Advertising and Marketing Communications
Bachelor of Science Degree Program (BS)
Applications accepted for fall and spring. HEGIS 0509
The major in Advertising and Marketing Communications provides students with the knowledge and skills necessary to apply for entry-level positions in the communications industry, such as advertising management, advertising strategy and creative execution, public relations/publicity, fashion journalism, corporate communications, media planning, electronic media production, IMC management, and brand management.
| Semester 5 | Credits | |
|---|---|---|
| MAJOR AREA | AC 361 - Computer Applications and Interactive Technologies for Marketing Communications | 2 |
| AC 362 - Video Studio Production G6 | 3 | |
| RELATED AREA | DM 435 - Internet Marketing | 3 |
| LIBERAL ARTS | MA 213 - Quantitative Methods* | 3 |
| SS 242 - Microeconomics | 3 | |
| choice - see Foreign Language* G8 | 3.5 | |
| Semester 6 | ||
| MAJOR AREA | AC 321 - Principles of Public Relations | 3 |
| choice - see Major Area Electives** | 3 | |
| RELATED AREA | BL 343 - Introduction to Business Law | 3 |
| LIBERAL ARTS | MA 222 - Statistical Analysis* | 3.5 |
| choice - see Foreign Language* | 3-3.5 | |
| choice - see Requirements* | 3 | |
| Semester 7 | ||
| MAJOR AREA | AC 411 - Brand Management | 3 |
| and choice - see Internship*** | 3-4 | |
| or choice - see Major Area Electives** | ||
| LIBERAL ARTS | choice - see Other World Civilizations* G9 | 3 |
| choice - see Requirements* | 6 | |
| Semester 8 | ||
| MAJOR AREA | choice - see Major Area Electives** | 3 |
| and choice - see Internship*** | 3-4 | |
| or choice - see Major Area Electives** | ||
| LIBERAL ARTS | PL 431 - Philosophy: Ethics G7 | 3 |
| choice - see Requirements* | 6 | TOTAL CREDIT REQUIREMENTS |
| MAJOR AREA | 23-25 | |
| RELATED AREA | 6 | |
| LIBERAL ARTS | 37-37.5 | |
| Total Credits: | 66-68.5 | |
SUNY General Education Requirements:
A “G” followed by a number 1-10 identifies specific courses that meet SUNY General Education baccalaureate degree requirements (or visit fitnyc.edu/gened ).
G1 Basic Communication; G2 Mathematics; G3 Natural Sciences; G4 Social Sciences; G5 Western Civilization; G6 The Arts; G7 Humanities; G8 Foreign Language; G9 Other World Civilizations; G10 American History.
*Requirements: See below
Economics: 3 credits
CHOICE of SS 343 or 443.
Writing/Literature: 6 credits
CHOICE of one of the following Writing courses: EN 266, 321, 361, 362, 363, or 364.
CHOICE of one of the following Literature courses: EN 231, 232, 233, 234, 235, 236, 238, 255, 273, 331, 333, 334, or 371.
Foreign Language: 6.5-7 credits
Two semesters of the same foreign language, one of which must be a 3.5 credit nonconversational course (G8).
Mathematics:
With permission, MA 331 may be substituted for MA 213. Algebra proficiency must be completed prior to enrolling in MA 213 or 331. Arithmetic proficiency must be completed prior to enrolling in MA 222.
Other World Civilizations: 3 credits
CHOICE of SS 353, 354, 356, or 374 (any one of these meets G9).
Psychology: 6 credits
SS 131 and 237.
| ** | Major Area Electives: 9 credits |
| *** | Internship: 3-4 credits |
Evening/Weekend Option:
A four-semester evening/weekend option is available for this degree program (see Curricula
or visit the FIT website at fitnyc.edu/evening_weekend
). The sequence of courses is the same as that listed on this page.
NOTE: Communication Design Foundation and School of Business and Technology students must complete AC 111, 221, 231, and 271 prior to semester 6. All other FIT students must complete the one-year program in Advertising and Marketing Communications prior to semester 6.
Students who did not receive an AAS in Advertising and Marketing Communications may also choose from the following electives, provided all prerequisites have been met: AC 211, 242, or 262.
Courses
AC 111 — Advertising and Promotion
3 CREDITS; 3 LECTURE HOURS
For Advertising and Marketing Communications, Fabric Styling, Fashion Merchandising Management, and Textile Development and Marketing students. Concepts, perspectives, and methods for the development and implementation of integrated marketing communications programs for producers, manufacturers, and retailers are analyzed and critiqued
AC 113 — Strategic Planning for Integrated Marketing Communications
3 CREDITS; 3 LECTURE HOURS
Students plan and develop integrated marketing communications strategies in order to achieve specific marketing and communication objectives. Through student agency teamwork, they make strategic decisions based on creative strategy development, competitive and market analysis, and research interpretation.
