Advertising and Public Relations Bachelor of Science Degree
This advertising and public relations degree prepares you to analyze audiences, craft persuasive messages, and create compelling connections with the right audiences on the right platform, from websites, social media, and blogs to video and photography sites and news channels.
Overview for Advertising and Public Relations BS
Why Study RIT's Advertising and Public Relations Degree
Gain Real-World Experience: One required block of cooperative education means you'll gain hands-on, full-time, paid work experience in industry.
Accelerated Bachelor/Master's Pathway: Pair your advertising and public relations degree with a master's degree in communication.
Jobs at Industry-Leading Companies: Recent graduates are employed Apple, Blue Bear Creative, Caribou Coffee, CGI Communications, and The Walt Disney Company, to name a few.
Teaching Partnership Program Available: 4+1 or 3+2 programs enable you to earn your bachelor’s degree at RIT and a master’s degree in education at one of our partner universities.
Smartphones, smart tech, data capturing, social media, and the ever-evolving internet landscape have changed every facet of how an audience can be reached and influenced. Connecting the right message, the right timing, and the right communication channel has never been more complex or more data-informed. For the advertising and public relations leaders of the future, being highly skilled in both the theories of persuasive communication and the tools to support it will be critical to success.
RIT's Advertising and Public Relations Degree: Human-Centered, Tech-Infused
To prepare grads for successful careers in two dynamic fields, RIT’s advertising and public relations major builds a broad range of essential skills to:
- Use data and technology to inform advertising strategy and track performance toward goals.
- Apply research methods and data analysis to identify and understand the needs of target audiences.
- Make data-informed decisions to select the right media platforms for reaching the right target audiences.
- Create and deliver messaging that persuades and compels action.
- Plan and manage campaigns to support advertising and public relations goals.
Advertising and Public Relations Courses
The advertising and public relations major provides you with a foundation of knowledge in core communication courses that cover communication theory, visual communication, public relations, advertising, writing, campaign planning and management, media planning, public speaking, and digital design.
You will select two professional core courses that provide a deeper understanding and appreciation of marketing, while electives and liberal arts courses provide broad knowledge and round out your curriculum.
Senior Thesis: You will conduct original research on a topic of your choosing. Two faculty members serve as advisors and guide you on how to investigate a topic, select a research method, implement the project, and present your findings. There are opportunities for you to present your research at conferences.
Double Majors, Minors, and Immersions for Your Career Goals
Adding a second area of study as a double major, a minor, or immersion can round out your skill set, give you an edge in the job market, and ensure that your education supports your career goals. RIT offers more than 127 minors, 75 immersions, 79 majors, and nearly endless possibilities for combining them so you can customize your path to success in any industry niche. See a complete list of RIT’s minor and immersion options.
RIT’s Pre-Law Program
Law schools welcome applications from students majoring in a wide range of academic programs. RIT’s pre-law program will help you navigate the admission process for law school, explore a range of legal careers, and guide you through course selection to ensure you build the skills and competencies required of competitive law school applicants. The program is open to students in all majors who are interested in pursuing a career in law.
Furthering Your Career in Advertising and Public Relations
Today’s careers require advanced degrees grounded in real-world experience. RIT’s Combined Accelerated Bachelor’s/Master’s Degrees enable you to earn both a bachelor’s and a master’s degree in as little as five years of study, all while gaining the valuable hands-on experience that comes from co-ops, internships, research, study abroad, and more.
- Advertising and Public Relations BS/Communication MS: In the advertising and public relations BS/communication MS, you will apply tech tools and data analysis to deploy advertising and public relations campaigns that connect with audiences and reach organizational goals. You will then build on this foundation by selecting research areas that focus on your career goals and provide deeper expertise in areas such as artificial intelligence (AI) use in communication, social media, visual communication, health communication, and civic engagement.
- +1 MBA Early Acceptance Pathway: Successful RIT applicants who are offered admission into the BS degree in advertising and public relations as an incoming first-year student may also be offered conditional early acceptance into the +1 MBA Early Acceptance Pathway. This option enables you to earn both your BS degree and an MBA in as little as five years of study. Learn how the +1 MBA Early Acceptance Pathway can help you add a competitive advantage to your studies.
