Course Description

Student teams respond to design studio or agency briefs that originate from annual student competitions from industry organizations such as the One Club, Art Director’s Club, Design & Art Direction or Society of Publication Designers. In collaboration, students simulate professional roles to develop creative concepts.

Learning Outcomes

For the successful completion of this course, students should be able to:

  • Complete the conceptual process needed to solve design problems. 
  • Use a wide range of tactics to achieve the marketing & advertising goals.
  • Establish role clarity within creative partnerships and develop a comfort level with solving large problems in teams.
  • Demonstrate the ability to propose copy driven campaign tactics expressed in text ads, headlines or body copy in their advertising campaigns.
  • Accomplish the primary goals of customer awareness, acquisition, retention and driving traffic (in store or online) with traditional and nontraditional channels.


The following syllabus presents the college approved course requirements, learning outcomes, suggested weekly course outline, etc. Your students should meet the defined learning outcomes and COMD Standards, but please adapt the weekly outline, project guidelines, and grading scheme, as needed.

Model Course

If available, a cloneable model course contains learning outcomes, suggested weekly topics and projects, video resources, quizzes, and more.

Course Coordination








Please review the COMD Standards for Curriculum Continuity.

Course Resources

This course utilizes the following Open Educational Resources (OER), zero cost resources, and/or required textbook :

  • Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, Luke Sullivan, Wiley; 5 edition (February 1, 2016)
  • Advertising Concept Book, Pete Barry, Thames & Hudson; Second edition (July 1, 2012)
  • Advertising Concept and Copy, George Felton, W. W. Norton & Company; Third edition (August 5, 2013)

Best Practices

Please review the Distance Education and Continuity Best Practices. These standards apply to all courses, whether web-enhanced, hybrid, or fully online, and may be used to inform peer evaluation of teaching.

BFA Resources

Please review and share the following resources with your BFA students.

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