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A.Q. Miller School of Journalism and Mass Communications


Advertising is and has always been about "the brand." It is creative, it is magical and it is entertaining. As Bill Bernbach, an advertising creative director, once said: "Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art." Advertising is not driven by numbers but uses them. Research provides a foundation but not a map to success.

At the Miller School, we teach students the core elements of advertising - from the creation of a strategy to the X-Factor to the final creative product. We break rules. We look for new ways to reach the target; we help students look critically at the marketplace. Of course we include the latest platforms, including social networks like Facebook, Twitter and LinkedIn. But just as important, we look for the X-Factor: the one element that will reach the target consumer at the right time, in the right place and with the right message. And we have a lot of fun doing it!

Advertising excites, informs, and motivates. That's what Advertising at the Miller School is all about. Come join us.

Check the JMC Curriculum Guide for a complete list of requirements both for Advertising as well as the general Arts and Sciences degree requirements and course options.

Advertising Curriculum

Required CoursesHours
MC110 - Mass Communication in Society3
MC120 - Principles of Advertising3
MC221 - Advertising Strategy & Writing3
MC396 - Strategic Communication Research3
MC446 - Advertising Media Planning3
MC456 - Advertising Techniques3
MC466 - Law of Mass Communications3
MC640 - Advertising Campaigns3
MC557 - Advanced Ad & PR Techniques          
MC623 - Global Advertising 
MC665 - Managing Integrated Strategic Comm 
MC670 - Advertising & Social Responsibility 
JMC Electives (3 hours must be 500-level or above)12
Total hours required in the Advertising option39