Advertising & Marketing Communication

The interdisciplinary major in Advertising & Marketing Communication prepares students for careers in advertising, graphic design, marketing, and media sales. It includes courses in business, communication, and graphic design and culminates in a capstone course that integrates the liberal arts and the interdisciplinary major.

The overarching goal of this curriculum is to provide the student with a thorough understanding of the advertising and marketing communication field, including a firm foundation in the application of visual and textual thinking in actual projects and presentations, as well as a broad understanding of the content and principles of business, communication, and graphic design.

The student learning outcomes of the major are for the student to:

I. demonstrate competency in preparing a marketing campaign in the Advertising & Marketing Communication major.
II. achieve a working knowledge of the elements and principles of design and of their persuasive and informative capabilities.
III. develop the ability to write technically and persuasively.
IV. develop the ability to orally present and defend a creative solution for an AMC-related project.
 

Major Requirements: Advertising & Marketing Communication. The major program requires a total of 39 hours of course work from the following:

Business Administration Courses, Required: (9 hours)
BUS 105 Contemporary Business
or BUS 106 Business and Society 3 hours
BUS 303 Principles of Marketing 3 hours
BUS 306 Advertising Strategy 3 hours
Choose one of the following: (3 hours)
BUS 105 Contemporary Business 3 hours
BUS 106 Business and Society 3 hours
BUS 315 Principles of Management 3 hours
ACC 201 Financial Accounting: Concepts and Applications 3 hours
 
Communication Courses, Required: (9 hours)
COM 202 Public Speaking 3 hours
COM 215 Introduction to Media Studies 3 hours
COM 340 Persuasion 3 hours
 
Graphic Design Courses, Required: (12 hours)
ART 101 Drawing 3 hours
or ART 106 Understanding Images 3 hours
or ART 110 Creativity: Art/Design from Nature 3 hours
ART 225 Graphic Design 3 hours
ART 275 Digital Photography 3 hours
ART 340 Intermediate Graphic Design 3 hours
or ART 345 Web Design 3 hours
 
Upper Level Electives, Choose one of the following: (3 hours)
ART 385 Studio Photo: Portrait & Product 3 hours
or ART 440 Portfolio Building: Graphic Design 3 hours
BUS/COM 300-level course or higher 3 hours
ART/BUS/COM 452 Internship 3 hours
 
Capstone Course/Integrative Experience, Required: (3 hours)
AMC 470 Senior Project/Integrative Experience in Advertising & Marketing Communication
 

Integrative Experience. The integrative experience is achieved through the AMC 470 course, Senior Project/Integrative Experience in Advertising & Marketing Communication. In this course, the students are asked to draw on their General Education and major experiences as they work as a team to develop a written marketing plan and supporting graphic design materials for a local business or nonprofit organization. The final plan, market research, and supporting designs are presented to the client in a formal presentation at the end of the semester.

Professional Development. Throughout her Wesleyan education each student is given opportunities to explore professional and career choices, and to develop and demonstrate the knowledge and skills essential for professional success. Each student will complete a PDE 400 Professional Development Experience and submit a PDE 401 Professional ePortfolio prior to graduation.

The AMC 470 capstone course in the Advertising Marketing and Communication major is designed to function as a working ad agency. This provides professional development by giving each student a real world marketing experience through the development of a marketing project for a real business or nonprofit organization. Professional aspects of this project include: working within a team atmosphere, learning to work for and meet the needs of a client, and employ learned theory and skills of graphic design, marketing research and planning, and public relations. These criteria are met by developing a researched based marketing plan, supporting graphics materials, and culminate with a professional presentation to the client.

Advertising & Marketing Communication (AMC) Course Descriptions

470: Senior Project/Integrative Experience in Advertising & Marketing Communication.
Goal: To provide the student with the opportunity to complete an advertising and/or marketing communication project into which she will incorporate skills and knowledge acquired in general education courses.
Content: The students will work as a team in the development of a marketing project. A real business or organization is secured as a client for the team. Throughout the term, the students meet and work with the client periodically as they develop the project independently and as group. At the end of the semester, the students make a formal presentation to the client as in a business setting.
Taught : Spring.
Prerequisites: ART 340, COM 340, BUS 306.
Credit: 3 hours.
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