Advertising and Public Relations Major
The B.A. in Advertising and Public Relations merges advertising, public relations, social media, and marketing with creative vision and cutting-edge technologies, to prepare students for professional careers and academic opportunities in strategic communication. Core courses provide foundations in social/digital media, advertising, marketing, and public relations, including skills in market research, creative strategies, media writing, multimedia design, and production. Students work individually and collaboratively with real clients to produce campaigns that engage diverse audiences and meet communication goals across a wide range of platforms. Electives are chosen based on individual student interests and may include concentrations or interdisciplinary offerings.
Each ADPR major will choose one of the following concentrations:
1. Advertising Creative concentration
2. Public Relations concentration
3. General Advertising and Public Relations concentration
Each graduating senior in the ADPR major, regardless of concentration, must submit a portfolio of work for evaluation by the ADPR faculty.
An elective course can only count once towards the major, even if it appears on more than one list.
A maximum of 4 credit hours of internship can be counted toward the ADPR major. Additional internship credits may be counted toward general education electives.
No more that 8 credit hours of independent study may be counted toward electives in a concentration.
To take a graduate course toward the Master of Arts in Social and Emerging Media (MASEM): Only undergraduate students enrolled in the Master of Arts in Social and Emerging Media (MASEM) Accelerated Program may take a graduate course offered by the MASEM program (any course with a SEM prefix or MAPC 611). The four (4) credits will count toward the MASEM degree and toward the B.A. in Advertising & Public Relations.
Degree Requirements
Major Core (36 credits)
All ADPR majors, regardless of concentration, must complete the following courses to fulfill the major core:
| COM 222 | Media Aesthetics and Creativity | 4 |
| COM 224 | Media and Society | 4 |
| COM 225 | Media Writing | 4 |
| COM 283 | Principles of Advertising | 4 |
| COM 284 | Principles of Public Relations | 4 |
| COM 350 | Strategic Social Media | 4 |
| COM 374 | Communication Research Methods | 4 |
| COM 436 | Communication and Media Ethics | 4 |
| COM 493 | Capstone in Advertising and Public Relations | 4 |
| Total Credit Hours: | 36 |
Digital Core (8 credits)
DIGITAL CORE 1
All ADPR majors, regardless of concentration, must complete one of the following courses:
| ART 110 | Foundations: Digital Arts | 4 |
| FMX 210 | Digital Media | 4 |
| Total Credit Hours: | 4 |
DIGITAL CORE 2
All ADPR majors, regardless of concentration, must complete one of the following courses:
| ART 305 | Graphic Design I | 4 |
| COM 302 | Digital Media and Design for Communication | 4 |
| Total Credit Hours: | 4 |
Any majors planning to take ART 305 must take ART 110 as the prerequisite.
ADVERTISING CREATIVE CONCENTRATION (24 credits)
Advertising Creative Concentration Core (12 credits)
CORE REQUIREMENTS
ADPR majors choosing the advertising creative concentration must complete the following courses:
| COM 383 | Advertising Creative Direction | 4 |
| COM 483 | Advertising Campaigns | 4 |
| Total Credit Hours: | 8 |
DIGITAL ELECTIVE
ADPR majors in the advertising creative concentration must complete 4 credits from the following list of courses:
Advertising Creative Concentration Electives (12 credits)
ADPR majors choosing the advertising creative concentration must complete 12 credit hours from the following list of electives. At least 8 credit hours must be taken at the 300-level or above. A maximum of 8 credit hours of elective substitutions from another program or department may count as these electives. The course substitutions should closely coincide with the student's scholarly or career interests, and should be chosen with the advice of a communication faculty adviser.
