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Advertising and Public Relations BS

Semester Requirements

Patrick Scanlon, Department Chairperson
(585) 475-2449, pmsgsl@rit.edu

http://www.rit.edu/apr

Program overview

The fields of advertising and public relations are rapidly changing now that the Internet and mobile devices (such as smart phones and tablets) have influenced the way professionals create messages. Unique opportunities and exciting challenges lie ahead in the advertising and public relations field. The major is one of the few in the country to combine advertising, public relations, and marketing to address the overlapping roles of communication professionals.

Students are prepared to create persuasive messages for a variety of traditional and emerging media platforms. They learn to analyze audiences, write copy, select media, and manage campaigns. The major also features a senior thesis and one block of work experience gained through an internship and/or cooperative education.

Curriculum

Students develop skills through a core of required communication courses, which cover communication theory, visual communication, public relations, advertising, writing, campaign planning and management, media planning, public speaking, and digital design. A professional core of four marketing courses, chosen by the student, provides a deeper understanding and appreciation of marketing. Electives and liberal arts courses complete the curriculum.

Advertising and public relations, BS degree, typical course sequence (semesters), effective fall 2013

Course Sem. Cr. Hrs.
First Year
COMM-212 Public Relations 3
COMM-201 Public Speaking 3
  LAS Perspective 1, 2, 3, 5 12
  LAS Foundation 1: First Year Seminar† 3
COMM-211 Principles of Advertising 3
COMM-223 Digital Design in Communication 3
  LAS Foundation 2: First Year Writing 3
  Wellness Education* 0
Second Year
COMM-202 Mass Communications 3
COMM-221 Public Relations Writing (WI) 3
  LAS Perspective 4, 6 6
  LAS Electives 9
COMM-304 Intercultural Communication 3
  Communication Elective 3
STAT-145 LAS Perspective 7A: Introduction to Statistics 3
Third Year
MKTG-363 Principles of Marketing 3
COMM-321 Copywriting and Visualization 3
  LAS Immersion 1, 2, 3 9
  LAS Elective 3
COMM-322 Campaign Management and Planning 3
  Professional Core Course 3
COMM-301 Theories of Communication 3
COMM-499 Cooperative Education Co-op
Fourth Year
COMM-401 Quantitative Research Methods 3
COMM-402 Qualitative Research Methods 3
  Professional Core Courses 6
  LAS Electives 9
COMM-421 Media Planning 3
COMM-501 Senior Thesis in Communication 3
COMM-497 Communication Portfolio 0
  Free Electives 6
Total Semester Credit Hours 120

Please see New General Education Curriculum–Liberal Arts and Sciences (LAS) for more information.

(WI) Refers to a writing intensive course within the major. Students completing bachelor's degrees are required to complete two Wellness courses.

* Please see Wellness Education Requirement for more information. Students completing bachelor's degrees are required to complete two Wellness courses.
† The First Year Seminar requirement is replaced by an LAS Elective for the 2013-14 academic year.

Senior thesis

Students conduct original research on a subject of their choosing. Two faculty members advise students on how to investigate their topic, select a research method, implement the project, and present their findings. Students often present their research at conferences.

Cooperative education

Students are required to complete one block of internship experience or cooperative education, giving students the opportunity to apply their classroom learning to a professional work environment. There are many opportunities, including positions with advertising agencies and public relations firms as well as businesses and nonprofit organizations. The Office of Cooperative Education and Career Services will assist students in identifying and applying to internship or co-op positions.

Additional information

Advisers

Every student is assigned a professional academic adviser and a faculty mentor in the department of communication. The professional adviser assists with course planning and registration; the faculty mentor provides advising about career development and planning, including information about research opportunities, graduate school, and jobs. Peer mentors, who are upper-level advertising and public relations students, are also available to answer questions about classes, clubs on campus, student-run activities, and other matters from the student’s perspective.

Faculty

Nearly all of the department’s 18 faculty members hold the highest degrees in their fields. Many have won awards for teaching, and all have been published within their areas of expertise.

Careers

Upon graduation, students are well-qualified for positions in business, government, and the not-for-profit sectors. The major also prepares students to pursue graduate studies in a variety of fields. The department of communication offers an MS degree in communication and media technologies. Visit the program website or refer to the Graduate Bulletin for more information.

Accelerated 4+1 MBA option

An accelerated 4+1 MBA option is available for students who wish to earn a BS in advertising and public relations and an MBA. The program is offered in conjunction with Saunders College of Business and allows students to obtain both degrees in five years of study.

[arrow] Click to view program requirements in the Quarter Calendar

Quarter Curriculum - For Reference Only

Effective fall 2013, RIT will convert its academic calendar from quarters to semesters. The following content has been made available as reference only. Currently matriculated students who began their academic programs in quarters should consult their academic adviser for guidance and course selection.

Program overview

The fields of advertising and public relations are rapidly changing now that the Internet and mobile devices (such as smart phones and tablets) have influenced the way professionals create messages. Unique opportunities and exciting challenges lie ahead in the advertising and public relations field. This program is one of the few in the country to combine advertising, public relations, and marketing to address the overlapping roles of communication professionals.

The program prepares students to create persuasive messages for a variety of traditional and emerging media platforms. Students learn to analyze audiences, write copy, select media, and manage campaigns. The program also features a senior thesis and 20 weeks of work experience gained through internships and/or cooperative education.

