Advertising
The Advertising major builds upon the current course offerings by adding courses in ad copywriting, ad campaigns, as well as partnering with the school of business, requiring courses in marketing and consumer behavior. Students will also have the opportunity to take hands on courses in video production and graphic design.
Major Requirements: Major in Advertising—45 hours
Professional Core:
COM 120 Mass Media
Functions, responsibilities, and influence of various mass communication media. Students review the economic, technical, historical, regulatory, and sociological aspects of radio, television, film, newspapers, magazines, books, advertising, and public relations and are offered opportunities for telephone conferences with significant media figures. Credit Hours: 3. Offered in the Fall and Spring.
COM 121 Writing Across Media Platforms
Introduction to news writing skills for the beginning media student to understand the differences and similarities of writing for print and broadcast media. Credit hours: 4. Offered in the Fall and Spring.
COM 355 Communication Theory & Research
Major theories, models, and conceptualizations of communication with emphasis on practical applications of research. Credit hours: 3. Offered in the Spring.
COM 430 Communications Law
The legal controls and government regulations on mass media. Students will study case precedents involving the freedom and rights of the press and broadcasters. Prerequisite: Senior standing. Credit hours: 3. Offered in the Spring.
Major Requirements:
COM210 Publications Seminar
Application of journalism fundamentals to the Cardinal & Cream. Includes: writing, editing, layout, advertising, management and production. May be taken 3 times. Prerequisite: COM 121. Credit hours: 1. Offered in the Fall and Spring.
COM 216 Persuasion
Study of classical and contemporary theories and strategies of persuasion with applications to the field of communication. Credit hours: 3. Offered in the Spring odd years.
COM 314 Advertising Copywriting
Explores the strategies and techniques of writing advertising copy for print, outdoor, radio and television media. Prerequisite: COM 121. Credit hours: 3. Offered in the Fall.
COM 329 Principles of Advertising
An overview of the field of advertising, including its history in the United States, advertising as a business, current career opportunities in the field, and past and current trends in both traditional and new media. Credit hours: 3. Offered in the Fall.
COM 414 Advertising Campaigns
Examines the steps involved in developing a strategic advertising campaign, including the development of a situation analysis, writing goals and objectives, developing a creative strategy and a plan for evaluation. An actual team-based campaign will be developed. Prerequisite: COM 314. Credit hours: 3. Offered in the Fall.
MKT 328 Principles of Marketing
Exploration of the role of marketing in a free enterprise system through the development, implementation, control, and evaluation of marketing strategies with emphasis on marketing models and concepts utilized in decision making. Credit hours: 3. Offered in the Fall and Spring.
MKT 330 Consumer Behavior
Individual and collective behavior patterns both inside and outside the marketplace, through the use of theoretical model building and empirical research findings. Emphasizes role of research in determining short-range and long-range strategies. Prerequisite: MKT 328 Credit hours: 3.
Professional Electives—Select 12 hours from:
COM 220 Digital Storytelling
An introductory course to visual storytelling using a variety of digital media. Students will learn to create and deliver compelling and emotionally engaging narratives for a variety of purposes, combining video, still images, audio and interactivity. Credit hours: 3. Offered in the Fall and Spring.
COM 323 Principles of Public Relations
Introduction to principles, practices, context, and structure of public relations examining both the process and its implementation in business, industry, and institutions. Prerequisite: COM 121. Credit hours: 3. Offered in the Fall.
COM 360 Publication Design
Using hands-on experiences to edit, design, layout, and develop camera-ready documents to provide practical knowledge of state-of-the-art publishing technology. Credit hours: 3. Offered in the Spring.
COM 482 Internship in Advertising
Students work as interns (primarily unpaid) to obtain supervised practical experience in advertising at an agency or another type of business. Requires a minimum of 150 hours during one semester. Prerequisites: COM 314, COM 329, plus 3 additional courses in the Advertising major. Credit hours: 3. Offered in the Fall, Winter, Spring, and Summer.
ART 113 2D foundations: Design
Study of the elements and principles of two-dimensional design with an emphasis on color theory. Six studio hours per week. Credit hours: 3. Offered in the Fall.
ART 221 Introduction to Graphic Design and Visual Language
A study of the techniques, practices, and history of the Graphic Design field. Attention will be given to basic concepts and techniques involved in the preparation of art for commercial reproduction, publication design, and the use of the computer as a design tool. Six studio hours per week. Prerequisite: ART 113 or consent of the instructor. Credit hours: 3. Offered in the Fall.
ART 345 Identity Systems
A continuation of 221 with emphasis on corporate media structures, branding techniques and strategies. Attention will be given to artwork preparation, presentation for client, package design, commercial reproduction and printing techniques. Six studio hours per week. Prerequisite: ART 113 or consent of the instructor. Credit hours: 3. Offered in the Spring.
Minor Requirements: Minor in Advertising—22 hours A.COM 121, 216, 314, 329, 414—16 hours B. MKT 328, 330—6 hours