Advertising

Advertising Major

Learn more about this major

Degree Requirements - 126 credits

Students can earn a bachelor of arts degree with this major.  See the requirements for the bachelor of arts degree.

Students can earn a bachelor of science degree with this major.  See the requirements for the bachelor of science degree.

Major Requirements: 13 courses, 49 credits

Core Requirements (11 courses, 41 credits)

Credits:

4.00

Description:

An introduction to the discipline addressing social science humanities and practical approaches to the study of Advertising Public Relations & Social Media. Students investigate the broad themes and foundational concepts which unify these diverse fields.

Credits:

1.00

Description:

In this hands-on experiential course students examine potential career paths in Advertising Public Relations and Social Media become oriented to the university and the surrounding Boston area and identify professional resources in Boston that foster career development.

Credits:

4.00

Description:

The development and delivery of oral presentations. Students acquire skills in oral and physical delivery organization persuasion critical thinking and use of support media.

Credits:

4.00

Description:

Computer applications for advertising and communication design. Using various graphical editing and design programs students learn the theory and practice of design for layout logos and graphic elements in communication.

Credits:

4.00

Description:

A survey course that introduces students to advertising concepts and practices from the perspective of agencies clients the media and consumers. Students learn to think critically about advertising messages and learn practical techniques for developing effective advertising in various media.

Credits:

4.00

Description:

Social media sites such as Facebook Instagram Snapchat and Twitter are examined from a cultural and critical perspective. Students learn to use social media for community formation social presence identity building and social activism. The roles of advertising public relations and branding are examined.

Credits:

4.00

Description:

Students learn HTML CSS and Widgets for the construction design and posting of web sites. In addition we examine the use of websites mobile sites for advertising public relations search engine optimization and marketing.

Credits:

4.00

Description:

Effective public relations involve an understanding of the history theory and practice of public relations including public relations concepts the role of the practitioner and the foundations of public relations. This course seeks to provide that foundation as an introduction to the field of public relations. Issues surrounding the history legality process and principles of public relations are explored.

Prerequisites:

ADPR-257

Credits:

4.00

Description:

The planning and purchasing of advertising space and time. Examines media costs budgets and media strategy for different audiences and markets.

Prerequisites:

ADPR-257

Credits:

4.00

Description:

Continuation of basic advertising with an emphasis on developing effective advertising messages and advertising campaigns.

Prerequisites:

ADPR-359 and ADPR-257

Credits:

4.00

Description:

Principles of advertising campaigns. Students design plan and produce a national advertising campaign for a client as members of a simulated agency team.

Note: all students should take ADPR-101, ADPR-102, and ADPR-103 during their first year. ADPR-101 and ADPR-102 should be taken during a student's first semester in the major.

Electives (2 courses, 8 credits)

Choose two of the following:

Credits:

3.00

Description:

This online course is provides students with an understanding of the role creativity plays in the development and management of a company's brands. Specifically the class will delve deeply into creative strategy in advertising and marketing with a particular focus on award-winning creative strategy. The course will integrate international travel to France for the Cannes Lions International Festival of Creativity.

Credits:

2.00

Description:

Introduces students to the elements of professional blogs and blogging including blog structures use of images creation of podcasts and appropriate writing. Examines the social influence of blogs and the ethical responsibilities of bloggers. Students create their own blogs as part of the course.

Prerequisites:

ADPR-257

Credits:

4.00

Description:

Examines the success and failure of the visual identities of brands as well developing a new visual identity and launching a campaign for an existing brand. Includes an analysis of the strategically planned and purposeful presentation of a brand's visual identity as well as a brand's name logo tagline (slogan) color palette and other sensory elements that make a brand unique.

Prerequisites:

ADPR-257

Credits:

4.00

Description:

All forms of online advertising are explored including paid search with a focus on building a brand online.

Prerequisites:

ADPR-289

Credits:

4.00

Description:

Covers the development of a social media campaign for a target audience using a variety of platforms. Students will use social media and design tools to create a campaign for a client moving it from concept through execution.

Prerequisites:

ADPR-2277

Credits:

4.00

Description:

Examines the integration of advertising promotion public relations and marketing communication in the strategic communication process. By learning the fundamentals of interpersonal and persuasive communication students have an opportunity to develop an effective communication plan for a brand that includes creative copy.

