Advertising and Public Relations Courses
The Professional Exploratory provides the student with one of the following, depending on qualifications: 1) an opportunity to shadow advertising or PR professionals in the workplace while being introduced to current practices and trends in the field or 2) an opportunity to gain practical experience (such as an internship) in the advertising or public relations field. Enrollment is by permission of the internship coordinator (or faculty sponsor) and the departmental chairman. In order to qualify for APR 100 as a shadow opportunity for one hour of credit on a Pass/Fail basis, the student must have an overall GPA of at least a 2.0 and be a declared advertising or PR major or minor. In order to qualify for APR 100 as a practical experience opportunity for one to three hours of credit on a Pass/Fail basis, the student must have an overall GPA of a 2.0 and have completed Phase 2 of the advertising or PR major or minor coursework. This course is repeatable for a six-hour-credit maximum.
A survey of the theoretical, procedural and ethical issues associated with creative thinking. Examines both individual and organizational strategies for promoting creativity, and the creative thinker's role in shaping the culture. Also highlights the intellectual connections between the scholarship in creativity and its practical applications.
A foundation course in advertising that includes historic and contemporary perspectives, advertising institutions and an overview of advertising theory, planning and practice. Key concepts and terminologies are also covered, complemented by interactions with advertising faculty and industry professionals.
A foundation course in public relations that includes historic and contemporary perspectives, public relations institutions and an overview of public relations theory, planning and practice. Key concepts and terminologies are also covered, complemented by interaction with public relations faculty and industry professionals whenever possible.
Provides training in the Adobe Creative Suite (Photoshop, Illustrator, InDesign) as well as basic video editing and web development. Primary instruction is delivered online and administrated by an on-campus faculty member. This course is graded on a Pass/Fail basis.
A case-study-based course devoted to the development of critical and strategic thinking skills needed to plan and execute advertising campaigns and related projects, with an emphasis on the decision-making process in regard to difficult ethical, leadership and revenue based scenarios, among others. Also emphasizes using research to effectively assess performance and competently develop a strategic communication plan.
A case-study-based course devoted to the development of critical and strategic thinking skills needed to plan and execute public relations campaigns and programs, with an emphasis on using research to effectively assess public relations situations and competently developing a strategic communication plan. Also emphasizes development of the critical thinking skills necessary to evaluate and critique strategic communication plans.
Focuses on the planning, execution and application of research during the strategic communication process. Introduction to sound and effective social scientific methods commonly used by advertising and public relations practitioners to analyze and segment audiences, inform strategic planning and message development, and evaluate strategic communication plans and campaigns. Also emphasizes effectively analyzing and presenting research findings, as well as to making insightful conclusions and recommendations based on those findings.
Focuses on the basic elements of layout and principles of design and their application in advertising and public relations work. Students will create assignments in AD or PR lab sessions according to major or minor.
Provides intermediate level training for aspiring art directors in the Adobe Creative Suite (Photoshop, Illustrator, InDesign) as well as video editing, web and mobile app development, and animation. Primary instruction is delivered online and administrated by an on-campus faculty member. This course is graded on a Pass/Fail basis.
Rooted in the development of ideation skills and helping students to self-identify as either art directors or writers. Students acquire techniques and develop personal discipline inherent to the generation of novel, sophisticated creative work based on a solid concept: the distinctive, guiding idea that drives campaign messages. Assignments are evaluated in group critiques, and each student completes a final portfolio by semester’s end.
Focused on the appreciation and development of creative thinking skills for those who will assume advertising roles other than those traditionally located within creative departments. Also intended to foster understanding of how media and managerial specialists can work most productively with creative teams.
For aspiring writers, this course offers an intensive exploration of the craft across a variety of genres. Students gain an understanding of the power of words and the use of distinctive voices, with implications for strategic advertising copywriting. Students are also expected to research and write creative briefs. Writing proficiency is required and must be demonstrated in order to pass this W-designated course.
For aspiring art directors, this course offers an in-depth examination of formal graphic design principles and their application in advertising via lectures, reading assignments and projects. Topics include color theory, typography, and layout as well as applied skills associated with an art director’s daily work.
Provides students with the practical, theoretical and analytical knowledge and skills required to successfully develop, monitor and execute digitally based and social media campaigns. Students will acquire a skill set based on the demands of current industry practice.
Provides students with the practical writing knowledge and skills to research, plan and execute online and traditional public relations communications successfully. Students learn how to execute commonly used research-based communications that allow an organization to meet its strategic goals and reach target audiences. Writing proficiency is required and must be demonstrated to pass this “W-designated” course.
Variable credit (1 to 9 hours). Analysis of advanced theoretical issues in commercial persuasive communication under the supervision of an advertising or public relations faculty member.
Variable credit (1 to 3 hours). Supervised field experiences coupled with investigation of communication problems. Students may take a total of only 3 hours in internship and/or practicum courses.
The course consists of approved work experience. Students may take one additional course when enrolled for internship credit. Grading of P/F is based on the employer's evaluation of the student's performance and on written reports submitted by the student. Students may take a total of only 3 hours in internship and/or practicum courses.
