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:

  1. Provides students with a grounding in the theory and practice of advertising and public relations,
  2. Emphasizes the importance of strategic thinking and research-based promotional strategy,
  3. Develops the skills to craft original and creative promotional material,
  4. Develops effective writing and presentational skills,
  5. Emphasizes effective media planning and strategies for understanding the complexities of promotion across multiple media platforms, and
  6. 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-201INTRO TO COMMUNICATION

3

COM-390PUB RELATIONS PRINCIPLES & ISSUES

3

COM-395MEDIA PUBLISHING DIGITAL AGE

3

COM-412PERSUASION

3

ADV-301PRINCIPLES OF ADVERTISING

3

ADV-401ADVERTISING CREATIVE STRATEGY/EXECUTION

3

ADV-484PUBLIC RELATIONS/ADVERTISING RESEARCH

3

MKT-306PRINCIPLES OF MARKETING

3

ADV-470ADV & PUBLIC RELATIONS CAMPAIGNS

3

Advertising Track (15 credits)

ART-205GRAPHIC DESIGN FOUNDATIONS AND TECHNOLOGY

3

ADV-362ADVERTISING MEDIA PLAN

3

ADV-442ADVERTISING & SOCIAL RESPONSIBILITY

3

ADV-480INTERNATIONAL ADVERTISING

3

COM-495COMMUNICATION LAW

3

Advertising Track Electives (3 credits)

ART-305COLLATERAL DESIGN

3

COM-314DIGITAL MEDIA PRODUCTION

3

ADV-499INTERNSHIP

3 to 12

Public Relations Track (15 credits)

COM-207INTRODUCTION TO JOURNALISM

3

COM-312CRISIS COMMUNICATION MGMT

3

COM-403COM BUS/PUB REL PROFESSIONALS

3

COM-409ORGANIZATIONAL COMMUNICATION

3

And one of the following:

ENG-362MAGAZINE ARTICLE WRITING

3

ENG-364MULTIMEDIA WRITING

3

ENG-374WRITING FOR THE INTERNET

3

Public Relations Track Electives (3 credits)

COM-314DIGITAL MEDIA PRODUCTION

3

COM-495COMMUNICATION LAW

3

COM-499INTERNSHIP

1 to 12

Minor and/or General Electives (24 credits)