Prerequisites:

By invitation only. ADPR majors with Senior standing, a minimum cumulative GPA of 3.3, and a minimum major GPA of 3.5 in at least 7 ADPR courses.

Credits:

4.00

Description:

Senior ADPR majors meeting the requirements for Department Honors are invited to participate in this Seminar. The course involves advanced research to produce a project and/or research paper. Students are also required to create a presentation of their work.

Residency Requirement Policy: In the College of Arts and Sciences, a two-course (8 credit) residency requirement must be satisfied for completion of a minor and a four-course (16 credit) residency requirement must be satisfied for the completion of a major.

Advertising Major Learning Goals & Objectives

Learning goals and objectives reflect the educational outcomes achieved by students through the completion of this program. These transferable skills prepare Suffolk students for success in the workplace, in graduate school, and in their local and global communities.

Learning Goals Learning Objectives
Students will...
Students will be able to...
Be prepared for careers in advertising, marketing communication, and related fields, as well as for graduate study
  • Identify and use key terms and concepts in advertising
  • Develop an understanding of the process and practice of advertising
  • Investigate the impact of target markets and market segmentation on advertising
  • Analyze the social, economic and cultural impact of advertising
  • Develop a media plan for an advertising campaign
  • Create, develop, research, present and justify an advertising campaign
  • Develop advertising messages that are persuasive and ethical
  • Use social media as part of an advertising campaign
  • Construct and deliver a presentation

Advertising Minor

Learn more about this minor

Minor Requirements: 5 courses, 20 credits

Credits:

4.00

Description:

A survey course that introduces students to advertising concepts and practices from the perspective of agencies clients the media and consumers. Students learn to think critically about advertising messages and learn practical techniques for developing effective advertising in various media.

Credits:

4.00

Description:

Students learn HTML CSS and Widgets for the construction design and posting of web sites. In addition we examine the use of websites mobile sites for advertising public relations search engine optimization and marketing.

Prerequisites:

ADPR-257

Credits:

4.00

Description:

The planning and purchasing of advertising space and time. Examines media costs budgets and media strategy for different audiences and markets.

Prerequisites:

ADPR-257

Credits:

4.00

Description:

Continuation of basic advertising with an emphasis on developing effective advertising messages and advertising campaigns.

Choose one 4-credit ADPR elective.

Residency Requirement Policy: In the College of Arts and Sciences, a two-course (8 credit) residency requirement must be satisfied for completion of a minor and a four-course (16 credit) residency requirement must be satisfied for the completion of a major.

Minor Programs Policy: A student declaring a minor may use no more than two courses from a major or double major combination to fulfill the requirements for the minor. No more than one course from one minor may count toward the fulfillment of a second minor. Students may not minor in a subject in which they are also completing a major. For more information, see the Minor Programs section of the CAS Degree Requirements page.

Accelerated Bachelor's/Master's in Communication

Learn more about this accelerated degree

Degree Requirements

  1. Students admitted to this dual degree program must meet all the requirements of an undergraduate major offered by the department of Advertising, Public Relations, & Social Media or the department of Communication, Journalism, & Media.
  2. Students must also meet all requirements for the Master’s degree in Communication.
  3. Students will take two Communication graduate courses during their senior year; one during the fall semester and one during the spring semester. The two graduate courses taken during the senior year will count toward BOTH the undergraduate and graduate degree requirements. Credit hours will be awarded based on the graduate course description.
  4. The graduate courses taken during the senior year will be determined by the Communication graduate program director.
  5. Students are subject to the usual standards for academic standing, i.e., undergraduate standards for undergraduate courses and graduate standards for graduate courses.

Upon successful completion of all of the degree requirements, a student will receive a dual Bachelor’s and Master’s degree. The exact degree will be awarded based on the specific undergraduate program the student completes. A student may permanently exit the dual degree program and opt to graduate with a Bachelor’s degree if all the requirements for a Bachelor’s degree have been met. In this case, the graduate courses taken in the senior year will be counted as 4-credit courses applied toward the undergraduate degree requirements.

