The Marketing Design Program
Department Head's Message

John Feld
Head of Marketing Design Department
Read John's bio

Almost everything a graphic designer does has its roots in marketing. When we design something for a client, it is nearly always to help someone become more successful in their business. If we are designing a logo, label, stationery, book, newsletter, newspaper, marketing brochure, or an advertisement, it is usually to satisfy a client's marketing needs.

So if we are to be successful designers we must understand the marketing perspective of our clients, even if the client is ourselves (as designers or small business owners). The audience is paramount: each client appeals to a different audience, whether the client is a realtor, a local furniture store, or a multinational corporation.

As designers we need to understand not only our clients' expectations but also those of our clients' clients. Then we need to use our skills to make these needs into a reality.

The Sessions Marketing Design program aims to give you the tools you need to prepare to handle these marketing tasks. Not only will you master the major design tools Photoshop and Illustrator, but you will also learn to use PowerPoint to make effective presentations, and develop an understanding of logo design, marketing and advertising design, typography, composition, branding and identity. With these skills you will have a strong foundation to meet the marketing challenges faced by all successful designers.

One of the most important skills needed to be a good marketer is listening to and understanding what your client tells you. If you don't hear what your client expects, then it will be difficult to meet his or her expectations. Working with project briefs and developing a professional approach to presenting your work are two important goals of the Marketing Design program.

New ideas in the world of marketing happen once every generation or so. Did you ever stop to wonder who invented the first business card, the first newspaper advertisement, the first TV ad, and the first banner ad on the Internet? Google has made a fortune by targeting ads based on consumers' searches. Marketing is not about becoming the next Google, but by applying your new skills to your clients' needs.

Creating good visual designs is very important, but it is only part of being a successful designer. Being original, creative, and delivering a complete package is the winning solution.

-- John Feld