metropolitan college academic courses graduate courses
advertising

Advertising Graduate Courses

required met/com electives met managment electives

Required

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 question of privacy and protection from intrusive communication messages. (4 cr.)

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. (4 cr.)

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. (4 cr.)

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. (4 cr.)

MET/COM CM Advertising Electives

MET CM 711 Account Planning

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. (4 cr.)

MET CM 714 Video Production for Advertising and Public Relations

An introduction to the techniques and principles used in designing and directing video productions for advertising and public relations. Use of videography, composition, color, lighting, editing, sound, and special effects in producing video news releases, talk shows, and commercials. (4 cr.)

MET CM 716 Computers in Communication

Introduction to the personal computer as a tool for human communication. Shows how computers are used to design, produce, and deliver communication in publishing, advertising, entertainment, and education. Students learn to use basic computer tools to build works of communication in a variety of media, including text, images, numbers, sound, and video. (4 cr.)

MET CM 717 Advertising Copy and Design

Prereq: MET CM 707 and MET CM 708. 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. (4 cr.)

MET CM 718 Creating Broadcast Advertising

Prereq: MET CM 708. Techniques for creating television advertising that attract viewer attention and hold it. Students create advertising concepts, write commercials, prepare storyboards, and consider the problems of casting, directing, editing, and testing. (4 cr.)

MET CM 719 Interactive Marketing Communication

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 business of marketing communications. In addition, students review IAMC's relationship to and its effects on society, culture, and the economic system. (4 cr.)

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. (4 cr.)

MET CM 726 Problem Solving in Advertising

Prereq: MET CM 708. 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. (4 cr.)

MET CM 727 Portfolio Development for Advertising

Prereq: MET CM 708 and MET CM 717. A course for students intending to work in the creative area of the advertising industry. Throughout the semester, students develop a portfolio of advertising campaigns for presentation during their search for employment at advertising agencies. Print and broadcast ads are designed to provide solutions to clients' marketing problems. (4 cr.)

MET CM 736 Advertising Media Planning and Buying

Prereq: MET CM 708. 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. (4 cr.)

MET Management Electives

MET AC 630 Financial and Managerial Accounting

Introduction to the concepts, methods, and problems of financial and managerial accounting. Includes data accumulation, accounting principles, financial statement analysis, measurement and disclosure issues, cost analysis, budgeting and control, production costs, and standard costs. (4 cr.)

MET AD 725 Negotiations and Organizational Conflict Resolution

A communications skills course designed to better understand the nature of conflict and its resolution through persuasion, collaboration, and negotiation. Students will learn theories of interpersonal and organizational conflict and its resolution as applied to personal, corporate, historical, and political contexts. Students will assess their own styles, skills, and values, and develop techniques to better resolve disputes, achieve objectives, and exert influence. ( 4 cr.)

MET AD 735 Marketing in Technology-Based Industries

Using case studies and lectures, this course focuses on developing appropriate market mix strategies and sound competitive analysis for technology-based industries. Emphasis is placed on understanding consumers' needs and wants, the competitive environment, effective market communications, and proper positioning techniques. (4 cr.)

MET AD 741 The Innovation Process: Developing New Products and Services

Studies the global challenge of innovation and the impact of marketing and management issues on the development of new products and services and their introduction. These concepts for creating added value will be applied to a range of innovations, radical and incremental, technological and procedural, and in different settings such as start-up companies and large corporations. Students will learn practical approaches to effectively manage the innovation process, especially the selection and analysis of early markets and applications, the role of "intangible" factors such as brand image and convenience, and the use of business development alliances with external parties. (4 cr.)

MET AD 764 Multinational Tactics, Strategy, and Positioning

Introduces the student to the contemporary world of international business through an examination of the social, cultural, economic, ecological, and commercial aspects that impact global operations. Emphasis is on both the thorough understanding of the effect that international business has on the different functional aspects of the enterprise as well as the manner in which firms organize, operate, and formulate strategies in order to maximize their chances of successful operations. (4 cr.)

MET AR 720 Marketing and Audience Development for the Arts

Prereq: MET AR 690 or consent of instructor. This course is designed to provide fundamental background in the theory and principles of arts marketing and audience development used by nonprofit performing and visual arts organizations. Case analysis will be employed to review strategies and practices currently used in the cultural sector. Students will be expected to develop their own marketing plans for an arts organization. (4 cr.)

MET MK 852 International Market Research

Examination of major marketing issues affecting companies operating in a global environment. Students will achieve an understanding of the economic, political, and cultural differences among nations as they affect marketing opportunities and operations. Develop skills to identify and evaluate international marketing opportunities. (4 cr.)

MET MK 857 International Marketing Strategy

Strategic and operational marketing issues arising in the firm’s international operations. Topics include the decision to internationalize; market screening; entry strategies including exporting, competitive alliance, and the joint venture; the international marketing plan and implementation. (4 cr.)

MET TM 648 Introduction to Electronic Commerce, Systems, and Web Design

Provides a detailed examination of how businesses can successfully use Internet, wireless, and enhanced Web technologies throughout the business structure to improve operations and better communicate with business partners and consumers. Students are introduced to the concepts and issues of electronic commerce. Topics include comparison of e-commerce procedures, payment mechanisms, applications in different industry sectors, security, supply chain issues, and business-to-business relationships. Students design a business grade website using commercial application programs such as Dreamweaver and Fireworks. (4 cr.)

MET TM 737 Internet and Wireless Enabled Marketing Technologies

Prereq: MET TM 648 (can be taken concurrently). This course introduces the Internet, wireless, and related technologies as they have come to be used for the marketing, selling, and distribution of goods and services. The course includes discussions of both B2B and B2C and looks at marketing and communications from an integrated, business-wide perspective. The goal is to cover the major topics rather than be encyclopedic. The course makes use of lectures, readings, cases, guest speakers, and student projects. (4 cr.)