Digital Marketing A.A. - Curriculum

In this process-oriented course, students combine deep, disciplined research with careful writing and revision to produce a thoughtful, creative, and personally meaningful research essay. They learn to formulate focused research questions, identify and investigate credible sources, and synthesize expert opinion with their own insight in support of a clearly defined, complex thesis. The emphasis is on curiosity, exploration, and discovery. As part of the process, students also gain confidence and competency in two primary areas of written expression: organization and mechanics.

An introductory study of the principles and elements of color and design theory. Students critique aspects of a visual representation by analyzing the components of design and the use of color by the artist.

This course explores financial and consumer math, the geometry of flat and 3-dimensional spaces, and the basics of statistical analysis. Integrating mathematical equations and concepts in the context of problem solving and discovery, students complete projects and assignments demonstrating the effective use of quantitative tools to support their conclusions.

A course in oral communication designed to give students poise, speaking confidence, and the ability to develop and produce a focused, well-organized speech that holds the audiences attention through effective delivery methods. Presentational skills and audience-centered communication are emphasized.

Designed to foster independent thinking, this course strengthens students capacity to reason clearly, critically, and creatively, including the ability (1) to analyze the arguments of others, (2) to synthesize effective arguments of their own, and (3) to solve problems skillfully. Students also gain experience in reading closely and conducting purposeful, imaginative research skills essential to the examination of demanding social, moral, political, and personal issues.

This course facilitates a comprehensive understanding of the tools and techniques necessary to effectively navigate the complexities of the job market. Students explore critical components of employment in order to prepare for their job search; the ultimate result is placement in their desired career. Students learn how to build a meaningful resume, navigate career sites, including FIDM Career Network and LinkedIn, effectively research desired industry and organizations, and perfect interviewing techniques and skills. This is a Pass/Fail class necessary for FIDM graduation. In addition to nine (9) hours of class workcomprised of three consecutive classes, three (3) hours eachstudents should be prepared for an additional three (3) hours of homework for each of the three weeks.

A course in moral reasoning. By systematically weighing the claims of personal and social responsibility, ethical principles and ideals, and more obligations and rights, students develop a structured approach to the analysis and resolution of complex moral issues. Emphasis is on examining issues from diverse points of view. Written and oral presentations and classroom discussion focus on major contemporary social, legal, and environmental issues, as well as on the role of ethics in business.

An exploration of important developments from the Industrial Revolution to the digital age in the history of decorative arts, architecture and ornaments, interiors and furniture, textiles, products, and graphic design.

This course examines the subtle and overt ways in which society marginalizes and discriminates against groups of people including, but not limited to, racial, cultural and ethnic groups, religious groups, women, the elderly, persons with disabilities (including physical and mental challenges), gender fluidity and LGBTQIA+. Students will not only study the historical realities, institutions, and a legal system that have enabled discrimination to continue, they will delve into the roots of hatred, fear and bias, the very foundations of prejudice and discrimination, in order to become conscious of and active in their own contributions to a more just and inclusive society.

A survey of American history from 1930-2000. Emphasis is on the political and economic features, both domestic and foreign, that contributed to the emergence of the welfare state and the nations rise to global leadership after World War II. The course provides an understanding of the Great Depression, the Second World War, the Cold War, Americas eventual emergence as the worlds only superpower, and the interrelation of all these factors.

This course inspires and push beginning designers to learn the fundamentals of Adobe Illustrator and Photoshop. Through hands-on projects, students learn the digital tools to bring their visions to life. In practical application, students understand the difference between a vector and raster image as well as the proper workflows and digital hygiene within the Adobe Creative Suite.

Students dive deep into the use of Adobe Photoshop to create high-quality image enhancements and photo composites. Students learn additional toolsets and explore more advanced features and improve their imaging skills. Prerequisite: TECH 1100

In this course students continue to build on their illustration skills with vector drawing techniques. From tracing artwork to creating entertaining infographics, more advanced uses of Adobe Illustrator are explored including the use of Libraries and custom palettes.

This course offers a practical introduction to UX (user experience) design emphasizing the importance of research in the design process. Inspired by this research, students develop solutions for a variety of applications centered around a specific set of users. Wire-framing is used to illustrate design concepts and students learn how to create a clickable prototype.

