Advertising Courses

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

Fall ‘16

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 CM 710 Special Topics – Advertising Content Production

Sprg ‘16

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. [ 4 cr. ]

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. [ 4 cr. ]

MET CM 714 Video in the Digital Age

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. ]

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. [ 4 cr. ]

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. [ 4 cr. ]

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. [ 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 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. [ 4 cr. ]

MET CM 736 New & Traditional Media Strategies

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. ]