Takes an applied, data driven, approach to marketing decisions such as measuring the effectiveness of promotions, pricing strategy, and market segmentation. Analytics refers to the ways in which businesses can use data to gain insights, make better decisions and obtain critical strategic advantage. Students will study marketing problems and learn how different types of data and methodologies can be used to solve these problems. Students will learn both descriptive and predictive techniques to help make marketing decisions. They will learn and apply statistical methodologies for analytics in order to make smart decisions for effective brand management. Techniques for decision-making are explored along with Web analytics, performance metrics and ROI.
This course is designed to develop an overall perspective of the advertising process and explores how it fits into society. This introductory course will include the history of advertising, advertising agencies and their current role in the ad world, advertising tools and methods used to communicate a unified message, the use of media and creativity, ethics and legal issues in advertising, advertising as a means of communication, advertising as an economic and social institution, and advertising as an influence on consumer-buying decisions and behavior. Looking at the impact of advertising within culture through a Roman Catholic lens will be explored as well.
This course builds on student understanding of screen storytelling established in Story, Genre and Structure and Writing and Pitching a Script. Students will develop an original feature-length screen story from multiple ideas through idea evaluation and selection, character creation and development, story structure, treatment, pitch and beat sheet. At the end of the course, students will register their work with the WGA (a $20 fee). Students will consider more advanced screenwriting concepts presented in the text and will apply those principles to their developing stories.
This course teaches students to develop brand building ideas ranging from strategic to tactical and from rational to emotional. Students will learn to develop and examine ideas that differentiate brands, build sales and affect market share. The course will detail how to design comprehensive brand experiences and communications for real-world companies and customers. Class projects will require students to think about all aspects of the consumer experience. The class will teach how to produce comprehensive campaigns that develop strategic and creative brand experiences for customers. Ethical considerations faced by industry practitioners will be explored.
This course builds on the premise that Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.’ The introductory course surveys the field of advertising campaigns within multiple mediums including Social, Mobile, Interactive, TV, Outdoor, Print and Emerging Technologies. It examines the advertisingprocess from the perspectives of creative, business and technology. It explores how ad campaigns can influence culture for the better or worse.
Students pursuing a Marketing & Advertising emphasis in business will complete a senior project spanning 3 quarters that serves as the cumulation of marketing & advertising courses. Students will complete real-world advertising project under faculty supervision.
MARKETING ELECTIVES (Optional)
A course designed for an aspiring entrepreneur to apply a proven process to generate leads for possible sales. Upon completion of the course, students will be prepared to assess marketing opportunities and target markets, as well as know how to integrate marketing and sales tactics/strategies to support business development. Students will implement a lead generation strategy for their individual venture or example business, and design a multipronged approach to reach the sphere of influence.
Students will explore the field of public relations from both journalistic and corporate points of view. Through discussion, case studies, and individual and group projects, they will develop an awareness of the important roles branding, PR, and publicity play in our society; learn the differences between news, opinion, advertising, and propaganda; discover basic strategies and tools for attracting publicity and dealing with press attention, and wrestle with the moral and ethical aspects of creating and maintaining a compelling, authentic public image.
A course designed for the entrepreneur, focusing on strategies to develop long-term business relationships. Students apply a proven process to increase sales and are prepared for likely selling scenarios and learn the most effective methods to handle them. Students learn different sales strategies and can determine which method works most effectively for him/her.
This course focuses on issues central to an enterprise’s long- and short-term competitive position. Students learn the importance of sound strategic thinking and apply this knowledge to classroom exercises.
This class is designed to help students develop drawing skills by translating what students observe about three-dimensional objects into lines and shapes on a two dimensional medium, while incorporating surface textures and varying line qualities into object and environment design concepts.