- +1 MBA: Students who enroll in a qualifying undergraduate degree have the opportunity to add an MBA to their bachelor’s degree after their first year of study, depending on their program. Learn how the +1 MBA can accelerate your learning and position you for success.
3+3 Accelerated BS/JD Programs
RIT has partnered with Syracuse University’s College of Law and University at Buffalo School of Law to offer accelerated 3+3 BS/JD options for highly capable students. These programs provide a fast track to law school where you can earn a bachelor’s degree at RIT and a Juris Doctorate degree at Syracuse University or University at Buffalo in six years. Interested students may apply to the option directly, with successful applicants offered admission to RIT and conditional acceptance into either Syracuse University’s College of Law or University at Buffalo School of Law.
RIT's advertising and public relations degree is one of the approved majors for the 3+3 option.
Learn more about Accelerated Law 3+3 Programs.
RIT’s Teaching Partnership Programs
Whether your goal is to go into early childhood or elementary education, become a secondary education teacher with a content area specialty at the middle or high school level, or work in the higher education or counseling fields, RIT’s partnership programs with local universities provide a guided pathway to a career in teaching.
These 4+1 or 3+2 programs enable you to earn your bachelor’s degree at RIT and a master’s degree in education at one of our partner universities. As you progress, you’ll benefit from focused academic advising, career exploration opportunities, and resources for research, learning, and skill development.
RIT's advertising and public relations degree is eligible for RIT’s Teaching Partnership Programs.
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Careers and Cooperative Education
Typical Job Titles
| Account Executive (advertising, marketing, and communications firms) | Advertising Script Writer | Advertising Traffic and Production Manager |
| Campaign Manager | Content Producer | Copywriter |
| Digital Advertising Placement Strategist | Event Planner | Marketing Manager |
| Media Operations Specialist | Media Placement Strategist | Merchandise Service Coordinator |
| Project Coordinator | Public Relations Manager | Social Media Manager |
Industries
Cooperative Education
What’s different about an RIT education? It’s the career experience you gain by completing cooperative education and internships with top companies in every single industry. You’ll earn more than a degree. You’ll gain real-world career experience that sets you apart. It’s exposure–early and often–to a variety of professional work environments, career paths, and industries.
Co-ops take your knowledge and turn it into know-how. A liberal arts co-op provides hands-on experience that enables you to apply your knowledge in professional settings while you make valuable connections between course work and real-world applications.
Students in the advertising degree are required to complete one cooperative education experience.
Featured Work and Profiles
-
Four Years and a Full Experience: From career-launching co-ops to clubs and research, this RIT 2025 grad made the most of every moment at RIT
Hailey Fowler began at RIT like so many other first-year college students, slightly shy but super psyched to begin her college journey. At RIT, she soon connected with experiences that gave her an...
Read More about Four Years and a Full Experience: From career-launching co-ops to clubs and research, this RIT 2025 grad made the most of every moment at RIT -
Meet Cassandra Paul, May 2025 AdPR Grad
Experiences in and out of the classroom helped this Advertising and Public Relations major grow as a leader, explore new experiences, and prepare for a career in digital marketing, advertising, and...
Read More about Meet Cassandra Paul, May 2025 AdPR Grad -
Student Ad/PR Agency Serves Clients, Delivers Professional Experiences
Julie Napieralski Technically Speaking, the RIT student-managed advertising and public relations agency, helps clients meet their goals for positioning and promotion and gives students valuable professional experience....
Read More about Student Ad/PR Agency Serves Clients, Delivers Professional Experiences -
Ad/PR Grads Built a Bubble Tea Business with National Reach
Tian Tian and Zining Kelvin Chen, who both earned Advertising and Public Relations BS degrees from RIT’s School of Communication in 2017, created a thriving Rochester business that has grown today to...
