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School of Communication -
Undergraduate
Introduction
Students majoring in Advertising learn the art, craft and
business of how to promote brands from an integrated marketing
perspective. The program gives students a well-rounded education
in advertising that emphasizes strategy building, data gathering
and analysis, creative development, and media planning skills.
Both a major and a minor are offered in Advertising.
The program includes both fundamental and theoretical approaches
to the world of professional advertising, both domestically
and internationally.
The curriculum is hands-on and students learn first-hand
how to create an advertising campaign that meets their client's
goals.
Qualified students may elect to participate in the internship
program, which provides an opportunity to work in the professional
community in the Greater Miami area or other regions. The
School's Advertising program also has an active alliance with
the American Advertising Federation.
Educational Objectives
The educational objectives of the undergraduate Advertising
program require that
• Students demonstrate an understanding of the history
of advertising as it relates to the emergence of mass media
outlets and the importance of advertising in the marketplace.
• Students apply theoretical concepts related to
advertising, mass communication, consumer behavior, psychology,
sociology, marketing, and other related fields to understand
how advertising works in a free-market economy.
• Students analyze primary and secondary research
data to create advertising strategies for a variety of products
and services.
• Students demonstrate the ability to create strategic
advertisements for print, broadcast, online and other media,
as well as how to integrate a campaign idea across several
media categories in a culturally diverse marketplace.
• Students research, create, design, write, and present
an advertising campaign of their own creation and compete
for an account as they would at an advertising agency.
• Students understand how advertising works in a
global economy, taking into account cultural, societal,
political, and economic differences that exist across countries
and cultures.
• Students demonstrate an understanding and appreciation
of the core ethical principles of the advertising profession.
Degree Programs
The Bachelor of Science in Communication is offered in the
Advertising Program.
Major
A major is offered in Advertising.
Each candidate for the degree of Bachelor of Science in
Communication will complete School of Communication requirements
including courses in the Required Areas of Study, the student’s
chosen second major, and electives sufficient for a total
of 66 credits in the liberal arts and sciences.
A Bachelor of Science student in Advertising will be permitted
a maximum of 30 credits in Mass Communication courses (excluding
COM 101, COM 110 and COM 250) toward the 120- credit University
degree.
Admission to the Advertising major
Before admission as an Advertising (CAD) major, a student
must:
A) Achieve sophomore standing;
B) Complete the five Core courses listed below, in residence
at the University, all with grades of C or higher (C- is
not acceptable).
Students who have obtained the written approval of the director
of the Advertising program to use transfer credit to satisfy
one or more requirements of that major may be required to
complete additional courses in residence at the University
before being admitted to that major.
Upon completion of a student’s first 45 University
credits while enrolled in the School of
Communication, all University credits earned toward the major
will be used in computing a student’s major cumulative
quality point average; only those students with a cumulative
average of 2.5 or higher will be admitted to a major.
A student who has completed 45 credits while enrolled in
the School of Communication but who has not been admitted
to one of the Communication majors may be dismissed from the
School. A student who has completed 60 University credits
while enrolled in the School but who has not been admitted
to one of the Communication majors will be dismissed from
the School. See PROBATION AND DISMISSAL.
THE ADVERTISING MAJOR
Students majoring in advertising will choose one of the following
three tracks: the General Advertising Track, the Advertising
Management Track, or the Advertising Creative Track.
THE GENERAL ADVERTISING TRACK
CORE COURSES
COM 101 Mass Media Communication in Society
COM 110 Communication Theory
CAD 114 Principles of Advertising
COM 250 Freedom of Expression and Communication Ethics
Select one of the following courses:
CAD 231 Advertising Copywriting and Concept or
CAD 233 Writing for Account Planning
OTHER REQUIRED COURSES
CAD 201 Advertising Strategy Development
CAD 312 Research Methods for Advertising
CAD 388 Media Planning
CAD 434 Advertising Campaigns
Four additional advertising electives (12 credits) must be
selected. Electives outside the advertising major (but within
the School of Communication) must be approved by an academic
advisor.
