Degree Offered
- Bachelor of Science in Journalism
Nature of the Program
The advertising and public relations major teaches students how to ethically serve and engage diverse audiences in all sectors of society. Students learn how to develop and manage creative, integrated and strategic campaigns. Students in this major select an area of emphasis (AOE) in either advertising or public relations to complement their strategic communications coursework. Both majors require creativity and critical thinking.
Students build skills in writing, research, strategy, design, digital and social media, as well as the ethics, history and laws that provide a foundation for their field. They may further their expertise through such courses as Martin Hall Agency, crisis communication, international communication, event planning, advocacy communication, visual storytelling, media planning, influencer marketing and study abroad experiences. Students plan and produce promotional and educational campaigns and materials for actual clients, which include local businesses, nonprofits and communities, as well as larger grant-funded projects that impact the state. As a result, students gain real-world experience that can lead to careers in advertising and public relations agencies, corporations, nonprofits, government, education, entertainment, sports, healthcare, and other fields.
Advertising Area of Emphasis
Students who select the advertising AOE within the advertising and public relations major obtain a solid foundation in creative copywriting and design, media planning, audience insights and analysis, and campaigns. Additional courses in ideation, strategic social media and account management are available to round out students’ individual interests. They go on to work at advertising and marketing agencies, within corporate communications offices, as media planners, or as consultants and business owners. The advertising curriculum also affords a solid foundation for law or other specialized graduate programs. The School of Media and Communications offers a 3 + 3 degree in collaboration with the College of Law for high-achieving students.
Public Relations Area of Emphasis
Students who select the public relations AOE within the advertising and public relations major take courses in strategic writing and social media, design, audience research and analysis, and campaigns. Additional courses that apply to the major include special event planning, crisis communication, multi- and interactive media, international public relations and influencer marketing. Students go on to work at communications agencies, in government, healthcare organizations, nonprofits, corporations and politics. Those students who wish to go on to law or graduate school have a solid grounding in writing, research, analysis and communications. The School of Media and Communications offers a 3 + 3 degree in collaboration with the College of Law for high-achieving students.
Admissions for 2025-2026
- Admission to the School of Media and Communications
- Scholarships
- Choosing a Major
- Accelerated Bachelor's/Master's Program
Admission to the School of Media and Communications
For specific information regarding the admissions requirements for First Time Freshmen to the School of Media and Communications, please visit Admission to the School of Media and Communications. WVU students with a cumulative GPA of 2.0 or higher can declare a major in the School of Media.
Students who do not meet these criteria will automatically be enrolled in WVU's Center for Learning, Advising and Student Success (CLASS). Students advised in CLASS may declare a major in the School of Media and Communications once they have earned a cumulative GPA of 2.0 at WVU.
Scholarships
In addition to financial aid from West Virginia University, the School of Media and Communications offers a number of scholarships each year to incoming freshmen. All students applying for scholarships must file a FAFSA form by the deadline, even if they are not eligible for need-based aid.
Choosing a Major
The School of Media and Communications offers five majors: advertising and public relations, integrated marketing communication, journalism, sports and adventure media and multidisciplinary media studies.
Direct admission students are admitted to the School upon admission to the University and declare their majors at that time.
Accelerated Bachelor's/Master's Programs
Students in the advertising and public relations or journalism undergraduate programs in the School of Media and Communications with a minimum cumulative GPA of 3.3 are eligible for the Accelerated Masters of Science in Journalism program. This allows students to customize a research project that is relevant to their interests, whether they are Advertising and Public Relations or Journalism majors. Interested students are identified during their initial year or two at the School, and, if interested, must meet with their academic advisor, by the fall of their junior year. Freshmen and sophomores are welcome to stop by to discuss the program as well.
Students in the advertising and public relations, integrated marketing communications, journalism or multidisciplinary media studies undergraduate programs in the School of Media and Communications and with a GPA in excess of 3.3 will be eligible for admission to the Accelerated Masters of Science in Integrated Marketing Communications program beginning in first semester of their junior year. They will meet with the School of Media and Communications undergraduate online programs advisor, Aaron Hawley, and work closely with him to apply for admission to the program. Students will be admitted to the program no later than the second semester of their junior year and begin taking graduate courses during the first semester of their senior year.
3+3 BSJ/JD
Qualifying students also may apply for the 3+3 BSJ/JD degree program, which is a collaborative program of the WVU School of Media and Communications and the College of Law. More information about accelerated programs can be found on the School of Media and Communications website.
Major Code: 3724
General Education Foundations
Please use this link to view a list of courses that meet each GEF requirement.