Read More about Ad/PR Grads Built a Bubble Tea Business with National Reach
Curriculum for 2024-2025 for Advertising and Public Relations BS
Current Students: See Curriculum Requirements
Advertising and Public Relations, BS degree, typical course sequence
| Course | Sem. Cr. Hrs. | |
|---|---|---|
| First Year | ||
| COMM-105 | Foundations of Communication |
3 |
An introduction to the discipline of communication and the fields of advertising, journalism, and public relations. Topics include: the history and evolution of the discipline, major theories, principles of ethics, methods of research, writing styles, digital portfolio development, professional organizations, and potential careers. Students meet professors in the School, explore opportunities to engage with the professional and academic community beyond the classroom. (This class is restricted to ADVPUB-BS or PTCOMM-BS or COMM-BS or JOURNAL-BS Major students.) Lecture 3 (Fall, Spring). | ||
| COMM-201 | Public Speaking |
3 |
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. Lecture 3 (Fall, Spring). | ||
| COMM-211 | Principles of Advertising |
3 |
An introduction to principles and practices of advertising. Topics include advertising theories, ethics, regulation, consumer research, media planning, message strategy, and campaign planning strategy. Lecture 3 (Fall, Spring). | ||
| COMM-212 | Public Relations |
3 |
An introduction to the practice of public relations. Topics include history, research areas, laws, ethics, and social responsibilities as they relate to the theory and practice of public relations. Lecture 3 (Fall, Spring). | ||
| MATH-101 | General Education - Mathematical Perspective A: College Algebra |
3 |
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. (Prerequisites: Students may not take and receive credit for MATH-101 and MATH-111. See the Math department with any questions.) Lecture 3 (Fall, Spring). | ||
| YOPS-10 | RIT 365: RIT Connections |
0 |
RIT 365 students participate in experiential learning opportunities designed to launch them into their career at RIT, support them in making multiple and varied connections across the university, and immerse them in processes of competency development. Students will plan for and reflect on their first-year experiences, receive feedback, and develop a personal plan for future action in order to develop foundational self-awareness and recognize broad-based professional competencies. (This class is restricted to incoming 1st year or global campus students.) Lecture 1 (Fall, Spring). | ||
General Education – Artistic Perspective |
3 | |
General Education – Ethical Perspective |
3 | |
General Education – First-Year Writing (WI)) |
3 | |
General Education – Natural Science Inquiry Perspective |
3 | |
General Education – Elective |
3 | |
| Second Year | ||
| COMM-202 | Mass Communications |
3 |
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. Lecture 3 (Fall, Spring, Summer). | ||
| COMM-221 | Public Relations Writing (WI-GE, WI-PR) |
3 |
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. Lecture 3 (Fall, Spring). | ||
| COMM-223 | Digital Design in Communication |
3 |
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. Lecture 3 (Fall, Summer). | ||
| COMM-304 | Intercultural Communication |
3 |
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. Lecture 3 (Fall or Spring). | ||
| STAT-145 | General Education - Mathematical Perspective B: Introduction to Statistics I |
3 |
This course introduces statistical methods of extracting meaning from data, and basic inferential statistics. Topics covered include data and data integrity, exploratory data analysis, data visualization, numeric summary measures, the normal distribution, sampling distributions, confidence intervals, and hypothesis testing. The emphasis of the course is on statistical thinking rather than computation. Statistical software is used. (Prerequisites: Any 100 level MATH course, or NMTH-260 or NMTH-272 or NMTH-275 or (NMTH-250 with a C- or better) or a Math Placement Exam score of at least 35.) Lecture 3 (Fall, Spring, Summer). | ||
General Education – Global Perspective |
3 | |
General Education – Social Perspective |
3 | |
General Education – Scientific Principles Perspective |
3 | |
General Education – Elective |
3 | |
Open Elective |
3 | |
| Third Year | ||
| COMM-301 | Theories of Communication |
3 |
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. (This class is restricted to ADVPUB-BS or PTCOMM-BS, COMM-BS or JOURNAL-BS Major students.) Lecture 3 (Fall, Spring). | ||
| COMM-321 | Copywriting and Visualization |
3 |