Prerequisite(s): AC 111
AC 114 — Marketing for Integrated Marketing Communications
3 CREDITS; 3 LECTURE HOURS
This course provides students with a broad background to marketing concepts as they apply to integrated marketing communications (IMC). Students explore the role of marketing both within the organization and the external environment in which firms operate. The process of developing marketing with an IMC perspective is addressed, as well as how managers use these elements to gain competitive advantage in a global economy
AC 141 — Journalism
3 CREDITS; 3 LECTURE HOURS
Students practice the techniques of newsgathering, newswriting, and developing news judgment. News stories, features, editorials, and broadcast writing are covered in discussions and workshops. Skills in copyediting and headline writing are built through student newspaper and off-campus assignments.
Prerequisite(s): EN 121 or EN 362
AC 161 — Multimedia Computing for Advertising and Marketing Communications
2 CREDITS; 4 LAB HOURS
Students develop computer skills applicable to the communications industry, including word processing, spreadsheets, networking, presentations, desktop publishing, and internet research. Through hands-on use, they format such industry-oriented projects as print ads, press releases, and advertising analyses
AC 171 — Mass Communications
3 CREDITS; 3 LECTURE HOURS
Analysis and comparison of mass media and the communication arts as they are used in advertising, marketing, promotion, and the dissemination of public information. Includes an overview of careers available in communications. Students learn communications theory, new electronic media, and their potential applications.
Prerequisite(s): AC111 or AC114
AC 211 — Workshop in Business Communications
3 CREDITS; 3 LECTURE HOURS
Analysis of skills needed for effective written, spoken, and visual communications. Industry case histories are used to identify and suggest solutions to communications problems. Students' abilities to observe, listen, speak, and write effectively are evaluated. Emphasis is on the complete business presentation.
Prerequisite(s): AC 111 and FM 114
AC 221 — Publicity Workshop
3 CREDITS; 3 LECTURE HOURS
Use of current news, events, and personalities as a basis for writing and evaluating institutional and product publicity releases for news and feature stories. Students plan publicity campaigns and create a press kit.
Prerequisite(s): AC 111 and FM 114
AC 222 — Sales Promotion
3 CREDITS; 3 LECTURE HOURS
Students plan and develop sales promotion activities in order to achieve specific marketing and communications objectives. Both business-to-business and business-to-consumer sales promotion campaigns are developed.
Prerequisite(s): AC 111
AC 231 — Advertising Copywriting
3 CREDITS; 3 LECTURE HOURS
Evaluating, writing, and editing copy for national, trade, and retail advertising and promotion, internal communications, and direct marketing for all market levels. Includes copy-testing techniques and visualization for copy brainstorming.
Prerequisite(s): (AC 111, FM 114, and CD 122) or AD 216
AC 232 — Radio and TV Copywriting Workshop
3 CREDITS; 3 LECTURE HOURS
Students prepare national/retail broadcast advertisements for products and services.
Prerequisite(s): AC 231
AC 242 — Fashion Journalism Workshop
3 CREDITS; 3 LECTURE HOURS
Development of reporting skills needed for a journalism career in fashion and related fields. Students plan and carry out research; conduct interviews; write and edit fashion news, feature stories, and captions; and work with fashion visual materials. Fashion review assignments provide opportunities to practice photojournalism, feature, and editorial writing.
Prerequisite(s): AC 111 and AC 141
AC 262 — Multimedia Presentations
3 CREDITS; 3 LECTURE HOURS
This course focuses on the planning and preparation of multimedia presentations utilizing new media techniques. Coursework covers presentations suitable for shows, demos, conferences, exhibits, special events, dealer aids, and sales books.
Prerequisite(s): (for Advertising and Marketing Communications students) AC 111
AC 271 — Audiences and Media
3 CREDITS; 3 LECTURE HOURS
This course is designed to provide students with an understanding of the role of media planning and buying in advertising. The course reviews such areas as basic measurement tools and the relationship between marketing and advertising objectives translated into media objectives, strategies, and tactics. Students identify target markets, develop media strategies, and evaluate media alternatives and media-buying approaches.
Prerequisite(s): AC 111
AC 272 — Research Methods in Integrated Marketing Communications
3 CREDITS; 3 LECTURE HOURS
This course examines the current methods and techniques used to evaluate the effectiveness of marketing, advertising, and promotion. The information-gathering process uses both secondary research data and primary sources. Students create a marketing research project using a variety of research techniques.
Prerequisite(s): 3 credits of mathematics
AC 291 — Campaign Plans and Presentations
3 CREDITS; 3 LECTURE HOURS
Advertising and Marketing Communications and Communication Design students use acquired marketing and communications skills to solve an actual industry marketing problem by participating in campaign development from inception to presentation.
Prerequisite(s): approval of chairperson or instructor
AC 299 — Independent Study in Advertising and Marketing Communications
1-3 CREDIT
Prerequisite(s): a minimum of 3.5 GPA and approval of instructor, chairperson, and dean for Business and Technology
AC 311 — Integrated Marketing Communications Management
3 CREDITS; 3 LECTURE HOURS
For Entrepreneurship and Art History and Museum Professions students. Case study techniques are used to help students develop criteria for evaluating the planning, budgeting, and execution of integrated marketing communications strategies. Emphasis is on management of advertising, public relations, direct marketing, and sales promotions to achieve marketing objectives
AC 321 — Principles of Public Relations
3 CREDITS; 3 LECTURE HOURS
Examines the principles and processes underlying the programming of public relations as a management function of marketing. Attention is directed to the specific requirements of interacting with various publics. Students work with public opinion research data on industry-derived projects and cases to design, plan, and write proposals for publicity and public relations programs.