| ART 102 | Foundations: Drawing | 4 |
| ART 104 | Foundations: 2-D Design | 4 |
| ART 218 | Digital Photography | 4 |
| ART 281 | History of Graphic Design | 4 |
| ART 309 | Typography | 4 |
| ART 318 | Graphic Design II | 4 |
| ART 357 | Modern Art | 4 |
| COM 226 | Introduction to Scriptwriting for Motion Pictures and Television | 4 |
| COM 236 | UTTV Student Television | 2 or 4 |
| COM 301 | Introduction to Organizational Communication | 4 |
| COM 303 | Studio TV I | 4 |
| COM 315 | Web Design | 4 |
| COM 323 | Digital Communication and Society | 4 |
| COM 327 | Communication and Law | 4 |
| COM 330 | The Spartan Agency | 1-4 |
| COM 332 | Television Criticism | 4 |
| COM 333 | Studio TV II | 4 |
| COM 334 | Information and the New World Order | 4 |
| COM 344 | Special Topics | 1-4 |
| COM 346 | Writing for Interactive Media | 4 |
| COM 354 | Internship in Communication | 1-4 |
| COM 365 | Critical Analysis of Media Events | 4 |
| COM 370 | Women, Film and Popular Culture | 4 |
| COM 384 | Writing for Public Relations | 4 |
| COM 385 | Crisis Communication | 4 |
| COM 388 | Multicultural and Prosocial Strategic Communication | 4 |
| COM 392 | Independent Study in Communication | 1-4 |
| COM 401 | Intercultural Communication | 4 |
| COM 425 | Information Technology and Human Values | 4 |
| COM 426 | Public Opinion, the Media and Power | 4 |
| COM 443 | Communication and Cultural Studies | 4 |
| COM 466 | International Advertising | 4 |
| FMX 207 | Digital Drawing | 4 |
| FMX 211 | Media Arts: History and Theory | 4 |
| FMX 217 | 3D Animation I | 4 |
| FMX 241 | Sound, Image and Motion | 4 |
| FMX 310 | Creative Coding | 4 |
| FMX 311 | UX/UI User Experience & User Interaction | 4 |
| FMX 381 | Digital Imaging | 4 |
| JOU 101 | Introduction to Journalism | 4 |
| JOU 221 | Multimedia Storytelling | 4 |
| JOU 273 | Practicum in Student Publications | 1-4 |
| JOU 304 | Social, Digital, and Data Journalism | 4 |
| MAPC 611 | Emerging Technologies | 4 |
| MKT 300 | Principles of Marketing | 4 |
| MKT 354 | Buyer Behavior | 4 |
| MKT 411 | Promotion and Branding Strategies | 4 |
| SEM 603 | Audio and Video Production for Emerging Media | 4 |
| SEM 604 | Social and Emerging Media Strategy and Analytics | 4 |
| SEM 610 | User Experience and Audience Research | 4 |
| SEM 611 | Media Creation and Project Management | 4 |
| SEM 612 | Emerging Media: Industry, Policy, and Law | 4 |
| SEM 613 | Advanced Production in Emerging Media | 4 |
| SPE 200 | Oral Communication | 4 |
| SPE 208 | Speech for Business and the Professions | 4 |
| SPE 212 | Global Speech, Human Rights and Social Justice | 4 |
| SPE 300 | Storytelling: Voice, Script and Movement | 4 |
| SPE 308 | Group Presentation and Leading Change | 4 |
| SPE 310 | Interpersonal Communication | 4 |
| SPE 315 | Freedom of Speech and First Amendment Studies | 4 |
| SPE 330 | Special Topics in Speech | 2-4 |
| SPE 400 | Public Messages and Technology | 4 |
| SPE 425 | Persuasion, Argumentation, and Conflict Resolution | 4 |
| THR 100 | Voice and Diction | 4 |
| THR 205 | Oral Performance of Literature | 4 |
| WRI 200 | Introduction to Creative Writing | 4 |
| WRI 240 | Writing Drama | 4 |
| Total Credit Hours: | 12 |
* JOU 273 and WRI 242 may be taken for up to 4 credits in each major.
** Students may receive credit for SPE 200 or SPE 208 (but not both) because of potential overlap in content.
*** Only undergraduate students enrolled in the MASEM Accelerated Program may take a graduate course offered by the MASEM program (any course with a SEM prefix or MAPC 611).
PUBLIC RELATIONS CONCENTRATION (24 credits)
Public Relations Concentration Core (12 credit hours)
ADPR majors choosing the public relations concentration must complete the following courses:
| COM 384 | Writing for Public Relations | 4 |
| COM 484 | Public Relations Campaigns | 4 |
| Total Credit Hours: | 8 |
BUSINESS CORE ELECTIVE
Choose one of the following:
| BUS 101 | Introduction to Global Business | 4 |
| COM 301 | Introduction to Organizational Communication | 4 |
| COM 385 | Crisis Communication | 4 |
| Total Credit Hours: | 4 |
Public Relations Concentration Electives (12 credits)
ADPR majors choosing the advertising creative concentration must complete 12 credit hours from the following list of electives. At least 8 credit hours must be taken at the 300-level or above. A maximum of 8 credit hours of elective substitutions from another program or department may count as these electives. Course substitutions should closely coincide with the student's scholarly or career interests, and should be chosen with the advice of a communication faculty adviser.