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. (Prerequisites: COMM-211 or equivalent course.) Lecture 3 (Fall, Spring). | ||
| COMM-322 | Campaign Management and Planning |
|
This course introduces students to the managing and planning of advertising and 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. (Prerequisites: COMM-211 and COMM-212 or equivalent courses.) Lecture 3 (Fall, Spring). | ||
| COMM-401 | Quantitative Research Methods |
3 |
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. (Prerequisites: COMM-301 or equivalent course.) Lecture 3 (Fall, Spring). | ||
| COMM-499 | Communication Co-op (summer) |
0 |
One semester of full-time paid work experience in a professional setting related to the communication major. (This class is restricted to ADVPUB-BS or PTCOMM-BS, COMM-BS or JOURNAL-BS Major students.) CO OP (Fall, Spring, Summer). | ||
| MKTG-230 | Principles of Marketing |
3 |
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. (This class is restricted to undergraduate students with at least 2nd year standing.) Lecture 3 (Fall, Spring, Summer). | ||
General Education – Immersion 1, 2, 3 |
9 | |
General Education – Electives |
6 | |
| Fourth Year | ||
| Choose one of the following: | 3 |
|
| 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. (Prerequisites: COMM-301 or equivalent course.) Lecture 3 (Fall, Spring). | ||
| COMM-430 | Advertising and Public Relations Agency I |
|
Ad and PR Agency I is the first session of a full-year, hands-on experiential learning course. Students work at Technically Speaking, a student advertising and public relations agency, managed by the School of Communication with support from RIT Marketing and Communications. Students will hone their advertising and public relations skills while working with their instructor and mentors in RIT Marketing and Communications, College of Liberal Arts and others on real-world campaigns and projects. Students will execute an array of projects reaching across the marketing communications spectrum, from public relations and advertising to social media and digital design. Upon registration, students must complete an application to determine their role within the student agency. The course will also include instructional time covering advertising and public relations skills and industry case studies. (Prerequisites: COMM-211 and COMM-212 or equivalent courses.) Project 3 (Fall). | ||
| COMM-421 | Media Planning |
|
An introduction to developing, executing, and managing media plans for advertising and 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. (Prerequisites: COMM-211 or equivalent course.) Lecture 3 (Fall). | ||
| COMM-497 | Communication Portfolio |
0 |
Communication, advertising, and 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. (Prerequisites: At least 4th year student standing in ADVPUB-BS, PTCOMM-BS, COMM-BS or JOURNAL-BS.) Studio (Fall, Spring, Summer). | ||
| Choose one of the following: | 3 |
|
| COMM-501 | Senior Thesis in Communication (WI-PR) |
|
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. (Prerequisites: COMM-401 and COMM-402 or equivalent course and student standing in ADVPUB-BS, COMM-BS or PTCOMM-BS program.) Seminar (Fall or Spring). | ||
| COMM-431 | Advertising and Public Relations Agency II |
|
Ad and PR Agency II is the second session of a full-year, hands-on experiential learning course. Students work at Technically Speaking, a student advertising and public relations agency that is managed by the School of Communication with support from RIT Marketing and Communications. Students will hone their advertising and public relations skills while working with their instructor and mentors in RIT Marketing and Communications, College of Liberal Arts and others on real-world campaigns and projects. Students will execute an array of projects reaching across the marketing communications spectrum, from public relations and advertising to social media and digital design. Upon registration, students must complete an application to determine their role within the student agency. The course will also include instructional time covering advertising and public relations skills and industry case studies. (Prerequisites: COMM-211 and COMM-212 and COMM-430 or equivalent courses.) Project 3 (Spring). | ||
Professional Core Courses |
6 | |
General Education – Electives |
6 | |
Open Electives |
9 | |
| Total Semester Credit Hours | 120 |
|
Please see General Education Curriculum (GE) for more information.
(WI-PR) Refers to a writing intensive course within the major.
* Please see Wellness Education Requirement for more information. Students completing bachelor's degrees are required to complete two different Wellness courses.
