Overview
Students majoring in Advertising choose between two distinct paths: Advertising Management or Creative Advertising. Students who choose the Advertising Management track will learn about the business side of Advertising, which focuses on consumer behavior, research, media planning, account planning, and account management. Graduates of this track will be prepared for jobs in areas such as account planning, account management, consumer research, media planning, and advertising entrepreneurship. Students who choose the Creative Advertising track will take courses in graphic design, copywriting, and art direction and will graduate with a marketable portfolio of creative work. Graduates of this track will be prepared for jobs as copywriters, graphic designers, or art directors.
Our Advertising program has ties to the American Advertising Federation (AAF) and maintains a student chapter of AAF.
The Advertising Creative track can fulfill either the Arts & Humanities or the People & Society area of knowledge requirement. The Advertising Management track fulfills the People & Society area of knowledge requirement.
Curriculum Requirements for Advertising Creative Track
| Code | Title | Credit Hours |
|---|---|---|
| Core Courses | ||
| STC 114 | Principles of Advertising | 3 |
| STC 200 | Advertising Strategy Development | 3 |
| COM 250 | Freedom of Expression and Communication Ethics | 3 |
| or COM 102 | Introduction to Communications Literacy | |
| Advanced Writing and Communication Skills Requirement | ||
| Writing Skills Course: | ||
| STC 130 | Writing for Strategic Communication | 3 |
| Presentation Skills Course: | ||
| COS 211 | Public Speaking | 3 |
| or COS 333 | Business Communication | |
| Digital Skills Course: | ||
| STC 102 | Graphic Design for Strategic Communication | 3 |
| Track Requirement | ||
| STC 202 | Advanced Graphic Design for Advertising | 3 |
| STC 231 | Creative Advertising Concepts and Copywriting | 3 |
| STC 291 | Intro to Art Direction and Creative Problem Solving | 3 |
| STC 331 | Advanced Copywriting | 3 |
| or STC 390 | Advanced Art Direction | |
| or STC 303 | Typography and Brand Design | |
| STC 384 | Advertising Creative Strategy and Execution | 3 |
| STC 434 | Advertising Campaigns | 3 |
| STC 496 | Advertising Portfolio Development | 3 |
| Other Required Courses | ||
| Select two electives of the following: 1 | 6 | |
| Social Media Messaging and Strategies | ||
| Special Topics in Strategic Communication | ||
| Advanced Graphic Design and Photography | ||
| Typography and Brand Design | ||
| Project Management for Strategic Communication | ||
| Consumer Insights In US Hispanic Markets | ||
| Research Methods for Advertising | ||
| Ethics in Strategic Communication | ||
| Advanced Copywriting | ||
| Digital and Mobile Advertising | ||
| International Advertising | ||
| Multicultural and Inclusive Advertising | ||
| Advertising Internship | ||
| Media Planning | ||
| Media Buying and Advertising Sales | ||
| Advanced Art Direction | ||
| Advertising Entrepreneurship | ||
| Advanced Research Methods for Advertising | ||
| Advanced Business and Advertising Strategy Development | ||
| Social Media Analytics | ||
| International Public Relations | ||
| Special Topics in Advertising | ||
| The Business of Account Management | ||
| Advanced Advertising Creative Development | ||
| Special Topics in Strategic Communication | ||
| Advertising Management | ||
| AAF National Student Advertising Campaign Competition | ||
| Projects and Directed Research | ||
| Mobile Application Development | ||
| Introduction to Communications Literacy | ||
| Orange Umbrella - Student Agency | ||
| General Education Requirements | ||
| Written Communication Skills: | ||
| WRS 105 | First-Year Writing I | 3 |
| WRS 106 | First-Year Writing II | 3 |
| or ENG 106 | Writing About Literature and Culture | |
| Quantitative Skills: | ||
| Statistical Reasoning for Strategic Communication (fulfilled through the major) | ||
| Areas of Knowledge: | ||
| Arts & Humanities Cognate (9 credits) (fulfilled through the major) | ||
| People & Society Cognate | 9 | |
| STEM Cognate | 9 | |
| Additional Requirements | ||
| Minor, Second Major and Electives | 51 | |
| Total Credit Hours | 120 | |
Curriculum Requirements for Advertising Management Track
| Code | Title | Credit Hours |
