Associate in Applied Science Degree

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This program provides the skills and knowledge required to sell advertising space in print media and time for commercials in the broadcast media; to analyze and plan media strategies; to assess media costs and budgets; and to evaluate the uses of media. Graduates will be prepared to enter the fields of newspaper and magazine publishing, broadcasting, outdoor and supplementary media, and advertising. One high school mathematics course or its equivalent is required.

Goal 1 To introduce the student to the theory and procedures of the world of media sales and to prepare them for entrance into the AAS degree Media Marketing and Management Program

  • Students will receive a comprehensive introductory to the fundamental theory and procedures of media marketing.
  • Students will be able to transfer all Certificate coursework into the full 2-year AAS degree program in Media Marketing and Management at MVCC or an equivalent program at another college.
  • Students will be able to learn the fundamentals involved in media marketing enabling them to study further in an apprenticeship role if they chose to do so.

Goal 2 To provide opportunity for students to use technology effectively to produce effective advertising

  • Students will be able to read and analyze research and selling results and use the information contained in the results to develop new marketing strategies
  • Students will be able to successfully produce a broadcast commercial utilizing production equipment.

Goal 3 To provide opportunities for students to utilize learned communication skills and techniques to produce effective marketing results.

  • Students will be able to successfully produce a script and storyboard.
  • Students will organize and present an effective selling plan appropriate to the product.

Goal 4 To prepare students to demonstrate information literacy.

  • Students will use traditional and contemporary information technology.
  • Students will identify, access, and appropriately use authoritative sources of information

Total Credit Hours: 64

First Semester

This course is an opportunity for students to develop the skills necessary to be successful in college. Students learn the importance of the faculty-student and advisor-advisee relationship, develop time management techniques, apply effective study skill techniques, recognize the implications of living in a diverse society, utilize college resources, and explore career and transfer requirements. Collaborative projects are included. Students matriculated in a degree program must take this course in their first term of study.

This course emphasizes the basic practices, concepts, and activities involved in developing a successful marketing program. Topics include buyer behavior, market identification, product development, distribution, promotion, pricing, and the uncontrollable factors (economic, social, political, legal and technological) involved in the changing marketing environment of today.

EN101 English 1: Composition C-3 Cr-3

This course focuses on several kinds of writing-self-expressive, informative, and argumentative/persuasive, and others. A minimum of five essay compositions are required. The course emphasizes the composition of clear, correct, and effective prose required in a variety of professions and occupations.Prerequisites: The required developmental reading (DS051 Essential Reading & Study Skills, or SL115 ESL4: Advanced Reading), and/or writing courses (EN099 Introduction to College English or SL116 ESL4: Advanced Composition) or permission of the instructor or designee.

This course introduces students to the fundamental principles of creativity with an emphasis on understanding historically significant art styles. Students explore various types of visual expression and apply creative problem-solving principles to both two-dimensional and three-dimensional projects in a variety of media. Students are introduced to the masters, practices, and careers of painting, sculpture, graphic arts, graphic design, animation, film, digital media, illustration, and photography.

This course introduces the visual elements and principles of design. Emphasis is placed on compositional concepts and the mastery of a visual language. Course projects explore a variety of media, processes, and techniques to provide a broad view of visual problem solving.

This course covers the theory, role, scope, and practice of modern advertising. It investigates how and why consumers respond to advertising and how persuasion motivates action. It explores consumer and advertising research techniques.

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Second Semester

This course encourages a deeper understanding of human nature and the human condition through the study of ideas and values expressed in imaginative literature. Emphasis is placed on the use and development of critical thinking and language skills. Library-oriented research is required. Prerequisite: EN101 English 1: Composition or EN106 English 1: Composition and Reading.

This course provides knowledge of relevant computer skills and a solid foundation in the terminology and concepts of computer technology. Experience is provided with a variety of microcomputer software applications, including word processing, electronic spreadsheets, graphics, file management, and integrated software. Concepts and terms focus on preparing for a technologically oriented society and using the computer as a tool for productivity, research, and communication.