Professional Core Courses
Students choose two of the following:
| MKTG-320 | Digital 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. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course.) Lecture 3 (Fall, Spring). | ||
| MKTG-330 | 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. (Prerequisites: MKTG-230 or equivalent course.) Lecture 3 (Fall, Spring). | ||
| MKTG-350 | Consumer 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. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course.) Lecture 3 (Fall, Spring). | ||
| 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. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course and 3rd year standing.) Lecture 3 (Fall, Spring). | ||
| 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. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course.) Lecture 3 (Fall). | ||
| MKTG-430 | Social Media Marketing |
|
This course introduces the student to the general theories of Social Media Marketing and its relevance and importance as a Marketing tool. The student will learn how to create campaigns and the strategies and tactics in the most popular social media platforms, as generate reports and actions based on social media analytics. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course and 3rd year standing.) Lecture 3 (Fall, Spring). | ||
| 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. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course and 3rd year standing.) Lecture 3 . | ||
Combined Accelerated Bachelor's/Master's Degrees
The curriculum below outlines the typical course sequence(s) for combined accelerated degrees available with this bachelor's degree.
Advertising and Public Relations, BS degree/Communication, MS degree, typical course sequence
| Course | Sem. Cr. Hrs. | |
|---|---|---|
| First Year | ||
| COMM-105 | Foundations of Communication |
3 |
An introduction to the discipline of communication and the fields of advertising, journalism, and public relations. Topics include: the history and evolution of the discipline, major theories, principles of ethics, methods of research, writing styles, digital portfolio development, professional organizations, and potential careers. Students meet professors in the School, explore opportunities to engage with the professional and academic community beyond the classroom. (This class is restricted to ADVPUB-BS or PTCOMM-BS or COMM-BS or JOURNAL-BS Major students.) Lecture 3 (Fall, Spring). | ||
| COMM-201 | Public Speaking (General Education) |
3 |
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. Lecture 3 (Fall, Spring). | ||
| COMM-211 | Principles of Advertising |
3 |
An introduction to principles and practices of advertising. Topics include advertising theories, ethics, regulation, consumer research, media planning, message strategy, and campaign planning strategy. Lecture 3 (Fall, Spring). | ||
| COMM-212 | Public Relations |
3 |
An introduction to the practice of public relations. Topics include history, research areas, laws, ethics, and social responsibilities as they relate to the theory and practice of public relations. Lecture 3 (Fall, Spring). | ||
| MATH-101 | College Algebra (General Education - Mathematical Perspective A) |
3 |
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. (Prerequisites: Students may not take and receive credit for MATH-101 and MATH-111. See the Math department with any questions.) Lecture 3 (Fall, Spring). | ||
| YOPS-10 | RIT 365: RIT Connections |
0 |
RIT 365 students participate in experiential learning opportunities designed to launch them into their career at RIT, support them in making multiple and varied connections across the university, and immerse them in processes of competency development. Students will plan for and reflect on their first-year experiences, receive feedback, and develop a personal plan for future action in order to develop foundational self-awareness and recognize broad-based professional competencies. (This class is restricted to incoming 1st year or global campus students.) Lecture 1 (Fall, Spring). | ||
General Education - First Year Writing (WI) |
3 | |
General Education - Artistic Perspective |
3 | |
General Education - Ethical Perspective |
3 | |
General Education - Natural Science Inquiry Perspective† |
3 | |
General Education - Elective |
3 | |
| Second Year | ||
| COMM-202 | Mass Communications (General Education) |
3 |
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. Lecture 3 (Fall, Spring, Summer). | ||
| COMM-221 | Public Relations Writing (WI-GE, WI-PR) |
3 |
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. Lecture 3 (Fall, Spring). | ||
| COMM-223 | Digital Design in Communication |
3 |
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. Lecture 3 (Fall, Summer). | ||
| STAT-145 | Introduction to Statistics I (General Education - Mathematical Perspective B) |
3 |
