Faculté des Beaux-Arts et des Arts Appliqués

Bachelor of Arts in Advertising

Hybrid
108 crédits
For students entering the program at the Sophomore level
(holders of a recognized Baccalaureate or Freshman diploma - equivalent to 30 credits)

Courses

General Education
Arts and Humanities
3 credits
Behavioral and Social Sciences
3 credits
Civic Engagement
2 credits
French Communication
3 credits
DAA241General History of Art
3 credits    |    Pré-requis: LFR120
The objective of the course is to give students an understanding of the chronological order of events that constitute the history of art. They will use the methodological tools of the discipline, to learn how to situate, compare and understand the relationships between them through a study of their stylistic characteristics and their socio­-historical context.
History of Lebanon
3 credits
Quantitative Reasoning
3 credits
Religious Sciences
3 credits
Science and Health
6 credits
Sports
1 credits
Common Core
AGP224Advanced Computer Graphics
2 credits    |    Pré-requis: AGP223 Or AGP322
In this course, the students will learn advanced techniques in Photoshop, especially what is needed to create and innovate in the fields of advertising and graphics. With these techniques, the students will be able to retouch and recreate new approaches in the wide field of picture treatment.
AGP225Basic Animation
2 credits    |    Pré-requis: AGP222
This course will teach the basics of the After Effects CS application package. The students will learn about the world of 2D motion graphics, compositing and visual effects. Prerequisites are: completion of the Adobe Photoshop Basic Skills 1 and 2 courses, a general graphics background, and experience with Adobe Illustrator, and/or Premiere would be helpful.
ARCH205Basic Design I
2 credits
Students will enhance and elaborate their knowledge of applied structure, through this course covering introductory concepts of forms and abstract compositions as applied to organization, proportions, equilibrium, rhythm, and density.
ARS213Chromatology
2 credits
Study of colors, their chromatic solution, the characteristics of pigments, their section, opacity and transparency.
AGP220Communication and Persuasion
3 credits
The course details the importance of creating a strategy and the steps required to construct an effective communication to reach a marketing plan and to transpose them within the realm of creative advertising.
AGP223Intermediate Computer Graphics
2 credits
This course teaches students how to use Adobe Photoshop to perform many different image processing techniques. The students will learn how to use several tools for selecting parts of images, and applying several filters and effects in order to create professional looking illustrations compatible with market requirements.
AGP221Introduction to Advertising
3 credits
The course offers a deeper understanding of advertising through an academic definition focusing on theory and the strategies it uses, its psychological impact which enables it to persuade a specific target audience, and then to be able to specify the best media to use to achieve optimal communication results.
AGP222Introduction to Computer Graphics
2 credits
This course shows students how to produce professional-looking graphics for web or print with Adobe Illustrator software. Through practical exercises, they will become fluent in the premier program for line art, logos, vector graphics and quick page layout, as well as methods and efficient techniques to keep work clean and professional all while saving time and remaining within budget constraints.
DAA211Sketching and Drawing I
2 credits
A workshop teaching drawing. Teaching is based on analytical drawing and emphasizes the development of visual memory and the exploration of the expressive qualities of different tools and supports. Students will experience freehand perspective drawing, human figures, and drawing from nature.
AGP210Typography I
3 credits
In this course students will become aware of typography as a part of daily life, and they will learn about the different contexts and manipulation of the letters which make texts more legible whatever their format is and their ultimate purpose (reading, posters, screens, etc.).
AGP211Typography II
3 credits    |    Pré-requis: (AGP101 Or AGP210)
The course explores letters in their different contexts, and introduces the idea of a typographic grid and the hierarchy of use of typography in different ways. Equilibrium and balance are explored on empty pages, and harmonious solutions are offered to fill them.
Specialization
PUB324Advertising Concept and Strategy
2 credits
This course is an overview of the functions of advertising strategies and provides students with an understanding of the development of an effective communication plan. The course explores communication strategy and techniques in the creation of advertisements for print, radio and television broadcasting. It also provides analysis of award winning advertising campaigns, from definition of the strategy adapted to creation within time and budget constraints. Students will implement a cost­effective creative advertising strategy in order to obtain consumer attention and prompt shoppers to purchase or use a specific product.
PUB303Advertising Drafting
2 credits
