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B.S. Degree in Integrated Advertising & Public Relations {19-20}

B.S. Degree in Integrated Advertising and Public Relations

Description
The major in Integrated Advertising and Public Relations balances the breadth of the liberal arts and sciences curriculum with the depth of a professional curriculum in both advertising and public relations, along with a choice of unrestricted electives to provide a well-rounded educational experience. Majors must complete 120 credits with a minimum of 40 credits at the 300-400 levels. Majors will complete a minimum of 42 credits in LASC, 69 credits in the advertising and public relations program, and the remaining credits will be available as unrestricted electives. Internships, while not formally required, are strongly encouraged to gain additional insight into the journalism profession.

Student Learning Outcomes

In addition to the overarching learning outcomes, the nuanced learning outcomes of the integrated advertising and public relations major are:

  • Demonstrate an awareness and understanding of the principles of both advertising and public relations.
  • Demonstrate an awareness and understanding of the ethical standards of both the advertising and public relations professions.
  • Demonstrate an awareness and understanding of the information sharing process, the relationship building process and the centrality of the process of persuasion to advertising and public relations.
  • Demonstrate entry-level competency to research, create, write, design and produce both advertising and public relations visual and verbal messaging, campaigns, and special events.
  • Develop an awareness and understanding of the process of buying and selling media.
  • Demonstrate an ability to work collaboratively as a member of a team.
  • Demonstrate a competency to produce an advertising or public relations document that meets entry-level, industry standards.
  • Demonstrate entry-level professional competence through the successful completion of an internship or other professional field experience.

Core Requirements ( 69 credits )

Campaign Research and Execution must be taken in the same topic area: both courses must be either in advertising or both courses in public relations.

COMM 101 Introduction to Mass Media (3)
COMM 210 Media Writing (3)
COMM 220 Layout and Typography I (3)
COMM 230 Photography (3)
COMM 251 Video Production for Advertising, News, and Public Relations (3)
COMM 283 Advertising Principles (3)
COMM 284 Public Relations Principles (3)
COMM 285 Intercultural Communications (3)
COMM 305 Imaging and Photo Illustration (3)
COMM 306 Advertising Copywriting (3)
COMM 307 Writing and Editing for Public Relations (3)
COMM 320 Layout and Typography II (3)
COMM 351 Messaging for Mobile Media (3)
COMM 352 Social Media Campaigns (3)
COMM 354 Social Media Metrics (3)
COMM 365 Media Planning (3)
COMM 375 Strategies and Tactics in Public Relations (3)
COMM 383 Event Planning (3)
COMM 400 Media Ethics and Issues (3)
COMM 403 Communications Law (3)
COMM 423 Marketing Communications (3)
COMM 459 Advertising Campaign Research (3)  and
COMM 460 Advertising Campaign Execution (3 ) or
COMM 470 Public Relations Campaign Research (3) and
COMM 471 Public Relations Campaign Execution (3)