| BUS 101 | Introduction to Global Business | 4 |
| COM 232 | Visual Literacy | 4 |
| COM 234 | Topics in Communication | 1-4 |
| COM 301 | Introduction to Organizational Communication | 4 |
| COM 315 | Web Design | 4 |
| COM 323 | Digital Communication and Society | 4 |
| COM 325 | Writing for Broadcast News | 4 |
| COM 327 | Communication and Law | 4 |
| COM 330 | The Spartan Agency | 1-4 |
| COM 344 | Special Topics | 1-4 |
| COM 346 | Writing for Interactive Media | 4 |
| COM 354 | Internship in Communication | 1-4 |
| COM 383 | Advertising Creative Direction | 4 |
| COM 385 | Crisis Communication | 4 |
| COM 388 | Multicultural and Prosocial Strategic Communication | 4 |
| COM 392 | Independent Study in Communication | 1-4 |
| COM 401 | Intercultural Communication | 4 |
| COM 425 | Information Technology and Human Values | 4 |
| COM 443 | Communication and Cultural Studies | 4 |
| COM 499 | Senior Project | 4 |
| FMX 241 | Sound, Image and Motion | 4 |
| JOU 101 | Introduction to Journalism | 4 |
| JOU 221 | Multimedia Storytelling | 4 |
| JOU 271 | News Reporting and Writing | 4 |
| JOU 273 | Practicum in Student Publications | 1-4 |
| JOU 304 | Social, Digital, and Data Journalism | 4 |
| JOU 371 | Feature Writing | 4 |
| MAPC 611 | Emerging Technologies | 4 |
| MKT 300 | Principles of Marketing | 4 |
| MKT 362 | Digital Marketing | 4 |
| MKT 411 | Promotion and Branding Strategies | 4 |
| SEM 601 | Digital Storytelling | 4 |
| SEM 602 | Visual Design for Emerging Media | 4 |
| SEM 603 | Audio and Video Production for Emerging Media | 4 |
| SEM 604 | Social and Emerging Media Strategy and Analytics | 4 |
| SEM 610 | User Experience and Audience Research | 4 |
| SEM 611 | Media Creation and Project Management | 4 |
| SEM 612 | Emerging Media: Industry, Policy, and Law | 4 |
| SEM 613 | Advanced Production in Emerging Media | 4 |
| SPE 200 | Oral Communication | 4 |
| SPE 208 | Speech for Business and the Professions | 4 |
| SPE 212 | Global Speech, Human Rights and Social Justice | 4 |
| SPE 308 | Group Presentation and Leading Change | 4 |
| SPE 315 | Freedom of Speech and First Amendment Studies | 4 |
| SPE 400 | Public Messages and Technology | 4 |
| SPE 425 | Persuasion, Argumentation, and Conflict Resolution | 4 |
| WRI 220 | Digital Writing and Culture | 4 |
| WRI 242 | Introduction to Publication Editing and Design | 4 |
| WRI 281 | Technical Writing | 4 |
| Total Credit Hours: | 12 |
* JOU 273 and WRI 242 may be taken for up to 4 credits in each major.
** Students may receive credit for SPE 200 or SPE 208 (but not both) because of potential overlap in content.
*** Only undergraduate students enrolled in the MASEM Accelerated Program may take a graduate course offered by the MASEM program (any course with a SEM prefix or MAPC 611).
GENERAL CONCENTRATION (24 credits)
Advertising and Public Relations General Concentration Core (12 credit hours)
ADPR majors choosing the general concentration must complete the following courses:
Core Elective 1
ADPR majors in the general concentration must choose one of the following courses:
| COM 383 | Advertising Creative Direction | 4 |
| | or | |
| COM 384 | Writing for Public Relations | 4 |
| Total Credit Hours: | 4 |
Core Elective 2
ADPR majors in the general concentration must complete 4 credits from the following list of courses:
| BUS 101 | Introduction to Global Business | 4 |
| COM 236 | UTTV Student Television | 2 or 4 |
| COM 250 | WUTT Student Radio | 2 or 4 |
| COM 301 | Introduction to Organizational Communication | 4 |
| COM 315 | Web Design | 4 |
| COM 385 | Crisis Communication | 4 |
| FMX 241 | Sound, Image and Motion | 4 |
| JOU 221 | Multimedia Storytelling | 4 |
| Total Credit Hours: | 4 |
Campaigns Requirement
Choose one of the following:
| COM 483 | Advertising Campaigns | 4 |
| | or | |
| COM 484 | Public Relations Campaigns | 4 |
| Total Credit Hours: | 4 |
General Concentration Electives (12 credit hours)
ADPR majors choosing the general concentration must complete 12 credit hours from the following list of electives. At least 8 credit hours must be taken at the 300-level or above.