Students solve graphic design problems using creative brainstorming, storyboarding, and the integration of media including images, illustrations, text, audio, and video. A hands-on course focused on the design of motion graphics, students learn basic motion graphics principles using Adobe After Effects. The final project demonstrates an understanding of 3-D design, timing, and composition to create an impactful motion graphic. Includes a three (3) hour lab. Prerequisite: GRPH 2230

This course enhances students appreciation of the skill and creativity of photography by challenging them to produce their own photographic art. Course discussions include terminology, innovations in digital photography, and various experimental processes. The course illustrates the practice of buying commercial photography for fashion, graphic design, and general marketing purposes, including negotiating with art reps, buyout of stock photography, and coordinating photo shoots.

A course that examines the sociological and psychological variables that shape the consumer decision-making process. Students explore a variety of methodology and research techniques for understanding consumers wants and needs, attitude formation, purchase motivation, and consideration, as well as maximizing satisfaction and consumer loyalty. Prerequisites: MMKT 1550, MMKT 2880

Students gain an understanding of basic brand principles through exposure to classic and contemporary branding strategies, applications, and case studies. Students explore key brand identity elements, positioning and leveraging brand equity.

In this advanced marketing course, students explore creative message strategies including: traditional and new media, public relations, and other innovative means of communication. Applying these techniques, they create an effective integrated marketing communications campaign that meets the challenges posed by promoting in a sophisticated, rapidly evolving marketplace. Prerequisites: COSM 2250, SMED 2880, MMKT 2420

An examination of micro- and macro- marketing strategies involving the four parts of the marketing mix (product, price, promotion, and distribution). Students learn how environment, lifestyles, and buying behavior influence the marketing/merchandising approach and work in teams to create, develop, and present a marketing plan for a new product.

This course is designed to assist the student in developing a facility with electronic spreadsheets in support of effective business management. Students develop a working knowledge of computerized spreadsheet and chart functions as applied to business management concepts with related mathematical formulas and operational requirements.

This course introduces students to the history, theory, and technology of social media. Students explore the different social media outlets and have hands-on experience with social media technology. Students learn how to use this new media productively, and have a framework for understanding and evaluating social media platforms

This course examines practices of writing in digital environments such as social media, blogging, advertising, journalism, and public relations. Students learn to write in persuasive and impactful language while honing in on organization, grammar, and syntax. Prerequisites: SMED 1100

Students learn how to identify a target new media audience using profiling techniques, technographics and social computing. Through case studies and lectures students understand how to develop a strategy to effectively implement best new media practices into a business or brand. Prerequisites: MMKT 2080, MMKT 2080

Students take an in-depth look at the biggest new media forces. Students evaluate current online marketing trends for these outlets and use research of global trends to forecast what is in store for the next generation of online marketing.

This course introduces the art and science of video production for marketing purposes. Students study and practice techniques for filming and editing in the digital environment. Hands-on learning is reinforced through instructor evaluation and peer critiques. Prerequisites: GRPH 2780, MPDV 2150, MRCH 1920, VCOM 2130

In this course, students examine the law around the creation and distribution of media. This survey introduces students to patent, copyright, trademark, and privacy law with a goal to provide enough information that students can spot issues and know where to turn for help. Through case study, mock court, and mock negotiation, students see the practical application of the law as it relates to their area of study.

Students learn how to create a successful online business. Through class lecture and industry speakers students learn how to navigate e-commerce applications including document automation, domestic and international payment systems, online banking, and shopping cart software. Prerequisites: MRCH 1950, MPDV 2820

This practical class looks at the application of data science to solve marketing problems. Students will learn to parse both big data and internal analytics to understand how to use both to improve KPI reporting, demonstrate return on investment and create effective marketing campaigns. The objective of this course is to understand the relationship of analytics to decision making and how to tell the story the who, what, how and why of the data. Prerequisite: MRCH 1950

Students use practical and hands-on experience to develop an understanding of the role new media plays in current public relations. Students gain practical knowledge of these techniques by developing and presenting individual online campaigns in class. Prerequisite: SMED 1700

In this course students analyze different social media platforms and how this technology affects our culture. Students examine how these platforms directly affect family, community, history and privacy. Prerequisites: SMED 2100, SMED 2300

Using design principles and technology, students develop brand campaigns for online and social media formats. Existing brands are evaluated to determine effectiveness of brand messages; research provides critical analysis for creating new brand campaigns in specific markets. Prerequisites: GRPH 1050, GRPH 1300