Honors

To complete requirements for honors in the major, a candidate must:

  1. Graduate with a major GPA of 3.5 or higher
  2. Graduate with an overall GPA of 3.3 or higher
  3. Complete ADPR-H457 or ADPR-H506 with a minimum grade of B+
  4. Pass a thesis defense
  5. CAS Honors Program students only: Present work from the senior honors experience at the Honors Symposium or Pecha Kucha event

To become a candidate for honors in the major, a student must:

  1. Have a major GPA of 3.5 or higher
  2. Have an overall GPA of 3.3 or higher
  3. Have completed a minimum of 7 ADPR courses
  4. Receive an invitation to take ADPR-H457 or ADPR-H506 from the honors coordinator before advising

Advertising Courses

Credits:

4.00

Description:

An introduction to the discipline addressing social science humanities and practical approaches to the study of Advertising Public Relations & Social Media. Students investigate the broad themes and foundational concepts which unify these diverse fields.

Credits:

1.00

Description:

In this hands-on experiential course students examine potential career paths in Advertising Public Relations and Social Media become oriented to the university and the surrounding Boston area and identify professional resources in Boston that foster career development.

Credits:

4.00

Description:

The development and delivery of oral presentations. Students acquire skills in oral and physical delivery organization persuasion critical thinking and use of support media.

Prerequisites:

Boston Debate League students only.

Credits:

3.00

Description:

The basic principles techniques and processes of argumentation and debate research are examined. The ability to create analyze research and produce complex arguments is the central focus of the course. Students will learn to examine argumentation as a tool for both inquiry and advocacy. Students will develop an experiential focus upon critical examination of issues and ideas and the use of argumentation to support and defend a position. Open to Boston Debate League students only.

Credits:

4.00

Description:

An introduction to the processes of professional communication with emphasis on oral presentations report writing effective listening and interpersonal communication in the business environment.

Credits:

4.00

Description:

The course develops an understanding of how statistics are used in the presentation of information and arguments in Advertising Public Relations & Social Media. Emphasizing a conceptual approach to learning statistics the course focuses on data collection and summarization correlation regression sampling estimation and tests of significance. Students perform basic statistical calculations using SPSS software.

Credits:

4.00

Description:

Examines the portrayal of homosexuality in political social and cultural discourse. Analyzes the role of media and symbolic construction in the shaping of public values opinions and social movements.

Credits:

4.00

Description:

Examines the persuasive strategies of social reform movements with special emphasis on the civil rights' women's rights and gay rights movements in the United States.

Credits:

4.00

Description:

Utilizing the Netflix series "Black Mirror" students analyze the ethical dilemmas faced with operating and using social media and examine the impact social media has on culture. Students will draw upon historical and contemporary theories of communication to analyze these cultural impacts.

Credits:

4.00

Description:

The purpose of this course is to introduce students to rap music and hip hop culture and examine it as a cultural critical and historic phenomena. This course explores the connection of rap music to social movements/social justice as well as understand it in the context of its place in pop culture. The objective is to be able to critically and historically understand rap music in the context of the social political economic and cultural environment of the time during its rise.

Credits:

4.00

Description:

Modern applications of argument in political social and legal situations. Emphasis on development of arguments analysis use of evidence and delivery of oral and written assignments.

Credits:

3.00

Description:

This online course is provides students with an understanding of the role creativity plays in the development and management of a company's brands. Specifically the class will delve deeply into creative strategy in advertising and marketing with a particular focus on award-winning creative strategy. The course will integrate international travel to France for the Cannes Lions International Festival of Creativity.

Credits:

1.00- 8.00

Description:

Intensive research on topics in debate and active participation in the University forensics program. ECR

Credits:

4.00

Description:

Computer applications for advertising and communication design. Using various graphical editing and design programs students learn the theory and practice of design for layout logos and graphic elements in communication.

Credits:

4.00

Description:

A survey course that introduces students to advertising concepts and practices from the perspective of agencies clients the media and consumers. Students learn to think critically about advertising messages and learn practical techniques for developing effective advertising in various media.

Credits:

4.00

Description:

The application of public relations strategies and techniques to college and professional sports.