NOTE: Some major requirements will fulfill specific GEF requirements. Please see the curriculum requirements listed below for details on which GEFs you will need to select.
| Code | Title | Hours |
|---|---|---|
| General Education Foundations | ||
| F1 - Composition & Rhetoric | 3-6 | |
| Introduction to Composition and Rhetoric and Composition, Rhetoric, and Research | ||
or ENGL 103 | Accelerated Academic Writing | |
| F2A/F2B - Science & Technology | 4-6 | |
| F3 - Math & Quantitative Reasoning | 3-4 | |
| F4 - Society & Connections | 3 | |
| F5 - Human Inquiry & the Past | 3 | |
| F6 - The Arts & Creativity | 3 | |
| F7 - Global Studies & Diversity | 3 | |
| F8 - Focus (may be satisfied by completion of a minor, double major, or dual degree) | 9 | |
| Total Hours | 31-37 | |
Please note that not all of the GEF courses are offered at all campuses. Students should consult with their advisor or academic department regarding the GEF course offerings available at their campus.
Degree Requirements
| Code | Title | Hours |
|---|---|---|
| University Requirements | 42 | |
| Non-Journalism/Media Requirements | 27 | |
| School of Media and Communications Core Requirements | 15 | |
| Advertising and Public Relations Major Requirements | 36 | |
| Total Hours | 120 | |
University Requirements
| Code | Title | Hours |
|---|---|---|
| General Education Foundations (GEF) 1, 2, 3, 4, 5, 6, 7, and 8 (31-37 Credits) | ||
| Outstanding GEF Requirements 1, 2, 6, and 7 | 16 | |
| MDIA 191 | First-Year Seminar | 2 |
| General Electives ** | 24 | |
| Total Hours | 42 | |
Non-Journalism/Media Requirements
| Code | Title | Hours |
|---|---|---|
| POLS 102 | Introduction to American Government | 3 |
| STAT 111 | Understanding Statistics (GEF 3) | 3 |
| HIST 153 | Making of Modern America: 1865 to the Present (GEF 5) | 3 |
| ECON 200 | Survey of Economics | 3 |
| BCOR 350 | Principles of Marketing | 3 |
| English literature or Creative Writing course | 3 | |
| Two semesters of any foreign language/computer coding course or one language/coding course +study abroad | 6 | |
| Select one of the following: | 3 | |
| Introduction to Psychology | ||
| Introduction to Sociology | ||
| Introduction to Anthropology | ||
| Total Hours | 27 | |
School of Media and Communications Core Requirements
| Code | Title | Hours |
|---|---|---|
| A minimum grade of C- is required in School of Media and Communications Core Requirements. | ||
| MDIA 101 | Media and Society (may fulfill GEF 4) | 3 |
| MDIA 215S | Media Writing | 3 |
| MDIA 225S | Media Tools & Applications | 3 |
| MDIA 328 | Media Ethics and Law | 3 |
| MDIA 427 | History of American Journalism, Media & Pop Culture | 3 |
| or MDIA 555 | Media, Identity, and Power | |
| Total Hours | 15 | |
Advertising and Public Relations Major Requirements
| Code | Title | Hours |
|---|---|---|
| A minimum grade of C- is required in Advertising and Public Relations Major Requirements. | ||
| ADPR 215 | Introduction to Advertising and Public Relations | 3 |
| ADPR 421S | Advertising & PR Audience Insights & Analysis | 3 |
| Select one of the following capstone courses: | 3 | |
| Martin Hall Agency Experience | ||
| Strategic Communication Campaigns for Public Relations and Advertising | ||
| Required Area of Emphasis (12 credits) | 12 | |
| Select one of the following Areas of Emphasis (details below): | ||
Advertising (ADV) | ||
Public Relations (PR) | ||
| Required Minor * | 15 | |
| Total Hours | 36 | |
| Code | Title | Hours |
|---|---|---|
| English Literature or Creative Writing Courses | ||
| English Literature | ||
| ENGL 131 | Poetry and Drama | 3 |