A theoretical and practical introduction to the human phenomenon of storytelling, what stories are, their central role in culture from ancient times to the present day, and how storytellers seek and communicate meaning. Particular attention will be paid to the significance of story in the Judeo-Christian tradition and story’s role within the Christian faith. Students will generate numerous story ideas, and with the help of their classmates and the instructor will evaluate those ideas in terms of audience appeal, theme and meaning.
This course introduces students to the diverse world of radio, television, news, cinema, internet, print and advertising. Students will learn how to critically experience such media and analyze its desired results. Students will also explore how media has developed and evolved through history and examine the current influences of media on society from a cultural, artistic and economic perspective. In addition, we will explore what the role of Christians in this new media environment can and should be, and how we can best utilize the opportunities available to us to become who we want to be.
This class will study some of the most important films in American cinema to understand the cultural context in which they were created, the role of the director in the filmmaking process, and the lasting legacy that the various films enjoy.
The course examines the legal relationships in the motion picture and television industries, as well as the legal relationships between artists and their personal managers. It covers the key legal principles that are involved in most media productions. This includes with trade unions, licensing, intellectual property and contract issues. In addition, this course explores ethical challenges students are likely to encounter working in entertainment and guides them through the development of a personal code of ethics that is informed by the life and teachings of Jesus Christ.
In this course students identify their specialized interest and value within the media industry, and through the creation of a comprehensive career strategy, use specialized knowledge, skills and experience to prepare themselves to be hired by media companies and promote themselves within the media industry. The class will also look at the unique world of freelancing and give students the tools necessary to venture into self-employment.
ELECTIVES (Pick at least 6)
Introduction to the elements and principles of design, composition design, color theory, color psychology, and basic typography. Practical guidance in color mixing and the visual impact of specific color combinations to support traditional and digital design work.
Study of fundamental drawing techniques used to represent three-dimensional objects on a two-dimensional plane and lay a strong foundation for all other drawing and design courses.
This course explores the influences and effects of major graphic design trends through the 20th and 21st centuries and how they impact today’s design.
A thorough breakdown of the process of creating from initial concepts to final design taught by professionals in the design industry.
This class focuses on applying industry-standard storyboarding and scripting techniques to Animation/Film production. Topics to be covered include the various purposes and formats of storyboards, the basic terminology and concepts used in storyboarding, and the application of storyboarding techniques to the creation of storyboards with or without a written script. Using Scripts, Sound Tracks, and Character Designs provided by the teacher, students create several Storyboards and presentation Animatics (movies of the Storyboard Panels that are timed to the Sound Tracks).
Introduction to digital image manipulation in Adobe Photoshop and Illustrator. A comprehensive exploration into various components of Photoshop including: layers, channels, filters, brushes, pen and other image creation and manipulation tools for the purpose of designing meaningful digital artwork.
This course focuses on the anatomy and form, context, and motion of typography as a powerful communication tool across a variety of physical and digital media.
Social Media Marketing is a broad term that refers to any online marketing effort initiated through social media platforms like Facebook, Instagram, and LinkedIn. This marketing discipline often combines social media management and paid digital marketing efforts (advertising). This course will explore the ever changing landscape of social media, understand the current social media ecosystem, examine best use case scenarios for businesses on each platform, understand how social media management (tactical) and social media advertising (strategic) is utilized by businesses on multiple platforms, and generate best practices through management and advertising. Each platform’s advertising options will be explored in depth. The course will also examine ethical issues currently caused by Social Media Platforms in society and apply a Catholic viewpoint to tackling these issues.
Students will learn how to effectively communicate visually through a brand to create several compelling and cohesive identities.
This course is an introduction to the creative process needed when designing and producing animation for the screen. Students will complete several projects designed to introduce them to the process necessary to take an idea from the conceptual phase, further develop and refine it, and then transform it into a tangible, animated element. Students will also further develop their understanding and use of Adobe After Effects, which is the primary tool of execution for this class.
A thorough breakdown of the process of creating from initial concepts to final design taught by professionals at one of the top design studios in San Diego.