Quick Link: Enrollment Information
Working as an advertising professional demands a wide variety of technical and creative skill. Those who work in the advertising industry devise the strategy, write, prepare the visuals and produce the ads and commercials that are paid for by advertisers.
The advertising sequence prepares students for careers in creative design, sales, media planning and account management roles both in advertising agencies and in the media (newspapers, magazines, radio and television.)
| ADVERTISING | ||
| MC 110 | Mass Communication in Society | 3 |
| MC 120 | Principles of Advertising | 3 |
| MC 221 | Advertising Writing | 3 |
| MC 396 | Mass Communication Research | 3 |
| MC 446 | Advertising Media Planning | 3 |
| MC 456 | Advertising Techniques | 3 |
| MC 466 | Law of Mass Communication | 3 |
| MC 640 | Advertising Campaigns | 3 |
| Choose ONE: MC 423, 557, 665 or 670 | 3 | |
| Electives (at least three hours must be at 500-level or above) | 12 | |
| Total | 39 | |
The advertising curriculum requires a minimum of four semesters to complete, since the skills courses progressively build upon one another. For students who begin the option as juniors or seniors, this sequential order of courses may result in a later graduation date.
The School strictly adheres to course prerequisites. Here is the curriculum in detail:
Mass Communication in Society (MC 110) Pr: none. This course should be taken in a student's first year in JMC. This large lecture-style course provides a broad historical and social overview of mass communications and its role and impact in society.
Principles of Advertising (MC 120) Pr: none. This lecture-style course examines the advertising field and its relationship to marketing and journalism.
Advertising Writing (MC 221) Pr: A 2.5 GPA after 12 hours and passing score on CST. This course involves writing for various media to meet advertising goals to persuade and inform mass audiences. Classes are taught in an Apple Macintosh writing lab. Typing proficiency is necessary.
Mass Communication Research (MC 396) Pr: A 2.5 GPA after 30 hours and completion of a math or statistics course, along with MC 110. This course focuses on the formulation of mass communication research and design, data collection and analysis, and the measurement of public opinion.Global
Global Advertising (MC 423) Pr: MC 120 with a grade of C or better. Issues associated with advertising in a global environment, including cultural impact, international media, regulation, ethics, and new media technologies.
Advertising Media Planning (MC 446) Pr: MC 221 with a grade of C or better. This course focuses on selecting, scheduling and buying of advertising media time and space.
Advertising Techniques (MC 456) Pr: MC 221 with a grade of C or better. This course deals with the planning, creation and production of advertising messages for the various mass communication media.
Law of Mass Communications (MC 466) Pr : Junior standing. This course examines freedom of expression and the limitations that exist in such areas as libel, privacy, copyright, obscenity, advertising, corporate speech and broadcasting.
Advanced Advertising Techniques (MC 557) Pr: MC 456 with a grade of C or better. Emphasis on individual enhancement of creative concept development, advanced technical skills, and portfolio development. Self-directed projects allow in-depth knowledge, understanding and practice of advertising production methods.
Advertising and PR Management (MC 665) Pr: MC 221 or 280 with a grade of C or better or instructor consent. Investigation of managerial decision making in advertising and public relation programs. Emphasizes strategic and logical thinking in the decision-making process. Theories and practices from media management, social/cognitive psychology, and integrated communication.
Advertising and Social Responsibility (MC 670) Pr: Junior standing with a 2.5 GPA and completion of MC 120. Examines social, ethical, and legal issues and problems facing the advertising industry, and its relationship to the consumer.
Advertising Campaigns (MC 640) Pr: MC 396, 446 and 456 with grades of C or better. This final course in the sequence, taken after all other advertising courses are completed, involves the conceptualization of an advertising campaign for a client.
Electives (one course must be 500-level or above) 12 more hours in the major are required to have the minimum 39 hours. Any course in the School qualifies, but here are some suggestions: