Advertising and Public Relations A/B

Advertising and Public Relations is a two-semester course designed to introduce students to the foundational concepts, strategies, and professional practices of the advertising and public relations industry. Students will learn about the historical, social, and economic forces that have shaped advertising, and examine how elements of the marketing mix and promotional mix influence advertising decisions and campaign planning, including the legal and ethical responsibilities that guide responsible practice in the field. Students will explore how market segmentation, target marketing, and consumer engagement strategies are used to design messages for specific audiences, as well as advertising media types, design principles, and the differences between promotional and institutional advertising. They will also examine how marketing research data is collected and applied to advertising decisions, explore social media marketing strategies, and develop skills in digital content creation. The course will also teach students how to evaluate public relations strategies and crisis communication; develop professional press kits; and analyze how campaigns are executed, measured, and documented. Students will develop and apply critical thinking, communication, and professional decision-making skills while building the knowledge needed for entry-level roles in advertising and public relations careers.

There are no required materials for this course.

Semester B available this fall.

Coming June 30!