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Advertising (BA)

About the Advertising Bachelor Degree Concentration 

The Advertising concentration of the Bachelor of Arts in Communication and Media Studies provides students with an overview of all phases of the business including account planning, creative, media planning and buying, management, and market research. Students are introduced to all operational aspects of the business, and acquire first-hand experience developing multi-media advertising campaigns. Career positions open to graduates include account executive, account planner, multimedia copywriter, market researcher, media buyer, media planner, and project manager, to name but a few.

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Learning Outcomes
  • Understand the scope of advertising from traditional print, electronic, and outdoor campaigns; to “nontraditional” online, social media, and guerilla marketing promotions.
  • Recognize the societal impact of advertising and the need for ethical practitioners.
  • Identify the role account management, research, creative, and the media department play in a full-service advertising agency and the full-time positions available in each.
  • Target mass and niche audiences via audience research to create an advertising plan.
  • Utilize persuasion theories and advertising strategies when developing an advertising campaign.
  • Assess an organization’s advertising needs and recommend solutions that can be carried out via social media.
  • Create an advertising campaign.
Advertising Career Track
Advertising careers often begin by working for an advertising agency.  Market researchers study consumer behavior, while advertising research analysts test the effectiveness of ad campaigns. 
 

The ideas for the ads themselves come from copywriters who write the ads, graphic designers who illustrate the concepts, and creative directors who oversee it all.  Account executives handle client relations to ensure the client’s advertising objectives are front and center during the creative process.  Sales directors oversee the acquisition of new business, while media planners recommend the mediums (radio, TV, print, digital, out-of-home) that should carry the campaign and ad buyers schedule and purchase the ad time/space for the client. Without question, the fastest growing sector of advertising remains digital marketing, where the content needs of the Internet require social media savviness to engage consumers and build meaningful relationships with consumers online.  Digital content creators, social media strategists, and social media directors are just a few of the career options available in this exciting new area.

Communications and Media Studies Program Requirements: Advertising Concentration

First Year

Course Number Course Title Fall Spring
CM100 Introduction to Human Communications 3  
CM101 Introduction to Mass Communication   3
CS101 Computer Concepts and Applications  3  
EN101 English I 3  
EN102 English II   3
IS105 Common Experience1 1  
PS101 Introduction of Psychology   3
MK201 Principles of Marketing   3
  Free Elective 3  
  Humanities Elective   3
  Math/Science/Computer Science1 3  
  Total Credit 16 15

1 Must take math if placed into MA003 or MA106

Second Year

Course Number Course Title Fall Spring
CM105 Public Speaking   3
CM203 Media Writing 3  
CM215 Introduction to Advertising  3  
CM220/CS234 Introduction to Digital Video Production    
  Website Programming and Development   3
EN201 Intermediate Writing   3
IS220 Preparation for Careers and Life after College   3
MA121 Basic Statistics  3  
  Science Elective    3/4
  Social Science Elective 3  
  Free Elective  3  
  Total Credits 15 15/16

Third Year

Course Number Course Title Fall Spring
CM300 Communication Theory 3  
CM316 Advertising Campaigns  3  
CM335 Writing for Social Media   3
CM400 Media Criticism    3
CM460 Comm & Media Studies Internship 3  
  Humanities Elective   3
  Social Sciences Elective   3
  Free Elective 6 3
  Total Credits 15 15

Fourth Year

Course Number Course Title Fall Spring
CM415/CM425 Communication and Gender 3  
  Media Ethics   3
CM450 Senior Seminar 3  
  Experiential Learning1 3  
  English Elective   3
  Global Awareness Elective 3  
  Free Elective 6  
  Total Credits 15 15

1May be fulfilled by CM461, IS315, or a program-director-approved research project