Advertising and public relations, BS degree, typical course sequence

Course Sem. Cr. Hrs.
First Year
COMM-212
Public Relations
An introduction to the practice of public relations (PR). Topics include history, research areas, laws, ethics, and social responsibilities as they relate to the theory and practice of PR.
3
COMM-201
Public Speaking
The public speaking course is designed to equip the student with knowledge of the theories and principles necessary for formal public speaking. Informative and persuasive speeches are the focus with emphasis on organization, evidence, language use, strategy, delivery, and effective use of media aids. Public speaking is generally offered each semester.
3
COMM-211
Principles of Advertising
An introduction to principles and practices of advertising. Topics include advertising theories, ethics, regulation, consumer research, media planning, message strategy and campaign planning strategy.
3
COMM-223
Digital Design in Communication
In an increasingly visual culture, and culture of online user-created content, non-designers are called upon in the professional realm to illustrate their ideas. Graduates entering the workforce will encounter situations where they will benefit from possessing a visual communication sensibility and vocabulary to communicate effectively with a broad range of audiences, including professional designers. Creative approaches to challenges, such as visual thinking, are also shown to improve students comprehension and problem-solving abilities. Digital Design in Communication is an opportunity for undergraduates to receive an introduction to principles of visual message design from a critical rhetorical perspective. They will also get the opportunity to apply these principles to a variety of visual products such as advertisements, logos, brochures, resumes, etc. A variety of computer software applications are available to support the research, writing, visualization, and design of messages.
3
MATH-101
LAS Perspective 7A (mathematical): College Algebra
This course provides the background for an introductory level, non-trigonometry based calculus course. The topics include a review of the fundamentals of algebra: solutions of linear, fractional, and quadratic equations, functions and their graphs, polynomial, exponential, logarithmic and rational functions, and systems of linear equations.
3
ACSC-010
Year One: College Experience
The Year One class serves as an interdisciplinary catalyst for first-year students to access campus resources, services and opportunities that promote self-knowledge, personal success, leadership development, social responsibility and life academic skills awareness and application. Year One is also designed to challenge and encourage first-year students to get to know one another, build relationships and help them become an integral part of the campus community.
0
LAS Perspective 1 (ethical)
3
LAS Perspective 2 (artistic)
3
LAS Perspective 5 (natural science inquiry)
3
LAS Elective
3
First Year Writing
3
Wellness Education*
0
Second Year
COMM-202
Mass Communications
The history and development of U.S. media, theoretical aspects of mass communications, the composition of media audiences, law and regulation of mass communications and how the media affect and are affected by society are presented.
3
COMM-221
Public Relations Writing
This course covers a variety of forms of writing for public relations, including news releases, newsletters, backgrounders, public service announcements, magazine queries, interviews, coverage memos, media alerts, features, trade press releases, and public presentations. Students will write for a variety of media including print, broadcast, and the Web.
3
COMM-304
Intercultural Communication
Intercultural communication provides an examination of the role of culture in face-to-face interaction. Students may find a basic background in communication, anthropology, or psychology useful.
3
STAT-145
LAS Perspective 7B (mathematical): Introduction to Statistics
This course will study the statistical methods of presenting and analyzing data. Topics covered include descriptive statistics and displays, random sampling, the normal distribution, confidence intervals, and hypothesis testing. The statistical software MINITAB is used to reinforce these principles and to introduce the use of technology in statistical analysis. This is a general introductory statistics course and is intended for a broad range of programs. Note: This course may not be taken for credit if credit is to be earned in STAT-205.
3
LAS Perspective 3 (global)
 
