advertising a2b - School of Journalism and Mass Communication

WEEK ONE

Account management: the business of creativity

· Principles of advertising

· Structure of the advertising industry

· Client service and project management

· Moving from marketing to marketing communication

Account planning: the art of consumer insight

· Strategy development

· Advertising research and analysis

· Development of consumer insights

· Careers in account and brand strategy management

Career Development with Brad Karsh, Owner, JobBound

· Resume building

· Networking and interviewing

· Business etiquette

WEEK TWO

Media planning: science meets creativity

· Structure of the media industry

· Media planning and idea generation

· Media negotiations and buying

· New media and technology

Creative: the magic of advertising

· Process of creative thinking

· Development of advertising concepts

· Development of actual creative campaigns

· Creative careers in communication business

Career development with industry professionals

· "What I look for" - a roundtable discussion with industry professionals

· Interview workshop sessions with industry HR and hiring professionals

WEEK THREE

Campaign development and presentation: Hands On

· Small groups - individual instruction

· Develop unique solutions for real client's marketing problem

· Presentation workshops to improve skills

· Develop new business presentation

· New business presentations to faculty and clients

Closing banquet and awards

STUDENT FEEDBACK

English Major

"I found the session on resume building and editing extremely helpful. It has helped me greatly in polishing my resume, especially since I am jumping into the job searching abyss."

Fine Arts Major

"It was awesome to hear real world experience from the speakers and from all of the faculty members -- you guys were great!"

Marketing Major

"I just got a job at Modernista! in Boston."