This course introduces statistical methods of extracting meaning from data, and basic inferential statistics. Topics covered include data and data integrity, exploratory data analysis, data visualization, numeric summary measures, the normal distribution, sampling distributions, confidence intervals, and hypothesis testing. The emphasis of the course is on statistical thinking rather than computation. Statistical software is used. (Prerequisites: Any 100 level MATH course, or NMTH-260 or NMTH-272 or NMTH-275 or (NMTH-250 with a C- or better) or a Math Placement Exam score of at least 35.) Lecture 3 (Fall, Spring, Summer). | ||
General Education - Global Perspective |
3 | |
General Education - Social Perspective |
3 | |
General Education - Scientific Principles Perspective |
3 | |
General Education - Elective |
3 | |
Open Electives |
6 | |
| Third Year | ||
| COMM-301 | Theories of Communication |
3 |
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. (This class is restricted to ADVPUB-BS or PTCOMM-BS, COMM-BS or JOURNAL-BS Major students.) Lecture 3 (Fall, Spring). | ||
| COMM-321 | Copywriting and Visualization |
3 |
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. (Prerequisites: COMM-211 or equivalent course.) Lecture 3 (Fall, Spring). | ||
| COMM-401 | Quantitative Research Methods |
3 |
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. (Prerequisites: COMM-301 or equivalent course.) Lecture 3 (Fall, Spring). | ||
| COMM-421 | Media Planning |
3 |
An introduction to developing, executing, and managing media plans for advertising and 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. (Prerequisites: COMM-211 or equivalent course.) Lecture 3 (Fall). | ||
| COMM-499 | Communication Co-op (summer) |
0 |
One semester of full-time paid work experience in a professional setting related to the communication major. (This class is restricted to ADVPUB-BS or PTCOMM-BS, COMM-BS or JOURNAL-BS Major students.) CO OP (Fall, Spring, Summer). | ||
| MKTG-230 | Principles of Marketing |
3 |
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. (This class is restricted to undergraduate students with at least 2nd year standing.) Lecture 3 (Fall, Spring, Summer). | ||
General Education - Immersion 1, 2, 3 |
9 | |
General Education - Electives |
6 | |
| Fourth Year | ||
| COMM-304 | Intercultural Communication |
3 |
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. Lecture 3 (Fall or Spring). | ||
| COMM-322 | Campaign Management and Planning |
3 |
This course introduces students to the managing and planning of advertising and 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. (Prerequisites: COMM-211 and COMM-212 or equivalent courses.) Lecture 3 (Fall, Spring). | ||
| Choose one of the following: | 3 |
|
| 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. (Prerequisites: COMM-301 or equivalent course.) Lecture 3 (Fall, Spring). | ||
| COMM-430 | Advertising and Public Relations Agency I |
|
Ad and PR Agency I is the first session of a full-year, hands-on experiential learning course. Students work at Technically Speaking, a student advertising and public relations agency, managed by the School of Communication with support from RIT Marketing and Communications. Students will hone their advertising and public relations skills while working with their instructor and mentors in RIT Marketing and Communications, College of Liberal Arts and others on real-world campaigns and projects. Students will execute an array of projects reaching across the marketing communications spectrum, from public relations and advertising to social media and digital design. Upon registration, students must complete an application to determine their role within the student agency. The course will also include instructional time covering advertising and public relations skills and industry case studies. (Prerequisites: COMM-211 and COMM-212 or equivalent courses.) Project 3 (Fall). | ||
| Choose one of the following: | 3 |
|
| COMM-431 | Advertising and Public Relations II |
|
Ad and PR Agency II is the second session of a full-year, hands-on experiential learning course. Students work at Technically Speaking, a student advertising and public relations agency that is managed by the School of Communication with support from RIT Marketing and Communications. Students will hone their advertising and public relations skills while working with their instructor and mentors in RIT Marketing and Communications, College of Liberal Arts and others on real-world campaigns and projects. Students will execute an array of projects reaching across the marketing communications spectrum, from public relations and advertising to social media and digital design. Upon registration, students must complete an application to determine their role within the student agency. The course will also include instructional time covering advertising and public relations skills and industry case studies. (Prerequisites: COMM-211 and COMM-212 and COMM-430 or equivalent courses.) Project 3 (Spring). | ||
| COMM-501 | Senior Thesis in Communication (WI-PR) |
|
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. (Prerequisites: COMM-401 and COMM-402 or equivalent course and student standing in ADVPUB-BS, COMM-BS or PTCOMM-BS program.) Seminar (Fall or Spring). | ||
| COMM-497 | Communication Portfolio |
0 |
Communication, advertising, and 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. (Prerequisites: At least 4th year student standing in ADVPUB-BS, PTCOMM-BS, COMM-BS or JOURNAL-BS.) Studio (Fall, Spring, Summer). | ||
