ADVERTISING PROGRAM

Course Descriptions

* Please note that course offerings and course descriptions are subject to change. Current Students: Please reference the relevant University Catalog to find the course listings and descriptions applicable to your cohort.

ADVERTISING CORE

  • Intro to Advertising

    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.

  • Executing Advertising Campaigns

    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.

  • Building Brand

    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.

  • Marketing and Brand Analytics

    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.

  • Portfolio Senior Project (3-quarter, 9-units)

    This sequence of courses represents a creative fusion of all of the skills learned and applied to a significant real-world marketing problem advertising.  The class will develop the students' ability to create a visually effective, powerful, coordinated and synergistic marketing campaign that targets specific groups of consumers, guided by ongoing faculty review and discussions. It will emphasize a team-centric approach to concept development and art direction, seeking to integrate contemporary branding methods with traditional approaches (like advertising, public relations and direct marketing). Teams will endeavor to shift established marketing paradigms and devise a new creative prototype solution to a contemporary marketing communication and advertising challenge. The portfolio will include specific strategies, briefs and concept work, copywriting and art direction.It will demonstrate the creative abilities and insights of the team.

MARKETING ELECTIVES (Optional)

  • Strategic Marketing

    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.

  • Applied Market Research

    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.

  • Media and Public Relations

    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).

     

  • Competitive Strategies

    This class will help students to develop basic figure drawing skills. Students will study drawing a human body in various shapes and poses in order to create designs for animated characters.

  • Sales Strategy

    This class will help students develop advanced figure-drawing skills through various exercises drawing the human body in various shapes and explore into various texturing techniques, while generating diffuse, specular, bump, and normal maps. This class will introduce students to industry standard animation software.

  • Business Development

    Using the simplicity of basic 2D animation, students will become familiar with some of the basic Disney: 12 Principles of Animation.” Through lectures and projects, students will create several short animation projects that include: Key Pose Animation; Squash and Stretch; Anticipation; Staging; Arcs; and Action Timing. Whether 2D, CG, or stop motion animation, these principles are the backbone for all character animation projects.

COMMUNICATIONS MEDIA

  • Media Survey

    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.

  • Film Criticism and the Art of Visual Storytelling

    This class will study some of the most important and influential films in American cinema to understand the cultural context in which they were created, the role of the director in the film making process, and the lasting legacy that the various films enjoy.

  • Media Law and Ethics

    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.

  • Story, Genre, and Structure

    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.

  • Career Strategies

    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)

  • Fundamentals of Art and Design

    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.

  • Drawing in Perspective

    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.

  • Photoshop and Illustrator

    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.

  • Social Media Marketing

    This course will prepare you to act both strategically and tactically –utilizing social media tools like blogs, microblogs (Twitter), vodcasts, video, and networking sites to engage with your audience and sell your products and services. You will discover how to use analytic tools to gauge the effectiveness of your campaigns and communicate meaningfully with your audience. In this class, we will divide into small groups. Each group will build their own blog, as well as two accompanying social media accounts (Twitter & Facebook) for their chosen “business,” and we will analyze their implementation & progress.

  • History of Graphic Design

    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.

  • Color Theory

    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.

  • Typography

    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.

  • Branding

    Students will learn how to effectively communicate visually through a brand to create several compelling and cohesive identities.

  • Storyboarding

    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).

  • The Design Process

    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.

  • Design for the Screen

    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.

general education

Theology

  • Christian Experience I (Fundamentals of Catholicism)

    This course examines foundational beliefs of the Catholic faith:  divine revelation and its sources, the role of faith, the Incarnation, Christ’s work of redemption, beliefs about Mary and the communion of saints, the nature and mission of the Church, and more. Focus is placed on connecting your faith to the study of theology and in developing a personal relationship with Christ.

  • Christian Experience II (Sacred Scripture and Sacraments)

    In this course students will examine Divine Revelation, concentrating specifically on God’s Revelation of His Love and Truth in Sacred Scripture.  Attention will be paid to the Covenants of the Old Testament and how these lead to the fulfillment of those Covenants in the person and mission and Paschal Mystery of Jesus Christ.

