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
| Code | Title | Credit Hours |
|---|---|---|
| Core Courses | ||
| JMM 108 | Writing for the Digital Age | 3 |
| STC 102 | Graphic Design for Strategic Communication | 3 |
| STC 114 | Principles of Advertising | 3 |
| STC 200 | Advertising Strategy Development | 3 |
| COM 250 | Freedom of Expression and Communication Ethics | 3 |
| Advanced Writing and Communication Skills Requirement | ||
| COS 211 | Public Speaking | 3 |
| STC Courses | ||
| STC 202 | Advanced Graphic Design for Advertising | 3 |
| STC 231 | Creative Advertising Concepts and Copywriting | 3 |
| STC 331 | Advanced Copywriting | 3 |
| or STC 390 | 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 |
| Select two additional Advertising Electives 1 | 6 | |
| 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 301 | Marketing Foundations | 3 |
| Additional Requirements | ||
| ENG 105 & ENG 106 | 6 | |
| STC 103 (Double Counts for Major and Math Requirement) | ||
| People and Society Cognate | 9 | |
| STEM Cognate | 9 | |
| Minor or Second Major and Electives | 51 | |
| Total Credit Hours | 120 | |
Curriculum Requirements for Advertising - Management Track
| Code | Title | Credit Hours |
|---|---|---|
| Core Courses | ||
| STC 102 | Graphic Design for Strategic Communication | 3 |
| STC 114 | Principles of Advertising | 3 |
| JMM 108 | Writing for the Digital Age | 3 |
| STC 200 | Advertising Strategy Development | 3 |
| COM 250 | Freedom of Expression and Communication Ethics | 3 |
| Advanced Writing and Communication Skills Requirement | ||
| Public Speaking | ||
| STC Courses | ||
| 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 |
| 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 1 | 6 | |
| 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 301 | Marketing Foundations | 3 |
| Marketing Elective | ||
| MKT 310 | Consumer Behavior and Marketing Strategy | 3 |
| Additional Requirements | ||
| ENG 105 & ENG 106 | 6 | |
| STC 103 (Double Counts for Major and Math Requirement) | ||
| Arts and Humanities Cognate | 9 | |
| STEM Cognate | 9 | |
| Minor or Second Major and Electives | 51 | |
| Total Credit Hours | 120 | |
| 1 | Students must complete at least one course with an international or intercultural focus. Courses that meet this requirement include: STC 350, STC 482, COS 343, and COS 545. Other courses may be used to fulfill this requirement with the approval of an Advertising faculty advisor. Studying abroad also fulfills this requirement. |
| * | 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 English Composition 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 |
| 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 Hours | 15 | |
| 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 Hours | 15 | |
| 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 Hours | 15 | |
| 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 Hours | 15 | |
| 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 Hours | 15 | |
| Spring | ||
| STC 390, 331, or 303 | 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 Hours | 15 | |
| 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 Hours | 15 | |
| 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 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 |
| JMM 108 | Writing for the Digital Age | 3 |
| ENG 105 | English Composition I | 3 |
| STEM Cognate | 3 | |
| Credit Hours | 15 | |
| 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 Hours | 15 | |
| 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 Hours | 15 | |
| 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 Hours | 15 | |
| 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 Hours | 15 | |
| 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 Hours | 15 | |
| 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 Hours | 15 | |
| 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 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.
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.
