CATALOG 2011-2012 - The Art Institutes

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COURSE DESCRIPTIONS 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. ADVERTISING COURSES AD1400 - History of Advertising 4 credits Prerequisite: none This course presents a survey of major events and development in the history of motion media and mass communication. The survey focuses on the relationship between technology and media development and explores the impact motion media and mass communication has on society and economy. AD1420 - Conceptual Thinking 4 credits Prerequisite: none 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. AD2400 - Computer Illustration 4 credits; **This course requires a “C” or higher to pass in AD. Prerequisites: GD1401 - Fundamentals of Design, and GD1402 - Drawing & Perspective This course explores the methods and techniques of computer-generated or manipulated images as solutions to illustration projects. Object-oriented graphics and paint system programs are utilized. AD2420 - Organizational Behavior 4 credits, **This course requires a “C” or higher to pass in DM. Prerequisite: none This course is an examination of human relations theory and individual, group, and organizational performance in relation to the organizational structures of contemporary businesses and public agencies. AD2430 - Fundamentals of Marketing and Advertising 4 credits; **This course requires a “C” or higher to pass in AD and DM. Prerequisites: none This course addresses the fundamental concepts and principles of marketing as it relates to advertising, its history, potential, and limitations. An 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 examine various definitions and methods of advertising communication, as well as advertising objectives, advertising copy, and federal regulations. Students will look at how marketing and advertising have changed over the years and been affected by world events and cultural assumptions. The course will also help the student recognize emerging trends and capitalize on them. AD2440 - Media and Advertising Design 4 credits; **This course requires a “C” or higher to pass in AD. Prerequisites: AD1420 - Conceptual Thinking and AD2400 - Computer Illustration This course examines the structures and communications skills used by the various members of a creative team and further defines the role of graphic design in an advertising context. The processes of concept development, media application, and design creation are emphasized. In addition, the variety of media used by graphic designers and their suppliers will be examined. Campaign strategies, based on media and marketing realities will also be defined and applied. AD2460 - Branding 4 credits Prerequisite: AD2430 - Fundamentals of Marketing and Advertising “Branding” became a buzz word in 1990s advertising, but this process has evolved into a powerful way to organize and utilize an understanding of consumer needs and motivations in a changing marketplace. As the retail environment changes, marketing people can rely less on the traditional tools of print and broadcast media. Marketing strategists need to learn how to create an identity for their products and services and how to use that identity to support sales. This course is an introduction to the essential concepts and skills of brand marketing. AD2490 - Dynamics of Integrated Marketing 4 credits; **This course requires a “C” or higher to pass in AD. Prerequisite: DM2470 - Principles of Market Research In this course, students create an integrated marketing plan. Beginning with a situation analysis, students learn and apply the process of analyzing an organization’s marketing mix, industry and competition. Based on this information, students learn to identify potential business problems, opportunities and write meaningful objectives. A target audience is selected and studied in depth. Strategy is heavily emphasized, including the characteristics of a strong strategy and various types of strategy. Students will study how to translate the strategy to the audience using the five promotional tools that are advertising, sales promotion, direct marketing, personal selling and public relations. Students will apply all these principles during the creation of their IMC plans. AD3400 - Persuasion and the Consumer 4 credits Prerequisite: none This course covers persuasive communication techniques, particularly in the area of advertising, and examines the cultural, social, and individual variables involved in consumer behavior. Areas THE ART INSTITUTES INTERNATIONAL MINNESOTA
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 bandwagon 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. AD3420 - Copywriting 4 credits; **This course requires a “C” or higher to pass in AD. Prerequisites: AD3400 - Persuasion and the Consumer This course addresses the need to communicate in writing on the job. A variety of materials must be written for a business: memos, letters, news summaries, proposals, presentations, and copy for advertising or marketing. Students will learn to identify the requirements of different types of writing and to prepare material to communicate clearly and effectively. AD3440 - Advertising Campaign 4 credits; **This course requires a “C” or higher to pass in AD. Prerequisites: AD2490 - Dynamics of Integrated Marketing and AD3420 - Copywriting and AD3450 - Art Direction Students create an integrated marketing campaign consisting of three or more different applications of a single, unified theme or concept. Campaign strategy and tactics are based on media and marketing realities. AD3450 - Art Direction 4 credits Prerequisite: GD1431 - Design Layout This course is an introduction to the principles of concept and problem solving for print photography and broadcast media as they relate to the function of the art director. Also studied is the interaction of the creative, marketing and production functions in the promotion of ideas. AD4400 – Advanced Copywriting 4 credits Prerequisite: AD3420 - Copywriting In this course, students learn to develop effective advertising strategies and copy executions that underlie and enable creative marketing