the history,
trends, terminology, and concepts in the field of
interactive design. Through materials presented
in the course, students become familiar with
the roles and responsibilities of people working
in the field, professional organizations, and
significant organizations. Students are also
introduced to the basic concepts and tools for
developing interactive media applications.
Prerequisite: follows GWDB113
Credits: 4
ADVB307
BRAND STRATEGY
Although good brands are easy to identify,
they are hard to create. This course addresses
the factors which make a brand successful,
and then approaches the factors—like price
pressure, fragmented markets and media and
proliferating competition—that businesses must
control to build a strong, successful brand.
Prerequisite: ADV229
Credits: 4
ADVB308
ACCOUNT PLANNING
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 campaigns.
Prerequisite: follows ADVB208
for Advertising Majors
Credits: 4
ADVB328
PUBLIC RELATIONS
This course examines the historical development of
public relations, showing the principles, methods,
and means of influencing public opinion.
Prerequisite: ADVB204
Credits: 4
ADVB338
MEDIA PLANNING
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.
Prerequisite: ADVB308
Credits: 4
ADVB402
ADVANCED ADVERTISING CAMPAIGNS
Students research and develop a fully integrated
advertising/promotional campaign for a
National name brand account in this course. The
student’s senior project documents, supports
and argues the rationale and effectiveness
of the campaign in written form. Students
prepare, present and defend a graduate
project suitable for a professional audience.
Prerequisite: Only by Permission
of Academic Director
Credits: 4
ADVB406
INTERNSHIP
Through a field internship experience, students
will be able to apply their skills in a real and
practical situation. The main objectives of the
internship are to allow students the opportunity
to observe and participate in the operation of
successful businesses related to their fields of
study. The students will gain the experience they
need to enter the field when they graduate.
Prerequisite: Only by Permission
of Academic Director
Credits: 4
ADVB409
PORTFOLIO PRESENTATION
This course focuses on the completion of
the portfolio. The final portfolio should
focus on individual strengths. This work
should reflect uniqueness and an ability to
meet demanding industry standards.
Prerequisite: Only by Permission
of Academic Director
Credits: 4
ADVB419
PORTFOLIO II
This course prepares students for the
business environment and the transition into
an applied arts program. It emphasizes the
concepts of professionalism and an overall
understanding of self-marketing in the field.
Professional development tools are presented
including resume and cover letter writing,
networking and interviewing skills.
Prerequisite: Only by Permission
of Academic Director
Credits: 4
FND105
DESIGN FUNDAMENTALS
This hands-on course introduces the
elements and principles of design. Students
develop working skills with layout and
organization of design elements for a variety
of visual effects. The course emphasis is on
design as a means of communication.
Prerequisite: None
Credits: 4
FND135
IMAGE MANIPULATION
Using drawing and composition abilities, students
will explore raster-based software. Compositing,
editing, scanning and retouching will be an integral
part of the course. Digital cameras and basic
photographic techniques will be introduced.
Prerequisite: FND105 or approval
of Academic Director.
Credits: 4
FND150
DIGITAL COLOR THEORY
This fundamental course provides an introduction
to the principles of color and an exploration of
color theory as it relates to design. Students
investigate color schemes and properties and
their relationship to composition in making
appropriate design decisions. The psychological,
cultural and symbolic aspects of color will also be
examined in relationship to visual communication.
Prerequisite: None
Credits: 4
GWDB101
APPLICATIONS & INDUSTRY
Students acquire skills within an industry
standard authoring environment to create highly
interactive websites using animation techniques.
Prerequisite: None
Credits: 4
GWDB102
RAPID VISUALIZATION
This course introduces the philosophy behind
illustration, emphasizing conceptual visual problem
solving and quick sketching methods to portray
ideas. It also highlights the uses if illustration in
the graphic design and advertising industries.
Assignments will focus on black and white and
color techniques, using color techniques, using
contrast, values, composition and function.
Prerequisite: FND110
Credits: 4
GWDB103
DIGITAL ILLUSTRATION
This course advances the students understanding
of the computer as an artist tool. Building on
previous courses in drawing, concept development
and introductory computer aided design; students
will be asked to generate a number of expressive
solutions that address specific illustrative problems,
both technical and creative. As part of this course,
students will be given the opportunity to develop
their digital illustration skills by exploring numerous
tools and techniques to obtain desired results.
Prerequisite: follows ADVB201
Credits: 4
GWDB111
INTRODUCTION TO DESIGN LAYOUT
This course will explore various means of
indicating, placing and manipulating visual
elements in page design, systematically developing
strong and creative layout solutions by means
of a cumulative, conceptual design process.
The ability to effectively integrate photographs,
illustrations, and display and text type will be
developed using page composition software.
Prerequisite: ADVB207
Credits: 4
GWDB112
TYPOGRAPHY-TRADITIONAL
This course is an introduction of lettering skills
and the history and foundation of letterforms.
The placement of display and text type in a
formatted space, and the relationship between the
appearance and readability of letterforms, are also
studied. Students will work in a traditional context
of hand-rendering type and also be introduced
to contemporary typesetting technology.
Prerequisites: FND105, FND150
Credits: 4
GWDB113
FUNDAMENTALS OF WEB PAGE SCRIPTING
This course focuses on the creation of textual
content for different display formats of multimedia.
Students study the characteristics of creating
text for web pages, mobile devices, and other
display media. Students also learn to conduct
effective research for media writing projects.
Prerequisite: None
Credits: 4
GENERAL EDUCATION REQUIREMENTS
(4 CREDITS):*
GEN101
ENGLISH I
GEN102
ENGLISH II
GEN092
FOUNDATION PORTFOLIO
GEN105
EFFECTIVE SPEAKING
GEN150
MATHEMATICAL CONCEPTS
AND CONNECTIONS
GEN399
GENERAL EDUCATION
CAPSTONE
GEN205-GEN212
FINE ARTS
HUMANITIES & FINE ARTS–200 LEVEL ELECTIVE
HUMANITIES & FINE ARTS–300 LEVEL ELECTIVE
PHYSICAL & LIFE SCIENCES–200 LEVEL ELECTIVE
PHYSICAL & LIFE SCIENCES–200 LEVEL ELECTIVE
PHYSICAL & LIFE SCIENCES–300 LEVEL ELECTIVE
GWDB305
ART DIRECTION
This course will examine the role of the art director
in producing multi-faceted design projects.
Working in teams, students will coordinate
their creative efforts, from concept to finished
output. By encouraging a team approach, the
course will further enhance students’ leadership,
communications and negotiation skills.
Prerequisite: Only by Permission
of Academic Director
Credits: 4
SOCIAL & BEHAVIORAL SCIENCES–200 LEVEL ELECTIVE
PHOB101
PRINCIPLES OF PHOTOGRAPHY
This course introduces students to the fundamental
terminology, concepts, and techniques of
digital image acquisition, image archiving,
manipulation, and output. This course focuses
on the principles of using color, composition,
lighting, and other techniques for overall thematic
and visual effects of photographic images.
Prerequisites: FND105, FND135
Credits: 4
*Course descriptions for general education and
elective courses can be found in the catalog.
SOCIAL & BEHAVIORAL SCIENCES–300 LEVEL ELECTIVE
ADVERTISING ELECTIVES (4 CREDITS):
ADVB304
ADVB322
ADVB407
WRITING FOR
INTERACTIVE MEDIA
DIGITAL MEDIA CAMPAIGNS
E-COMMERCE STRATEGIES
& ANALYTICS