|---|---|---|
| Core Courses | ||
| STC 114 | Principles of Advertising | 3 |
| STC 200 | Advertising Strategy Development | 3 |
| COM 250 | Freedom of Expression and Communication Ethics | 3 |
| or COM 102 | Introduction to Communications Literacy | |
| Advanced Writing and Communication Skills Requirement | ||
| Writing Skills Course: | ||
| STC 130 | Writing for Strategic Communication | 3 |
| Presentation Skills Course: | ||
| COS 211 | Public Speaking | 3 |
| or COS 333 | Business Communication | |
| Digital Skills Course: | ||
| STC 102 | Graphic Design for Strategic Communication | 3 |
| Track Requirement | ||
| STC 233 | Writing for Advertising Account Management | 3 |
| STC 312 | Research Methods for Advertising | 3 |
| STC 388 | Media Planning | 3 |
| STC 434 | Advertising Campaigns | 3 |
| Other Required Courses | ||
| Select two electives of the following: 2 | 6 | |
| Project Management for Strategic Communication | ||
| 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 electives of the following: 1 | 6 | |
| Advanced Graphic Design for Advertising | ||
| Creative Advertising Concepts and Copywriting | ||
| Social Media Messaging and Strategies | ||
| Special Topics in Strategic Communication | ||
| Advanced Graphic Design and Photography | ||
| Project Management for Strategic Communication | ||
| Consumer Insights In US Hispanic Markets | ||
| Ethics in Strategic Communication | ||
| Advanced Copywriting | ||
| Digital and Mobile Advertising | ||
| International Advertising | ||
| Multicultural and Inclusive Advertising | ||
| Advertising Internship | ||
| Media Buying and Advertising Sales | ||
| Advanced Art Direction | ||
| Advanced Research Methods for Advertising | ||
| Advanced Business and Advertising Strategy Development | ||
| Social Media Analytics | ||
| Special Topics in Advertising | ||
| The Business of Account Management | ||
| Special Topics in Strategic Communication | ||
| Advertising Management | ||
| AAF National Student Advertising Campaign Competition | ||
| Projects and Directed Research | ||
| Advertising Entrepreneurship | ||
| Introduction to Communications Literacy | ||
| Orange Umbrella - Student Agency (Orange Umbrella) | ||
| Introduction to Intercultural Communication | ||
| Intercultural Communication: International Perspectives | ||
| Communication Law and Policy | ||
| Media Industry Trends | ||
| Marketing Requirement | ||
| MKT 301 | Marketing Foundations | 3 |
| Marketing Elective (Recommended) | ||
| Consumer Behavior and Marketing Strategy | ||
| General Education Requirements | ||
| Written Communication Skills: | ||
| WRS 105 | First-Year Writing I | 3 |
| WRS 106 | First-Year Writing II | 3 |
| or ENG 106 | Writing About Literature and Culture | |
| Quantitative Skills: | ||
| Statistical Reasoning for Strategic Communication (fulfilled through the major) | ||
| Areas of Knowledge: | ||
| Arts & Humanities Cognate | 9 | |
| People & Society Cognate (9 credits) (fulfilled through the major) | ||
| STEM Cognate | 9 | |
| Additional Requirements | ||
| Minor, Second Major and Electives | 51 | |
| Total Credit Hours | 120 | |
- 1
Students must complete at least one course in which the entirety of the class has an international or intercultural focus. This course can come from within the student's major, minor, or as a general elective course toward the 120 credits needed to graduate. Sample classes include, but are not limited to: STC 350, STC 482, COS 343, and MKT 360. Study abroad can also fulfill this requirement, as can a foreign language course that is not the student's native language.
- 2
Courses selected should have a Strategy & Research, Management or Media Focus.
- *
Electives outside the Advertising major (but within the School of Communication) must be approved by the Chair of Strategic Communication.
- *
School of Communication students are required to complete a minimum of a minor (inside or outside of the school) in addition to their Communication major to graduate. For an optional 2nd major, please see your advisor.
- *
School of Communication students must complete 6 credits of Written Communication Skills unless exempt based on SAT/ACT score or AP/IB exam, 3-6 credits of Mathematics, http://www.miami.edu/cognates/ and the Advanced Writing and Communication Skills Proficiency requirement.
