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Course Descriptions

AC 111
Advertising and Promotion
3 credits
For Advertising and Marketing Communications, Fabric Styling, Fashion Merchandising Management, and Textile Development and Marketing students. Concepts, perspectives, and methods for the development and implementation of integrated marketing communications programs for producers, manufacturers, and retailers are analyzed and critiqued.

AC 113
Strategic Planning for Integrated Marketing Communications
3 credits
Prerequisites: AC 111
Students plan and develop Integrated Marketing Communications strategies in order to achieve specific marketing objectives. Through student agency teamwork, they make strategic decisions based on creative strategy development, competitive and market analysis, and research interpretation.

AC 114
Marketing for Integrated Marketing Communications
3 credits
This course provides students with a broad background to marketing concepts as they apply to integrated marketing communications (IMC). Students explore the role of marketing both within the organization and the external environment in which firms operate. The process of developing marketing with an IMC perspective is addressed, and how managers use these elements to gain competitive advantage in a global economy.

AC 141
Journalism
3 credits
Prerequisite: EN 121 or EN 362
Practice the techniques of newsgathering, newswriting, and developing news judgment. News stories, features, editorials, and photojournalism are covered in discussions and workshops. Skills in copyediting and headline-writing are built through student newspaper and off-campus assignments.

AC 161
Multimedia Computing for Advertising and Marketing Communications
2 credits; 4 COMPUTER LABORATORY hours per week
Students develop computer skills applicable to the communications industry, including word processing, spreadsheets, networking, presentations, desktop publishing, and internet research. Through hands-on use, they format such industry-oriented projects as print ads, press releases, and advertising analyses.

AC 171
Mass Communications
3 credits
Prerequisite or Co-requisite: AC 111
Co-requisite: (for one-year AAS students) AC 111
Analysis and comparison of mass media and the communications arts as they are used in advertising, marketing, promotion, and the dissemination of public information. Includes an overview of careers available in communications. Students learn communications theory, new electronic media, and their potential applications.

AC 201
Introduction to Advertising and Promotion for Communication Design
2 credits
Concepts, perspectives, and methods for the development and implementation of integrated marketing communications programs are studied. Emphasizing visually driven advertising and direct marketing campaigns, students analyze how to use the components of marketing communications to help producers, manufacturers, and retailers realize marketing objectives.

AC 211
Workshop in Business Communications
3 credits
Prerequisites: AC 111 and FM 114
Analysis of skills needed for effective written, spoken, and visual communications. Industry case histories are used to identify and suggest solutions to communications problems. Students' abilities to observe, listen, speak, and write effectively are evaluated. Emphasis is on the complete business presentation.

AC 221
Publicity Workshop
3 credits
Prerequisites: AC 111 and FM 114
Use of current news, events, and personalities as a basis for writing and evaluating institutional and product publicity releases for news and feature stories. Students plan publicity campaigns and create a press kit.

AC 222
Sales Promotion
3 credits
Prerequisite: AC 111
Students plan and develop sales promotion activities in order to achieve specific marketing and communications objectives. Both business-to-business and business-to-consumer sales promotion campaigns are developed.

AC 231
Advertising Copywriting
3 credits
Prerequisites: AC 111 and FM 114, and (for Advertising and Marketing Communications students) CD 122
Evaluating, writing, and editing copy for national, trade, and retail advertising and promotion, internal communications, and direct marketing for all market levels. Includes copy-testing techniques and visualization for copy brainstorming.

AC 232
Radio and TV Copywriting Workshop
3 credits
Prerequisite: AC 231
Students prepare national/retail broadcast advertisements for products and services.

AC 242
Fashion Journalism Workshop
3 credits
Prerequisites: AC 111 and AC 141
Development of reporting skills needed for a journalism career in fashion and related fields. Students plan and carry out research; conduct interviews; write and edit fashion news, feature stories, and captions; and work with fashion visual materials. Fashion review assignments provide opportunities to practice photojournalism, feature, and editorial writing.

AC 262
Multimedia Presentations
3 credits
Prerequisite: (for Advertising and Marketing Communications students) AC 111
The planning and preparation of multimedia presentations utilizing computer and audiovisual techniques. Coursework covers presentations suitable for shows, demos, conferences, exhibits, special events, dealer aids, and sales books.

AC 271
Audiences and Media
3 credits
Prerequisite: AC 111
This course is designed to provide students with an understanding of the role of media planning and buying in advertising. The course reviews such areas as basic measurement tools and the relationship between marketing and advertising objectives translated into media objectives, strategies, and tactics. Students identify target markets, develop media strategies, and evaluate media alternatives and media-buying approaches.

AC 272
Research Methods in Integrated Marketing Communications
3 credits
Prerequisites: three credits of mathematics and AC 161
This course examines the current methods and techniques used to evaluate the effectiveness of marketing, advertising, and promotion. The information-gathering process uses both secondary research data and primary sources. Students create a marketing research project using a variety of research techniques.

AC 291
Campaign Plans and Presentations
3 credits
Prerequisite: approval of chairperson or instructor
Advertising and Marketing Communications and Communication Design students use acquired marketing and communications skills to solve an actual industry marketing problem by participating in campaign development from inception to presentation.

