325 Database Marketing Electronic databases are a fundamental tool for compiling, evaluating, and using customer information in direct marketing programs. Classroom discussions, case studies, and professional assessments provide insight and knowledge on how interactive databases help marketers develop strategy, customize plans, and build relationships with customers and prospects based on sales and response models. In this sequence people interested in pursuing a career in advertising copywriting and art direction become acquainted with the skills needed to obtain positions in this highly competitive field. Students work with partners under the instruction of a team of creative professionals employed by major Chicago agencies. At the end of the third course, students should have an interview-ready portfolio.
Enrollment is limited.
Basic writing and layout techniques for effective campaigns. May not be audited. Intermediate Creative Applied development, design, and execution of advertising campaigns for all types of products and services in all forms of media. Translating existing or student-developed creative strategies into effective advertising communication. Separate sections give specific attention to students interested in art direction and copywriting.