  • Christian Experience III (Mission and Morality)

    This course offers students an in-depth study of the sacraments, liturgy, spirituality and prayer. The course examines the challenges of developing an interior life, focusing on the nature and difficulties of prayer. In addition, students analyze the Church’s liturgical life, with a focus on the seven sacraments by studying the Catechism and spiritual masters.

  • Christian Experience IV (Theology of the Body)

    In this course, students will come to appreciate their own lived experience of God’s design for human life.  Students will examine the moral imperatives that result from their own bodily existence and how these honor the dignity of those around them and guide them in their own loving service to others in the pursuit of their vocations.

Philosophy

  • Philosophy of Man

    After providing an overview of the basic principles of the Philosophy of Nature, this course examines the nature of the human being, beginning from the Epic of Gilgamesh, continuing through the Classical period by means of Aristotle, the Middle Ages in St. Thomas Aquinas, the Renaissance via Blaise Pascal, and concluding in the modern period in Nietzsche, Freud and T. S. Eliot.

  • Philosophy of Nature

    This course is a detailed study in the various understandings of nature, beginning from the mythology of the Enuma Elish as a primitive attempt at grasping the world, to the classical understanding found in Aristotle’s Physics and 141 Parts of Animals and their Medieval development in Thomas Aquinas’s The Principles of Nature, to foundational texts in modern natural sciences such as those of Descartes, Galileo and Newton, to discussions of evolution found in Darwin, and finally to near contemporary physicists such as Heisenberg. The contrast between the classical stress on substantial form and formal causality and the modern method of material causality and mathematical law will be brought to the forefront, as will the emphasis on technology as a mastery of nature in modern science and the question of teleology, whether nature acts for a purpose.

  • Philosophy of God

    This is a course in the various understandings of metaphysics, or the nature of being as being, beginning from Plato’s Timaeus, continuing through the Classical period by means of Aristotle, and the Middle Ages in St. Thomas Aquinas. The course continues by covering several related questions, beginning with Natural Theology (discussing the traditional proofs for the existence of God, the Divine Attributes that can be understood using reason alone, the analogy of being, and the act of creation), continuing with the “problem of evil” and the question of free will

  • Logic

    Students learn about the basic structures of sound reasoning, focusing largely on classic Aristotelian logic. The course serves to help students think and argue with clarity as well as to effectively analyze arguments of others.  The course includes a careful analysis of the operations of the intellect, i.e., understanding, judgment, and reasoning, focusing on their products, i.e., term, proposition, and syllogism.

Humanities

  • Cultural Foundations I

    As this course engages apparently timeless literary works from the classical tradition, it situates them within specific historical contexts.  This approach enables students to better appreciate the enduring power of story even as they recognize the complex relationship art to its surrounding culture.  Masterworks of pagan antiquity (Homer and/or Virgil) give way to key texts of early Christendom (Augustine, Beowulf, and others) in order to further illuminate the impact of Christian theology and anthropology on artists and thinkers in myriad disciplines.

  • Cultural Foundations II

    This course tracks the development in European art and thought during the transition from the High Middle Ages to the Renaissance.  Special attention is paid at the outset to the tensions arising from, surrounding, and even bringing about this epochal shift, especially as evidenced in Dante’s Divine Comedy.  When the course later shifts its focus to texts produced by Shakespeare and other authors in Renaissance England, students find these tensions now located in increasingly realistic and complex human figures and dramas.  Through these explorations students come to see the distinctive groundwork being laid for what will later be recognized as the modern period.

  • Cultural Foundations III

    This third course in our Cultural Foundations series tracks the rise of modernity against the backdrop of various 18th and 19th century upheavals.  In order to best appreciate the dynamism and complexity of this period, students will immerse themselves in the literary form most characteristic of the 19th century: the novel.  By applying order to an increasingly dissonant world, the great novels of the European tradition illuminate daily life amidst revolutionary change in a uniquely personal way, and they capture in their progress both the subtlest movements of human consciousness and the most profound transformations of human hearts.

  • World History and Culture

    At the highest level, the course looks at how nations and regions across the world are navigating the tumultuous currents of globalization.

