ANNE O'NEILL-KLEMENSIC, Program Director
The art of advertising has been a part of the selling process for as long as people have exchanged desired products and services. Today, the advertising profession integrates the traditional concepts of TV, radio, and print ad production with other persuasive communications methods, including public relations, direct marketing, sales promotions and Internet marketing. The Advertising Communications Program is a multidisciplinary program that combines the pragmatic business and selling aspects of advertising in the marketing area and the rhetorical, persuasive and creative elements of advertising in the communication area. The program allows students to draw on multiple areas of knowledge and skills necessary for career success in advertising and related fields.
COURSE DESCRIPTIONS:
ADVC 101: Introduction to Integrated Marketing Communications
Students will be introduced to the concept of integrated marketing communications (IMC), where the promotional elements of marketing are incorporated into a multidisciplinary approach. An overview of each of the promotional mix elements - general advertising, public relations, direct marketing (including Internet marketing) and sales promotion - is presented along with the concept of integration of all the elements for successful promotional management. Marketers in business today need to be proactive while having an understanding of all stakeholders, technologies and communication opportunities involved. IMC addresses these issues while this course provides the rudimentary knowledge to prepare students for future study and experiences in a specialized area. 3 credits
ADVC 350: Introduction to Sales Promotion and Direct Marketing
This is an intermediate level course for Advertising Communications majors, minors and others interested in the promotional mix elements of sales promotion and direct marketing. The course will incorporate an introduction of each and examples of uses in the industry, along with student application projects. The course will explore the fundamentals of sales promotions and direct marketing activities, how they are used in the industry, why they are used, and how they are integrated with other promotional mix elements. Terminology and procedures will be introduced and incorporated in the presentation of the materials. 3 credits
ADVC 372: Principles of Public Relations
This is an introductory level course on the topic of public relations, a component of the promotional mix elements. Strategies and communication tools will be introduced and studied as they relate to an organization's efforts to communicate with and position itself with its internal and external publics.
3 credits
ADVC 375: Advertising Communications Organizational Internship
Selected students will be able to spend a period of time (50 hours per credit hour) working as an Intern with an organization. During this period the student will maintain a journal, will meet regularly with a faculty member, and with a supervisor to provide continuing evaluation of quality and progress of the student's work. At the conclusion of the experience the student will submit a paper and portfolio to the supervisor and faculty member and make an oral presentation.
Prerequisite: Sophomore/Junior who has permission of the department and the cooperating organization. 1-3 credits
ADVC 400: Integrated Marketing Campaign Development
This course is designed for Advertising Communications major and minor students to be taken Senior year as an opportunity to integrate their course work in the Advertising Program, along with their Communications, Business and Liberal Studies courses, and any work, co-curricular or internship experiences, into a comprehensive, original advertising/promotional plan. The completion of the required advertising/promotional plan (as a group effort) and portfolio (as an individual effort) will provide students the opportunity to express their creative communication ideas, participate in issues of ethics and
morals, apply their knowledge and experience in active listening, apply their knowledge of research, apply their knowledge of the business and promotional industries, apply and develop their analytical thinking abilities, and assist in helping them to determine how their proposed campaign will influence not only their target audience but the world around them. 3 credits
Advertising Communications Curriculum
(Numerals in front of courses indicate credits)
FRESHMAN
|
3 |
Prin of Microeconomics/BCOR 111 |
|
3 |
Algebra for Bus Students/MATH 114 |
|
3 |
Speech/SPCH 111 |
|
3 |
College Composition/LENG 111 |
|
3 |
Business Technology I/CIS 150 |
|
3 |
Prin of Macroeconomics/BCOR 112 |
|
3 |
Financial Accounting/BCOR 201 |
|
3 |
Critical Analysis & Comp/LENG 112 |
|
3 |
Sacred Scripture/LTHE 121 |
|
3 |
Intro to Integrated Marketing Communications/ADVC 101 |
|
2 |
First-Year Seminar |
|
32 |
|
SOPHOMORE
|
3 |
Prin of Marketing/BCOR 241 |
|
3 |
Intro to Psychology/PSYC 111 or |
|
|
Basic Sociology/SOCI 110 |
|
3 |
Introduction to Philosophy/LPHI 131 |
|
3 |
Prin of Management/BCOR 251 |
|
3 |
Bus & Prof Comm/BCOR 231 |
|
3 |
TV Production/COMM 211 |
|
3 |
Prin of Public Relations/ADVC/ENGL 372 |
|
3 |
Theology II Series/LTHE |
|
3 |
Electives |
|
3 |
Hist of West & World/LHST 111 |
|
3 |
Digital Graphics/COMM 356 |
|
33 |
|
JUNIOR
|
3 |
Business Statistics/BCOR 221 |
|
3 |
Fund of Advertising/MKTG 340 |
|
3 |
Advertising for the Electronic Media/COMM 381 |
|
3 |
Broadcast Copywriting/COMM 321 |
|
3 |
Fine Art Series/LFIN |
|
3 |
Literature Series/LENG |
|
3 |
Global Business/BCOR 306 |
|
3 |
Intro to Sales Promotion & Direct Marketing/ADVC 350 |
|
3 |
Legal Environment of Business/BCOR 203 |
|
3 |
Elective |
|
3 |
Philosophy II Series/MGMT 360 |
|
33 |
|
SENIOR
|
3 |
Marketing Research/MKTG 410 |
|
3 |
Financial Management I/BCOR 311 |
|
3 |
Business Policy/BCOR 480 |
|
3 |
Theology or Phil III Series/LTHE or LPHI |
|
1 |
Leadership Seminar |
|
3 |
Integrated Marketing Campaign Development/ADVC 400 |
|
3 |
Corporate Video/COMM 330 |
|
3 |
LS Natural Science |
|
3 |
Experiential Learning/BCOR 450 |
|
6 |
Electives |
|
31 |
|
|
|
| | 