Department of Advertising and Public Relations

Undergraduate Options & Courses

B.A. in Advertising/Public Relations (AD PR)
Minimum 120 Credits

Academic Services Advising

Scheduling, and a successful academic career, starts with meeting an adviser.

Eight full-time employees in the Office of Academic Services assist students and all aspects of their academic pursuits.

Please contact them before scheduling, and remain in contact with questions about course selections, major options and anything else all the way until you complete your final meeting with an adviser for your "senior checkout."

This major is designed to provide a balance of theory, research, and practice. The course sequence provides professional skills courses in conjunction with applied theory and critical evaluative courses.

Students develop an understanding of the role and effect of advertising and public relations within the business, social, and political arenas. Students develop abilities and skills that prepare them for a wide range of professional opportunities that include: media planning and relations, research, client services.

Analytical abilities are equally stressed throughout the curriculum. Critical thinking skills, creative problem-solving, and the need to justify decisions are developed.

Theory and practice from a wide range of disciplines including business, behavioral sciences, and applied statistics are used to equip the students to make informed decisions in a dynamic environment. Advertising and public relations is a controlled major. During the sophomore entrance-to-major process, students must have a 3.3 cumulative grade-point average to secure entrance into the major.

Planning Your Curriculum

  1. Review Recommended Academic Plan
  2. Review Core Classes
  3. Review Course Tracks & Options
  4. Schedule your Classes

1. Recommended Academic Plan

The recommended academic plan offers semester-by-semester recommendations for course scheduling and the major checksheet provides a printable list of course options and descriptions.

Advertising Academic Plan

 Public Relations Academic Plan

Checksheet

2. Common Requirements - 14 Credits

All advertising/public relations students must take the following required core classes:

  • COMM 160 – Basic News Writing Skills
    1 Credit
  • ECON 102 – Introductory Microeconomic Analysis and Policy
    Methods of economic analysis and their use; price determination; theory of the firm; distribution. 3 Credits
  • PSYCH 100 – Introductory Psychology
    Introduction to general psychology; principles of human behavior and their applications. 3 Credits
  • STAT 200 – Elementary Statistics
    Descriptive statistics, frequency distributions, probability, binomial and normal distributions, statistical inference, linear regression, and correlation. Prerequisite: 2 units in algebra 3 Credits

Supporting Courses and Related Areas

All AD/PR students must select 3 credits of COMM courses (other than COMM 100 GS or COMM 120)

3. Options - 21 Credits

In addition to the core classes, AD/PR majors must complete 21 credits of prescribed and additional courses. These are requirements for the major ONLY, please check the Undergraduate Bulletin for complete degree requirements.

  • Advertising OptionOpen or Close

    Prescribed Courses

    Select 15 Credits from:

    • COMM 320 – Introduction to Advertising
      Advertising management in business, including communication theory; common industry practices; basics of copy, media and budget decision; and environmental influences. 
    • COMM 420 – Research Methods in Advertising and Public Relations
      Primary and secondary research methods used in the development of solutions to advertising and public relations problems. Prerequisite: COMM 320 orCOMM 370;STAT 200 3 Credits
    • COMM 421W – Advertising Creative Strategies
      Planning, designing, writing advertisements; introduction to graphics and production techniques and processes; layout and copywriting practice and critiques. Prerequisite: COMM 320 3 Credits
    • COMM 422 – Advertising Media Planning
      Analysis, selection, and scheduling of advertising media; examination of algorithms, technologies, and software used in media planning. Prerequisite: COMM 320 3 Credits
    • COMM 424 – Advertising Campaigns
      Advertising campaign problems from the viewpoint of the national advertiser and advertising agency; production of a complete advertising campaign. Prerequisite: COMM 420 orCOMM 304;COMM 421W, COMM 422 3 Credits

    Additional Courses

    Select 6 Credits from:

    • COMM 370 – Public Relations
      Public understanding of organizations and institutions; identification and analysis of public; media relations; public relations practice. Prerequisite: fourth-semester standing 3 Credits
    • COMM 373 – Crisis Communications in Public Relations
      The course is designed to introduce students to organizational risk assessment and protecting an organization's reputation in times of crisis. Prerequisite: COMM 260W and COMM 370 orCOMM 320 3 Credits
    • COMM 410 – International Mass Communications
      The role of international media in communication among and between nations and people. Complement to COMM 419. 3 Credits
    • COMM 411 – Cultural Aspects of the Mass Media
      The mass media as creators and critics of mass culture in American life; relationships between the media and mass culture. 3 Credits
    • COMM 417 – Ethics and Regulation in Advertising and Public Relations
      Ethical issues in practice of advertising and public relations; legal and regulatory issues; case studies. Prerequisite: COMM 320 or COMM 370 3 Credits
    • COMM 418 – Media Effects
      Investigation of social and psychological effects of media messages and technologies via theories and empirical evidence pertaining to processes of effects. Prerequisite: COMM 118 or COMM 304 3 Credits
    • COMM 425 – Advanced Advertising Campaigns
      An academic option for student AAF members who will develop an integrated advertising campaign to be presented in District competition. Prerequisite: COMM 420, COMM 421W, COMM 422, COMM 424 orCOMM 471 and permission of the program. 3 Credits
    • COMM 426 – International and Intercultural Strategic Communication
      Advertising and public relations in the international and intercultural arenas; multicultural strategic communications strategies. Prerequisite: COMM 320 orCOMM 370 3 Credits
    • COMM 427 – Client/Agency Relations
      Building and maintaining client/agency relationships in advertising, public relations and direct response agency business functions. Prerequisite: Advertising Option - Prerequisite or concurrent - One can be taken concurrently:COMM 421, COMM 422. Public Relations Option - Prerequisite:COMM 471 Prerequisite or concurrent:COMM 473. 3 Credits
    • COMM 468 – Graphic Applications in Print Communications
      Issues, concepts and practice identified with contemporary design strategies for print journalism, advertising and public relations. Prerequisite: COMM 260W or COMM 320 3 Credits
    • COMM 496 – Independent Studies
      Creative projects, including research and design, which are supervised on an individual basis and which fall outside the scope of formal courses. 1-18 Credits
    • COMM 499 – Foreign Study--Mass Communications
      Study of mass communication systems and practices in selected foreign countries. Prerequisite: departmental approval 1-12 Credits
  • Public Relations OptionOpen or Close