The course is an advertising workshop, where students learn to write a concept, to strategize and elaborate an advertising campaign. They will produce a presentation that answers a problem or a commission within strict time frames. They will learn to manage their schedule, to produce an idea and communicate it creatively in a very defined deadline.
PUB430Advertising Photography
2 credits    |    Pré-requis: PHO224
In this course, the students will learn how to take pictures of products or any subject for an advertising campaign. They will learn to work as professionals using traditional and/or digital material.
PUB314Copywriting I
2 credits    |    Pré-requis: AGP220 Or AGP320
The course introduces students to the skills required to write effective and potent slogans and copy that promotes services, products and ideas to achieve a positive response from the target audience using real life examples.
PUB425Copywriting II
2 credits    |    Pré-requis: AGP220 Or AGP320
This course is designed to provide students with an understanding of the development of a marketing and communication plan. Planning, selection, and evaluation of all major mass media methods and the various decisions and problems that arise in these processes will be discussed and considered, along with patterns and the factors that influence mass media decisions.
PUB442History of Advertising and Media
3 credits    |    Pré-requis: DAA241 Or ARI241
The course aims to provide students with a history of their trade and the rise of media, and mass media in particular, along with what is now known as new media. By giving students concepts of culture and examples of famous advertising campaigns, the risk of them duplicating something already done becomes more remote
PUB421Media Planning
2 credits    |    Pré-requis: PUB323 Or PUB324
This course is designed to provide students with an understanding of the development of a marketing and communication plan. Planning, selection, and evaluation of all major mass media methods and the various decisions and problems that arise in these processes will be discussed and considered, along with patterns and the factors that influence mass media decisions.
PUB435Radio Spot
3 credits    |    Pré-requis: AGP201 Or PUB370
This course aims to introduce students to the importance of audio in general, and radio in particular, as a communication tool for advertising. Designing a spot requires a choice between several concepts, voice­overs, music, editing, and all factors that make a successful and memorable radio campaign.
PUB332Storyboard
2 credits
The course is designed to introduce students to the concept of storyboards. Storyboards are a series of illustrations displayed in sequence for the purpose of pre­visualizing an animated or live­action film. A storyboard is essentially a large comic strip of the film or some section of the film produced beforehand to help the directors and cinematographers visualize the scenes and find potential problems before they occur along with audio and sound effects pointers.
Electives
ARG411Arabic Calligraphy
2 credits
The course aims at familiarizing students with the Arabic letters (families, construction and composition) so as to be able to write with the brush through applied exercises of calligraphy, in addition to writing texts and titles, while mastering typography through conventional methods before digitizing them.
AGP410Architectural Computer Skills
2 credits
In this course, the students will learn to manipulate images on software to be applied in architecture and to implement them in the real world of urban and/or rural spaces.
AGP310Comics
2 credits    |    Pré-requis: ARI211 Or DAA211
Comics are an art unto themselves which blend many talents. In this course students will receive their initiation to the techniques of comics which will allow them to apply these skills to other fields such as advertising, communication, cinema, and animation.
PUB320Communication, Perception and Behavior
2 credits
This course gives the students the principles of effective commercial communication based on the motivation behind consumerism. The students will also learn how to apply this knowledge and how to adapt it in advertising.
ARG437Conception and Writing
2 credits    |    Pré-requis: ARG370 Or AGP201
The power of words is emphasized through this course, be it slang, proverb­based, or more formal in expression, each within its appropriate context. Creative adaptation across languages is also explored.
ARS316Engraving I
2 credits
Introduction and history of different techniques of engraving. Applying these techniques: woodcut, lithography, linoleum, etching, screen printing and others.
FLM353Film Authors I
2 credits
Intensive examination of the works of filmmakers who have produced distinctive universes: Jean-Luc Godard, David Lynch, Andrei Tarkovsky, Sergei Paradjanov, Alfred Hitchcock, and Robert Bresson etc.
AGP444History of Contemporary Art
2 credits
This course explores developments in the visual arts in Europe and America from 1889 till today. The major Modernist and Contemporary artists and movements that sought to revolutionize vision, culture, and experience, from Impressionism to Digital works, will be considered.
THT280Introduction to Acting
3 credits
Introduction to different fundamental techniques used in the creation of a character. Emphasis on relaxation, concentration, and development of a role through sensorial and emotional memories. Students will improvise and do monologues as exercises in this introductory course.
