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Advertising & Marketing Communications
Bachelor of Science The Advertising & Marketing Communications Bachelor of Science degree provides students with a wide range of knowledge and practical skills related to the development and execution of integrated marketing communications plans, which embrace the promotional elements of advertising, public relations, direct marketing, sales promotion, interactive marketing, and personal selling.
Upon completion of the program, graduates are expected to demonstrate
ability to:
- Develop integrated marketing communication strategies.
- Create integrated marketing communications messages.
- Analyze, interpret, and make recommendations based on primary and secondary research data.
Specific skills developed include the planning and buying of media, writing publicity and cause-related material, managing market research projects, developing web-based and viral advertising programs, producing concepts for print and broadcast advertisements, and writing creative strategy statements. Students have the opportunity to hone these skills while participating in a term-long externship, held at a wide variety of host sites.
Upon graduation, students may be employed by media organizations, advertising agencies, or marketing communications companies in positions that utilize these skills. Typical areas of interest include entry-level positions in account management, account planning, media planning and buying, media sales, and creative services.
Students should use Bachelor of Science Program Career electives and their free elective (a total of three to five courses) to create a meaningful, customized career concentration. The University’s Career Management System will facilitate these selections.
An important component of the educational experience of the Advertising & Marketing Communications major is the general studies courses taught in the John Hazen White School of Arts and Sciences. Graduates in Advertising & Marketing Communications are expected to show competencies in higher order thinking, communications, ethics, global diversity, responsible citizenship, leadership and artistic responsibility. The following literacies should also be demonstrated: sociocultural, quantitative, scientific and informational.
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