Course Information

In this course, students learn to refine their conceptual thinking, and the ability to apply design concepts across various media channels. This course challenges students to think and strategically apply campaign ideas.

Project based assignments from concept through final digital output are an integral part of the course.

The course also introduces the collaborative relationship between Art Director and Copywriter. Student teams brainstorm, develop copy, art direct and pitch ideas in teams. Students will explore the dialogue between products and services and how to communicate their benefits and features to the intended target.


COMD 11162, COMD 2300, COMD 2427

Course Objectives

For the successful completion of this course, students should be able to:Evaluation methods and criteria
» Develop basic skills of writing for the Art director/designer and thumbnail sketching concepts for the copywriter.

» Broaden/sharpen the conceptualization, idea generation and creative development process.

» Apply critical thinking to evaluate campaign objectives

» Identify a target segment & develop a tailored message
» Students will demonstrate the ability to collaborate with teammates to accomplish a strategic/creative campaign.

» Students will demonstrate the ability to apply a consistent message and design in a variety of forms and media.

» Students will demonstrate the ability to make and revise strategic design decisions based on target market and business objectives.

» Students will demonstrate the ability to present the consumer benefits of a variety of products.

General Education Outcome


Oral Communication. Speaking:

The student will demonstrate the ability to articulate himself using relevant industry specific language


Oral Communication. Listening

The student will demonstrate the ability to discern pertinent information from irrelevant information.


Thinking Critically

The student will demonstrate the ability to evaluate evidence and apply reasoning to make valid inferences.



This Online / Distance leaning course will have varied ways to determine attendance and participation. We will strive to follow an online synchronous classroom model. Even if you can’t attend (or fully attend) synchronous sessions, you can maintain engagement with this course on a weekly basis. Options for meaningful engagement will include:

  • Written reflection on course content—e.g. discussion board or blog posts
  • Completion of sample problems or quizzes
  • Participation in synchronous sessions via dialing in on a phone,  or using a lower-bandwidth chat program like Slack, GroupMe, or What’sApp to conduct a synchronous discussion
  • An ungraded assessment or what is called an “exit ticket” that students complete after a synchronous session or after viewing recorded material
  • Asynchronous or synchronous discussions with a peer group or a partner in the course 
  • Turning in other assignments that demonstrate achievement of the course’s learning goals

Class Etiquette & Netiquette

Learning is a group activity. The behavior of each person in class affects the overall learning environment. As a COMD student you are expected to act in a professional manner; to be respectful of the learning process, your instructor, and your fellow students.


Required Text

  • Hey Whipple Squeeze This, 5th Edition Luke Sullivan John Wiley 2012. ISBN 0470190736

Suggested Texts

  • How to Be a Graphic Designer without Losing Your Soul by Adrian Shaughnessy
  • Ogilvy on Advertising by David Ogilvy
  • Contagious: Why Things Catch On by Jonah Berger
  • Tipping point by Malcolm Gladwell

Required Material

  • All sketches should be made on letter size or larger paper
  • All sketches should be done as marker comps
  • No pencil sketches
  • Use only black marker pens
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