Overview

The Department of Strategic Communication offers a major in Advertising.

Students majoring in Advertising learn the art, craft and business of promoting 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. The program includes practical and theoretical approaches to the world of professional advertising, both domestically and internationally. The curriculum is hands-on and students learn 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 of the Greater Miami area or other regions. The School's Advertising Program also has an active alliance with the American Advertising Federation.

The hands-on curriculum reflects the importance of strategic critical thinking, research for understanding target audiences, writing, design expertise and creativity. Students create and execute a PR campaign in a senior-level capstone course that serves a client organization in the community. Demand for PR interns is high, and qualified students may elect to participate in the internship program to acquire professional experience in South Florida and other regions. The program has ties to the Public Relations Society of America and maintains a Public Relations Student Society of America chapter.

The program offers two tracks: Advertising Creative or Advertising Management. The Advertising Creative track fulfills the Arts & Humanities area of knowledge requirement. The Advertising Management track fulfills the People & Society area of knowledge requirement.

Curriculum Requirements for Advertising - Creative Track

Core Courses
JMM 108Writing for the Digital Age3
STC 102Graphic Design for Strategic Communication3
STC 114Principles of Advertising3
STC 200Advertising Strategy Development3
COM 250Freedom of Expression and Communication Ethics3
Advanced Writing and Communication Skills Requirement
COS 211Public Speaking3
STC Courses
STC 202Advanced Graphic Design for Advertising3
STC 231Creative Advertising Concepts and Copywriting3
STC 331Advanced Copywriting3
or STC 390 Art Direction
or STC 303 Typography and Brand Design
STC 384Advertising Creative Strategy and Execution3
STC 434Advertising Campaigns3
STC 496Advertising Portfolio Development3
Select two additional Advertising Electives 16
Statistical Reasoning for Strategic Communication
Advanced Graphic Design and Photography
Typography and Brand Design
Project Management for Advertising
Advanced Copywriting
Social Media Messaging and Strategies
Digital and Mobile Advertising
International and Cross-cultural Advertising
Advertising Internship
Media Buying and Advertising Sales
Art Direction
Seminar in Advertising and Society
Public Opinion and Mass Communication
Mobile Application Development
Social Media Analytics
International Public Relations
Integrated Marketing Communication
Special Topics in Advertising
The Business of Account Management
Marketing Requirement
MKT 301Marketing Foundations3
Additional Requirements
ENG 105 & ENG 1066
STC 103 (Double Counts for Major and Math Requirement)
People and Society Cognate9
STEM Cognate9
Minor or Second Major and Electives51
Total Credit Hours120

Curriculum Requirements for Advertising - Management Track

Core Courses
STC 102Graphic Design for Strategic Communication3
STC 114Principles of Advertising3
JMM 108Writing for the Digital Age3
STC 200Advertising Strategy Development3
COM 250Freedom of Expression and Communication Ethics3
Advanced Writing and Communication Skills Requirement
Public Speaking
STC Courses
STC 233Writing for Advertising Account Management3
STC 312Research Methods for Advertising3
STC 388Media Planning3
STC 434Advertising Campaigns3
Select 6 credits in STC courses with a Strategy & Research, Management or Media Focus:6
Media Buying and Advertising Sales
Advanced Research Methods for Advertising
Advanced Business and Advertising Strategy Development
Social Media Analytics
The Business of Account Management
Advertising Management
Select two additional Advertising Electives 16
Statistical Reasoning for Strategic Communication
Advanced Graphic Design for Advertising
Advanced Graphic Design and Photography
Project Management for Advertising
Advanced Copywriting
Social Media Messaging and Strategies
Digital and Mobile Advertising
International and Cross-cultural Advertising
Advertising Internship
Media Buying and Advertising Sales
Art Direction
Seminar in Advertising and Society
Public Opinion and Mass Communication
International Public Relations
Integrated Marketing Communication
Special Topics in Advertising
The Business of Account Management
AAF National Student Advertising Campaign Competition
Advertising Entrepreneurship
Introduction to Intercultural Communication
Intercultural Communication: International Perspectives
Communication Law and Policy
Media Industry Trends
Structured Research and Practice at SoC Consultancy (Orange Umbrella)
Marketing Requirement
MKT 301Marketing Foundations3
Marketing Elective
MKT 310Consumer Behavior and Marketing Strategy3
Additional Requirements
ENG 105 & ENG 1066
STC 103 (Double Counts for Major and Math Requirement)
Arts and Humanities Cognate9
STEM Cognate9
Minor or Second Major and Electives51
Total Credit Hours120

Upper Level Elective Requirement

36 credits at the 300 level or higher are required for graduation. These credits may be earned from your major, minor and/or second major, and electives. 

