The Advertising Major
The advertising major prepares students for careers in business and industry or for graduate education. Students majoring in advertising find career opportunities in professions requiring applied communication expertise. Graduates are qualified for positions in the creative and account sides of advertising within businesses, agencies and media. Coursework in this major focuses on writing, research, digital and emerging media, and professional abilities. Students are required to complete a capstone internship experience to practice and refine their skills.
To receive a bachelor of arts degree in advertising, a student must earn at least 120 credits. A minimum of 72 credits must come from courses other than ADVRT, JL MC or P R. At least 50 of these credits must come from the liberal arts and sciences. Overall, at least 45 credits must be from 300-level courses or above.
The degree requirements allow for a minimum of 34 credits and a maximum of 48 credits to be taken in ADVRT, JL MC or P R. These include:
| JL MC 101 | Mass Media and Society | 3 |
| JL MC 110 | Orientation to Journalism and Communication | 1 |
| JL MC 201 | Reporting and Writing for the Mass Media (C+ or better) | 3 |
| ADVRT 230 | Advertising Principles | 3 |
| ADVRT 301 | Research and Strategic Planning for Advertising and Public Relations | 3 |
| |
| Advertising Creativity (C+ or better) | |
| Advertising Account Management (C+ or better) | |
| |
| Advertising Campaigns | |
| Advertising Portfolio Practicum | |
| JL MC 460 | Law of Mass Communication | 3 |
| JL MC 462 | Media Ethics, Freedom, Responsibility | 3 |
| ADVRT 499A | Professional Media Internship: Required | 3 |
Advertising majors are also required to take:
| MKT 340 | Principles of Marketing | 3 |
| SP CM 212 | Fundamentals of Public Speaking | 3 |
| STAT 101 | Principles of Statistics (or another approved statistics course) | 4 |
Additional recommended courses and requirements for the advertising major are available from the Greenlee School.
Students taking one major at the school may not seek a second major or minor in the school. All Greenlee School majors are required to take a second major or minor outside the school as an area of expertise. All Greenlee School majors are required to take 499A. Greenlee majors and minors cannot take ADVRT, JL MC or P R courses pass/not pass.
Minor in Advertising
Students cannot select more than one minor in the Greenlee School of Journalism and Communication. Minors in the Greenlee School are not available to Greenlee majors.
For a minor in advertising, students complete 15 credits. The minor must include at least 9 credits that are not used to meet any other department, college, or university requirement.
| JL MC 101 | Mass Media and Society | 3 |
| ADVRT 230 | Advertising Principles | 3 |
| ADVRT 301 | Research and Strategic Planning for Advertising and Public Relations | 3 |
| 6 |
| Advertising Media Planning | |
| Digital Video Production | |
| Professional Skills Development | |
| Mass Communication Theory | |
| Media Management | |
| Communication Technology and Social Change | |
| World Communication Systems | |
| Diversity in the Media | |
| Special Topics in Communication | |
| Total Credits | 15 |
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Courses
Courses primarily for undergraduates:
(3-0) Cr. 3.
Historical, social, economic and legal aspects of advertising. Evaluations of advertising research, media, strategy and appeals. Study of the creation of advertising.
(Cross-listed with P R). (3-0) Cr. 3.
Prereq: ADVRT 230 or P R 220
The use of primary and secondary research for situations, organizations and the public. Formation and development of strategic plans for public relations and advertising students.
(2-1) Cr. 3.
Prereq: JL MC 110; Minimum of C+ in JL MC 201; ADVRT 301/P R 301
Development and execution of creative advertising materials. Copywriting, art direction and computer applications. Creative strategy development, execution and evaluation.
(3-0) Cr. 3.
Prereq: ADVRT/P R 301
Concepts of media planning and selection in the development, execution and evaluation of advertising campaigns. Characteristics and capabilities of the advertising media. Utilization of market segmentation, consumer buying and media audience databases.
(3-0) Cr. 3.
Prereq: JL MC 110; Minimum of C+ in JL MC 201; ADVRT/P R 301
Fundamentals of account management with emphasis on leadership, sales techniques, relationship building, presentation skills, and strategic thinking. Includes aspects of agency communications, team building, client management, evaluating creative concepts and media plans, and developing strategic proposals and campaign recommendations.
(Cross-listed with JL MC, P R). Cr. 1-3.
Repeatable, maximum of 6 credits. F.S.
Prereq: Minimum of C+ in JL MC 201; other vary by topic. Instructor permission for non-majors.
Check with Greenlee School for course availability.
(Cross-listed with JL MC, P R). Cr. 1-3.
Repeatable, maximum of 6 credits.
Focused short courses on timely concepts. Check with Greenlee School for course availability.
Offered on a satisfactory-fail basis only.
(3-0) Cr. 3.
F.S.
Prereq: Minimum of C+ in ADVRT 334 or ADVRT 336, and major status
Development of advertising campaigns including primary and secondary research, target audience analysis, campaign strategy, media planning, budgeting and creative execution.
Cr. 1-3.
Repeatable, maximum of 3 credits. Alt. S., offered irregularly.
Prereq: Permission of instructor, Junior/senior standing strongly recommended
Preparation of materials for regional and national competitions.
(3-0) Cr. 3.
S.
Prereq: Minimum of C+ in ADVRT 334, non-majors with instructor permission
Advanced advertising writing and design. May include campaign development for competitions. Other projects include creative development in a variety of media for an online portfolio.
Cr. arr.
Prereq: Junior classification and contract with supervising professor to register
Projects during which students may study problems associated with a medium, a professional specialization, a philosophical or practical concern, a reportorial method or writing technique, or a special topic in their field. Credit is not given for working on student or professional media without an accompanying research component.
No more than 3 credits of ADVRT/JLMC/PR 490 may be used toward a degree in the Greenlee School.
(Cross-listed with JL MC, P R). Cr. 1-3.
Repeatable, maximum of 6 credits.
Prereq: Junior classification. See Schedule of Classes for possible pre-requisites.
Seminars or one-time classes on topics of relevance to students in communication.
Cr. 3.
F.S.SS.
Prereq: JL MC majors: JL MC 110 and minimum of C+ in JL MC 302 or JL MC 303; ADVRT majors: JL MC 110, ADVRT/P R 301 and minimum of C+ in JL MC 201; P R majors: JL MC 110, ADVRT/P R 301 and minimum of C+ in P R 321. All students, formal faculty adviser approval.
Initial, required internship. A 400-hour (for 3 credits) internship in the student's specialization. Assessment based on employer evaluations, student reports and faculty reviews. Available only to Greenlee School majors.
Offered on a satisfactory-fail basis only.
Cr. 1-3.
F.S.SS.
Prereq: JL MC majors: JL MC 110 and minimum of C+ in JL MC 302 or JL MC 303; ADVRT majors: JL MC 110, ADVRT/P R 301 and minimum of C+ in JL MC 201; P R majors: JL MC 110, ADVRT/P R 301 and minimum of C+ in P R 321. All students, formal faculty adviser approval.
Optional internship in the student's specialization. Assessment based on employer evaluations, student reports and faculty reviews. Available only to Greenlee School majors.
Offered on a satisfactory-fail basis only.