The course consists of approved work experience. Students may take one additional course when enrolled for internship credit. Grading of P/F is based on the employer's evaluation of the student's performance and on written reports by the student. Students may take a total of only 3 hours in internship and/or practicum courses.
Provides advanced level training for aspiring art directors in the Adobe Creative Suite (Photoshop, Illustrator, InDesign) as well as video editing, web and mobile app development, and animation. Primary instruction is delivered online and administrated by an on-campus faculty member. This course is graded on a Pass/Fail basis.
This workshop course is devoted to the development and execution of portfolio pieces reflecting the pursuit of sound strategic and conceptual thinking. All work is done by art director/writer teams and finished executions are produced as the process of portfolio building begins. This work is reviewed by a jury of creative professionals at an end-of-semester critique.
This workshop course is devoted to the continued development and professional-level execution of a complete advertising portfolio reflecting mastery of strategic and conceptual thinking. Each creative team’s work is both prepared and evaluated according to the highest industry standards and reviewed by a jury of creative professionals at an end-of-semester critique. Students are also advised regarding job search strategies and personal branding. This course may be repeated as a directed study with instructor permission.
Further develops writing and editing skills that are crucial to successful public relations practice. Highlights some of the differences between writing for traditional print publications versus writing for emerging online communication channels. Students also research, plan, write, edit, produce and distribute a complete issue of Platform Magazine. Writing proficiency is required and must be demonstrated to pass this “W-designated” course.
Theory and practice of idea development and portfolio building, with particular attention to the latest creative approaches being applied in advertising.
Offers public relations students the chance to implement plans for increasing awareness and/or executing fundraising efforts on behalf of nonprofit organizations. This service learning experience culminates in the production of multiple portfolio pieces for at least one real-world client.
This course prepares aspiring account planners to accept responsibilities unique to the practice, including, but not limited to: the writing of creative briefs, data analysis, new product development consultancy, maintenance of productive account team relationships, social anthropology-based research, foresight and media communication planning.
A wide-ranging, strategically focused course intended to develop decision-making skills involving both traditional and non-traditional media as well as the use of other communication channels. Students execute a case study project that involves complex strategy and media buying.
Examines the managerial role in both advertising and public relations practice. Key dimensions in communication management, including, but not limited to, professional and business ethics, business and financial literacy, media management, organizational culture and communication, and leadership are covered. A variety of teaching approaches—case studies, team projects, debates, simulations, student presentations, readings and lectures—are employed. Writing proficiency within this discipline is required for a passing grade in this course.
This experiential learning course affords students the opportunity to plan, execute and present a complete advertising campaign for a large regional, national or international client. Students, working in agency-style teams, apply both theoretical and practical knowledge acquired in their previous coursework.
Explores the role of strategic and effective public relations practice in crisis management. Focuses on students learning the theory and practice of strategic crisis and emergency management and communication: how issues occur and develop in crises, their impacts on publics and society, and how they should be managed and communicated to publics. A variety of teaching/learning approaches—case studies, a team project, simulations, student presentations, readings and lectures, guest speakers—are used to enhance and increase student responsibility for learning.
Explores the roles of public relations in different countries, in different contexts, and at the local, regional, national, and international levels. Covers current events, timely topics, and trends as they arise and as they are relevant to public relations, including how global technologies have created interconnections between and among corporate, activist, and nonprofit organizations and their stakeholder groups, forming networks of international communities without borders and accelerating the need for PR professionals who understand and can address cross-national and cross-cultural communications. Readings include academic scholarship in global public relations and public relations trade and business media sources around the world.
Public relations leaders represent vital human capital in organizations in today’s dynamic, high-speed communications world. This course describes the process or journey of becoming a PR leader and explores leadership theories, key research findings, top issues in the profession, roles and responsibilities of leaders, and the development process. Students will gain self-insights and develop their own leadership capabilities and capacities through diverse readings, assignments and exercises during the semester.
This course is designed to develop a thorough understanding of sports marketing principles and their application to all facets of the sports industry. Students will learn about how marketing affects other areas of a business that uses sports to reach their target consumers. Students will understand marketing from the perspective of managing a marketing program and participate in one practical field project with a leading organization in the sports industry.
This workshop-style course is designed to provide students with the practical, theoretical and analytical knowledge and skills required to successfully develop, monitor, and execute digitally based and social media campaigns. Students will acquire a skill set based on the demands of current industry practice. This course is a combination of lectures and exercises where strategic thinking, attention to detail and creative problem solving are crucial.
The course concentrates on public relations as an essential element in the effective management of any organization and examines the concepts, perspectives, and practices that apply to the management of communication programs directed to various audiences inside and outside the organization. Writing proficiency is required and must be demonstrated in order to pass this W-designated course.
This experiential learning course affords students the opportunity to plan, execute and present a complete public relations campaign for a local, regional, national or international client. Students, working in teams, apply both theoretical and practical knowledge acquired in their previous coursework.
Study of the role of political advertising and political public relations in contemporary American media. A consideration of proactive and reactive political advertising and public relations strategies.
Required readings are determined in consultation with the faculty member overseeing the course.