Curriculum

The Bachelor of Arts in Advertising is designed to provide students with knowledge of all aspects of the process of advertising. A comprehensive curriculum exposes students to research based strategic planning, development of creative materials for multiple platforms, and media planning and placement in a shifting media environment. The program also examines advertising’s profound influence on society, both within a national and international context, and persuasive practices which are grounded in strong ethical and moral principles.

The advertising program:

Provides students with background in the theory and practice of advertising.
Emphasizes the importance of research based promotional strategy.
Develops the skills to craft original and creative advertising.
Emphasizes effective media planning in understanding the complexities of advertising across multiple media platforms.
Fosters an understanding of advertising’s influence on society.
Provides students with an understanding of the cultural and global context of advertising.

Graduates of the program work in advertising and public relations agencies, media outlets, print, broadcast and multimedia production houses, and in the marketing divisions of companies.

A minimum grade of C is required in all major and minor courses.

Degree Requirements

PRE	NUM	COURSE TITLE	CREDITS
ADV	301	PRINCIPLES OF ADVERTISING Basic principles of advertising and their role in media and society. Includes advertising environment in the 21st Century, agency and client relationships, consumer behavior, ethics, and the role of research, creative appeals, and media selection in advertising effectiveness. Study of the organization of the advertising profession.	3
ADV	362	ADVERTISING MEDIA PLANNING Planning execution and control of advertising media programs. Fundamental characteristics of the media. Buying and selling process. Techniques and methods used in advertising media planning process. Prerequisites: ADV 301, and MAT 152 or permission of the instructor.	3
ADV	401	ADVERTISING CREATIVE STRATEGY & EXECUTION The role of strategy in the creation and design of advertising. Writing effective copy for print and broadcast media. Prerequisites: ADV 301, ENG 111. ART 205 recommended.	3
ADV	442	ADVERTISING & SOCIAL RESPONSIBILITY Critical examination of the impact of advertising on society and culture. Advertising’s role in the formation of trends, social habits, and other patterns of behavior as they pertain to multiple groups within society. Prosocial uses of advertising will also be discussed.	3
ADV	470	ADVERTISING CAMPAIGNS (CAPSTONE) Capstone course emphasizing the planning and creation of advertising campaigns. Students will complete and present a multimedia advertising campaign. Prerequisites: ADV 301, ADV 401, and ADV 362.	3
ADV	480	INTERNATIONAL ADVERTISING Major theoretical and managerial issues in international advertising and advertising directed at cultural minorities within countries.	3
ADV	484	PUBLIC RELATIONS/ADVERTISING RESEARCH Introduction to public relations and advertising research methodology. Includes planning, measurement, evaluation, and reporting of results. Prerequisites: ADV 301, COM 390, and MAT 152 or permission from the instructor. Same as COM 484.	3
ADV	499	INTERNSHIP Practical experience in advertising in a professional setting. CR/NC grade; unpaid internships only. Prerequisites: Senior standing (90+ credit hours); approval of Advisor, Department Chair, and Dean.	3-12
COM	201	INTRODUCTION TO COMMUNICATION This course provides an overview of the human communication discipline. Students will be introduced to various topics within Communication, including the rudiments of communication theory and a survey of communication contexts (e.g., interpersonal, small group, organizational, public, mass, and intercultural).	3
COM	390	PRINCIPLES AND CASE STUDIES OF PUBLIC RELATIONS Basic concepts of public relations; case studies; the tools and media used in communication with the public.	3
COM	412	PERSUASION Beginning with Aristotle, this course provides an historical perspective on how persuasion has evolved to modern times. Emphasis on factors such as attention, perception, needs, values, and credibility. Practice in presentation of persuasive oral and written communication. Emphasis given to persuasive campaigns. Prerequisites: COM 201 and either SPE 101 or COM 104.	3
COM	495	COMMUNICATION LAW Studies in the current laws governing the mass media. Role of the FCC, libel, privacy, and First Amendment issues.	3

Co-Requisites (Take 3 of the following)

PRE	NUM	COURSE TITLE		CREDITS
ART	205	GRAPHIC DESIGN FOUNDATION An introduction to the many tools involved in the creation of professional design problems including the Macintosh platform. Students will evaluate the assignments and solve these problems using the appropriate tools. A strong focus will be placed on technology and professional presentation skills. Computer software, one, two and four color printing and the artistic processes of graphic design will be explored.		3
ART	305	COLLATERAL DESIGN This second course in graphic design will concentrate on contemporary design principles and thought. Effective use of typography as a basis of high quality graphic design will be explored. In addition to gaining technical fluency in the Macintosh desktop publishing process, the student will be required to do projects with substantial focus given to design as well as technical skill. Interaction with fellow classmates will be fostered and employed as a resource in the conceptual and technical processes.		3
MKT	306	MARKETING CONCEPTS AND APPLICATION Elements of the marketing functions in bringing the organization’s goods and services from the producers to the consumer.		3
MKT	385	CONSUMER BEHAVIOR An analysis of the actions and decision processes of individuals and organizations involved in discovering evaluating, acquiring, consuming and disposing of products and services. The disciplines of Marketing, Psychology, and Sociology will be used to understand how consumer behavior is the basis for management decision making. Prerequisite: MKT 306.		3
GENERAL ELECTIVES			23-24
DEGREE TOTAL:			120

International Advertising

Students desiring a specialization in International Advertising must add COM 304, Intercultural Communication. Students who are not proficient in a second language must also add a foreign language. The internship can be done abroad. Internships done overseas must be supervised by the School of Business as BUS 441 or 442.

Minor in Advertising

PRE	NUM	COURSE TITLE	CREDITS
COM	201	INTRODUCTION TO COMMUNICATION This course provides an overview of the human communication discipline. Students will be introduced to various topics within Communication, including the rudiments of communication theory and a survey of communication contexts (e.g., interpersonal, small group, organizational, public, mass, and intercultural).	3
ADV	101	PRINCIPLES OF ADVERTISING Basic principles of advertising and their role in media and society. Includes advertising environment in the 21st Century, agency and client relationships, consumer behavior, ethics, and the role of research, creative appeals, and media selection in advertising effectiveness. Study of the organization of the advertising profession.	3
ADV	362	ADVERTISING MEDIA PLANNING Planning execution and control of advertising media programs. Fundamental characteristics of the media. Buying and selling process. Techniques and methods used in advertising media planning process. Prerequisites: ADV 301, and MAT 152 or permission of the instructor.	3
ADV	401	ADVERTISING CREATIVE STRATEGY & EXECUTION The role of strategy in the creation and design of advertising. Writing effective copy for print and broadcast media. Prerequisites: ADV 301, ENG 111. ART 205 recommended.	3
ADV	442	ADVERTISING & SOCIAL RESPONSIBILITY Critical examination of the impact of advertising on society and culture. Advertising’s role in the formation of trends, social habits, and other patterns of behavior as they pertain to multiple groups within society. Prosocial uses of advertising will also be discussed.	3
ADV	470	ADVERTISING CAMPAIGNS (CAPSTONE) Capstone course emphasizing the planning and creation of advertising campaigns. Students will complete and present a multimedia advertising campaign. Prerequisites: ADV 301, ADV 401, and ADV 362.	3
ADV	480	INTERNATIONAL ADVERTISING Major theoretical and managerial issues in international advertising and advertising directed at cultural minorities within countries.

Curriculum

Degree Requirements

Co-Requisites (Take 3 of the following)

International Advertising

Minor in Advertising

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