Credits:

4.00

Description:

Brands and social responsibility examines current issues such as health care climate change women's empowerment and minority rights. The impact of advertising public relation and social media communication are reviewed for global and national brands.

Credits:

4.00

Description:

Examines the interactions of media and popular culture in the United States from a social science perspective. The influence of media as well as the emergence and development of "Rock N Roll" is discussed in relationship to the social movements of the 1960's that formed the foundation of our current culture.

Credits:

4.00

Description:

Social media sites such as Facebook Instagram Snapchat and Twitter are examined from a cultural and critical perspective. Students learn to use social media for community formation social presence identity building and social activism. The roles of advertising public relations and branding are examined.

Credits:

4.00

Description:

Students learn HTML CSS and Widgets for the construction design and posting of web sites. In addition we examine the use of websites mobile sites for advertising public relations search engine optimization and marketing.

Credits:

2.00

Description:

Introduces students to the elements of professional blogs and blogging including blog structures use of images creation of podcasts and appropriate writing. Examines the social influence of blogs and the ethical responsibilities of bloggers. Students create their own blogs as part of the course.

Credits:

4.00

Description:

Effective public relations involve an understanding of the history theory and practice of public relations including public relations concepts the role of the practitioner and the foundations of public relations. This course seeks to provide that foundation as an introduction to the field of public relations. Issues surrounding the history legality process and principles of public relations are explored.

Credits:

2.00

Description:

Examines advocacy campaigns that use digital strategies and techniques. Students explore the use of social media to raise awareness for causes issues and fundraising and consider the impact of technology on grassroots advocacy.

Prerequisites:

ADPR-257

Credits:

4.00

Description:

Examines the success and failure of the visual identities of brands as well developing a new visual identity and launching a campaign for an existing brand. Includes an analysis of the strategically planned and purposeful presentation of a brand's visual identity as well as a brand's name logo tagline (slogan) color palette and other sensory elements that make a brand unique.

Credits:

4.00

Description:

Introduces the techniques of negotiation. Focuses on the processes of negotiation across a variety of contexts. Offers students the opportunity to explore methods of applying these skills to professional and other real world settings.

Prerequisites:

ADPR-289

Credits:

4.00

Description:

An examination of the use of social media by new and mature social movements. Includes analysis of the use of social media for mobilization dissemination of information and as an interface with traditional media.

Credits:

4.00

Description:

Examines the important functions performed by human and mediated communication for health care consumers and providers. The course focus is on the use of communication strategies to inform and influence individual and community decisions regarding health.

Prerequisites:

ADPR-257

Credits:

4.00

Description:

The planning and purchasing of advertising space and time. Examines media costs budgets and media strategy for different audiences and markets.

Prerequisites:

ADPR-257

Credits:

4.00

Description:

Examines the contemporary public relations practice of Native Advertising and sponsored content. Explores different forms of native advertising methods and mechanisms for creating sponsored content ethical and regulatory issues and industry trends. Students learn how to blend content with news site partners to use the different types of paid syndication and to set up native ads.

Prerequisites:

Take ADPR-257 or ADPR-2277

Credits:

4.00

Description:

Examines the skills and functions required in order to manage a successful Advertising or Public Relations agency. Students learn how agency leaders win new business and generate income by offering an evolving mix of new services and how they manage client relationships and diverse internal teams including creative research and media professionals. Examines a variety of agency structures including new agency models full service and speciality boutiques and the transformation of agencies initiated by social media and the digital age.

Prerequisites:

ADPR-257

Credits:

4.00

Description:

Continuation of basic advertising with an emphasis on developing effective advertising messages and advertising campaigns.

Prerequisites:

ADPR-2277 and ADPR-3377 and Senior Standing.

Credits:

4.00

Description:

This course introduces students to the entertainment industry and explore strategies for creating executing and evaluating public relations campaigns for entertainment products. The course explores techniques and strategies employed in all areas of entertainment publicity including television film music and theater. Topics covered include the development of a publicity campaign; reputation management; digital media; social media; working relationships with the media; and writing effective press releases and other promotional content.

