Certificate in Advertising

Das vierjährige Zertifikatsprogramm bietet Studenten einen disziplinierten Ansatz für das Studium der Werbung. Schülerportfolios zeigen die Vielfalt der entwickelten Fähigkeiten und Kreativität. Absolventen betreten das Feld, das auf berufliche Möglichkeiten in der Werbung vorbereitet ist. Die Studierenden belegen Wahlfächer und Kurse zur Kunstgeschichte, um ihre Erfahrung abzurunden. Im Gegensatz zum BFA-Programm belegen Studierende des Certificate-Programms keine geisteswissenschaftlichen Studienleistungen.

Undergraduate students will meet the following student performance criteria:

Design Skills

• Effectively use visual media, including freehand drawing, to convey ideas and concepts throughout the creative process.
• Apply basic design principles to creative work.

Communication Skills

• Create engaging narratives that demonstrate an understanding of the elements of storytelling: idea, structure, conflict, character, and imagery.
• Clearly and confidently present ideas in both formal and informal group settings.
• Coherently explain complex ideas in short-form, simplified writing.

Problem Solving

• Apply strategic elements focused on the target customer, the product/ service, and the market.
• Gather, assess, and apply relevant information, including historical research, as part of the conceptual and design process.

Conceptual Thinking

• Communicate relevant objectives through the use of appropriate aesthetic choices.
• Think conceptually and execute projects beyond traditional advertising media.
• Generate original ideas.
• Develop ideas that can be articulated within project parameters.

Professional Readiness

• Present an original portfolio to acquire a job within the industry.
• Articulate career goals and plan to achieve them.
• Submit work according to professional presentation standards.
• Collaborate with other members of a creative team.

Academy of Art University Learning Outcomes

Graduates of the Academy of Art University will demonstrate the ability to:

• Produce a body of work suitable for seeking professional opportunities in their chosen field of art and design.
• Solve creative problems within their field of art and design, including research and synthesis of technical, aesthetic, and conceptual knowledge.
• Communicate their ideas professionally and connect with their intended audience using visual, oral, and written presentation skills relevant to their field.
• Execute technical, aesthetic, and conceptual decisions based on an understanding of art and design principles.
• Evaluate work in their field, including their own work, using professional terminology.
• Recognize the influence of major cultural and aesthetic trends, both historical and contemporary, on art and design products.
• Learn the professional skills and behaviors necessary to compete in the global marketplace for art and design.

Successful advertising careers require problem-solvers, which is why our hands-on degree programs provide aspiring advertising professionals with a comprehensive problem-solving toolbox of marketable skills and training.

You’ll find our graduates enjoying roles as art directors, copywriters, creative strategists, content creators, and others at leading companies. Who’s hiring our alumni? Companies like razorfish, Leo Burnett, Y&R, Ogilvy, AKQA, CP+B, and more.

Art Director

Art directors are responsible for communicating a clear, unique, and interesting idea about a product or a brand. Copywriters drive the advertising industry.

Content Creator

Create, edit, and curate compelling work to supplement ads. You'll work with blogs, streaming videos, magazine articles, books, songs, and movies.

Copywriter

Copywriters craft messages and develop stories for all media so a product or brand can have an intriguing voice. Together with art directors, they form the creative teams that drive the advertising industry.

Creative Strategist

You'll manage information flow, conduct research, and inform and inspire the creative teams. You'll also help devise business strategies and guide clients to success.

Unit Requirements

Degree Requirements

• Minimum 2.0 GPA
• Eine Mindestnote von C- in allen Kernkursen und Hauptkursen und die folgende Voraussetzung:
  • 2 Kunsthistorisches Bewusstsein

Curriculum

Semester 1

• ADV 109: Advertising Methods & Trends (Core)
• ADV 236: Digitale Fotografie (Hauptfach)
• GR 102: Design Technology: Digital Publishing Tools (Core)
• GR 150: Visual Communication A (Core)

Semester 2

• ADV 112: Marketing- und Werbestrategien (Kern)
  Empfohlen für den Sommer
• ADV 230: Zeichnen für Werbung 1 (Kern)
• ADV 241: Ideation Techniques (Core)
• IXD 105: Design Technology: Visual Design Tools (Core)
• IXD 210: Visual Design 1 (Core)
• LA 242: Geschichte des Grafikdesigns (Kunstgeschichte)
  Empfohlen für den Sommer

Semester 3

• ADV 207: Creative Strategy (Core)
• ADV 215: Short Copy for Campaigns (Major)
• ADV 244: Art Direction for Advertising (Core)
• ADV 258: Digital Video 1 (früher WNM 358 Digital Video 1) (Core)

Semester 4

• ADV 341: Midpoint-Portfolio (Kern)
• GR 122: Typografie 1: Hierarchie und Form (Kunst nach Beratung)
  Empfohlen für den Sommer
• IXD 205: Motion Graphics 1 (Kunst nach Beratung)
  Empfohlen für den Sommer
• IXD 249: Web Design 1 (Major)
• LA 147: Geschichte der Fotografie (Kunstgeschichte)
• PRO 314: Entwicklung von Social-Media-Inhalten (Kunst nach Beratung)
  Empfohlen für den Sommer

Semester 5

• ADV 226: Forschungsmethoden für kreative Strategen (Hauptfach)
• ADV 367: Kunst der Präsentation (Hauptfach)
• ADV 370: Brand and Branding (Major)
• PRO 315: Social-Media-Strategien (Kunst nach Beratung)

Semester 6

• ADV 226: Forschungsmethoden für kreative Strategen (Hauptfach)
• ADV 343: Kampagne (groß)
• IXD 120: Benutzererfahrung 1 (Wahlfach)
  Empfohlen für den Sommer
• IXD 250: Webdesign 2 (Kunst nach Beratung)
  Empfohlen für den Sommer
• PRO 316: Social-Media-Datenanalyse (Kunst nach Beratung)

Semester 7

• ADV 226: Forschungsmethoden für kreative Strategen (Hauptfach)
• ADV 415: Langtext für Kampagnen (Major)
• PRO 317: Social Media Management (Kunst mit Beratung)

Semester 8

• ADV 226: Forschungsmethoden für kreative Strategen (Hauptfach)
• ADV 470: Abschlussportfolio (Kern)
• COM 208: Dynamische Luftbildgebung (Wahlfach)
  Empfohlen für den Sommer
• GAM 190: Mobile UI und UX (Wahlfach)
  Empfohlen für den Sommer
• IXD 349: Webdesign 3 (Wahlfach)
• PRO 320: Social-Media-Recht und Ethik (Kunst nach Beratung)