and advertising campaigns, and to cultivate clear, logical and creative copywriting skills. Students will also learn the unique characteristics of digital media and the creation of scripts for digital media production. Students will also learn to conduct research for media writing projects. AD4410 - Public Relations & Promotion 4 credits Prerequisite: none This course examines the historical development of public relations, showing the principles, methods, and means of influencing public opinion. AD4420 - Sales 4 credits Prerequisite: none 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. AD4440 - Advanced Advertising Campaign 4 credits Prerequisite: AD3440 - Advertising Campaign Students research and develop a fully integrated advertising/promotional campaign for a brand with international distribution. Value is placed on the importance of deadline, budget, client relationship, presentation and its relationship to the design process. 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. AD4450 - Media Planning and Buying 4 credits Prerequisite: AD2430 - Fundamentals of Marketing and Advertising 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. AD4460 - Global Business Perspectives 4 credits Prerequisite: none This course offers an analysis of world markets, consumer behaviors, advertising, foreign environments, and the marketing management required to meet the demands of dynamic global markets. The problems of foreign competition, diminishing US market share and the US economy’s interdependence of world markets will be the focus of this course. In addition, different foreign market entry strategies will be analyzed. AD4480 - Capstone 4 credits, **This course requires a “C” or higher to pass in AD. Prerequisite: Approval of Academic Director In this course, students will demonstrate knowledge across the curriculum by creating sample projects that cover marketing, media, sales, and creative coursework completed over all previous quarters. The capstone project simulates the advertising agency work environment, requiring teamwork as well as individual contributions. AUDIO PRODUCTION COURSES AP1400 - Survey of the Music Industry 4 credits Prerequisite: none Students explore the music industry and its constituent sectors, including music performing, recording, promoting, and record distribution. Lectures and projects focus on identifying various career opportunities and typical career paths in the music industry and knowledge and skill sets needed to succeed as an entry level professional. AP1410 - Audio Technology I 4 credits; **This course requires a “C” or higher to pass in AP. Prerequisites: none This course examines the principles of audio signals and the equipment used to record, process, and distribute audio content. Students will begin to develop an understanding of signal flow of audio systems using block diagrams. A survey of audio transmission, manipulation, and delivery systems including cables, connectors, basic stereo mixers, microphones, amplifiers, and loudspeakers will be presented. AP1420 - Digital Audio I 4 credits Prerequisite: AP1400 - Survey of the Music Industry This course introduces students to the theories, practices, and tools used in digital audio production and techniques of non-linear digital audio editing, focusing on the fundamental theories and concepts behind various types of digital audio tools. Through lectures and in class projects, students develop knowledge and skills needed to operate non-linear audio workstations. AP1430 - Music Theory I 4 credits Prerequisite: none This course introduces students to the rudiments of music theory. Students learn to identify notes and common scales as well as the notation of notes, scales and simple rhythms. The concept and structure of the lead sheet will be introduced. An ear-training component will develop the students’ skill in identifying and transcribing simple chords, melodies, and rhythms. AP1440 - Audio Technology II 4 credits; **This course requires a “C” or higher to pass in AP. Prerequisites: AP1410 - Audio Technology I In this course students continue to study the principles of audio signals and the equipment used to record, process, and distribute audio content. Sound in acoustical form is discussed in relation to studio acoustics. Students expand their understanding of signal flow of advanced audio systems by creating and reading complex block diagrams. Some of the topics studied in depth are: signal processors, dynamic range, distortion, analogue recording, and SMPTE time code. AP1450 - Music Theory II 4 credits Prerequisite: AP1430 - Music Theory I This course continues with the development of the rudiments of music theory and expands into an introduction to harmony, voice leading, modes and compound time signatures. Students will learn to create simple lead sheets. An ear-training component will extend the work from Music Theory I to include more complex chords and intervals. AP1460 - Digital Audio II 4 credits 4 credits; **This course requires a “C” or higher to pass in AP. Prerequisite: AP1420 - Digital Audio I Students learn the concepts and production techniques used with Pro Tools integrated into a digital audio workstation. Topics include computer based digital audio workstations, sound design, field recording, digital audio transfer protocols, software-based effects plug-ins, and online automation. AP2400 - Audio Recording I 4 credits; **This course requires a “C” or higher to pass in AP. Prerequisite: AP1410 - Audio Technology I This course runs in conjunction with Audio Technology II. The theoretical foundations presented in Audio Technology II are reinforced in this course through practical, hands-on applications. Students learn the operational techniques of basic audio systems with an emphasis on mixdown of prerecorded multitrack tapes and eight-track recording projects. 57
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(SAMPLE) CA1409 History and Trends
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Mission, Vision and Values Statemen
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ABOUT THE COLLEGE 2 Introduction 2
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