Chairperson: Jean Grow, Ph.D.
The advertising major teaches students to build brands in a global marketplace. To do that means engaging consumers, thinking strategically, and gaining critical insights in order to create content that moves consumers to action—whether it be casting a vote, buying a product, visiting a website, re-tweeting a post, making a donation in support of a cause, building brand advocacy, etc. Students also learn the social, legal, and ethical implications of advertising in a complex world.
The curriculum is both conceptual and applied with foundational courses in copywriting, account planning, design, media strategy and campaigns with an array of electives in areas such as sports promotion, mobile communication, social and emerging media, social media analytics, and international advertising and public relations, to name a few. These courses and a required internship allow students to specialize in a chosen area and develop a professional network.
Students are required to complete 18 credits (6 required and 12 elective credits) to complete the Advertising minor.
|ADVE 1400||Advertising Principles||3|
|ADPR 2200||Media Writing||3|
|Choose two courses from ADVE and two additional courses from remaining ADVE, ADPR or PURE 3200.||12|
|Total Credit Hours||18|
Advertising & Public Relations Courses
ADPR 2100. Communication Design Toolbox. 3 cr. hrs.
An applied, hands-on course that introduces students to the computing design software environment and the basics of Adobe Creative Suite and video editing software as tools to engage in the design process for the conceptualizaton and creation of communication design solutions. Prereq: ADVE, CCOM and PURE majors or minors.
ADPR 2200. Media Writing. 3 cr. hrs.
Factual and persuasive writing for the mass media. Introduction to and practice in newswriting, public relations writing and advertising copywriting. Basic information gathering. In-class writing exercises require use of computers. Prereq: ENGL 1001 and COMM 1100 or equivalent. Restricted to declared ADVE, CCOM or PURE majors or minors.
ADPR 3986. Internship in Advertising and Public Relations. 0-3 cr. hrs.
Work experience in advertising or public relations in specific organizational settings, supervised by an approved professional coupled with related academic work assigned. Approval of departmental internship director required in advance of internship. May be taken more than once to a maximum of three credits total. Prereq: ADPR 2200 and ADVE 1400 and cons. of dept. ch.; or ADVE 1400 and JOUR 1100 and cons. of dept. ch.; or ADPR 2200 and PURE 1800 and cons. of dept. ch.; or PURE 1800 and JOUR 1100 and cons. of dept. ch. 0 credit is SNC/UNC grade assessment; 1-3 credits is S/U grade assessment.
ADPR 4000. Sports Promotion. 3 cr. hrs.
Examines how sport organizations attract fan attention and, ultimately, generate revenue by applying strategies and tactics related to public relations, advertising, marketing and sponsorship. Topics include: sport promotion techniques, media relations, new technology, special event planning, ethics of the field, professionalism and career opportunities. Students learn about the practitioner's responsibilities to society, client/organization, fans, media and other practitioner's. Prereq: ADVE 1400 or PURE 1800 or cons. of instr. Restricted to declared ADVE or PURE majors or minors.
ADPR 4300. Emerging and Social Media in a Dynamic Marketplace. 3 cr. hrs.
Examines the strategic uses, impact and implications of emerging and social media. Addresses the need to adapt to a digital, networked marketplace where change is the rule rather than the exception. Expands student knowledge of emerging and social media and their application to advertising and public relations challenges. Students use this knowledge to find more strategic and effective ways to communicate with clients, publics, target markets and other stakeholders. Prereq: ADVE 1400 or PURE 1800; or cons. of instr. Restricted to declared ADVE, CCOM or PURE majors or minors.
ADPR 4500. Advertising and Public Relations Account Management. 3 cr. hrs.
The fundamentals of management in both the client and agency environments. Analyzes client and agency structures and functions. Explores project estimating, budgeting and time management. Examines account profitability maintenance and account team productivity. Reviews techniques for agency and supplier selection. Special emphasis on the ethical aspects of account work. Prereq: ADVE 1400 or PURE 1800; or cons. of instr. Restricted to declared ADVE or PURE majors or minors.
ADPR 4600. International Advertising and Public Relations. 3 cr. hrs.
Students develop knowledge and skills related to strategic communications within a global marketplace. A variety of topics are addressed including the role of culture in global communication, differences in styles of communication across international groups and the role brands play in this process. Content explores culture as it applies to advertising and public relations directed at different international audiences and globalization, while keeping in mind the importance of ethics and social responsibility. Prereq: ADVE 1400 or PURE 1800.
ADPR 4850. Mobile Communication. 3 cr. hrs.
