Advertising and Public Relations Bachelor of science degree

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Program Contact
Amy Lyman, Assistant Director of Outreach and Communications
585‑475‑4137, axlgla@rit.edu
Offered within the
School of Communication

Overview

In our advertising degree you'll analyze audiences and craft persuasive messages for a variety of traditional and emerging media platforms, including websites, social media, news sites, blogs, video and photography sites, and more.

In RIT's advertising degree you’ll be prepared to create persuasive messages for a variety of traditional and emerging media platforms, including social media. Analyze audiences, write copy, select media platforms, and manage campaigns. The degree combines courses in communication, advertising, public relations, and marketing to prepare you for the overlapping roles of advertising and public relations professionals.

The fields of advertising and public relations are rapidly changing now that the Internet and mobile devices like smart phones and tablets have influenced the way professionals reach audiences. Unique opportunities and exciting challenges lie ahead in the advertising and public relations field. The major combines advertising, public relations, and marketing to address the overlapping roles of communication professionals.

Students will learn how to create persuasive messages for a variety of traditional and emerging media platforms. They will analyze audiences, write copy, select media, and manage campaigns. The major also features a senior thesis and one semester of cooperative education or internship experience. 

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 three marketing courses, chosen by the student, provides a deeper understanding and appreciation of marketing. Electives and liberal arts courses complete the curriculum.

Senior thesis

Students conduct original research on a subject of their choosing. Two faculty members serve as advisors and guide each student on how to investigate a topic, select a research method, implement the project, and present their findings. Students often present their research at conferences.

Advising

Every student in the School of Communication is assigned a professional academic advisor and a faculty mentor. Professional advisors assist with course planning and registration. Faculty mentors provide advising on 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. For more information, please refer to the college's academic advising page.

Graduate School

The advertising and public relations major prepares students to pursue graduate studies in a variety of fields.

Communication Master's Degree

The School of Communication offers an MS degree in communication. 

RIT/Syracuse University College of Law 3+3 Option

RIT has partnered with Syracuse University’s College of Law to offer an accelerated 3+3 BS/JD option for highly capable students. This option provides a fast-track pathway to law school in which students earn a bachelor’s degree and a juris doctorate degree in six years. In the 3+3 option, students interested in the following RIT majors–advertising and public relations, communication, criminal justice, economics, international and global studies, journalism, philosophy, political science, psychology, public policy, and sociology and anthropology–may apply to the option directly. Successful applicants are offered admission to RIT and given conditional acceptance into Syracuse University’s College of Law. Learn more about the RIT/Syracuse University College of Law 3+3 Option, including admission requirements and frequently asked questions.

Accelerated 4+1 MBA option

An accelerated 4+1 MBA option also 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. Students should consult their advisor for more information.

Industries

  • Advertising, PR, and Marketing

  • Food and Beverage

  • Higher Education

  • Internet and Software

  • Journalism, Media, and Publishing

  • Medical Devices

  • Non-Profit

Typical Job Titles

Copywriter Media Planner
Account Executive Public Relations Specialist
Strategist Marketing Coordinator
Marketing Communication Specialist Social Media Specialist

100%

outcome rate of graduates

$35.4K

median first-year salary of graduates

Cooperative Education

Cooperative education, or co-op for short, is full-time, paid work experience in your field of study. And it sets RIT graduates apart from their competitors. It’s exposure–early and often–to a variety of professional work environments, career paths, and industries. RIT co-op is designed for your success.

Students in the advertising degree are required to complete one cooperative education or internship experience.  

Explore salary and career information for Advertising and Public Relations BS 

Curriculum for Advertising and Public Relations BS

View Printable Curriculum

Advertising and Public Relations, BS degree, typical course sequence

Course Sem. Cr. Hrs.
First Year
COMM-105
Foundations of Communication
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, COMM-BS or JOURNAL-BS Major students.) Lecture 3 (Fall, Spring).
 3
COMM-201
General Education – Elective: 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. Lecture (Fall, Spring).
 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. Lecture (Fall, Spring).
 3
COMM-212
Public Relations
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 (Fall, Spring).
 3
MATH-101
General Education – Mathematical Perspective A: 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. (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).
 3
YOPS-10
RIT 365: RIT Connections
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. Lecture 1 (Fall, Spring).
 0
 
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
General Education – Elective: 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. Lecture (Fall, Spring, Summer).
 3
COMM-221
Public Relations Writing (WI-PR)
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).
 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. Lecture (Fall, Summermr).
 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. Lecture (Fall Or Spring).
 3
STAT-145
General Education – Mathematical Perspective B: Introduction to Statistics I
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. (Prerequisite: MATH-101 or MATH-111 or NMTH-260 or NMTH-272 or NMTH-275 or a math placement exam score of at least 35.) Lecture 3 (Fall, Spring, Summer).
 3
 
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
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 (Fall, Spring).
 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. (Prerequisites: COMM-211 or equivalent course.) Lecture (Fall, Spring).
 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. (Prerequisites: COMM-301 or equivalent course.) Lecture 3 (Fall, Spring).
 3
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 (Fall).
 3
COMM-499
Communication Co-op (summer)
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).
 0
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. (This class is restricted to undergraduate students with at least 2nd year standing.) Lecture 3, Recitation 3 (Fall, Spring, Summer).
 3
 
General Education – Immersion 1, 2, 3
 9
 
General Education – Electives
 6
Fourth Year
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 (Fall, Spring).
 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 (Fall, Spring).
 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).
 3
 
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:

INTB-320
Global Marketing
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-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-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 .

Admission Requirements

Freshman Admission

For all bachelor’s degree programs, a strong performance in a college preparatory program is expected. Generally, this includes 4 years of English, 3-4 years of mathematics, 2-3 years of science, and 3 years of social studies and/or history.

Specific math and science requirements and other recommendations

  • Strong performance in English and social studies is expected

Transfer Admission

Transfer course recommendations without associate degree

Courses in advertising, marketing, communications, liberal arts, and science

Appropriate associate degree programs for transfer

Advertising, business/marketing, communications, public relations, or liberal arts

Learn about admissions, cost, and financial aid 

Faculty

All Program Faculty  

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