MS in Advertising

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. ]

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. ]

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.  [ 4 cr. ]

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.  [ 4 cr. ]

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. ]

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.   [ 4 cr. ]

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. ]

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. ]

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. ]

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. ]

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.  [ 4 cr. ]

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, 1010 Commonwealth Avenue, Room 124 (617- 358-5643) for more information.  [ 4 cr. ]

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.  [ 4 cr. ]

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.  [ 4 cr. ]

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.  [ 4 cr. ]

Introduction to the concepts, methods and problems of accounting and financial analysis. Includes accounting principles, measurement and disclosure issues, financial statement analysis, time value of money, cash flow projection and analysis, capital budgeting and project evaluation, bond and equity valuation, cost of capital and capital structure. 4 cr. Effective Fall 2021, this course fulfills a single unit in each of the following BU Hub areas: Quantitative Reasoning II, Critical Thinking.  [ 4 cr. ]

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. ]

What does it mean to be a good leader? Can key elements of good leadership be identified? This dynamic course will start with an exploration of traditional and contemporary models of leadership, leadership development and management training. From there, participants will assess their own personal skills, preferences, aptitude and readiness to confront the challenges of leadership through a series of exercises, simulations and hands-on activities. Key elements of leadership, such as visiting, communicating, decision-making, team building and motivating will be studied and practiced. This course combines a thorough review of the theoretical aspects of leadership with the opportunity for "real world" applications through experiential learning.  [ 4 cr. ]

Addresses the specifics of new product and service development and fostering innovation and technology to increase performance. Topics include generating and screening initial ideas; assessing user needs and interests; forecasting results; launching, and improving products and programs; bringing innovation to commercial reality.   [ 4 cr. ]

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. 4cr.  [ 4 cr. ]

Strategic and operational marketing issues arising in the firm's operations. Topics include market screening, decisions, entry strategies, product/service development, as well as designing the marketing plan and its implementation. 4 cr.  [ 4 cr. ]

Concepts, theories and practice of international, multinational and global advertising. A thorough and contemporary study of the impact of globalization on marketing communications and particularly advertising. The environment of worldwide advertising, the advertising mix and worldwide management.  [ 4 cr. ]

The course provides a detailed examination of the history of e-commerce, along with important concepts related to the ways that businesses can successfully use Internet and Web technology. Students are introduced to the concepts and problems associated with electronic commerce. Topics include comparison of e-commerce procedures, payment mechanisms, applications in different industry sectors, security, the challenges of starting and maintaining an electronic business site, as well as a comparison with traditional business practices. The development of a WordPress-themed website is a minor feature of the course. 4cr.  [ 4 cr. ]

Prereq: MET AD648
Introduces creative aspects of Web design using application programs such as Flash and Rixio/Adobe Multimedia. Students will have an opportunity to develop applications that integrate text content with video, digital photographs, computer animation, and computer graphics for website enhancement. This course will also focus on the exploration of a range of issues such as principles of good Web design and use of multimedia/Flash in major business applications. Students will create projects that integrate digital media, digital sound, and computer animation for e-learning, e-commerce, and related application areas.  [ 4 cr. ]

This course will provide you with the theoretical understanding of the Internet marketplace necessary to adapt to its many changes, while also equipping you with the skills you'll need to perform vital daily functions. 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 appreciate principles and practice of online marketing. Topics include integrated innovative marketing strategy, search engine marketing, email marketing, and social media. 4cr.  [ 4 cr. ]