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Undergraduate Bulletin
Majors, Minors, and Certificates
School of Communication and Journalism
BS Degree in Broadcast Journalism {22-23}
BA Degree in Communication Studies {22-23}
BS Degree in Digital Media Management {22-23}
BA Degree in English & Mass Communication {22-23}
BS Degree in Integrated Advertising & Public Relations {22-23}
BS Degree in Multimedia Journalism {22-23}
BS Degree in Photojournalism {22-23}
Minor in Broadcast Journalism {22-23}
Minor in Communication Studies {22-23}
Minor in Integrated Advertising & Public Relations {22-23}
Minor in Mass Communications {22-23}
Minor in Media Analysis {22-23}
Minor in Photojournalism {22-23}
Minor in Sports Communication {22-23}

BS Degree in Integrated Advertising & Public Relations {22-23} - Advertising and Public Relations Campaign Research

Course Code

COMM 459

Credits

Title

Advertising and Public Relations Campaign Research

Course Outline

Description

The course is designed to achieve the following learning outcomes: an ability to analyze an advertising and/or public relations campaign situation; an ability to identify salient issues relative to the market, consumer, media and product; an ability to construct a research plan; proficiency in conducting primary and secondary research using selective research methodologies drawn from content analysis, historical-critical analysis, survey, in-depth interview and focus groups. The PRSSA campaign topic is used and student membership in PRSSA is required for the Public Relations Campaign. The AAF campaign topic is used for the advertising campaign and student membership in AAF is required for the advertising campaign.