Suggested Plan of Study for Advertising - Creative Track

Plan of Study Grid
Freshman Year
FallCredit Hours
STC 114 Principles of Advertising 3
JMM 108 Writing for the Digital Age 3
ENG 105 English Composition I 3
STC 103 or MTH 113 Statistical Reasoning for Strategic Communication (Course also satisfies School's Math requirement)
or Finite Mathematics
3
People and Society Cognate 3
 Credit Hours15
Spring
STC 102 Graphic Design for Strategic Communication 3
STC 200 Advertising Strategy Development 3
COM 250 Freedom of Expression and Communication Ethics 3
ENG 106 English Composition II 3
STEM Cognate 3
 Credit Hours15
Sophomore Year
Fall
STC 202 Advanced Graphic Design for Advertising 3
STC 231 Creative Advertising Concepts and Copywriting 3
People and Society Cognate 3
STEM Cognate 3
Minor or Second Major Course 3
 Credit Hours15
Spring
COS 211 Public Speaking 3
MKT 301 Marketing Foundations 3
Select 3 credits in STC/COM Electives with an International or Intercultural Focus: 3
International and Cross-cultural Advertising  
International Public Relations  
Introduction to Intercultural Communication  
Intercultural Communication: International Perspectives  
People and Society Cognate  
STEM Cognate 3
Minor or Second Major Course 3
 Credit Hours15
Junior Year
Fall
STC 384 Advertising Creative Strategy and Execution 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
 Credit Hours15
Spring
STC 390, 331,
Art Direction
or Advanced Copywriting
or Typography and Brand Design
3
Select one of the following: 3
Statistical Reasoning for Strategic Communication  
Social Media Messaging and Strategies  
Digital and Mobile Advertising  
Advertising Internship  
Media Buying and Advertising Sales  
Seminar in Advertising and Society  
Public Opinion and Mass Communication  
Mobile Application Development  
Integrated Marketing Communication  
Special Topics in Advertising  
The Business of Account Management  
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
 Credit Hours15
Senior Year
Fall
STC 434 Advertising Campaigns 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
 Credit Hours15
Spring
STC 496 Advertising Portfolio Development 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
 Credit Hours15
 Total Credit Hours120

Suggested Plan of Study for Advertising - Management Track

Plan of Study Grid
Freshman Year
FallCredit Hours
STC 103 Statistical Reasoning for Strategic Communication 3
STC 114 Principles of Advertising 3
JMM 108 Writing for the Digital Age 3
ENG 105 English Composition I 3
STEM Cognate 3
 Credit Hours15
Spring
STC 102 Graphic Design for Strategic Communication 3
ENG 106 English Composition II 3
STC 200 Advertising Strategy Development 3
COM 250 Freedom of Expression and Communication Ethics 3
STEM Cognate 3
 Credit Hours15
Sophomore Year
Fall
STC 233 Writing for Advertising Account Management 3
COS 211 Public Speaking 3
Arts and Humanities Cognate 3
STEM Cognate 3
Minor or Second Major Course or Elective 3
 Credit Hours15
Spring
STC 312 Research Methods for Advertising 3
Select 3 credits in STC/COS Electives with an International/Intercultural Focus: 3
International and Cross-cultural Advertising  
International Public Relations  
Introduction to Intercultural Communication  
Intercultural Communication: International Perspectives  
Arts and Humanities Cognate 3
STC 388 Media Planning 3
Minor or Second Major Course or Elective 3
 Credit Hours15
Junior Year
Fall
Arts and Humanities Cognate 3
MKT 301 Marketing Foundations 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
 Credit Hours15
Spring
Select 3 credits in STC courses with a Strategy & Research, Management or Media focus: 3
Media Buying and Advertising Sales  
Social Media Analytics (Minor or Second Major Course or Elective)  
Advanced Research Methods for Advertising  
Advanced Business and Advertising Strategy Development  
The Business of Account Management  
Advertising Management  
Select 3 credits in one of the following electives: 3
Statistical Reasoning for Strategic Communication  
Advanced Graphic Design for Advertising  
Project Management for Advertising  
Social Media Messaging and Strategies  
Digital and Mobile Advertising  
Advertising Internship  
Seminar in Advertising and Society  
Advertising Entrepreneurship  
Public Opinion and Mass Communication  
Integrated Marketing Communication  
Special Topics in Advertising  
AAF National Student Advertising Campaign Competition  
Communication Law and Policy  
Media Industry Trends  
Structured Research and Practice at SoC Consultancy (Orange Umbrella)  
Consumer Behavior and Marketing Strategy  
MINOR OR SECOND MAJOR COURSE OR ELECTIVE 3
MINOR OR SECOND MAJOR COURSE OR ELECTIVE 3
MINOR OR SECOND MAJOR COURSE OR ELECTIVE 3
 Credit Hours15
Senior Year
Fall
Select 3 credits in STC courses with a Strategy & Research, Management or Media Focus 3
Media Buying and Advertising Sales  
Social Media Analytics  
Advanced Research Methods for Advertising  
Advanced Business and Advertising Strategy Development  
The Business of Account Management  
Advertising Management  
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
 Credit Hours15
Spring
STC 434 Advertising Campaigns 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
Minor or Second Major Course or Elective 3
 Credit Hours15
 Total Credit Hours120

Mission

The mission of the advertising program is to introduce students to advertising theory, research, and client services to prepare them for an advertising career.

Goals

The program prepares students to be critical thinkers problem-solvers, and globally aware professionals. In addition, in preparation for the ever-evolving advertising industry, students can elect to study general advertising or concentrate their efforts by specializing in advertising management or creative advertising.

Student Learning Outcomes

  • Students will be able to conduct primary and secondary research, analyze data, interpret the results, and communicate the results, using statistical analyses and SPSS software for data analysis.
  • Students will develop a budgeted media plan to meet reach and frequency goals for a given advertising client, meaning that they can identify the appropriate target audience(s) and reach them effectively with strategically selected media within a limited budget.
  • Students will be able to create advertisements for a variety of media, applying appropriate design, art direction and copywriting skills. Students will also be able to develop an effective creative strategy and campaign executions across multiple media to meet client objectives for campaign development.
  • Students will research, create, design, and present an advertising campaign of their own creation and then will present their work as they would at an advertising agency, demonstrating effective campaign development and campaign presentation skills.