This course introduces the field of broadcast advertising. It explores the artistic and technical potential of commercial production and covers the production of 30-second radio and 30-second television commercials. It includes hands-on experience with camcorders, non-linear video and audio editing systems, and state-of-the-art digital animation programs used by the television commercial industry.

This course covers the theory, role, scope, and practice of modern advertising and introduces the types and characteristics of vehicles that carry advertisements. Topics include advertising media, such as newspaper, magazines, television, radio, and their advantages and limitations.

This course introduces techniques used to create, edit, and manipulate photographs through digital processes. Topics include image capture and input methods, workflow, editing in the digital darkroom, and output techniques for black and white as well as color images. Students operate a DSLR camera, and are introduced to Adobe Lightroom and Adobe Photoshop. Photographic composition and aesthetics, and their use as a form of visual communication, are emphasized.

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Third Semester

This course is an introduction to public speaking. It emphasizes the fundamentals of preparing, organizing, supporting, and delivering the speech based on factual material. It includes topic selection, audience analysis, fact vs. opinion, outlining, supporting material, and visual support. Informative, demonstrative, and persuasive speeches are presented. Elements of interpersonal communication, logic, and persuasion are discussed. Prerequisite: EN101 English 1: Composition or EN106 English 1: Composition and Reading.

This course introduces contemporary text manipulation, digital imaging, and digital illustration software. Students produce projects demonstrating their knowledge of both the software and the interfaces between page layout, raster graphics, and vector graphics. No previous software knowledge is required.

This course covers graphic tools used in business environments, including multimedia programs such as graphic, animation, and web design software. Multimedia files are imported and exported into documents and presentations. Topics include web design theory; color and composition; and graphic, animation and presentation software. It culminates with the integration of multimedia concepts incorporated into an integrated business project/presentation. Prerequisite: IS101 Computers and Society or IS100 Introduction to Computers and Society.

This course introduces probability and statistics. Topics include graphs, tables, frequency distributions, measures of central tendency and dispersion, normal distribution, correlation and regression, probability, and inferential statistics. This course is available in two formats: lecture only, or lecture plus laboratory using technology. Prerequisite: An appropriate placement test result or MA090 Essential Math Skills or MA 091 Introductory Algebra, or MA096 Mathematical Literacy.

This course presents the relationships among social, political, economic, legal, and environmental forces, and the development and operation of business in a global economy. It includes an overview of the concepts and principles of the various subfields of business accounting, management, finance, marketing, law, ethics, human resources, and general business as well as current topics of interest, and internet research and simulation exercises.

This course is designed to provide a basic understanding of entrepreneurship and the challenges of starting and operating a small business. Emphasis is placed on creating and successfully leading a business entity by developing a sustainable competitive advantage. Topics include self-assessment, planning, decision-making, legal forms of business, identifying and leveraging business opportunities, capital formation, start-up issues, the need for social responsibility and ethics, and how to develop long-term relationships with customers, suppliers, and employers. A major course requirement is the presentation of a realistic business plan.

This course covers the essential skills to sell a product, service, or idea. Activities include the writing and preparing of a detailed presentation plan as well as the expository delivery of the plan.

This course introduces the principles of desktop publishing in a business environment. Professional quality business documents are designed and produced that combine text, graphics, illustrations, and photographs in documents such as letterheads, business cards, flyers, brochures, promotional documents, and newsletters. Prerequisite: IS101 Computers and Society or IS100 Introduction to Computers and Society.

This course focuses on the Internet and World Wide Web as valuable resources in gathering and disseminating business information. Information is gathered with various techniques and evaluated as to its quality. Internet and World Wide Web (WWW) protocols and search engines are explored, and the techniques involved in creating a basic Web page are covered. Prerequisite: IS125 Introduction to Multimedia Applications for Business.

This course examines publications, direct mail, outdoor, and other print advertising vehicles. Reproduction processes, utilization, and the preparation for each process are discussed. It includes field trips to printing plants and the creation of print layouts.