Examines current usage trends, mobile marketing and the future of digital and mobile communication. Students learn how brands face the challenge of creatively integrating mobile tactics into their digital brand strategies through examination of case studies and contemporary best practices. Students learn how to conduct ethnographic research in an effort to understand how consumers engage with mobile devices. They explore the use of agile, human-centered, EX <user experience> design for prototyping, evaluating mobile websites and testing mobile applications to develop mobile marketing strategies that creatively integrate mobile-based tactics. Prereq: ADVE 1400 or PURE 1800 and Jr. stndng. or cons. of instr. Restricted to ADVE, PURE or CCOM majors or minors.
ADPR 4951. MU Led Travel/Study Abroad. 3 cr. hrs.
Designed to bring advertising and culture to life within the context of the global marketplace. Students spend three weeks in both London and Prague, visit local and multinational advertising agencies and media companies, and experience local culture. Course taught in an international setting by Marquette professors and where students earn Marquette credit. Study Abroad expenses apply. Prereq: Jr. stndg., cons. of the Office of International Education, and one of the following courses: ADVE 1400, PURE 1800, or CCOM 2000.
ADPR 4953. Seminar in Advertising and Public Relations. 1-3 cr. hrs.
ADPR 4961. Special Institute/Workshop/Project. 1-3 cr. hrs.
Prereq: Restricted to declared ADPR majors and minors.
ADPR 4995. Independent Study in Advertising and Public Relations. 1-3 cr. hrs.
Supervised study of a specific area or topic in Advertising and Public Relations. Prereq: Cons. of dept. ch.
ADPR 4999. Senior Thesis. 1-3 cr. hrs.
The application of rigorous methodology in developing and writing a thesis under the direction of an adviser. Prereq: Cons. of dept. ch.
ADVE 1400. Advertising Principles. 3 cr. hrs.
An overview of advertising as it relates to marketing and mass media. The course examines the advertising industry, including advertisers, advertising media and ad agencies, advertising history, its social and economic effects, advertising law and ethical standards. Students are introduced to the advertising planning process: product, market and consumer research, creative and media strategy, production of messages and evaluation of advertising effectiveness.
ADVE 3000. Advertising Research and Account Planning. 3 cr. hrs.
Allows students to enhance their basic research skills by learning specific research practices in advertising and public relations research with attention to the planning process. Topics include: audiences, consumer insights, strategic messages, media, public opinion and account planning. Provides an opportunity for critique and practice of professional communication research. Prereq: ADVE 1400 or PURE 1800; and COMM 2500. Restricted to ADVE or PURE majors or minors.
ADVE 3400. Advertising Copywriting. 3 cr. hrs.
Rigorous study and practice in planning and preparation of advertising messages. Emphasis on writing for all media. Artistic and scientific aspects of advertising creativity. Principles of creative strategy including: product/service research, target audience analysis, and selection of persuasive appeals and creative approaches. Evaluation of advertising effectiveness. Lecture/lab format. Prereq: ADVE 1400 or PURE 1800; and ADPR 2200. Restricted to declared ADVE or PURE majors or minors.
ADVE 4100. Advertising Media Planning. 3 cr. hrs.
Provides the skills for evaluating traditional and non-traditional media to strategically reach and influence target audiences and to fulfill specific advertising objectives. Explores the role of emerging media and its impact on the way advertisers communicate with consumers. Students develop media plans that apply the principles of scheduling and buying and incorporate the findings from primary and secondary research. Additional topics include: ethical forms of targeting, consumer motivations and economic trends. Prereq: ADVE 1400 and COMM 2500; or cons. of instr. Restricted to declared ADVE or PURE majors or minors.
ADVE 4200. Gender in Advertising from the Inside-out. 3 cr. hrs.
A critical exploration into the advertising creative environment, providing students the opportunity to explore the gender-bound world of advertising creative from the inside-out. Students gain an understanding of gender, and its intersection with race, fleshing out the social structures in relation to the advertising industry and the creative department specifically. Prereq: Jr. stndg and one of the following: ADVE 1400, CCOM 2000, HURE 3001, MARK 3001, PURE 1800, SOCI 1001 or WGST 1001.
ADVE 4400. Advanced Advertising Copywriting. 3 cr. hrs.
A continuation of ADVE 3400. Emphasis on formulating strategy and producing executions for coordinated, multi-media campaigns. Each student creates a portfolio which showcases his or her talent and ability to work as a professional copywriter. Prereq: ADVE 3400; or cons. of instr. Restricted to declared ADVE or PURE majors or minors.
ADVE 4997. Advertising Campaigns. 3 cr. hrs.
Senior capstone course in integrated advertising campaign planning. Students working in groups, plan and develop advertising campaigns for real world advertisers. Campaigns include research, objective setting, strategy, media selection, message preparation, sales promotion and public relations and budgets. Project culminates in formal, competitive presentations. Prereq: ADVE 1400, ADVE 3000, ADVE 3400 and ADVE 4100; or cons. of instr. Restricted to declared ADVE majors only.