| COMM-714 | Strategic Communication |
3 |
This course will introduce students to the theory and practice of strategic communication in advertising, public relations, health communication, crisis/risk communication, and/or political communication. This course will cover problem identification, audience research, message creation, and execution of strategic communication activities. It will also cover ethics and strategic communication through digital media. By the end of the course, students should be able to analyze and execute various components to help solve problems or achieve an organization’s goals and objectives. Seminar 3 (Fall). | ||
General Education - Electives |
6 | |
Open Electives |
6 | |
Graduate Communication Elective |
3 | |
| Fifth Year | ||
| COMM-702 | Communication Theories |
3 |
Over the course of this term we will cover mass communication theory from its inception as a field of study, to major trends, followed by current applications of previous paradigms, and finally into the development of new theoretical frameworks. While the main focus of this course is the integration of current mass communication theory with an individual and organizational online presence, we will also focus on how digital platforms can inform the future of theoretical research and vice versa. From a practical perspective, students will be able to apply these theories to their integrative approaches in creative digital communication and design. (This class is restricted to degree-seeking graduate students or those with permission from instructor.) Seminar 3 (Fall). | ||
| COMM-703 | Research Methods in Communication |
3 |
This course is designed to introduce students to qualitative and quantitative research methods in communication and guide them in choosing the appropriate method for their thesis research project. Topics may include research perspectives, ethics and IRB, variables, sampling methods, reliability and validity, survey, experiments, content analysis, in-depth interview, focus group, observations/ethnography, and mixed methods. (Prerequisites: COMM-702 or equivalent course.) Seminar 3 (Spring). | ||
| COMM-720 | Thesis Preparation Seminar |
0 |
An introduction to graduate study and research in communication including the theoretical, conceptual, and methodological parameters of communication and its sub-disciplines. Participants will interact with the faculty teaching required and elective communication courses. Attention will be drawn to scholarly writing and research design. When possible, the course is organized in conjunction with the department’s colloquium series. (This course is restricted to COMMTCH-MS Major students.) Seminar 1 (Spring). | ||
| Choose one of the following: | 6 |
|
| COMM-800 | Communication Thesis/Project (6 CR) |
|
A guided research project that focuses on designing, conducting, and completing a research project. The project culminates in a public presentation and defense. Thesis (Fall, Spring, Summer). | ||
| COMM-800 | Communication Thesis/Project (3 CR) plus one (1) Graduate Elective‡ |
|
A guided research project that focuses on designing, conducting, and completing a research project. The project culminates in a public presentation and defense. Thesis (Fall, Spring, Summer). | ||
| COMM-801 | Comprehensive Exam plus two (2) Graduate Electives‡ |
|
Graduate Professional Core |
9 | |
Graduate Communication Elective |
3 | |
| Total Semester Credit Hours | 144 |
|
Please see General Education Curriculum for more information.
(WI) Refers to a writing intensive course within the major.
* Please see Wellness Education Requirement for more information. Students completing bachelor's degrees are required to complete two different Wellness courses.
† Students will satisfy this requirement by taking either a 3- or 4-credit hour lab science course. If a science course consists of separate lecture and laboratory sections, student must take both the lecture and lab portions to satisfy the requirement.
‡ These can be from the Graduate Professional Core or a Graduate Communication Elective, or a combination of both.
Admissions and Financial Aid
First-Year Admission
First-year applicants are expected to demonstrate a strong academic background that includes:
- 4 years of English with a strong performance is expected.
- 3 years of social studies and/or history with a strong performance is expected.
- 3 years of math is required and must include algebra, geometry, and algebra 2/trigonometry.
- 2-3 years of science.
Transfer Admission
Transfer applicants should meet these minimum degree-specific requirements:
- A minimum of college algebra is required.
Financial Aid and Scholarships
100% of all incoming first-year and transfer students receive aid.
RIT’s personalized and comprehensive financial aid program includes scholarships, grants, loans, and campus employment programs. When all these are put to work, your actual cost may be much lower than the published estimated cost of attendance.
Learn more about financial aid and scholarships
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