| ENGL 132 | Short Story and Novel | 3 |
| ENGL 139 | Contemporary African Literature | 3 |
| ENGL 154 | African American Literature | 3 |
| ENGL 156 | Literature of Native America | 3 |
| ENGL 226 | World Literature | 3 |
| ENGL 232 | Poetry | 3 |
| ENGL 233 | The Short Story | 3 |
| ENGL 234 | Drama | 3 |
| ENGL 235 | Novel | 3 |
| ENGL 236 | The Bible as Literature | 3 |
| ENGL 241 | American Literature 1 | 3 |
| ENGL 242 | American Literature 2 | 3 |
| ENGL 251 | American Folklore and Culture | 3 |
| ENGL 252 | Appalachian Fiction | 3 |
| ENGL 254 | African American Literature | 3 |
| ENGL 257 | Science Fiction and Fantasy | 3 |
| ENGL 258 | Popular American Culture | 3 |
| ENGL 261 | British Literature before 1800 | 3 |
| ENGL 262 | British Literature 2 | 3 |
| ENGL 263 | Shakespeare 1 | 3 |
| ENGL 272 | Modern Literature | 3 |
| ENGL 273 | Contemporary Literature | 3 |
| ENGL 285 | Images of Women in Literature | 3 |
| Creative Writing | ||
| ENGL 111 | Introduction to Creative Writing | 3 |
| ENGL 212 | Creative Writing: Fiction | 3 |
| ENGL 213 | Creative Writing: Poetry | 3 |
| ENGL 214 | Creative Writing: Non-Fiction | 3 |
- *
Minors must have 9 hours of unique coursework. Note that some minors require online coursework for which additional fees apply. Students must complete an officially sanctioned minor outside the School of Media and Communications. However, students may pursue the Sport Communication minor, which is offered jointly by the College of Creative Arts and Media and the College of Applied Human Sciences. Students completing a dual-degree are exempt from the requirement to complete a minor. Students should consult their advisor before starting a minor. Some minors require 18 hours of coursework instead of 15 hours.
- **
General Education and Elective Credits can vary - students must have a minimum of 120 credit hours total to complete the degree.
Suggested Plan of Study
| First Year | |||
|---|---|---|---|
| Fall | Hours | Spring | Hours |
| ENGL 101 (GEF 1) | 3 | MDIA 215S | 3 |
| MDIA 101 (GEF 4) | 3 | MDIA 225S | 3 |
| MDIA 191 | 2 | Language Course | 3 |
| ADPR 215 | 3 | GEF 2B | 4 |
| Language Course | 3 | Select one of the following: | 3 |
| 14 | 16 | ||
| Second Year | |||
| Fall | Hours | Spring | Hours |
| Select one of the following according to AOE: | 3 | MDIA 328 | 3 |
| ENGL 102 (GEF 1) | 3 | ||
| STAT 111 (GEF 3) | 3 | ||
| ECON 200 | 3 | Minor Course | 3 |
| Minor Course | 3 | Elective | 3 |
| Elective | 3 | ||
| Elective | 3 | ||
| 15 | 15 | ||
| Third Year | |||
| Fall | Hours | Spring | Hours |
| HIST 153 (GEF 5) | 3 | ENGL Literature or Creative Writing Course | 3 |
| ADPR 421S | 3 | Minor Course | 3 |
| MDIA 427 or 555 | 3 | BCOR 350 | 3 |
| Select one of the following according to AOE: | 3 | AOE Elective | 3 |
ADV Elective | Elective | 3 | |
| Minor Course | 3 | ||
| 15 | 15 | ||
| Fourth Year | |||
| Fall | Hours | Spring | Hours |
| POLS 102 | 3 | Choose one of the following capstones: | 3 |
| Minor Course | 3 | ||
| GEF 6 | 3 | ||
| Electives | 6 | AOE Elective | 3 |
| Electives | 6 | ||
| GEF 7 | 3 | ||
| 15 | 15 | ||
| Total credit hours: 120 | |||
Areas of Emphasis
Advertising (ADV) Area of Emphasis Requirements
Students learn how to develop and produce persuasive messages and advertising campaigns. Students build skills in writing, research, media planning, and campaign management. Advertising students plan and produce advertising campaigns for actual clients, gaining real-world experience that can lead to careers in advertising agencies, corporations and public-sector fields.
