Do you have what it takes to be a leader of brands?
Leading brands depend on knowing consumers and cultures, understanding today's digital spaces, and embracing an unexpectedly creative approach to the strategic challenges that brands face. In today's global economy — where emerging players are making a crowded marketplace that much more competitive — it takes vision, leadership, persuasion and organization to move brands forward efficiently, ethically and effectively.
The consumer classes are growing, and so is the need for leaders to lead brands. Consumers are changing more (and faster) than ever before. The consumer class is exploding in developing economies. They're more brand-aware than ever. And they expect more than ever from their brands. Come and learn what you need to know about making brands important to consumers and effective channels for reaching your audience.
We develop leaders. To earn a Master of Arts in Advertising from the Temerlin Advertising Institute, you will complete a minimum of 36 credits from courses in the core of the program and elective credits in the areas of strategic brand management or creative.
This course applies knowledge from a variety of social sciences to the study of consumers — both as individuals and as members of larger groups. Drawing upon theories from many disciplines, you'll study consumer behavior from the perspectives of culture, sub-culture, social class, social groups, and family — along with the effects of advertising on those groups. Key theoretical topics include motivations, attitudes, beliefs and learning. Also discussed are ethical considerations in cross-cultural advertising.
A seminar devoted to the understanding and application of creative thinking in all facets of the industry. You'll discuss the effects of creativity on innovation, change, strategic planning and organizational dynamics. You'll also study the important theories on creativity and review case studies, and apply your learning through group projects and industry monitoring.
Does advertising take its cues from culture, or is it a trendsetting change-agent that deliberately or unintentionally shapes society based on what is being advertised? You'll assess the impact of advertising across economic, social and cultural lines, and study the regulatory bodies overseeing the industry. Specific topics may include the development of corporate images, racial and gender stereotypes, persuasive strategies, and cultural differences.
This class is designed to introduce students to the creative process in advertising. This class focuses on the development of ideation skills and facilitates the student path to being art directors and copywriters. The general objectives are to help students develop their own creative process and, in doing so, produce a professional portfolio that will help them land a job at a great agency. Students will be encouraged to think critically and creatively while keeping the "big picture" in mind. This goal-oriented creative approach comes with the inherent element of constructive critique — a vital variable in the creative approach.
Who are the agents of change in our industry, and what sets them apart? How can responsibility be defined, and how does it manifest itself in the field of advertising? How does responsible advertising effect cultural change? Engage in an ongoing discussion, and form an educated response through lectures, guest speakers and a review of contemporary literature/case studies.
Our program teaches you to understand the various research methods used in advertising. The material extends from qualitative methods including focus groups, in-depth interviews and participant observation to quantitative methods including surveys and experiments; sampling; data analysis; and communication of the results. The course work is designed to teach students how to locate and interpret existing research while evaluating the quality of the information; how to plan and organize research projects using secondary and primary sources; and finally how to interpret and report findings that allow for managerial action. We place a heavy emphasis on garnering insight from the research in order to leverage opportunities to elevate brands.
A workshop course devoted to the continued development and professional-level execution of an advertising portfolio reflecting mastery of strategic and conceptual thinking. Work is prepared and evaluated to satisfy highest industry standards. Additionally, portfolios are reviewed by a jury of creative professionals at an end-of-term critique.
A focus on the intrepretation and application of research information to make decisions about marketing communications strategies. Emphasis is placed on the use of data as a aid to problem-solving and on the need to critically evaluate the quality of different types and sources of data. Also, the course addresses why measurement is important, negotiates the meaning of words like "relevance" and "engagement," and examines how to conduct and assess measurement across multiple media. The course discusses the who, what and why of research metrics and the likely impact of measurement on the evolution of interactive media.
Discover how the rapidly changing global environment influences marketing and advertising — from research, management, strategy and media to execution. Learn how to recognize similarities and differences between countries and consumers based on tangible cultural indicators — and develop the necessary tools to effectively communicate and advertise products in a global marketplace.
The course will cover topics such as: strategic targeting, constructing compelling brand platforms, brand portfolio management, brand equity measurements, and integrated marketing communications. The course will emphasize 1) contemporary case analyses, both on a team and individual level; 2) discussion of topical marketing issues, and 3) contemporary brand building best practices.
Students will explore ways to deliver messages to audiences using a variety of traditional and nontraditional media. Emphasis will be placed on the development of delivery systems that can maximize consumers' engagement with marketing messages. Topics covered will include word-of-mouth, viral marketing, social media marketing, cause-related marketing, product placement and customer relationship management.
Intensive advertising industry work experience. A semester-long placement of 20 hours per week for 15 weeks. Immerse yourself in the industry, and work with agencies and corporations on real, long-term projects, while gaining the necessary experience and engaging in networking opportunities. This industry immersion gives agencies and corporations the opportunity to assign students to long-term clients and projects.
Applicants selecting Plan B – with a research emphasis for their MA in Advertising program will take research credits in replace of both the second year fall elective and the final semester’s Executive Internship.
*Executive Internship opportunities for international students vary and are not guaranteed due to VISA restrictions and English language abilities. But every effort is made to secure an Executive Internship experience.
Work directly with major clients to develop and present an advertising campaign. You and your team will use research, strategy and planning, media, creative execution and presentation skills to successfully create and pitch your work.
FALL 2015 SESSION:
Early Application Deadline: 1-30-15
Regular Application Deadline: 3-16-15
GRE Institution Code
6292 for SMU Meadows
Department Code 4501 for Advertising.
GMAT Institution Code
Temerlin Advertising Institute checking
the Master of Arts in Advertising program
TOEFL Institution Code
7640 for SMU Meadows
Department Code in
Social Science category
83 for Communications.