Graphic Design Level II – Marketing

This multi-level certificate program is designed to prepare students for careers in the GraphicDesign field of Communication Art. In this Level II - Marketing emphasis, students are given the creative, design, technology, business, and marketing skills necessary to design, develop, and execute successful advertising, marketing, and branding strategies. The production software reflects industry standards and course content is driven by industry needs.

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The goal of the Graphic Design Level 2 – Marketing Certificate is to provide students with graphic design and marketing skills to compete for employment in related, entry-level positions. Such employment opportunities include working in a small business, graphic design studio, print shop, advertising agency, web development studio, or as a freelancer.

The prerequisite Graphic Design Level 1 Certificate, provides fundamental graphic design skills. These skills include two-dimensional design, research, ideation, messaging, digital camera usage, image editing, vector graphics, and typography.

 This Level 2 Certificate enables students to advance and focus Level 1 skills on graphic design and marketing. This includes designing commercial art and assisting in developing marketing strategy.

Completing the Graphic Design Level 2 - Generalist certificate requires students to first complete the Graphic Design Level 1 Certificate. The Graphic Design Level 1 Certificate includes the following courses:

Course	Title	Units
ARTD 20	Design: Two-Dimensional	3
PHOT 58	Photography & Video Social Media Marketing	3
ARTC 100	Fundamentals of Graphic Design	3
ARTC 120	Print Design and Advertising	3
ARTC 140	Vector Design and Illustration	3
ARTC 160	Typography	3

Course	Title	Units	Year/Semester (Y1 or S1)
ARTC 200	Web Design	3	S1
BUSM 20	Principles of Business	3	S1
BUSS 36	Principles of Marketing	3	S1
ARTC 210	Corporate Identity and Branding	3	S2
ARTC 290	Portfolio	3	S2

This Level II Certificate complements three other new Level II Certificates simultaneously submitted. Each of those Level II Certificates are similar in that they require completion of the same Level I Certificate. They differ in their area of emphasis: Generalist, Web Design, and Motion Graphics.

It is important to evaluate this certificate request within the context of all the Level 2 certificates. Because of the ever-expanding requirements of entry-level, graphic designer opportunities, we propose a certificate strategy that allows students to complete the basic, core courses (Level 1 certificate) then choose a Level 2 certificate according to their desired area of emphasis. It is probable that after completing the Level 1 certificate, a student will have a strong understanding of the industry and its opportunities. This will allow them to intelligently choose an area of emphasis (generalist, web, motion graphics, marketing). In addition, since each area of emphasis falls under the broader category of graphic design, there are common course among the Level 2 certificates. This provides more meaningful education to the students and information to prospective employers. Also, should a student (or the student’s employer) desire skill in another area of emphasis, he/she can simply take two more classes to gain that skill and the additional certificate. Following is a review of service area colleges for potentially similar programs. Citrus College Citrus College does not offer a Graphic Design Certificate. Rio Hondo Rio Hondo has taken a similar approach to offering certificates. As of this year (2018) they are offering six certificate of achievements. They are: • Graphic Design (generalist) (18 units) • Graphic Design: Web Design (12 units) • Graphic Design: Packaging Design (12 units) • Graphic Design: Publication Design (12 units) • Graphic Design: Advertising Design (12 units) • Graphic Design: Branding and Identity Design (12 units) This is a new program so there is very little information available on these certificates. Following is from Rio Hondo’s website (http://www.riohondo.edu/arts/front-page/programs-offered/graphic-design/commercial-art-degree/): “Start taking the courses below and they will count towards earning the certificates. These ‘bite-sized’ certificates share courses and are easy to earn. They are a good way to show employers your expertise & experience. The certificates also build toward the Graphic Design AS Degree.” These certificates are similar in that they offer various similar classes such as Typography, Branding & Identity, and Web Design. But Mt. SAC’s Graphic Design Program offers these courses as well in the current Graphic Design Level 1, Graphic Design Level 2, and Web Design certificates. The goal of this proposal is to add emphases and reorganize the two current certificates, Graphic Design Level 2 and Web, into a synergistic, efficient, four-option, Level 2 program as described previously.

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