LAS Perspective 4 (social)
3
LAS Perspective 6 (scientific principles)
3
LAS Electives
6
Communication Elective
3
Third Year
MKTG-230
Principles of Marketing
An introduction to the field of marketing, stressing its role in the organization and society. Emphasis is on determining customer needs and wants and how the marketer can satisfy those needs through the controllable marketing variables of product, price, promotion and distribution.
3
COMM-321
Copywriting and Visualization
An opportunity for undergraduates to learn the verbal and visual skills utilized in the creation of advertising messages. To create an effective strategy for an advertising campaign, the advertising copywriter/art director team needs to combine linguistic and visual metaphors into a persuasive message. Students will develop creative advertising messages by researching and writing a creative brief and then implementing the plan by transforming concepts into actual advertising messages and campaigns.
3
COMM-421
Media Planning
An introduction to developing, executing, and managing media plans for advertising & public relations. This course covers the characteristics and uses of advertising media, media terms and calculations, media strategies and tactics, and media plan development and implementation.
3
COMM-301
Theories of Communication
An introduction to human communication theory, including a history of the field and major theories from the intrapersonal, language, interpersonal, small group, public, organizational, mass, visual, and computer-mediated communication contexts. Theories based both in the humanities and the social sciences are covered. This course should be taken during the student's second year.
3
COMM-401
Quantitative Research Methods
An introduction to the methods and ethics of scientific, scholarly communication research including methods of locating, analyzing, critiquing and conducting communication research. The course focuses on empirical research methods and leads to the development of a research project proposal suitable for implementation in senior thesis in communication. This course should be taken during the student's third year.
3
COMM-499
Cooperative Education
One semester of paid work experience in a professional setting related to the communication major.
co-op
LAS Immersion 1, 2, 3
9
LAS Elective
3
Professional Core Course
3
Fourth Year
COMM-402
Qualitative Research Methods
Introduction to the methods and ethics of qualitative and critical research. Students are introduced to interviewing, participant observation, naturalistic study, and ethnography. They also develop a disciplined ability for the critical appraisal of public discourse, cultural phenomenon and designed objects. Both qualitative and critical research methods rely on the researcher's observational, analytic and critical skills, and seek to understand the behaviors, beliefs, values, attitudes, assumptions, rituals, and symbol systems that characterize relationships between the source, message, media, and audience of specific communication acts. Students will also investigate the processes of rhetorical action. By the end of the course, students will have developed a research proposal suitable for implementation as the senior thesis in communication. This course should be taken during the student's third year.
3
COMM-322
Campaign Management and Planning
This course introduces students to the managing and planning of advertising & public relations campaigns. It takes a team project approach thereby helping students learn how to work together in class as well as in a competitive agency. Service-learning will be used to expose students to community causes.
3
COMM-501
Senior Thesis in Communication
A guided research seminar culminating in a major project that brings together the communication students communication studies and substantive work in his or her professional core. Focuses on designing, conducting and completing an independent research project. The progress of each project is shared with the class for discussion and critiques.
3
COMM-497
Communication Portfolio
Communication and advertising & public relations majors create a portfolio comprised of projects, papers, and related professional materials; Journalism majors complete a senior project. Near the end of every semester, the department hosts a portfolio review day when department of communication seniors present their portfolio or project work in a public space for review and comment by faculty, staff, and peers. The presentation constitutes completion of the course.
0
Professional Core Courses
6
LAS Electives
6
Free Electives
9
Total Semester Credit Hours
120

* Please see Wellness Education Requirement for more information. Students completing bachelor's degrees are required to complete two Wellness courses.

Professional core courses

Students choose three of the following:

INTB-320
Global Marketing
A hands-on course focusing on developing marketing strategies for entering and competing in foreign countries. Topics include foreign market opportunity assessment, developing commercialization and entry strategies, understanding foreign customers and distribution channels, and communicating value through advertising and promotion in different markets.
MKTG-320
Internet Marketing
Internet marketing is critical to an organization's overall strategy. This course focuses on tactics and strategies that enable marketers to fully leverage the Internet. Topics include the overall Internet marketing landscape, technologies, customer segmenting and targeting, search, analytics and emerging Internet-marketing platforms.
MKTG-350
Buyer Behavior
A study of the determinants of buying behaviors. Emphasis is on identifying target markets and customer needs, internal and external influences on lifestyle and understanding the buying decision process.
MKTG-360
Professional Selling
Selling concepts, tools, strategies, and tactics are discussed as they apply to both external and internal customers. Students learn and experience some of problems faced and rewards earned by those in professional sales. Customer relationship management/partnering with customers and truly seeking to meet their requirements are discussed as key to long-term success.
MKTG-370
Advertising and Promotion Management
An in-depth view of tools of promotion management: advertising, sales promotion, public relations, personal selling, direct marketing and Internet marketing as well as new and alternative media. Basic concepts of how to use print, broadcast, Internet and out-of-home media are studied. Planning, budgeting, creative strategy and the roles of advertising agencies are also covered.
MKTG-489
Seminar in Marketing
Current issues in marketing are the focus of the course. Topics have included direct and database marketing, pricing, advanced marketing research and other current issues in marketing based on student and faculty interest.