Prerequisites:

Take ADPR-2277

Credits:

4.00

Description:

Examines the role of public relations practitioners in building fashion brands. Includes an exploration of fashion brands and trends the role of manufacturers wholesalers importers and retailers and the media channels and tactics used to promote fashion. Students examine the use of market research social media blogs and events to engage fashion-minded consumers based on their lifestyle.

Prerequisites:

Take ADPR-2277

Credits:

4.00

Description:

Students acquire the public relations knowledge and skills to build brands and enhance the public image of companies organizations and government bodies that are stakeholders in the travel and tourism industry. Based on an established PR process students conduct market research set objectives develop strategy and design a hypothetical public relations campaign for a "class client" to help it promote travel and tourism products and services.

Prerequisites:

Take ADPR-2277

Credits:

4.00

Description:

The application of the public relations process to build brands and enhance the public image of companies and organizations engaged in the hospitality industry. Based on an established PR process students conduct market research set objectives develop strategy and design a hypothetical public relations campaign for a "class client" to help it promote food and beverage products or services.

Prerequisites:

Take ADPR-2277

Credits:

4.00

Description:

Students examine effective processes tools and techniques for promoting nonprofit organizations. Based on established PR process students conduct market research analysis and strategic planning then design promotional plans for leveraging organizational identity to foster a positive public image for charities cultural organizations educational institutions and government.

Prerequisites:

ADPR-289

Credits:

4.00

Description:

The art and science of organizing and labeling websites online communities and social media to support usability and improve the user's online experience.

Prerequisites:

ADPR-289. Social Media Minors and majors in Advertising and Public Relations.

Credits:

4.00

Description:

The process of gathering data from Social Media users and processing it into structures insights for brands businesses and communicators. Students will learn to identify relevant data as well as data analysis and interpretation with the goal of producing more effective social media messaging and content.

Prerequisites:

ADPR-2277

Credits:

4.00

Description:

Examines how events are built promoted managed and assessed with an emphasis on conventions trade shows and nonprofit events. Issues analyzed include facilities planning and contracts legal issues volunteer management budgeting marketing and planner/staff communication.

Prerequisites:

ADPR-257

Credits:

4.00

Description:

All forms of online advertising are explored including paid search with a focus on building a brand online.

Prerequisites:

ADPR-289

Credits:

4.00

Description:

Focus is on the importance of a social media strategy in building a brand. Examines how to optimize a social presence through the production of appropriate content and the engagement on platforms such as Facebook Twitter and Instagram. In addition students learn the benefits of each platform to a brand which platforms to invest in and the specific trends and features to utilize. Advertising and analytical features are included.

Prerequisites:

ADPR-2277

Credits:

4.00

Description:

Examines how research aids the public relations practice. Students learn research methods that address public relations planning and problem-solving. Assignments provide students with hands-on practice using research for a PR project.

Prerequisites:

ADPR-2277

Credits:

4.00

Description:

Focuses on writing principles for public relations including the formulation of clear PR objectives determining the knowledge of the target audience and the development of key messages. Students apply these principles to common PR formats including news releases pitch letters biographies speeches emails digital content and social media posts.

Prerequisites:

ADPR-2277

Credits:

4.00

Description:

Examines best practices for web publishing including creating editing and maintaining content for online and social media platforms. Students analyze the content of websites and then produce their own content in a variety of forms. Covers content creation and maintenance techniques as well as customer and client relationship skills with an emphasis on effective writing. Includes practical experience creating editing and maintaining content for online and social media platforms.

Prerequisites:

Take ADPR-2277 or ADPR-257, or faculty consent.

Credits:

4.00

Description:

Many technological developments have a significant impact on advertising and public relations. Artificial Intelligence Big Data Cybersecurity Geo-Fencing Automation tools Mobile 5G and Augmented Reality and other technologies are examined for their effect on these fields.

Prerequisites:

ADPR-289

Credits:

4.00

Description:

Covers the development of a social media campaign for a target audience using a variety of platforms. Students will use social media and design tools to create a campaign for a client moving it from concept through execution.

Credits:

4.00

Description:

Examines persuasion strategies and tactics for advancing public policy proposals and concerns. Students will learn how to apply the principles of Public Relations Advertising Negotiations and Persuasion to influence the public and government decision-makers.