AVC204Introduction to Contemporary Cinema
3 credits
The course covers the history of world cinema from 1950 to 1985 addressing, among others, the American cinema of Griffith, the Hollywood system and the star system, Russian cinema, German Expressionism, Surrealism and French Impressionism as well as Italian Neo‐realism...
AGP252Mixed Media
2 credits
The purpose of this course is to teach students the basics of painting on paper and canvas, and how to choose the topic in correlation with the composition. Collage, gouache, aquarelle, pastel and acrylic and oil are the techniques used in this course.
DAA212Sketching and Drawing II
2 credits    |    Pré-requis: DAA211 Or ARI211
A workshop teaching drawing. Teaching is based on analytical drawing and emphasizes the development of visual memory and the exploration of the expressive qualities of different tools and supports. Students will experience freehand perspective drawing, human figures, and drawing from nature.
ARS314Stained Glass I
2 credits
Historical introduction to the different techniques of stained glass. Practical applications: composition, layout, grading, cutting, leading, welding, and grouting.
AUV245Survey of Media
3 credits
Students will be able to understand the different types of media, analog and digital formats, (text, images, sound, video, etc.). They will be able to use technological tools, QR code, storage hardware and software, and different types of connectivity and I/O devices.
AGP325Web Design I
2 credits    |    Pré-requis: AGP223 Or AGP322
In a world relying more and more on the power of the net, web design is a must outlet for graphic design. The course will enable students to make a window showcase site and, ideally, to create a fully-functional interactive one.
Capstone
PUB490Advertising Design Final Project
6 credits    |    Pré-requis: PUB301 Or PUB470
The course is project­oriented preparing students through real­life applications for the market they will face as they graduate. Through complete campaigns and actual designs, the course is a series of assignments and proper advertising briefs which the students must complete and reply to.
PUB370Advertising Design I
6 credits    |    Pré-requis: AGP211
An advertising project is an important and distinct area of study within the visual communication industry. The course shares some common modules with visual design but has a strong emphasis on the relationship between strategic thinking, design, creative thinking and implementations, and the ability to translate concepts visually. Students are encouraged to develop key skills sought by employers, such as team working, effective communication and presentation skills, leading to greater confidence in the workplace.
PUB380Advertising Design II
6 credits    |    Pré-requis: AGP201 Or PUB370
This course shares many elements with Adv 370 but within a more complex realm. An advertising project is an important and distinct area of study within the visual communication industry. The course shares some common modules with visual design but has a strong emphasis on the relationship between strategic thinking, design, creative thinking and implementations, and the ability to translate concepts visually. Students are encouraged to develop key skills sought by employers, such as team working, effective communication and presentation skills, leading to greater confidence in the workplace.
PUB470Advertising Design III
6 credits    |    Pré-requis: AGP202 Or PUB380
The course is project­oriented preparing students through real­life applications for the market they will face as they graduate. Through complete campaigns and actual designs, the course is a series of assignments and proper advertising briefs which the students must complete and reply to.

Mission

The advertising degree program aims at teaching students creative, lateral thinking, enhanced by technical and practical execution, while remaining within the framework of strategy, time, brief, cultural and social constraints. Students will be able to stand out in a competitive market and be able to showcase their abilities persuasively, as copywriters, art directors, producers, communication specialists, and in related media fields such as TV.

Program Educational Objectives

1. Advertising graduates will be able to work as art directors, creative directors, copywriters, and finalizers.
2. They will be able to foresee and execute a communication strategy, study the competition and marketing of a product or a service, do a market analysis and media planning.
3. They will be able to use digital, video, and online media for an efficient and flawless execution of the concept and idea best adapted to the product or service at hand.

Program Outcomes

a. Students will produce and strategize a new marketing strategy for a product or service.
b. Choose and assess the media necessary for attaining cost­effectively the objectives set by the client, be they through online, print or a combination of media, in addition to originating new marketing procedures.
c. Produce concepts compatible with the strategy at hand.
d. Be able to follow up the details and technical executions of the campaign and assess its practical impacts.
Université Saint-Esprit de Kaslik
Tél.: (+961) 9 600 000
Fax : (+961) 9 600 100
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