The major in advertising and public relations is designed to prepare students for professional and academic opportunities in strategic communications, as well as for the pursuit of advanced degrees. Students will have the opportunity to develop critical thinking capabilities, specialized knowledge, practical skills, technical competencies and the theoretical framework necessary to address real-world communication problems in advertising and public relations.
Core courses provide foundations in advertising, marketing, public relations, culture and society, visual aesthetics, writing, research, design, production and strategic problem solving. Students must take a minimum of 68 credit hours to fulfill the requirements of the major.
The ADPR major consists of 68 credit hours, including core requirements (40 credits) and concentration core and elective courses (28 credits). Each ADPR major will choose one of three concentrations:
Each graduating senior in the ADPR major, regardless of concentration, must submit a portfolio of work for evaluation by the ADPR faculty.
Degree Requirements
Major core (28 hours)
All ADPR majors, regardless of concentration, must complete the following courses to fulfill the major:
| 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 436 | Communication and Media Ethics | 4 |
| COM 470 | Communication Research Methods | 4 |
| Total Credit Hours: | 28 |
Digital Core (12 credit hours)
DIGITAL CORE 1
Choose one of the following. All ADPR majors, regardless of concentration, must complete one of the following courses to fulfill the major.
| ART 110 | Foundations: Digital Arts | 4 |
| FMX 210 | Digital Media | 4 |
| Total Credit Hours: | 4 |
Any majors planning to take ART 305 must take ART 110 as the prerequisite.
DIGITAL CORE 2
Choose one of the following. All ADPR majors, regardless of concentration, must complete one of the following courses to fulfill the major.
| ART 305 | Graphic Design I | 4 |
| COM 302 | Digital Media and Design for Communication | 4 |
| Total Credit Hours: | 4 |
DIGITAL CORE ELECTIVES
Choose one of the following. All ADPR majors, regardless of concentration, must complete one of the following courses to fulfill the major.
| COM 236 | UTTV Student Television | 2 or 4 |
| COM 315 | Web Design | 4 |
| FMX 241 | Sound, Image and Motion | 4 |
| JOU 221 | Multimedia Storytelling | 4 |
| Total Credit Hours: | 4 |
ADVERTISING CREATIVE CONCENTRATION (28 credits)
Advertising Creative Concentration Core (12 credits)
ADPR majors choosing the advertising creative concentration must complete the following courses to fulfill the major:
| COM 232 | Visual Literacy | 4 |
| COM 383 | Advertising Creative Direction | 4 |
| COM 483 | Advertising Campaigns | 4 |
| Total Credit Hours: | 12 |
Advertising Creative Concentration Electives
Below are lists of electives for the Advertising Creative concentration.
Outside of these lists, a maximum of 8 credit hours in related courses may count as electives in a concentration. These courses should closely coincide with the student's scholarly or career interests, and should be chosen with the advice of a communication faculty adviser.
No more than 8 credit hours of independent study may be counted towards elective in a concentration.
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.
Internship credits will not count toward requirements for 300 level or above courses.
An elective course can only count once toward the major, even if it appears on more than one list.
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.
Advertising Creative Concentration - History/Theory Electives (8 credits hours)
ADPR majors choosing the advertising creative concentration must complete 8 credit hours from the following list of electives. At least 4 credit hours must be taken at the 300-level or above.
| ART 281 | History of Graphic Design | 4 |
| ART 357 | Modern Art | 4 |
| COM 301 | Introduction to Organizational Communication | 4 |
| COM 323 | Digital Communication and Society | 4 |
| COM 327 | Communication and Law | 4 |
| COM 332 | Television Criticism | 4 |
| COM 334 | Information and the New World Order | 4 |
| COM 365 | Critical Analysis of Media Events | 4 |
| COM 370 | Women, Film and Popular Culture | 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 211 | Media Arts: History and Theory | 4 |
| JOU 101 | Introduction to Journalism | 4 |
| MKT 300 | Principles of Marketing | 4 |
| MKT 354 | Buyer Behavior | 4 |
| SEM 604 | Social and Emerging Media Strategy and Analytics | 4 |
| SEM 610 | User Experience and Audience Research | 4 |
| SEM 612 | Emerging Media: Industry, Policy, and Law | 4 |
| Total Credit Hours: | 8 |
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).
Advertising Creative Concentration - Practicum Electives (8 credit hours)
ADPR majors choosing a concentration in advertising creative must complete 8 credit hours from the following list of electives, at least 4 at the 300-level or above.
A maximum of 4 credit hours of internship can be counted toward electives in the major. Additional internship credit may be counted toward general education electives.
Internship credits (COM 354) will not count toward requirements for 300-level or above courses.
An elective course can only count once toward the major, even if it appears on more than one list.
| ART 102 | Foundations: Drawing | 4 |
| ART 104 | Foundations: 2-D Design | 4 |
| ART 218 | Digital Photography | 4 |
| ART 309 | Typography | 4 |
| ART 318 | Graphic Design II | 4 |
| COM 226 | Introduction to Scriptwriting for Motion Pictures and Television | 4 |
| COM 236 | UTTV Student Television | 2 or 4 |
| COM 303 | Studio Television I | 4 |
| COM 315 | Web Design | 4 |
| COM 333 | Studio TV II | 4 |
| COM 344 | Special Topics | 1-4 |
| COM 346 | Writing for Interactive Media | 4 |
| COM 350 | Strategic Social Media | 4 |
| COM 354 | Internship in Communication | 1-4 |
| COM 384 | Writing for Public Relations | 4 |
| COM 392 | Independent Study in Communication | 1-4 |
| FMX 207 | Digital Drawing | 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 221 | Multimedia Storytelling | 4 |
| JOU 273 | Practicum in Student Publications | 1-4 |
| JOU 304 | Social, Digital, and Data Journalism | 4 |
| MKT 411 | Promotion and Branding Strategies | 4 |
| SPE 100 | Voice and Diction | 4 |
| SPE 200 | Oral Communication | 4 |
| SPE 205 | Oral Performance of Literature | 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 |
| WRI 200 | Introduction to Creative Writing | 4 |
| WRI 240 | Writing Drama | 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 611 | Media Creation and Project Management | 4 |
| SEM 613 | Advanced Production in Emerging Media | 4 |
| MAPC 611 | Emerging Technologies | 4 |
| Total Credit Hours: | 8 |
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).
