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Graduate IAd Curriculum Admission to the Interactive Advertising Program Admission to the IAd graduate program is selective. Application is made by the student to a Committee on Admission to the IAd Program. This Committee is composed of five Faculty members of the Department of Advertising engaged in teaching IAd courses. Interested students should apply to this Committee in writing after completion of ADV 387. Course of Study in the IAd Graduate Program Students are required to take the following courses and seminars as part of their graduate work: 1. ADV 385 Topic
4-Digital Media Seminar; Texas Interactive
Program Course Descriptions: ADV 385 Topic 4 Digital Media Seminar This course examines digital communication as an advertising message delivery device versus content development or e-commerce viewpoint. It bridges the gap between traditional media planning-buying-selling and digital media planning-buying-selling. The focus is on the most mature of the digital channels, the Internet, but also includes embedded systems, portable-wireless platforms, and other emerging digital venues. Students completing
this course will understand digital communications from four vantage
points: client-publisher, media, agency and audience. They will
be exposed to the digital terminology and channel infrastructure,
be familiar with technological capabilities which allow them to
plan/buy/sell media from a completely new perspective, be able to
evaluate digital media options, and successfully integrate digital
media into a larger media strategy. Students will be practiced in
creating new types of media plans that incorporate digital media
into the traditional media mix. ADV 483 Topic 1 Digital Creative Seminar This course explores cultural creative phenomena as it applies to digital branding, strategy, and design. Intensive conceptual study regarding aesthetics and accessibility of typography, language, sound, motion and images -- and how they work together to form strategic messages -- are anchored to theory in fine arts, cultural studies, and advertising. Students will extend critical study from other creative disciplines to create an evolving scholarship for Digital Creative. Projects focus
on writer/ art director/ strategic planner teams working to solve
messaging problems at the conceptual and executional levels. Individual
projects include understanding and reporting how cultural interactivity
embodies societal innovation. ADV 385 Topic 5 Interactive Advertising Interactive
Advertising explores the internet and other interactive forms of
advertising and communication from the following perspectives: Defining
Interactive Advertising, Examining Socio-Cultural Issues, Managing
Interactive Advertising, Understanding Digital Creative Issues,
Understanding Digital Media Issues, and Conducting Interactive Research.
The emphasis in this seminar is on understanding human interaction
with advertising. This course has a seminar component to cover the
above topics as well as a laboratory component to immerse the student
in interactive and digital technology which serves as a foundation
for seminar discussions.
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