THE ADVERTISING MANAGEMENT TRACK
CORE COURSES
COM 101 Mass Media Communication in Society
COM 110 Communication Theory
CAD 114 Principles of Advertising
CAD 233 Writing for Account Planning
COM 250 Freedom of Expression and Communication Ethics
OTHER REQUIRED COURSES
CAD 201 Advertising Strategy Development
CAD 312 Research Methods for Advertising
CAD 388 Media Planning
CAD 434 Advertising Campaigns
CAD 495 Advertising Management
ELECTIVES (Choose 3, with at least
one course from each group)
Group 1
CAD 380 Advertising Internship
CAD 389 Media Buying and Advertising Sales
CEM 403 Media Economics
CAD 483 Integrated Marketing Communication
Group 2
CAD 202 Introduction to Graphic Design
CAD 231 Advertising Copywriting and Concept
CAD 340 Interactive, Digital, and Social Media in Advertising
CAD 350 International and Cross-cultural Advertising
CAD 384 Advertising Creative Strategy and Execution
CAD 390 Art Direction
CAD 401 Advertising and Societies
CAD 412 Public Opinion
CAD 490 Special Topics in Advertising
Other elective courses within the School of Communication
may be permissible, but only with the approval of the Advertising
program director.
THE ADVERTISING CREATIVE TRACK
CORE COURSES
COM 101 Mass Media Communication in Society
COM 110 Communication Theory
CAD 114 Principles of Advertising
CAD 231 Advertising Copywriting and Concept
COM 250 Freedom of Expression and Communication Ethics
OTHER REQUIRED COURSES
CAD 201 Advertising Strategy Development
CAD 202 Introduction to Graphic Design
CAD 384 Advertising Creative Strategy and Execution
CAD 434 Advertising Campaigns
CAD 496 Portfolio Development
ELECTIVES (Choose 3, with at least
one course from each group)
Group 1
CVJ 221 Introduction to Photojournalism
CEM 245 Introduction to Electronic Media Production
CAD 390 Art Direction
CVJ 341 Web Production
CAD 490 Special Topics in Advertising: Creative
Group 2
CAD 312 Research Methods for Advertising
CAD 340 Interactive, Digital, and Social Media in Advertising
CAD 350 International and Cross-cultural Advertising
CAD 380 Advertising Internship
CAD 388 Media Planning
CAD 389 Media Buying and Advertising Sales
CAD 401 Advertising and Societies
CAD 412 Public Opinion and Mass Communication
CAD 483 Integrated Marketing Communication
CAD 490 Special Topics in Advertising
Other elective courses within the School of Communication
may be permissible, but only with the approval of the Advertising
program director.
ADDITIONAL REQUIREMENTS FOR THE ADVERTISING MAJOR:
ALL TRACKS
Students must complete ECO 211 and POL 201. These may be
used for the People and Society General Education Requirements.
Students must complete at least one course with an international
or intercultural focus. Courses that meet this requirement
include: CAD 350, CAD 401, MKT 360, CPR 582, COS 343, and
COS 545. Other courses may be used to fulfill this requirement
with the approval of an Advertising advisor.
Students must complete COS 211 and MKT 301, plus three additional
credits at the 300-level or above in the School of Business
Administration, chosen with the prior approval of an Advertising
advisor.
Minor
A Minor is offered in Advertising.
The minor in Advertising requires a grade of C or better in
CAD 114, 201, 231, 312, 388, and 434.
Department Honors
School of Communication students may graduate with School
Honors in Communication noted upon their diplomas and transcripts.
Students should contact the School’s Office of Admissions,
Academic & Alumni Services (2037 Wolfson Building) for
details.
Students may receive recognition as graduates cum laude,
magna cum laude, or summa cum laude if they meet the requirements
set forth under GRADUATION HONORS in this Bulletin.
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