Advertising and Public Relations (B.A.)
The Bachelor of Arts in Advertising and Public Relations develops knowledge and skills in advertising and public relations and practical understanding of the role these fields play within the framework of contemporary integrated communication.
This dual track program exposes students to research-based strategic planning, development of creative materials for multiple communications platforms, and innovative uses of media for promotion grounded in ethical and moral principles of persuasive practice. The advertising track further examines advertising’s profound influence on society, both within national and international contexts, while the public relations track emphasizes writing and presentational skills aimed at internal and external audiences.
The advertising and public relations major:
- Provides students with a grounding in the theory and practice of advertising and public relations,
- Emphasizes the importance of strategic thinking and research-based promotional strategy,
- Develops the skills to craft original and creative promotional material,
- Develops effective writing and presentational skills,
- Emphasizes effective media planning and strategies for understanding the complexities of promotion across multiple media platforms, and
- Emphasizes sound ethical principles in the practice of advertising and public relations, including sensitivity to the social impact of these fields in differing cultural and global contexts.
Graduates of the program work in advertising and public relations agencies, media outlets, print, broadcast and multimedia production houses, businesses, governmental organizations, and not-for-profit organizations.
Degree Requirements (120 credits)
A minimum grade of C is required in all major and minor courses.
Distribution (51 -52) credits
SPE-101 is required as part of Distribution for all students, while PHO-305 is required for those in the PR track
Core Courses (24 credits)
| COM-201 | INTRO TO COMMUNICATION | 3 |
| COM-390 | PUB RELATIONS PRINCIPLES & ISSUES | 3 |
| COM-395 | MEDIA PUBLISHING DIGITAL AGE | 3 |
| COM-412 | PERSUASION | 3 |
| ADV-301 | PRINCIPLES OF ADVERTISING | 3 |
| ADV-401 | ADVERTISING CREATIVE STRATEGY/EXECUTION | 3 |
| ADV-484 | PUBLIC RELATIONS/ADVERTISING RESEARCH | 3 |
| MKT-306 | PRINCIPLES OF MARKETING | 3 |
| ADV-470 | ADV & PUBLIC RELATIONS CAMPAIGNS | 3 |
Advertising Track (15 credits)
Advertising Track Electives (3 credits)
Public Relations Track (15 credits)
| COM-207 | INTRODUCTION TO JOURNALISM | 3 |
| COM-312 | CRISIS COMMUNICATION MGMT | 3 |
| COM-403 | COM BUS/PUB REL PROFESSIONALS | 3 |
| COM-409 | ORGANIZATIONAL COMMUNICATION | 3 |
And one of the following:
Public Relations Track Electives (3 credits)
Minor and/or General Electives (24 credits)