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), maintains a student chapter of AAF, and also participates in the National Student Advertising Competition each year. 

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

Core Courses
STC 114Principles of Advertising3
STC 200Advertising Strategy Development3
COM 250Freedom of Expression and Communication Ethics3
Advanced Writing and Communication Skills Requirement
Writing Skills Course:
JMM 108Writing for the Digital Age3
Presentation Skills Course:
COS 211Public Speaking3
Digital Skills Course:
STC 102Graphic Design for Strategic Communication3
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
Social Media Analytics
International Public Relations
Integrated Marketing Communication
Special Topics in Advertising
The Business of Account Management
Mobile Application Development
Marketing Requirement
MKT 301Marketing Foundations3
Additional Requirements
WRS 105First-Year Writing I3
WRS 106First-Year Writing II3
or ENG 106 Writing About Literature and Culture
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 114Principles of Advertising3
STC 200Advertising Strategy Development3
COM 250Freedom of Expression and Communication Ethics3
Advanced Writing and Communication Skills Requirement
Writing Skills Course:
JMM 108Writing for the Digital Age3
Presentation Skills Course:
COS 211Public Speaking3
Digital Skills Course:
STC 102Graphic Design for Strategic Communication3
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
Project Management for Advertising
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
Structured Research and Practice at SoC Consultancy (Orange Umbrella)
Introduction to Intercultural Communication
Intercultural Communication: International Perspectives
Communication Law and Policy
Media Industry Trends
Marketing Requirement
MKT 301Marketing Foundations3
Marketing Elective
MKT 310Consumer Behavior and Marketing Strategy3
Additional Requirements
WRS 105First-Year Writing I3
WRS 106First-Year Writing II3
or ENG 106 Writing About Literature and Culture
STC 103 (Double Counts for Major and Math Requirement)
Arts and Humanities Cognate9
STEM Cognate9
Minor or Second Major and Electives51
Total Credit Hours123
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 343COS 545, and MKT 360. 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 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

Plan of Study Grid
Freshman Year
FallCredit Hours
STC 114 Principles of Advertising 3
STC 103 or MTH 113 Statistical Reasoning for Strategic Communication (Course also satisfies School's Math requirement)
or Finite Mathematics
3
JMM 108 Writing for the Digital Age 3
WRS 105 First-Year Writing I 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
WRS 106 or ENG 106 First-Year Writing II
or Writing About Literature and Culture
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
Integrated Marketing Communication
Special Topics in Advertising
The Business of Account Management
Mobile Application Development
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
WRS 105 First-Year Writing I 3
STEM 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
WRS 106 or ENG 106 First-Year Writing II
or Writing About Literature and Culture
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
STC 388 Media Planning 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
Minor or Second Major Course or Elective 3
 Credit Hours15
Junior Year
Fall
MKT 301 Marketing Foundations 3
Arts and Humanities Cognate 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
Advanced Research Methods for Advertising
Advanced Business and Advertising Strategy Development
Social Media Analytics (Minor or Second Major Course or Elective)
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
Structured Research and Practice at SoC Consultancy (Orange Umbrella)
Communication Law and Policy
Media Industry Trends
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
Advanced Research Methods for Advertising
Advanced Business and Advertising Strategy Development
Social Media Analytics
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. 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 communicate the results using statistical analysis and 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.