Curriculum

Students develop skills through a core of required communication courses, which cover communication theory, visual communication, public relations, advertising, writing, campaign planning and management, media planning, public speaking, and digital design. A professional core of four marketing courses, chosen by the student, provides a deeper understanding of marketing. Electives and liberal arts courses complete the program's curriculum.

Semester conversion
Effective fall 2013, RIT will convert its academic calendar from quarters to semesters. Each program and its associated courses have been sent to the New York State Department of Education for approval of the semester plan. For reference, the following charts illustrate the typical course sequence for this program in both quarters and semesters. Students should consult their academic advisers with questions regarding planning and course selection.

Advertising and public relations, BS degree, typical course sequence (quarters)

CourseQtr. Cr. Hrs.
First Year
0535-200 Foundations of Communication 4
0535-421 Public Relations 4
0535-501 Public Speaking 4
0535-462 Digital Design in Communications 4
4002-206 Web Foundations 4
  Liberal Arts* 8
  Mathematics and Science Requirements‡ 16
1105-051, 052 First-Year Enrichment 2
  Wellness Education† 0
Second Year
0535-481 Persuasion 4
0535-461 Principles of Advertising 4
0535-450 Visual Communication 4
0535-482 Mass Communications 4
0535-467 Media Planning 4
  Professional Core 12
  Liberal Arts* 16
  Wellness Education† 0
Third Year
0535-445 Theories of Communication 4
0535-463 Campaign Management and Planning 4
  Professional Core 4
  General Education Electives 8
  Liberal Arts* 8
  Mathematics Requirement‡ 4
  University-wide Electives 8
  Cooperative Education Co-op
Fourth Year
0535-315 Quantitative Research Methods 4
0535-316 Qualitative Research Methods 4
0535-464 Public Relations Writing 4
0535-460 Copywriting and Visualization 4
0535-595 Senior Thesis in Communication 4
  Liberal Arts* 12
  University-wide Electives 16
Total Quarter Credit Hours 182

* Please see Liberal Arts General Education Requirements for more information.

† Please see Wellness Education Requirement for more information.

‡ Please see Mathematics and Science General Education Curriculum for more information.

Advertising and public relations, BS degree, typical course sequence (semesters), effective fall 2013

CourseSem. Cr. Hrs.
First Year
COMM-122 Public Relations 3
COMM-201 Public Speaking 3
  LAS Perspective 1, 2, 3, 5 12
  LAS Foundation 1: First-Year Seminar 3
COMM-121 Principles of Advertising 3
COMM-223 Digital Design in Communication 3
ENGL-150 LAS Foundation 2: Writing Seminar 6
  Wellness Education* 0
Second Year
COMM-202 Mass Communications 3
COMM-221 Public Relations Writing (WI) 3
  LAS Perspective 4, 6 6
  LAS Electives 9
COMM-304 Intercultural Communication 3
  Communication Elective 3
STAT-145 LAS Perspective 7A: Introduction to Statistics 3
Third Year
MKTG-363 Principles of Marketing 3
COMM-321 Copywriting and Visualization 3
  LAS Immersion 1, 2, 3 9
  LAS Elective 3
STAT-146 LAS Perspective 7B: Introduction to Statistics II 4
COMM-322 Campaign Management and Planning 3
  Professional Core Course 3
COMM-301 Theories of Communication 3
COMM-499 Cooperative Education Co-op
Fourth Year
COMM-401 Research Methods 3
  Professional Core Courses 6
  LAS Electives 9
COMM-421 Media Planning 3
COMM-501 Senior Thesis in Communication 3
  Free Elective 6
Total Semester Credit Hours 121

Please see New General Education Curriculum–Liberal Arts and Sciences (LAS) for more information.

(WI) Refers to a writing intensive course within the major.

* Please see Wellness Education Requirement for more information.

Senior thesis

Students conduct original research on a subject of their choosing. Two faculty members advise students on how to investigate their topic, select a research method, implement the project, and present their results. Department of communication students often present their research at conferences.

Cooperative education

Two required quarters of internship experience or cooperative education give students the opportunity to apply their classroom learning to a professional work environment. There are many opportunities, including positions with advertising agencies and public relations firms as well as businesses and nonprofit organizations.

Additional information

Advisers

Every student is assigned a faculty adviser, a co-op/placement adviser, and a peer mentor. Faculty advisers assist in academic advising and career counseling. They are helpful in course selection and scheduling, course planning, and post-graduation work. The co-op/placement adviser, who is located in the Office of Cooperative Education and Career Services, offers career guidance and advice. Peer mentors, upper-level advertising and public relations students, are also available to answer questions about classes, clubs on campus, student-run activities, and other matters from the student’s perspective.

Faculty

Nearly all of the department’s 18 faculty members hold the highest degrees in their fields. Many have won awards for teaching, and all have been published within their areas of expertise.

Careers

Upon graduation, students are well-qualified for positions in business, government, and the not-for-profit sectors. The program also prepares students to pursue graduate studies in a variety of fields. The department of communication offers an MS degree in communication and media technologies. Visit the program website (www.rit.edu/cmt) or refer to RIT’s Graduate Bulletin for more information.

Accelerated 4+1 option

An accelerated 4+1 option is available for students who wish to earn a BS in advertising and public relations and an MBA. The program is offered in conjuction with the E. Philip Saunders College of Business and allows students to obtain both degrees in five years of study.