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
| Freshman Year | ||
|---|---|---|
| Fall | Credit Hours | |
| STC 114 | Principles of Advertising | 3 |
| STC 103 | Statistical Reasoning for Strategic Communication (Course also satisfies School's Math requirement) | 3 |
| WRS 105 | First-Year Writing I | 3 |
| People and Society Cognate | 3 | |
| Minor or Second Major or Elective | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| STC 102 | Graphic Design for Strategic Communication | 3 |
| STC 130 | Writing for Strategic Communication | 3 |
| WRS 106 or ENG 106 | First-Year Writing II or Writing About Literature and Culture | 3 |
| STEM Cognate | 3 | |
| Minor or Second Major or Elective | 3 | |
| Credit Hours | 15 | |
| Sophomore Year | ||
| Fall | ||
| STC 200 | Advertising Strategy Development | 3 |
| STC 202 | Advanced Graphic Design for Advertising | 3 |
| People and Society Cognate | 3 | |
| STEM Cognate | 3 | |
| Minor or Second Major or Elective | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| STC 231 | Creative Advertising Concepts and Copywriting | 3 |
| STC 291 | Intro to Art Direction and Creative Problem Solving | 3 |
| COS 211 or 333 | Public Speaking or Business Communication | 3 |
| COM 250 or 102 | Freedom of Expression and Communication Ethics or Introduction to Communications Literacy | 3 |
| STEM Cognate | 3 | |
| Credit Hours | 15 | |
| Junior Year | ||
| Fall | ||
| STC 384 | Advertising Creative Strategy and Execution | 3 |
| Select 3 credits in Advertising - Creative Track Bulletin course list | 3 | |
| People and Society Cognate | 3 | |
| Minor or Second Major or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| STC 390, 331, or 303 | Advanced Art Direction or Advanced Copywriting or Typography and Brand Design | 3 |
| Minor or Second Major or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Credit Hours | 15 | |
| Senior Year | ||
| Fall | ||
| STC 434 | Advertising Campaigns | 3 |
| Select 3 credits in Advertising - Creative Track Bulletin course list | 3 | |
| Minor or Second Major Course or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| STC 496 | Advertising Portfolio Development | 3 |
| Minor or Second Major or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Credit Hours | 15 | |
| Total Credit Hours | 120 | |
Suggested Plan of Study for Advertising Management Track
| Freshman Year | ||
|---|---|---|
| Fall | Credit Hours | |
| STC 103 | Statistical Reasoning for Strategic Communication | 3 |
| STC 114 | Principles of Advertising | 3 |
| WRS 105 | First-Year Writing I | 3 |
| STEM Cognate | 3 | |
| Minor or Second Major or Elective | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| STC 102 | Graphic Design for Strategic Communication | 3 |
| STC 130 | Writing for Strategic Communication | 3 |
| WRS 106 or ENG 106 | First-Year Writing II or Writing About Literature and Culture | 3 |
| STEM Cognate | 3 | |
| Minor or Second Major or Elective | 3 | |
| Credit Hours | 15 | |
| Sophomore Year | ||
| Fall | ||
| STC 200 | Advertising Strategy Development | 3 |
| COS 211 or 333 | Public Speaking or Business Communication | 3 |
| Arts and Humanities Cognate | 3 | |
| STEM Cognate | 3 | |
| Minor or Second Major or Elective | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| STC 233 | Writing for Advertising Account Management | 3 |
| COM 250 or 102 | Freedom of Expression and Communication Ethics or Introduction to Communications Literacy | 3 |
| Arts and Humanities Cognate | 3 | |
| Minor or Second Major or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Credit Hours | 15 | |
| Junior Year | ||
| Fall | ||
| STC 312 | Research Methods for Advertising | 3 |
| STC 388 | Media Planning | 3 |
| MKT 301 | Marketing Foundations | 3 |
| Arts and Humanities Cognate | 3 | |
| Minor or Second Major or Elective | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| Select 3 credits in Advertising - Management Track Bulletin course list | 3 | |
| Select 3 credits in Advertising - Management Track Bulletin course list | 3 | |
| Minor or Second Major or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Credit Hours | 15 | |
| Senior Year | ||
| Fall | ||
| STC 434 | Advertising Campaigns | 3 |
| Select 3 credits in Advertising - Management Track Bulletin course list | 3 | |
| Minor or Second Major or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| Select 3 credits in Advertising - Management Track Bulletin course list | 3 | |
| Minor or Second Major or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Minor or Second Major or Elective | 3 | |
| Credit Hours | 15 | |
| Total Credit Hours | 120 | |
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. 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.
Goals
The advertising program aims to prepare students to be critical thinkers, problem-solvers, and globally aware professionals in an ever-changing and ever-evolving industry.
Student Learning Outcomes
- Students will be able to conduct primary and secondary research, analyze data, interpret the results, and write a clear report to communicate the results, using statistical analysis and SPSS software for data analysis.
- Students will develop a budget and media plan to meet reach and frequency goals for a given 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 copy writing 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 be able to effectively communicate their creative strategy in the final campaign presentation.