Prerequisites:

ADPR-359 and ADPR-257

Credits:

4.00

Description:

Principles of advertising campaigns. Students design plan and produce a national advertising campaign for a client as members of a simulated agency team.

Prerequisites:

ADPR-2277

Credits:

4.00

Description:

Provides students with insight into effective risk and crisis management within organizations including health organizations. Focuses on the application of theories strategies and tactics from a public relations perspective. Students understand how communication can prevent cause accelerate and assist in recovery from a crisis.

Credits:

4.00

Description:

In this course we examine the current presidential election in real time. We'll examine the role of both traditional and social media including news coverage and campaign strategies and tactics such as advertising priming trolling debates and messaging for different constituencies. We'll also investigate political science literature to understand voter behavior campaign tactics political parties and the structure of the presidential election system including the nomination process and the Electoral College. This course will be co-taught by faculty members from the Government Department and the Advertising Public Relations and Social Media Department. Students will understand the role of the media in presidential elections understand the interaction among journalists politicians and citizens and understand how to be savvy consumers of political news.

Prerequisites:

ADPR-2277

Credits:

4.00

Description:

Examines the integration of advertising promotion public relations and marketing communication in the strategic communication process. By learning the fundamentals of interpersonal and persuasive communication students have an opportunity to develop an effective communication plan for a brand that includes creative copy.

Prerequisites:

ADPR-2277 Senior majors in ADPR who qualify for honors in the major and/or honors in CAS. Eligible students are invited to register for this course by the department.

Credits:

4.00

Description:

Examines the integration of advertising promotion public relations and marketing communication in the strategic communication process. By learning the fundamentals of interpersonal and persuasive communication students have an opportunity to develop an effective communication plan for a brand that includes creative copy.

Credits:

4.00

Description:

Examines public issues involving the environment. Focuses on public relations strategies for government agencies corporations and other organizations concerned with the environment.

Credits:

4.00

Description:

Examination of special circumstances created by politics and their impact on attempts at persuasion. Case studies of famous politicians' political campaigns are combined with discussions of current trends in media and politics.

Prerequisites:

ADPR-2277 and ADPR-3377 and Senior Standing.

Credits:

4.00

Description:

Examines typical public relations problems experienced by profit and not-for-profit organizations. Provides students with an opportunity to demonstrate their mastery of the skills techniques and knowledge of public relations by creating a comprehensive campaign plan for a community client.

Prerequisites:

ADPR-2277, ADPR-3376, and ADPR-3377 and Senior Standing.

Credits:

4.00

Description:

In this course students meet community needs by engaging in service-learning outside the classroom. Examines typical public relations problems experienced by profit and not-for-profit organizations. Provides students with an opportunity to demonstrate their mastery of the skills techniques and knowledge of public relations by creating a comprehensive campaign plan for a community client. This course requires a Service Learning experience.

Prerequisites:

16 Hrs of ADPR coursework or ADPR advisor consent

Credits:

1.00-13.00

Description:

Internships and practicum in Advertising Public Relations & Social Media are available prior to the start of each semester.

Prerequisites:

Senior ADPR majors with an overall cumulative grade point average of 3.0, and a major GPA of 3.4

Credits:

4.00

Description:

Senior CJN majors meeting requirements for Departmental Honors are invited to participate in this seminar which entails research and presentation of an approved topic.

Prerequisites:

By invitation only. ADPR majors with Senior standing, a minimum cumulative GPA of 3.3, and a minimum major GPA of 3.5 in at least 7 ADPR courses.

Credits:

4.00

Description:

Senior ADPR majors meeting the requirements for Department Honors are invited to participate in this Seminar. The course involves advanced research to produce a project and/or research paper. Students are also required to create a presentation of their work.

Prerequisites:

An independent study form must be submitted to the CAS Dean's Office.

Credits:

1.00-12.00

Description:

An independent study experience in Advertising Public Relations & Social Media is available prior to the start of each semester.

Prerequisites:

An independent study form must be submitted to the CAS Dean's Office. ADPR majors in the CAS honors program only.

Credits:

1.00-12.00

Description:

An independent study experience in Advertising Public Relations & Social Media is available prior to the start of each semester.