AC 299
Independent Study in Advertising and Marketing Communications
Variable Credits (3 Credits Maximum);
Prerequisite: a minimum of 3.5 GPA and approval of instructor, chairperson, and dean for Business and Technology

AC 311
Integrated Marketing Communications Management
3 credits
For Entrepreneurship and Visual Art Management students. Case study techniques are used to help students develop criteria for evaluating the planning, budgeting, and execution of Integrated Marketing Communications strategies. Emphasis is on management of advertising, public relations, direct marketing, and sales promotions to achieve marketing objectives.

AC 321
Principles of Public Relations
3 credits
Prerequisite: AC 221
Examines the principles and processes underlying the programming of public relations as a management function of marketing. Attention is directed to the specific requirements of interacting with various publics. Students work with public opinion research data on industry-derived projects and cases to design, plan, and write proposals for publicity and public relations programs.

AC 322
Publicity/Public Relations for Visual Art Management
3 credits
Designed for Art History and Museum Professions majors, this course examines public relations as a management function in museums. Students study how public relations is used to further museum goals by examining how it relates to exhibitions, fundraising, and retail operations. Working with public opinion research data, students create press kits and public relations programs.

AC 341
Magazine Journalism
3 credits
Prerequisite: AC 141
Students develop the editorial and marketing skills needed to succeed in today's fast-paced magazine publishing world by creating a magazine prototype directed at a specialized target audience.

AC 361
Computer Applications and Interactive Technologies for Marketing Communications
2 credits; 4 COMPUTER LABORATORY hours per week
Prerequisite: AC 161 or MG 153
Students improve skills in word processing, spreadsheets, desktop publishing, presentations, and internet research through the use of marketing communications case studies. The use of software applications to solve marketing communications problems is explored.

AC 362
Video Studio Production
3 credits; 2 Lecture and 2 STUDIO hours per week
Prerequisite or Co-requisite: AC 231
Co-requisite: (for one-year AAS students) AC 231
Through workshop activities, students develop professional studio techniques for video, journalism, and communications. Emphasis is placed on audio and video coverage of fashion events, as well as marketing applications. Students work on team assignments in video production. (G6: Arts)

AC 411
Brand Management
3 credits
Prerequisite: AC 321
Students study the critical elements of brand management--the role of brands and the concept of brand equity--using integrated marketing communications strategies and tactics to build brands. They learn to build brand equity by employing brand elements and leveraging secondary associations through brand extensions, co-branding, and forming strategic alliances with third parties.

AC 412
Creative Strategies
3 credits
Prerequisite: AC 231
Advertising strategies are developed to solve marketing communications problems and build strong brand identities. Students research industry-derived projects and evaluate relevant market factors to create effective strategies.

AC 413
Corporate Communications
3 credits
Prerequisites: AC 321, EN 321, and SS 342 or SS 242
Students develop the skills necessary to create communications that successfully influence an organization's internal and external publics. The course trains students to identify emerging business trends, interpret annual reports and related business documents, and convey business news in a clear, concise style through a variety of business communication and public relations tools.

AC 423
Special Events Marketing Public Relations
3 credits
Prerequisite: AC 321
Students learn how to integrate special events into a client's marketing communications program. The strategies, planning, and execution of special events are studied using specific cases. Students work with industry clients to produce an event.

AC 424
Marketing Communications: An International Perspective
4 credits
Prerequisite: AC 221 and approval of instructor
Examines the principles and processes of the marketing communications industry in England. Through seminars and field experience, students work with marketing communications companies to design, plan, and implement communications programs. Includes a four-week field experience with the British communications industry.

AC 425
Marketing Communications in China
3 credits; 10 LECTURE hours
Prerequisites: A.A.S. Degree, AC 221, or AC 231  or AC 271 and approval of instructor

A four week work-study internship course in China. Students attend lectures and seminars, and are exposed to the business practices of marketing companies conducting business in China. They assist business executives in planning and executing marketing communications campaigns for various products and services.

AC 461
Electronic Media Production
3 credits; 2 Lecture and 2 STUDIO hours per week
Prerequisite: AC 362
Technical and creative aspects of electronic media are stressed as students write, direct, edit, and produce trade and consumer videos and commercials. The coursework develops video production capabilities and encourages familiarity with a fully equipped, multi-camera studio. Preproduction and postproduction functions are analyzed and evaluated.

AC 462
Video Field Production
3 credits; 2 Lecture and 2 STUDIO hours per week
Prerequisite: AC 362
The operation and application of portable video and editing equipment to meet fashion marketing, corporate communications, and broadcast journalism objectives and strategies. Through the hands-on experience of writing, producing, directing, and editing a five-minute infomercial and a 30-second television commercial, students learn planning, budgeting, and digital postproduction techniques.

AC 471
Media Planning
3 credits
Prerequisites: AC 271 and MA 222
Examines the relationship between the marketing plan and media planning. This course develops students' understanding of pre- and post-placement media analysis and research. Students develop a media plan utilizing research data and reports from current case histories.

AC 499
Independent Study in Advertising and Marketing Communications
Variable Credits (3 Credits Maximum);
Prerequisite: a minimum of 3.5 GPA and approval of instructor, chairperson, and dean for Business and Technology

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