PUBLIC RELATIONS CONCENTRATION (28 credits)
Public Relations Concentration Core (12 credit hours)
ADPR majors choosing the public relations concentration must complete the following courses to fulfill the major:
| COM 384 | Writing for Public Relations | 4 |
| COM 484 | Public Relations Campaigns | 4 |
| Total Credit Hours: | 8 |
BUSINESS CORE
Choose one of the following:
| BUS 101 | Introduction to Global Business | 4 |
| COM 301 | Introduction to Organizational Communication | 4 |
| Total Credit Hours: | 4 |
Public Relations Concentration - Electives
Below are lists of electives for the Public Relations concentration.
Outside of these lists, a maximum of 8 credit hours in related courses may count as electives in a concentration. These courses should closely coincide with the student's scholarly or career interests, and should be chosen with the advice of a communication faculty adviser.
No more than 8 credit hours of independent study may be counted towards elective in a concentration.
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.
Internship credits will not count toward requirements for 300 level or above courses.
An elective course can only count once toward the major, even if it appears on more than one list.
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.
Public Relations Concentration - Authoring and Production Electives (8 credit hours)
ADPR majors choosing the public relations concentration must complete 8 credit hours from the following list of electives. At least 4 credit hours must be taken at the 300 level or above.
| COM 234 | Topics in Communication | 1-4 |
| COM 236 | UTTV Student Television | 2 or 4 |
| COM 315 | Web Design | 4 |
| COM 325 | Writing for Broadcast News | 4 |
| COM 344 | Special Topics | 1-4 |
| COM 346 | Writing for Interactive Media | 4 |
| COM 350 | Strategic Social Media | 4 |
| COM 383 | Advertising Creative Direction | 4 |
| COM 392 | Independent Study in Communication | 1-4 |
| FMX 241 | Sound, Image and Motion | 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 |
| 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 |
| MAPC 611 | Emerging Technologies | 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 611 | Media Creation and Project Management | 4 |
| SEM 613 | Advanced Production in Emerging Media | 4 |
| Total Credit Hours: | 8 |
WRI 242 and JOU 273 may be repeated for up to 4 credits in the 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).
Public Relations Concentration - Other Electives (8 credit hours)
ADPR students choosing a concentration in public relations must complete 8 credit hours from the following list of electives.
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.
Internship requirements will not count toward requirements for 300-level or above courses.
| BUS 101 | Introduction to Global Business | 4 |
| COM 232 | Visual Literacy | 4 |
| COM 301 | Introduction to Organizational Communication | 4 |
| COM 327 | Communication and Law | 4 |
| COM 344 | Special Topics | 1-4 |
| COM 354 | Internship in Communication | 1-4 |
| COM 388 | Multicultural and Prosocial Strategic Communication | 4 |
| COM 392 | Independent Study in Communication | 1-4 |
| COM 401 | Intercultural Communication | 4 |
| COM 443 | Communication and Cultural Studies | 4 |
| COM 499 | Senior Project | 4 |
| JOU 101 | Introduction to Journalism | 4 |
| SPE 100 | Voice and Diction | 4 |
| SPE 200 | Oral Communication | 4 |
| SPE 205 | Oral Performance of Literature | 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 |
| SEM 604 | Social and Emerging Media Strategy and Analytics | 4 |
| SEM 612 | Emerging Media: Industry, Policy, and Law | 4 |
| SEM 610 | User Experience and Audience Research | 4 |
| Total Credit Hours: | 8 |
*Students may receive credit for SPE 200 or SPE 208 (but not both), because of potential overlap in content. 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).
GENERAL CONCENTRATION (28 credits)
Advertising and Public Relations General Concentration Core (16 credit hours)
ADPR majors choosing the general concentration must complete the following courses to fulfill the major:
| COM 232 | Visual Literacy | 4 |
| COM 383 | Advertising Creative Direction | 4 |
| COM 384 | Writing for Public Relations | 4 |
| Total Credit Hours: | 12 |
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 a general concentration must complete 12 credit hours from the following lists of electives. At least 8 credit hours must be taken at the 300 level or above.
Outside of these lists, a maximum of 8 credit hours in related courses may count as electives in a concentration. These courses should closely coincide with the student's scholarly or career interests, and should be chosen with the advice of a communication faculty adviser.
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.
Internship credits will not count toward requirements for 300 level or above courses.
No more that 8 credit hours of independent study may be counted toward electives in a concentration.
An elective course can only count once towards the major, even if it appears on more than one list.
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.
| 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 Television 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 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 350 | Strategic Social Media | 4 |
| COM 354 | Internship in Communication | 1-4 |
| COM 383 | Advertising Creative Direction | 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 |
| 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 |
| SPE 100 | Voice and Diction | 4 |
| SPE 200 | Oral Communication | 4 |
| SPE 205 | Oral Performance of Literature | 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 |
| 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 |
| MAPC 611 | Emerging Technologies | 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 |
| 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).