Advertising and Public Relations

Program Description

The Advertising/Public Relations degree program is designed to help students develop an in-depth understanding of the role and impact of advertising and public relations in both for-profit and nonprofit organizations. The program focuses on preparing students to become logical and innovative advertising and public relations professionals who also examine the ethical and cultural values in their practice.

The program also stresses both analytical approaches and critical thinking skills. Students will learn the foundations underlying persuasive messaging as well as analytical tools applied to advertising and public relations research. With this knowledge, students will improve their ability to identify and investigate current AD/PR-related issues by using an appropriate methodology and develop further strategic directions. In conjunction with the practical techniques, the program will also guide students to appreciate the cultural aspects and ethical issues in advertising and public relation practices. Students can tailor their messages on the basis of understanding cultural differences and engage with ethical concerns.

Upon completing the program, students will achieve a wealth of knowledge, practical skills, and the ability to think critically and strategically in developing promotional media messages and strategies.

Mission

The Advertising/ Public Relations degree program aims to train future advertising and public relations professionals in its laws, ethics, principles and practices, and to maintain high standards of achievement while promoting independent and critical thinking.

Curriculum Highlights

The course sequence is designed to emphasize professional skills, analytic abilities, and critical approaches in dealing with advertising and public relations issues. Specifically, students will polish creative ideas and gain a variety of professional skills, including creating AD/PR messages; planning AD/PR media; organizing integrated communication plans; and developing sponsorships and promotional strategies.

Upper division courses include Advertising Strategy and Writing, Introduction to Public Relations, Public Relations Writing, Law of Mass Media, Media Analysis and Research Methods, Integrated Communications Management, and Culture, Gender, and Strategic Communications. In addition, students choose from a variety of elective courses including Advertising Media Analysis, Media Psychology, Crisis Communication, Persuasion, and Social Media Strategies.

A senior capstone course provides students the opportunity to create an individual portfolio focusing on persuasive media and communication strategies. Students will also complete an Internship in Communications, where they apply what they have learned in the classroom to a real-world working situation. The internship serves as a bridge between coursework and careers in advertising and public relations. 

The Advertising/Public Relations major curriculum meets the competencies and values of the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC).

Career Possibilities

The Advertising/Public Relations degree program helps students achieve a wealth of knowledge, practical skills, and the ability to think critically and strategically in developing promotional media messages and strategies. Through hands-on classes, students have opportunities to develop creative and strategic ideas for various media platforms. Career opportunities include a wide range of advertising, public relations, and marketing-related careers, including corporate communications expert, media planner, market researcher, advertising copywriter, advertising buyer, advertising analyst, public relations writer, public relations account executive.

The Advertising and Public Relations Comprehensive Assessment Plan can be downloaded by clicking here.

Click here to download the advising form for the Advertising and Public Relations program.