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Program Standards

Marketing Design Certificate program standards

The goal of the Marketing Design Certificate program is to impart the fundamental technical and aesthetic skills required to design marketing, advertising, and promotional materials in a business environment. In the program, you will develop the technical, creative/visual, and business skills for entry-level professional work.

Launch the slideshow to the left for an interactive overview of the Marketing Design Certificate program standards.

Listed below are the Marketing Design Certificate standards you are expected to meet as a student in the program.

#1 Digital Imaging

Your work will demonstrate entry-level professional Photoshop skills and effective decisions in selecting and editing images. You will be able to improve images for professional publication by retouching and correction, and create realistic or imaginative images by compositing or collage.

#2 Color

You will develop distinctive color palettes based on the principles of color harmony. Your work will exhibit a sophisticated use of color and contrast, the ability to research colors and make choices that are appropriate for each client and project.

#3 Vector Art

You will develop entry-level professional skills in creating vector art illustrations in Illustrator, using shape drawing and freehand drawing/tracing tools, Pen tool, type tools, and basic effects. You will be able to create simple, stylized logos, icons, and illustrations for effective visual communication.

#4 Typography

You will be able to research and select appropriate typefaces and design typography to support the branding or communication goal of a particular client or project. You will demonstrate the ability to organize text into a clear, readable information hierarchy in page layouts while using display type for impact and expression.

#5 Marketing

You will be able to analyze basic marketing principles and strategies, and identify the three major eras of marketing, the primary categories of marketing activities, and the types of marketing pieces most commonly designed. You can analyze a target market, interpret mission and vision statements, and interpret a marketing plan.

#6 Logo Design

You will be able to use a professional, iterative design process to develop a logo design that meets client goals. You are able to apply an understanding of branding and typography to create simple, graphically appealing logo/identity designs.

#7 Ad Design

You will develop the ability to create effective advertising design for campaigns in different print media. Your work shows the ability to convey a simple, engaging visual message that helps a business client fulfill a specific advertising goal.

#8 Identity Design

You will develop skill in researching and developing an effective concept for the visual identity of a company or organization. Your work will show a basic proficiency in creating and applying an identity in various design contexts, including business card, letterhead, ads, and storefront.

The eight Marketing Design Certificate program standards make up the foundation of the Marketing Design Certificate program and can guide you through the key topics of the program curriculum. Take a tour of course materials to learn how projects and critiques help you meet the standards.