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Advertising Concentration

The Advertising concentration within the Communications major prepares students for a variety of careers in advertising. Students in the concentration will demonstrate a professional level competency in understanding the dynamics of the processes of advertising, including planning and execution, creative strategy development and media effects.

Students must take the following: 12 credits

  • COM 270 Advertising Essentials 3 credits
  • COM 373 Advertising Copywriting 3 credits
  • COM 476 Advertising and Media Planning 3 credits
  • COM 478 Integrated Marketing Communication 3 credits 

Students must select one additional course from the following: 3 credits

  • COM 255 Health Communication 3 credits
  • COM 301 Persuasion 3 credits
  • COM 361 Publication Design 3 credits
  • COM 372 International Advertising & PR 3 credits
  • COM 375 Digital Media Branding & Politics 3 credits

Advertising Concentration Course Descriptions


Required courses

COM 270 Advertising Essentials
This introductory course in advertising teaches the basic elements of advertising and other marketing communication tools. Students learn about print, broadcast, outdoor, and electronic media and the strategies employed in message creation about products and services.

COM 373 Advertising Copywriting
This course is designed to teach students how to create and evaluate effective advertising copy, apply marketing and advertising objectives, translate features into benefits, and write from the consumer's point of view.

COM 476 Advertising and Media Planning
This course prepares students for the important task of selecting and buying media for advertising purposes. Students learn various methods and criteria for media selection, and budget matters.

COM 478 Integrated Marketing Communication
This course is designed to teach the application of key elements of marketing promotion mix, using integrated approach. The objective is to ensure success of advertising campaign for the client. The course will acquaint students with the intersection among marketing communication tools and how they can be applied synergistically to meet the sale objectives for the clients.

One additional course selected from these

COM 255 Health Communication
This course will focus on how communication helps shape the health industry. Health communication will be looked at within organizational, cultural, and interpersonal frameworks. During this class, students will gain hands on experience utilizing health communication in a real-world setting.

COM 301 Persuasion
This course explores the fundamental elements of the process of persuasion, both via interpersonal communication and through the mass media. Case studies of coercive persuasion, advertising, political persuasion and the communication of cultural ideology are discussed.

COM 361 Publication Design
This course is designed to provide basic training instruction and practice in the fundamentals of graphics in mass communication. Students will be introduced to the processes of preparing and printing verbal and visual materials.

COM 372 International Advertising & PR
This course focuses on the basic principles of international advertising in our global economy. Students learn about the various factors that drive advertising in international markets by understanding the advertising strategies, consumer demographic and psychographic profiles, cultural nuances, and the techniques employed by major global agencies to capture world markets.

COM 375 Digital Media Branding & Politics
There is an increasing wave of popularity of digital MEDIA and new media for political purposes resulting in a shift from the traditional message delivery tools like television and newspapers. This course presents an overview of how politicians use this new medium to launch their messages to trigger political discussions, markets and sell themselves and their agenda to their constituents.