Prerequisite(s): AC 221
AC 322 — Publicity/Public Relations for Visual Art Management
3 CREDITS; 3 LECTURE HOURS
Designed for Art History and Museum Professions majors, this course examines public relations as a management function in museums. Students study how public relations is used to further museum goals by examining how it relates to exhibitions, fundraising, and retail operations. Working with public opinion research data, students create press kits and public relations programs
AC 341 — Magazine Journalism
3 CREDITS; 3 LECTURE HOURS
Students develop the editorial and marketing skills needed to succeed in today's fast-paced magazine publishing world by creating a magazine prototype directed at a specialized target audience.
Prerequisite(s): AC 141
AC 361 — Computer Applications and Interactive Technologies for Marketing Communications
2 CREDITS; 0 LECTURE AND 4 LAB HOURS
Students improve skills in word processing, spreadsheets, desktop publishing, presentations, and internet research through the use of marketing communications case studies. The use of software applications to solve marketing communications problems is explored.
Prerequisite(s): AC 161 or MG 153
AC 362 — Video Studio Production
3 CREDITS; 2 LECTURE AND 2 LAB HOURS
Through workshop activities, students develop professional studio techniques for video, journalism, and communications. Emphasis is placed on understanding the product process as it pertains to marketing applications. Students work on team assignments in video production. (G6: Arts)
Prerequisite(s): AC 231
AC 411 — Brand Management
3 CREDITS; 3 LECTURE HOURS
Students study the critical elements of brand management--the role of brands and the concept of brand equity--using integrated marketing communications strategies and tactics to build brands. They learn to build brand equity by employing brand elements and leveraging secondary associations through brand extensions, co-branding, and forming strategic alliances with third parties.
Prerequisite(s): AC 321
AC 412 — Creative Strategies
3 CREDITS; 3 LECTURE HOURS
Advertising strategies are developed to solve marketing communications problems and build strong brand identities. Students research industry-derived projects and evaluate relevant market factors to create effective strategies.
Prerequisite(s): AC 231
AC 413 — Corporate Communications
3 CREDITS; 3 LECTURE HOURS
Students develop the skills necessary to create communications that successfully influence an organization's internal and external publics. The course trains students to identify emerging business trends, interpret annual reports and related business documents, and convey business news in a clear, concise style through a variety of business communication and public relations tools.
Prerequisite(s): AC 321, SS 242, and (EN 266, EN 321, EN 362, EN 363, or EN 364)
AC 423 — Special Events Marketing Public Relations
3 CREDITS; 3 LECTURE HOURS
Students learn how to integrate special events into a client's marketing communications program. The strategies, planning, and execution of special events are studied using specific cases. Students work with industry clients to produce an event.
Prerequisite(s): AC 321
AC 424 — Marketing Communications: An International Perspective
4 CREDITS; 4 LECTURE HOURS
This course focuses on the principles and processes of the marketing communications industry in England. Through seminars and field experience, students work with marketing communications companies to design, plan, and implement communications programs. Includes an internship experience with the British communications industry. Approximately four weeks in June.
Prerequisite(s): AC 221 and approval of instructor
AC 425 — Marketing Communications in China
3 CREDITS; 3 LECTURE HOURS
A four-week work-study internship course in China. Students attend lectures and seminars and are exposed to the business practices of marketing companies conducting business in China. They assist business executives in planning and executing marketing communications campaigns for various products and services.
Prerequisite(s): A.A.S. degree, and AC 221 or AC 231 or AC 271, and approval of instructor
AC 461 — Electronic Media Production
3 CREDITS; 2 LECTURE AND 2 LAB HOURS
Technical and creative aspects of electronic media are stressed as students write, direct, edit, and produce trade and consumer videos and commercials. The coursework develops video production capabilities and encourages familiarity with a fully equipped, multi-camera studio. Preproduction and postproduction functions are analyzed and evaluated.
Prerequisite(s): AC 362
AC 462 — Video Field Production
3 CREDITS; 2 LECTURE AND 2 LAB HOURS
The operation and application of portable video and editing equipment to meet fashion marketing, corporate communications, and broadcast journalism objectives and strategies. Through the hands-on experience of writing, producing, directing, and editing a 5-minute infomercial and a 30-second television commercial, students learn planning, budgeting, and digital postproduction techniques.
Prerequisite(s): AC 362
AC 471 — Media Planning
3 CREDITS; 3 LECTURE HOURS
Examines the relationship between the marketing plan and media planning. This course develops students' understanding of pre- and post-placement media analysis and research. Students develop a media plan utilizing research data and reports from current case histories.
Prerequisite(s): AC 271 and MA 222
AC 499 — Independent Study in Advertising and Marketing Communications
1-3 CREDIT
Prerequisite(s): a minimum of 3.5 GPA and approval of instructor, chairperson, and dean for Business and Technology