Advertising and Public Relations
Bruce A. Austin, Department Chairperson
The bachelor of science degree in advertising and public relations prepares students to create persuasive messages for a variety of media. Students will learn to analyze audiences, write copy, select media, and manage campaigns. Upon graduation, many students find work in the commercial, education, entertainment, government, or nonprofit sectors. The employment projection has never been better as the number of professional positions in public relations and advertising is expected to increase 30 percent by 2010 (U.S. Bureau of Labor Statistics).
The fields of advertising and public relations are rapidly changing now that the Internet has added global reach, interactivity, and convergence to traditional media. Professionals will face unique opportunities as well as exciting challenges, and no one is better prepared to succeed than graduates from our program. RIT’s 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 was formed through a partnership between the department of communication in the College of Liberal Arts and the department of marketing in the E. Philip Saunders College of Business. Our program is distinguished by a senior thesis requirement and 20 weeks of work experience gained through internships and/or cooperative education.
Professional core
As part of the program’s degree requirements, students take a professional core of four courses (16 quarter credit hours) from the department of marketing in the E. Philip Saunders College of Business. All students are required to take Principles of Marketing (0105-363) as well as three other courses from among the following: Internet Marketing (0105-440), Business to Business e-Commerce (0105-445), Buyer Behavior (0105-505), Database Marketing (0105-554), Marketing in the Global Environment (0105-555), Professional Selling (0105-559), and Integrated Marketing Communications (0105-560).
Senior thesis
As part of the advertising and public relations program, 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 and draw praise from students and faculty alike.
Curriculum
Required communication courses (60 quarter credit hours)
0535-200 Foundations of Communication
0535-315 Quantitative Research Methods
0535-316 Qualitative Research Methods
0535-421 Public Relations
0535-445 Theories of Communication
0535-450 Visual Communication
0535-460 Copywriting and Visualization
0535-461 Principles of Advertising
0535-462 Digital Design in Communication
0535-463 Campaign Management and Planning
0535-464 Public Relations Writing
0535-481 Persuasion
0535-482 Mass
Communications
0535-501 Public Speaking
0535-595 Senior Thesis in Communication
University-wide electives (24 quarter credit hours)
Six courses (chosen as electives)
APR elective (4 quarter credit hours)
Professional core (16 quarter credit hours)
0105-363 Principles of Marketing
plus any three of the
following:
0105-440 Internet Marketing
0105-445 Business to Business e-Commerce
0105-505 Buyer Behavior
0105-554 Database Marketing
0105-555 Marketing in the Global Environment
0105-559 Professional Selling
0105-560 Integrated Marketing Communication
Advertising and public relations, BS degree, typical course sequence |
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| Qtr. Cr. Hrs. | ||
First Year |
Foundations of Communication 0535-200 | 4 |
| Public Relations 0535-421 | 4 | |
| Public Speaking 0535-501 | 4 | |
| Digital Design in Communications 0535-462 | 4 | |
| Web Foundations 4002-206 | 4 | |
| Liberal Arts* | 8 | |
| Mathematics and Science Requirements** | 16 | |
| First-Year Enrichment 1105-051, 052 | 2 | |
| Wellness Education† | 0 | |
Second Year |
Persuasion 0535-481 | 4 |
| Principles of Advertising 0535-461 | 4 | |
| Visual Communication 0535-450 | 4 | |
| Mass Communications 0535-482 | 4 | |
| APR Elective | 4 | |
| Professional Core | 12 | |
| Liberal Arts* | 16 | |
| Wellness Education† | 0 | |
Third Year |
Theories of Communication 0535-445 | 4 |
| Campaign Management and Planning 0535-463 | 4 | |
| Professional Core | 4 | |
| General Education Electives | 8 | |
| Liberal Arts* | 4 | |
| Mathematics and Science Requirement** | 8 | |
| University-wide Electives | 8 | |
| Cooperative Education (two quarters) | 0 | |
Fourth Year |
Quantitative Research Methods 0535-315 | 4 |
| Qualitative Research Methods 0535-316 | 4 | |
| Public Relations Writing 0535-464 | 4 | |
| Copywriting and Visualization 0535-460 | 4 | |
| Senior Thesis in Communication 0535-595 | 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 Mathematics and Science General Education Curriculum for more information. † Please see Wellness Education Requirement for more information. |
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Cooperative education
Students are required to complete two quarters of cooperative education or an internship experience in a professional position. This experience gives students the opportunity to apply their classroom learning to a professional work environment. There are many opportunities to choose from, including positions with advertising agencies and public relations firms as well as businesses and nonprofit sectors. The Office of Cooperative Education and Career Services can assist students in identifying co-op and internship positions as well as permanent placement upon graduation.
Advisers
Every advertising and public relations student is assigned a faculty adviser, who is available for both academic advising and career counseling. Students find that frequent consultation with their adviser is helpful in planning course scheduling, co-ops, professional core areas, and post-graduation work. In addition to their faculty adviser, students are assigned a co-op and placement adviser, who is located in the Office of Cooperative Education and Career Services. Finally, peer mentors—other advertising and public relations students—are available to answer questions about classes, clubs on campus, student-run activities, and other matters, from the student’s perspective.
Faculty
The 15 faculty members in the department of communication hold the highest degrees in their fields. Many have won awards for teaching, and all have been published within their areas of expertise.
Transfer admission
Many students transfer into the advertising and public relations program from other colleges and universities and from a wide variety of programs, including business, science, computer science, and literature. Most who transfer with associate degrees can complete the advertising and public relations degree in two years. Transfer credit is evaluated course by course and is assigned where it is most appropriate. Students also can transfer into advertising and public relations from within RIT; many have changed majors and found a new home in the department of communication.
Careers
Upon graduation, advertising and public relations students will be well qualified for positions in business, government, and the not-for-profit sectors. Graduate work also is an option. The department of communication offers a master of science degree in communication and media technologies.
Accelerated dual degree option
Students may be interested in earning a master of business administration at RIT in addition to the BS degree in advertising and public relations. The department has an agreement with the E. Philip Saunders College of Business that allows students to earn a BS and an MBA in five years. For further information about this accelerated dual degree option, contact an adviser.