About the Advertising 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.

Program Requirements

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.

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Program Snapshot

Credits: 120
Learning Format: On Campus
Semester Length: 15 weeks
Typical Time to Completion: 
4 years
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.