Advertising & Marketing Communications (BS)

The Advertising & Marketing Communications bachelor’s degree program provides students with a wide range of knowledge and practical skills related to the development and execution of integrated marketing communication plans, which embrace the promotional elements of strategic and creative advertising, media, branding, public relations, sales promotion, and digital and search engine marketing. A hallmark of the program is the team approach to learning taught in a highly creative environment whereby students work in groups for real-world clients similar to an advertising or marketing agency.

Upon completion of the program, graduates are expected to:

Apply the major concepts, skills and values of the advertising industry.
Communicate effectively to diverse audiences, purposes and situations through a variety of professional methods as required by the advertising industry.
Use decision-support tools to resolve contemporary business issues using ethical business practices.
Analyze research and apply critical thinking to identify and recommend appropriate communications-based solutions for client/brand challenges that include traditional, digital and social executions.
Develop branding and creative strategies for fully integrated campaigns that align with marketing and communications objectives for local, national and global brands.
Students create advertising strategies, plan and buy media, write publicity and cause-related materials, develop research strategies, develop digital and social media strategies and viral advertising programs, and produce concepts for print, broadcast and online advertisements. Students have the opportunity to hone these skills while participating in a term-long internship at a wide variety of employers. This is a 1-term, 4.5–13.5 credit experience at a university-approved internship site.