Register for any course individually or join the certificate program
Understand who your audience is and how to reach and persuade them. Build a brand story from the ground up, or grow an existing brand. Use brand positioning to cut through the noise of the marketplace. Understand why some campaigns thrive while others fail. Design, package, and sell your ideas to brand stakeholders and clients. Activate your brand/marketing strategies through online outreach channels. Develop a portfolio.
Choose four classes
PMFD-751 Introduction to Marketing Communications
PMFD-318 Consumer Research and Insight Development
PMFD-319 Branded Content Marketing
PMFD-320 Experiential Art and Marketing
PMGD-478 Brand Design and Corporate Identity
PMSM-109 Digital Marketing
CONSUMER RESEARCH AND INSIGHT DEVELOPMENT
Explore marketing, advertising, and communications strategy for new media where traditional media (TV, print) and social media (social networks, user-generated content, blogs, forums, etc.) coexist. Discover a practical framework for understanding and solving some of the strategic challenges brands face with a wide range of qualitative and quantitative research methodologies.
INTRODUCTION TO MARKETING COMMUNICATIONs
Artists and designers know that visual language is paramount to the value proposition their services and products communicate to clients and customers. Yet many overlook how they present their services and products in oral and written language. Develop marketing communication skills for your creative practice. From pitch to final copy, compel and grow your audience.
BRANDED CONTENT MARKETING
Execute a successful branded content marketing strategy. Whether you're trying to grow your audience on social media or sell a product in a pop-up store, having a targeted branded content marketing strategy is critical. The marketing landscape is saturated with content, especially in the digital space. Curate content marketing campaigns on various digital platforms that tie back to the brand and establish a connection between the brand and consumer, using authentic content.
Experiential art and MARKETING
Create a branded experiential installation that is innovative, functional, and engaging. Examine the history and increasing demand for experiences as marketing tools for brands and corporations. Deconstruct the meaning of “experience” while designing one that accounts considers usability, advertising impact, and entertainment value.
BRAND DESIGN AND CORPORATE IDENTITY
A brand is everything a company, product, or organization represents in our collective consciousness. Learn the craft of brand expression and how it flows from brand strategy and business objectives to perception in the minds of consumers and the public at large. Gain practical experience in the systematic creation of corporate identities, marks and logotypes with established techniques that combine typography and symbology. Analyze brand systems and architectures through the lens of business verticals and customer experience. Gain exposure to real world scenarios that trigger re-brands, brand refreshes and new brand creation. Master the process of systematic brand design and presentation with a variety of assignments and exercises using Adobe Illustrator and Photoshop. Prerequisites: PMCG 202 Introduction to Adobe Illustrator, PMCG 422 Introduction to Photoshop, PMGD-466 Introduction to Typography are a plus.
Survey opportunities for digital marketing: online advertising, blogs, and social outreach. Examine methods for developing successful online brand-building and marketing strategies. Drive traffic through SEO. Explore best practices for using social media for business. Discover how to collect data from sources, including website analytics, email blasts, abandoned email carts, and more. Learn how to parse the data, draw useful conclusions, and apply it to ongoing and future online marketing initiatives to improve results.