    Prescribed Courses

    Select 15 Credits from:

    • COMM 260W – News Writing and Reporting
      News and news values; legal and ethical problems of reporting; writing and reporting news for the mass media. Prerequisite: ENGL 015 orENGL 030;COMM 160 ; third-semester standing and typing proficiency 3 Credits
    • COMM 370 – Public Relations
      Public understanding of organizations and institutions; identification and analysis of public; media relations; public relations practice. Prerequisite: fourth-semester standing 3 Credits
    • COMM 420 – Research Methods in Advertising and Public Relations
      Primary and secondary research methods used in the development of solutions to advertising and public relations problems. Prerequisite: COMM 320 orCOMM 370;STAT 200 3 Credits
    • COMM 471 – Public Relations Media and Methods
      Analyzing media and audiences for public relations purposes; planning, design and writing public relations communications; press relations and publicity methods. Prerequisite: COMM 260W and COMM 370 3 Credits
    • COMM 473 – Public Relations Campaigns
      Case studies and problems in publicity and public relations in industry, government, and institutions. Prerequisite: COMM 370, COMM 420 or COMM 304 and COMM 471 3 Credits

    Additional Courses

    Select 6 Credits from:

    • COMM 320 – Introduction to Advertising
      Advertising management in business, including communication theory; common industry practices; basics of copy, media and budget decision; and environmental influences. 3 Credits
    • COMM 373 – Crisis Communications in Public Relations
      The course is designed to introduce students to organizational risk assessment and protecting an organization's reputation in times of crisis. Prerequisite: COMM 260W and COMM 370 orCOMM 320 3 Credits
    • COMM 401 – Mass Media in History
      Relationship of news media to social, economic, and political developments in the Western world. 3 Credits
    • COMM 403 – Law of Mass Communications
      Nature and theories of law; the Supreme Court and press freedom; legal problems of the mass media. 3 Credits
    • COMM 409 – News Media Ethics
      Ethical problems in the practice of journalism; principal public criticisms of news media; case study approach. 3 Credits
    • COMM 410 – International Mass Communications
      The role of international media in communication among and between nations and people. Complement to COMM 419. 3 Credits
    • COMM 417 – Ethics and Regulation in Advertising and Public Relations
      Ethical issues in practice of advertising and public relations; legal and regulatory issues; case studies. Prerequisite: COMM 320 or COMM 370 3 Credits
    • COMM 418 – Media Effects
      Investigation of social and psychological effects of media messages and technologies via theories and empirical evidence pertaining to processes of effects. Prerequisite: COMM 118 and COMM 304 3 Credits
    • COMM 426 – International and Intercultural Strategic Communication
      Advertising and public relations in the international and intercultural arenas; multicultural strategic communications strategies. Prerequisite: COMM 320 or COMM 370 3 Credits
    • COMM 427 – Client/Agency Relations
      Building and maintaining client/agency relationships in advertising, public relations and direct response agency business functions. Prerequisite: Advertising Option - Prerequisite or concurrent - One can be taken concurrently: COMM 421, COMM 422. Public Relations Option - Prerequisite: COMM 471 Prerequisite or concurrent: COMM 473. 3 Credits
    • COMM 462 – Feature Writing
      Reporting and writing the human interest article for newspapers and magazines. Prerequisite: COMM 260W 3 Credits
    • COMM 464W – Editorial, Opinion and Commentary Writing
      Introduces techniques of editorial, opinion and commentary writing. Prerequisite: COMM 260W 3 Credits
    • COMM 468 – Graphic Applications in Print Communications
      Issues, concepts, and practice identified with contemporary design strategies for print journalism, advertising, and public relations. Prerequisite: COMM 260W orCOMM 320 3 Credits
    • COMM 496 – Independent Studies
      Creative projects, including research and design, which are supervised on an individual basis and which fall outside the scope of formal courses. 1-18 Credits
    • COMM 499 – Foreign Study--Mass Communications
      Study of mass communication systems and practices in selected foreign countries. Prerequisite: departmental approval 1-12 Credits

4. Schedule Your Classes

Schedule Your Classes

Page last updated: September 24, 2013