A maximum of 8 credit hours of elective substitutions from another program or department may count as these electives. Course substitutions should closely coincide with the student's scholarly or career interests, and should be chosen with the advice of a communication faculty adviser.
| ART 102 | Foundations: Drawing | 4 |
| ART 104 | Foundations: 2-D Design | 4 |
| ART 110 | Foundations: Digital Arts | 4 |
| ART 218 | Digital Photography | 4 |
| ART 318 | Graphic Design II | 4 |
| BUS 101 | Introduction to Global Business | 4 |
| COM 234 | Topics in Communication | 1-4 |
| COM 236 | UTTV Student Television | 2 or 4 |
| COM 301 | Introduction to Organizational Communication | 4 |
| COM 303 | Studio TV I | 4 |
| COM 315 | Web Design | 4 |
| COM 323 | Digital Communication and Society | 4 |
| COM 325 | Writing for Broadcast News | 4 |
| COM 327 | Communication and Law | 4 |
| COM 330 | The Spartan Agency | 1-4 |
| COM 333 | Studio TV II | 4 |
| COM 334 | Information and the New World Order | 4 |
| COM 344 | Special Topics | 1-4 |
| COM 346 | Writing for Interactive Media | 4 |
| COM 354 | Internship in Communication | 1-4 |
| COM 383 | Advertising Creative Direction | 4 |
| COM 384 | Writing for Public Relations | 4 |
| COM 385 | Crisis Communication | 4 |
| COM 388 | Multicultural and Prosocial Strategic Communication | 4 |
| COM 392 | Independent Study in Communication | 1-4 |
| COM 401 | Intercultural Communication | 4 |
| COM 426 | Public Opinion, the Media and Power | 4 |
| COM 443 | Communication and Cultural Studies | 4 |
| COM 466 | International Advertising | 4 |
| COM 499 | Senior Project | 4 |
| COM 483 | Advertising Campaigns | 4 |
| COM 484 | Public Relations Campaigns | 4 |
| ECO 204 | Principles of Microeconomics | 4 |
| FMX 217 | 3D Animation I | 4 |
| FMX 241 | Sound, Image and Motion | 4 |
| FMX 310 | Creative Coding | 4 |
| FMX 339 | Game Design and Production | 4 |
| FMX 381 | Digital Imaging | 4 |
| JOU 101 | Introduction to Journalism | 4 |
| JOU 221 | Multimedia Storytelling | 4 |
| JOU 271 | News Reporting and Writing | 4 |
| JOU 273 | Practicum in Student Publications | 1-4 |
| JOU 304 | Social, Digital, and Data Journalism | 4 |
| JOU 371 | Feature Writing | 4 |
| MAPC 611 | Emerging Technologies | 4 |
| MKT 300 | Principles of Marketing | 4 |
| MKT 354 | Buyer Behavior | 4 |
| MKT 371 | Professional Selling and Sales Management | 4 |
| MKT 410 | Global Marketing | 4 |
| MKT 411 | Promotion and Branding Strategies | 4 |
| MKT 450 | Marketing Strategy | 4 |
| SEM 601 | Digital Storytelling | 4 |
| SEM 602 | Visual Design for Emerging Media | 4 |
| SEM 603 | Audio and Video Production for Emerging Media | 4 |
| SEM 604 | Social and Emerging Media Strategy and Analytics | 4 |
| SEM 610 | User Experience and Audience Research | 4 |
| SEM 611 | Media Creation and Project Management | 4 |
| SEM 612 | Emerging Media: Industry, Policy, and Law | 4 |
| SEM 613 | Advanced Production in Emerging Media | 4 |
| SPE 200 | Oral Communication | 4 |
| SPE 208 | Speech for Business and the Professions | 4 |
| SPE 212 | Global Speech, Human Rights and Social Justice | 4 |
| SPE 300 | Storytelling: Voice, Script and Movement | 4 |
| SPE 308 | Group Presentation and Leading Change | 4 |
| SPE 310 | Interpersonal Communication | 4 |
| SPE 315 | Freedom of Speech and First Amendment Studies | 4 |
| SPE 330 | Special Topics in Speech | 2-4 |
| SPE 400 | Public Messages and Technology | 4 |
| SPE 425 | Persuasion, Argumentation, and Conflict Resolution | 4 |
| THR 100 | Voice and Diction | 4 |
| THR 205 | Oral Performance of Literature | 4 |
| WRI 200 | Introduction to Creative Writing | 4 |
| WRI 220 | Digital Writing and Culture | 4 |
| WRI 242 | Introduction to Publication Editing and Design | 4 |
| WRI 274 | Creative Nonfiction | 4 |
| WRI 281 | Technical Writing | 4 |
| Total Credit Hours: | 12 |
*Students may receive credit for SPE 200 or SPE 208 (but not both) because of potential overlap in content.
JOU 273 and WRI 242 may be taken for up to 4 credits in each major.
NOTE: Only undergraduate students enrolled in the MASEM Accelerated Program may take a graduate course offered by the MASEM program (any course with a SEM prefix or MAPC 611).
Total Credit Hours: 68