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MET CM 702: Advertising and Society
Analyzes the impact of advertising on individuals and society and evaluates the ethical, moral, and legal questions relating to the advertising industry. The history of advertising and the rise of consumerism will be studied to create a paradigm for understanding the social effects of advertising. Students will study the issues of advertising in cyberspace and questions of privacy and protection from intrusive communication messages.
MET CM 704: Contemporary Mass Communication
Overview of and current trends in the contemporary mass media labor force. Topics include career opportunities in print, film, broadcast, and digital media; changing relationships between media; contemporary patterns of ownership and audience attention; how the media select their content, how they are financed, and how they are related to agencies of control; and ethical issues and controversies regarding media content and influences.
MET CM 707: Writing for Media Professionals
Introduction to basic formats, including news releases, editorials, features, profiles, scripts, and basic copy qualities such as readability, clarity, crispness, color, and organization. Emphasis on developing the ability to write copy for varied audiences. Regular writing assignments; considerable rewriting. Includes lead writing, editing, and interviewing.
MET CM 708: Principles and Practices of Advertising
Overview of the nature, function, practice, and social, economic, and behavioral aspects of advertising. Student teams develop advertising plans, create campaigns, and explore problems of account management, creativity, production, and ethics.
MET CM 710: Special Topics
Fall 2016-- Special Topic: "Advertising Content Production" This course is centered on the practical, technical and legal requirements for a creating cross platform media project from preproduction to delivery. Working collaboratively, students will create, present and execute ideas for a piece of branded content as well as develop complementary ideas for social, digital or experiential execution that will contribute to a campaign. As a class, we will explore the process it takes to bring your idea into production. How do you prepare to shoot your work? What are the steps involved and what are the most common mistakes made? We will examine idea of crowd-sourcing your footage vs. directing talent and scenes. We will discuss the different types of editorial, animation/VFX and audio engineering software available and how this has made cutting and enhancing spots easier than ever. Important details such as: talent recruitment, fee negotiation, music licensing and audio production as well as the legal aspects of marketing/content production will be covered as well. Focus will be on real world commercial production. How to deal with common production issues, maintain creative integrity all while addressing client needs. We will invite guest speakers in to share their knowledge and take field trips to local film/video/audio facilities to provide introduction/insight to industry and possible future employment opportunities.
Spring 2017-- Special Topic: "Defending The User Experience: Building Social Media Strategies With Impact" Explores the changing user behaviors and expectations of various social networks in relation to business goals and challenges in order to inform impactful social media strategies that emphasize user experience. This class will highlight the creative nature of interpreting user behavior into audience insights and how these insights are transformed into a holistic social strategy. Students will become experts at determining the social media mix and appropriate content approach and paid social media opportunities for a brand's specific needs. Students will be guided by industry expert lectures and in-class exercises derived from agency experiences #IRL.
MET CM 711: Consumer Insight and Account Planning
Grad Prereq: MET CM 708 Explores how to arrive at consumer insights that lead to better advertising and promotion. The course focuses on the set of skills necessary to create breakthrough advertising, including qualitative research, observation, interviewing skills, mapping, and presentation tools. Students learn to write effective creative briefs.
MET CM 714: Video in the Digital Age
Undergraduate Prerequisites: MET CM 716 or MET CM 717 or MET CM 744.
The role of video has become even more significant in terms of the digital environment for branded content, webisodes, viral video, corporate micro-documentaries, and instructional/educational website content. How this is integrated with, and disseminated by, social media is key. In addition, budgetary constraints in relation to work for the web often require a different creative approach than traditional broadcast media. This course explores the creative development of video concepts and introduces students to basic production techniques as they relate to the development of video geared for the web. This is mainly a writing and concept development course. Some rudimentary editing techniques are discussed throughout the semester.
MET CM 716: Digital Communication
This course is designed to introduce students to using new media tools for creating media communication. Students build an integrated campaign and web site using software, which includes Photoshop, InDesign, iMovie, Dreamweaver and Flash. Students develop an understanding of the process of design consisting of: ideation, strategy and execution.
Permission required for non-MET students. Contact Metropolitan College, 755 Commonwealth Avenue, Room 103 (617-353-3000) for more information.
MET CM 717: Fundamentals of Creative Development
Examines the creative process in advertising, including concept development, copywriting, layout, and campaign strategies. Emphasis is on print advertising, but radio and television commercials are also included. Assignments include consumer and trade advertisements for both new and mature products.
MET CM 719: Interactive Marketing Communications
An overview of the theories, practices, and techniques in the emerging field of interactive marketing communications (IAMC). Students gain an understanding of the strategy and tactics of IAMC and its place in the more comprehensive field of marketing communications. In addition, students review IAMC's relationship to and its effects on society, culture, and the economic system. The course will explore almost all the ways interactive marketing can be practiced via the Internet: historical introduction, dotcom era, basic principles, database marketing, etail, email, search (SEO & SEM/PPC), display advertising, social networking, gaming, mobile, et al.
MET CM 721: Advertising Management
Prereq: MET CM 708 Administration of a complete advertising program. Case study method used to explore the marketing mix, budgeting, media strategy, planning, coordinating advertising with promotion, working with client or agency, and the social responsibility of advertisers.
MET CM 726: Strategic Brand Solutions
Explores the impact of current advertising/marketing issues from business, economic, political, social, legal, and ethical perspectives. Modified case method, with lectures from experts on selected issues.
MET CM 736: New & Traditional Media Strategies
Undergraduate Prerequisites: MET CM708
Examines media planning, buying and sales as performed by advertising agencies, clients, and the media. Research sources providing data on media audiences and product usage are evaluated. Examines contemporary trends in communications media and their effects on advertisers.
MET CM 737: Social Networks in Strategic Communication Planning
The purpose of MET CM737, Social Networks in Strategic Communication Planning, is to help students understand the rapid evolution in marketing and communications brought on by the shift in technology that has forever changed traditional media and launched powerful new communications platforms via social media. This course will focus on communications strategy -- where it's been, where it's going with a focus on executing strategies through social media platforms that align with overall business (brand) goals and objectives. To help gain this perspective, students will learn from various experts (guests to class) and hands-on exercises designed to give all students a solid baseline for the dominant and tertiary social media platforms. I fully believe that the best way to learn and understand social media is to jump in and engage with the different platforms. This class will encourage and insist that you engage with at least two social media platforms so you can bring this first-hand knowledge to class.
MET CM 739: Principles of Search Engine Marketing
In this course students will become familiar with the basics of Search Engine Optimization and Search Engine Advertising and how these new rapidly growing areas fit into the marketing communications planning process. The course will cover topics such as how search engines work, how users search, how to optimize a website for search engines, how to develop a Search Engine Advertising campaign and how to measure success. At the end of the semester students will present a strategically executed Search Engine Marketing plan. Prerequisite for the course is MET CM 719, Interactive Marketing Communication or permission of the instructor.
MET CM 744: Design and New Media
Provides knowledge and practice for effective graphic design for all media. Develops a foundation in design principles and software skills including Illustrator, Photoshop, and InDesign. Students create projects demonstrating how graphic design is used to engage an audience and enhance comprehension of all forms of mass communication from traditional print to new media.