Curriculum

BA in Advertising and Public Relations

Requirements in the major

Advertising and Public Relations Foundation (27 credits)
COM 201: Introduction to Communication
COM 390: Public Relations Principles and Issues
ADV 301: Principles of Advertising
MKT 306:Marketing Concepts and Applications
COM 395: Media Publishing in the Digital Age
ADV 401: Creative Strategy and Execution
COM 412:Persuasion
ADV 484: Public Relations and Advertising Research
ADV 470: Advertising & Public Relations Campaigns
Advertising Track(15 credits)+Public Relations Track (15 credits)+
ART 205: Graphic DesignCOM 204: Writing for the Media
ADV 362: Media PlanningENG 3XX: Advanced Writing***
ADV 480: International AdvertisingCOM 3XX: Crisis Communication Mgmt.
ADV 442: ADV & Social ResponsibilityCOM 403: Communication for PR Professionals
COM 495: Media LawCOM 495: Media Law
Advertising Track Electives (3 credits)PR Track Electives (3 credits)
ART 305: Collateral DesignCOM 314: Digital Media Production
COM 314: Digital Media ProductionCOM 495: Media Law
ADV 499: Advertising InternshipCOM 499: PR Internship

***ENG 362 (Magazine Article Writing), ENG 364 (Multimedia Writing), ENG 374 (Writing for the Internet)

Course Descriptions
Advertising and Public Relations Foundations (27 Credits)
PREPRECOURSE TITLECREDITS
COM201

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
COM390

Public Relations Principles And Issues

Basic concepts of public relations; case studies; the tools and media used in communication with the public.

3
ADV301

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
MKT306

Marketing Concepts And Application

Elements of the marketing functions in bringing an organization’s goods and services from the producers to the consumers.

3
COM395

Media Publishing In The Digital Age

This seminar focuses on conceptual audience outreach models for strategic communications using digital media platforms. Students will identify a media product and develop a sustainable plan for its distribution and measurement using industry tools such as Google Analytics, as well as Nielson and Arbitron for audience analysis.

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
COM412

Persuasion

Beginning with Aristotle, this course provides a 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
ADV484

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 of the instructor.

3
ADV470

Advertising Campaigns (Capstone)

Capstone course emphasizing the planning and creation of advertising campaigns. Students will complete and present a multimedia advertising campaign. Prerequisites: COM 390, ADV 301, ADV 401, and ADV 484 or permission of the instructor.

3
Advertising Track (15 credits)
ART205

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
ADV362

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.

ADV480

International Advertising

Major theoretical and managerial issues in international advertising and advertising directed at cultural minorities within countries.

3
ADV442

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
COM495

Media Law

Studies in the current laws governing the mass media. Role of the FCC, libel, privacy, and First Amendment issues.

3
Advertising Track Electives (3 credits)
ART305

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 complete 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
COM314

Digital Media Production

Advanced television production techniques including electronic editing, special effects, and electronic field production. Completion of an individual creative project is required. Prerequisites: COM 204 and COM 214.

3143
ADV499

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

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.

Public Relations Track (15 credits)
COM207

Introduction to Journalism

Covers the fundamentals of modern journalism, both writing and production. Students learn about writing styles for specific types of articles, copy editing and proofreading, typography, page make-up, advertising, and journalism ethics. This course may be taken concurrent with or after completion of ENG 111 or its equivalent.

3
ENG362Magazine Article Writing (Or)3
ENG364Multimedia Writing (Or)3
ENG374Writing For The Internet3
COM3XX

Crisis Communication Management

This course focuses on how the theory and practices of crisis communication are used to strategically manage problems that impact an organization’s reputation and public image. Students develop practical competence through analyses of case studies, group discussions, and the preparation of scholarly papers. Prerequisites: SPE 101 or COM 201.

3
COM403

Communication For PR Professionals

Application of principles of speech communication in the presentation of informational reports, conference management, and interviewing. Prerequisite: SPE 101.

3
COM409

Organizational Communication

This course focuses on the nature and functions of communication in organizational settings. The course seeks to provide students with an understanding of the concepts and methods needed to assess and improve the nature of communication processes in organizations. Prerequisites: Junior or Senior standing.

3
Advertising Track Electives (3 credits)
COM314

Digital Media Production

Advanced television production techniques including electronic editing, special effects, and electronic field production. Completion of an individual creative project is required. Prerequisites: COM 204 and COM 214.

3
COM495

Media Law

Studies in the current laws governing the mass media. Role of the FCC, libel, privacy, and First Amendment issues.

3
COM499

Internship

Practical experience in communication in a professional setting. CR/NC grade; unpaid internships only. Prerequisites: Senior standing, good academic standing.

3
General Education Curriculum51
General Electives24
Degree Total:120