This course covers the study and design of advertising layouts in digital media. Emphasis is placed on formulating basic design and layout principles, with particular stress on application. Topics include how and why consumers respond to advertising and how persuasion motivates action.

This course introduces television and radio programming and audiences, media rate structures, and related material. Reproduction processes in broadcasting are discussed. It involves the creation of broadcast commercials along with field trips to radio and TV stations.

This course analyzes media costs, media buying problems, inter-media comparisons, and overall media strategy. Media problems are solved based upon marketing, advertising, and budget considerations. Prerequisite: MD151 Fundamentals of Media.

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Fourth Semester

This course introduces economic theory and its relevance to daily life in a market economy. Topics include scarcity, supply and demand, choice, economic growth, taxation, and the role of government in the economy. Attention is given to current economic issues and their impact upon everyday life.

This course introduces students to methods of producing motion graphics. Students use problem solving to explore and produce design. Production timeline and graphical requirements of a multimedia project are demonstrated through the manipulation of digital images in a studio environment. Topics include planning, storyboarding, sequencing, compositioning, and designing still images integrated with the aesthetic issues of 2-D, 3-D, and 4-D design.

This course introduces the techniques of multimedia production. The techniques of DSLR video production are explored and students shoot and edit video captured from HD DSLR cameras. Students produce videos focusing on technical skills and storytelling through multimedia elements.

Take any General Education Natural Science course

This course presents the relationships among social, political, economic, legal, and environmental forces, and the development and operation of business in a global economy. It includes an overview of the concepts and principles of the various subfields of business accounting, management, finance, marketing, law, ethics, human resources, and general business as well as current topics of interest, and internet research and simulation exercises.

This course is designed to provide a basic understanding of entrepreneurship and the challenges of starting and operating a small business. Emphasis is placed on creating and successfully leading a business entity by developing a sustainable competitive advantage. Topics include self-assessment, planning, decision-making, legal forms of business, identifying and leveraging business opportunities, capital formation, start-up issues, the need for social responsibility and ethics, and how to develop long-term relationships with customers, suppliers, and employers. A major course requirement is the presentation of a realistic business plan.

This course covers the essential skills to sell a product, service, or idea. Activities include the writing and preparing of a detailed presentation plan as well as the expository delivery of the plan.

This course introduces the principles of desktop publishing in a business environment. Professional quality business documents are designed and produced that combine text, graphics, illustrations, and photographs in documents such as letterheads, business cards, flyers, brochures, promotional documents, and newsletters. Prerequisite: IS101 Computers and Society or IS100 Introduction to Computers and Society.

This course focuses on the Internet and World Wide Web as valuable resources in gathering and disseminating business information. Information is gathered with various techniques and evaluated as to its quality. Internet and World Wide Web (WWW) protocols and search engines are explored, and the techniques involved in creating a basic Web page are covered. Prerequisite: IS125 Introduction to Multimedia Applications for Business.

This course examines publications, direct mail, outdoor, and other print advertising vehicles. Reproduction processes, utilization, and the preparation for each process are discussed. It includes field trips to printing plants and the creation of print layouts.

This course covers the study and design of advertising layouts in digital media. Emphasis is placed on formulating basic design and layout principles, with particular stress on application. Topics include how and why consumers respond to advertising and how persuasion motivates action.

This course introduces television and radio programming and audiences, media rate structures, and related material. Reproduction processes in broadcasting are discussed. It involves the creation of broadcast commercials along with field trips to radio and TV stations.

This course analyzes media costs, media buying problems, inter-media comparisons, and overall media strategy. Media problems are solved based upon marketing, advertising, and budget considerations. Prerequisite: MD151 Fundamentals of Media.

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(a) Acceptable electives include BM100 Introduction to Business, BM150 Principles of Entrepreneurship, IS130 Desktop Publishing for Business, IS250 Web Development, MD152 Print Media & Production, MD161 Visual Communication, BM264 Professional Selling, MD253 Broadcast Media and Production, and MD254 Media Planning.