  • College Writing I *

    This course will emphasize the use of correct grammar, usage, spelling, punctuation, and mechanics. Students will be required to apply these skills to writing assignments.

  • Culture Making and Aesthetics *

    This course examines how media and business shape the attitudes, practices and beliefs of individuals and groups, and develops in students a rich understanding of the subtle and powerful cultural currents swirling around them, so that they can make valuable contributions to the development of future cultures. Students will consider critically how media and business shape them, learning to recognize the attitudes, assumptions, arguments and ideas promoted by media and business enterprises and products. They will develop a full, thoughtful and practical understanding of what cultures are and how they grow, and of the university’s mission to impact culture for Christ. They will gain an understanding of how Christians are perceived by the cultures around them, and appreciate how one gains the privilege of participation in the shaping of cultures. Finally, students will learn to articulate what of value they have to offer the cultures around them, and how they hope to make that contribution over the course of their lives and careers.

  • College Writing II

    This course will build on the skills learned in College Writing I.

* Must take one of these two courses

Science and Mathematics

  • Decisions Based on Data (Math)

    This course is a review of basic mathematical skills, with a focus on those needed to review and understand business statistics and information. The course focuses on real life application of the concepts learned.

     

    Students will also be introduced to basic financial literacy concepts such as budgeting and planning for large purchases that require a loan. The course is also designed to help students learn how to interpret quantitative information and other data in order to make decisions.

  • Natural Science

    This course explores the scientific method and reasoning. A special emphasis is placed on the design found in nature and environmental science.

Business

  • Entrepreneurial Thinking

    In today’s world there is a need for strategic thinking and business vision based on a different paradigm. Competition is not only between products and services, but also between business models. Students will learn about innovation-driven business strategies and methodologies to develop business designs to successfully compete in the new economy.

  • Introduction to Marketing

    This course focuses on introducing the idea of “entrepreneurial marketing” and is aimed at students who plan to start a new venture or take a job as a marketing professional pursuing an innovative marketing approach. Students will study a full spectrum of marketing strategies and tactics that are especially suitable for entrepreneurial firms aiming for high growth and innovation yet faced by limited resources and uncertain industry dynamics.

     

    Students will work in teams on marketing plans for their own venture or for other high profile entrepreneurs or executives. The focus of this course is on hands-on experiences and practical application of marketing concepts.

  • Business Planning

    In this class students get a “big picture” look at the ingredients of a start-up firm and the process of creating one. The class details those ingredients, discusses the stories (good & bad) of people who have done it, and learn the process by going through it with a team. Students learn the business planning process, how to craft a compelling and clear business story, and acquire inquisitiveness as to how the world of business really works.

     

    The class deliverable is a complete Business Plan created by student teams along with a presentation of the plan.

  • Negotiation Skills

    This course teaches students to meet and resolve objections and conflicts that result from written and oral proposals and pitches. Emphasis is on resolving customer obstacles before addressing your own. Topics covered include: Wants vs. Needs; Win-Win Strategies; Best Alternatives to Agreement; Schedule vs. Quality vs. Cost; Progress vs. Perfection. The class progresses through carefully structured, progressively more complex negotiation exercises. Students learn how external and internal negotiation has become a way of life for effective managers in a constantly changing business environment.

  • Social Media Marketing

    This course will prepare you to act both strategically and tactically –utilizing social media tools like blogs, microblogs (Twitter), vodcasts, video, and networking sites to engage with your audience and sell your products and services. You will discover how to use analytic tools to gauge the effectiveness of your campaigns and communicate meaningfully with your audience. In this class, we will divide into small groups. Each group will build their own blog, as well as two accompanying social media accounts (Twitter & Facebook) for their chosen “business,” and we will analyze their implementation & progress.

  • Leadership and Management

    This course gives an in-depth understanding of the differences between – and similarities of – leadership and management. The course focuses on the major traits of leaders and managers, and augments these with examples of great historic leaders, including George Custer and Jesus Christ.

     

    The course also studies the leadership traits of Abraham Lincoln, and looks at how these can be applied in business to improve management techniques.

  • Business Communications

    This course will teach students how to write and speak effectively in business and other communication.

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