An introduction to principles and practices of advertising. Topics include advertising theories, ethics, regulation, consumer research, media planning, message strategy, and campaign planning strategy.

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.

An introduction to communication contexts and processes emphasizing both conceptual and practical dimensions. Participants engage in public speaking, small group problem solving and leadership, and writing exercises while acquiring theoretical background appropriate to understanding these skills.

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.

Ad and PR Agency I is the first session of a full-year, hands-on experiential learning course. Students work at a student advertising and public relations agency within the School of Communication take on real projects with real clients, just as they would in a professional advertising and public relations firm. Students apply their knowledge by executing a variety of campaigns, gaining practical and technical experience in strategic planning and research, brand strategy, writing and distributing press releases, designing ads and promotional materials, and developing social media content. Students also gain experience in media production, from conceptualizing ideas to video, photography and editing content. Students explore the real-world application of artificial intelligence in the classroom, experimenting with AI tools. Through professional mentoring and project work with clients, Ad and PR Agency I also serves to network students with industry professionals to help them prepare for their career.

Ad and PR Agency II is the second session of a full-year, hands-on experiential learning course. Students work at a student advertising and public relations agency within the School of Communication, taking on real projects with real clients, just as they would in a professional advertising and public relations firm. Students apply their knowledge by executing a variety of campaigns, gaining practical and technical experience in strategic planning and research, brand strategy, writing and distributing press releases, designing ads and promotional materials, and developing social media content. Students also gain experience in media production, from conceptualizing ideas to video, photography and editing content. Students explore the real-world application of artificial intelligence in the classroom, experimenting with AI tools. Through professional mentoring and project work with clients, Ad and PR Agency II also serves to network students with industry professionals to help them prepare for their career.

Vertically Integrated Projects (VIP) engage undergraduate students in long-term, large-scale, multidisciplinary project teams that are led by faculty. VIP courses are project-based, team-based courses directly supporting faculty research and scholarship. VIPs under this course number have a particular focus on interdisciplinary humanities and social sciences expertise, with membership in teams across RIT colleges.

Vertically Integrated Projects (VIP) engage undergraduate students in long-term, large-scale, multidisciplinary project teams that are led by faculty. VIP courses are project-based, team-based courses directly supporting faculty research and scholarship. VIPs under this course number have a particular focus on interdisciplinary humanities and social sciences expertise, with membership in teams across RIT colleges.