| Code | Title | Hours |
|---|---|---|
| A grade of C- or higher must be earned in all emphasis courses. | ||
| ADV 315S | Advertising Copywriting | 3 |
| ADPR 319S | Creative Design and Strategy | 3 |
| Two courses (six hours) of 300- or 400-level ADV, ADPR or advisor-approved Course Electives | 6 | |
| Creative 1 | ||
| Media Planning/Strategy | ||
| Interactive Marketing Commctns | ||
| Special Topics | ||
| Audience Psychology and Behavior | ||
| Strategic Communication Strategy and Management | ||
| Total Hours | 12 | |
Suggested Plan of Study for Advertising (ADV) Area of Emphasis
| First Year | |||
|---|---|---|---|
| Fall | Hours | Spring | Hours |
| ENGL 101 (GEF 1) | 3 | MDIA 215S | 3 |
| MDIA 101 (GEF 4) | 3 | ENGL Literature or Creative Writing Course | 3 |
| MDIA 191 (Fulfills WVUE 191 requirement) | 2 | Language Course | 3 |
| ADPR 215 | 3 | Select one of the following: | 3 |
| Language Course | 3 | ||
| General Elective | 1 | ||
| General Elective | 3 | ||
| 15 | 15 | ||
| Second Year | |||
| Fall | Hours | Spring | Hours |
| ENGL 102 (GEF 1) | 3 | HIST 153 (GEF 5) | 3 |
| ECON 200 | 3 | GEF 6 | 3 |
| MDIA 225S | 3 | ADV 315S | 3 |
| GEF 2B | 4 | General Elective | 5 |
| General Elective | 3 | ||
| 16 | 14 | ||
| Third Year | |||
| Fall | Hours | Spring | Hours |
| STAT 111 (GEF 3) | 3 | BCOR 350 | 3 |
| 300- or 400-level AOE Course | 3 | ADPR 421S | 3 |
| Minor Course | 3 | 300- or 400-level AOE Course | 3 |
| General Elective | 3 | Minor Course | 3 |
| GEF 7 | 3 | General Elective | 3 |
| 15 | 15 | ||
| Fourth Year | |||
| Fall | Hours | Spring | Hours |
| POLS 102 | 3 | MDIA 328 | 3 |
| ADPR 459S | 3 | Minor Course | 3 |
| 300- or 400-level AOE Course | 3 | General Electives | 9 |
| Minor Courses | 6 | ||
| 15 | 15 | ||
| Total credit hours: 120 | |||
Public Relations (PR) Area of Emphasis Requirements
Students learn how to communicate with multiple stakeholders to achieve business objectives, create media campaigns and plan events for nonprofit organizations, private firms, government agencies and businesses. Public relations students develop traditional and digital communication strategies and tactics, such as communication and social media plans, public service announcements, videos, media kits, brochures, speeches, and press releases. While focusing on public relations, students also receive a solid education in writing, research, interviewing skills, and media and audience analysis.
| Code | Title | Hours |
|---|---|---|
| A grade of C- or higher must be earned in all emphasis courses. | ||
| ADPR 319S | Creative Design and Strategy | 3 |
| PR 324S | Public Relations Writing and Applications | 3 |
| 2 courses (6 hours) of 300- or 400-level PR, ADPR or advisor-approved Course Electives | 6 | |
| Strategic Social Media | ||
| Branded Content and Narrative | ||
| Web Development | ||
| Strategic Event Planning and Promotion | ||
| Special Topics | ||
| Total Hours | 12 | |
Suggested Plan of Study for Public Relations (PR) Area of Emphasis
| First Year | |||
|---|---|---|---|
| Fall | Hours | Spring | Hours |
| ENGL 101 (GEF 1) | 3 | MDIA 215S | 3 |
| MDIA 101 (GEF 4) | 3 | ENGL Literature or Creative Writing Course | 3 |
| MDIA 191 (Fulfills WVUE 191 Requirement) | 2 | Language Course | 3 |
| ADPR 215 | 3 | Select one of the following: | 3 |
| Language Course | 3 | ||
| General Elective | 1 | ||
| General Elective | 3 | ||
| 15 | 15 | ||
| Second Year | |||
| Fall | Hours | Spring | Hours |
| ENGL 102 (GEF 1) | 3 | BCOR 350 | 3 |
| ECON 200 | 3 | HIST 153 (GEF 5) | 3 |
| MDIA 225S | 3 | General Elective | 2 |
| GEF 2B | 4 | GEF 6 | 3 |
| General Elective | 3 | ADPR 319S | 3 |
| 16 | 14 | ||
| Third Year | |||
| Fall | Hours | Spring | Hours |
| POLS 102 | 3 | STAT 111 (GEF 3) | 3 |
| Minor Course | 3 | 300- or 400-level AOE Course | 3 |
| PR 324S | 3 | Minor Course | 3 |
| General Elective | 3 | Electives | 6 |
| GEF 7 | 3 | ||
| 15 | 15 | ||
| Fourth Year | |||
| Fall | Hours | Spring | Hours |
| ADPR 421S | 3 | MDIA 328 | 3 |
| 300- or 400-level AOE Course | 3 | ADPR 459S | 3 |
| Minor Courses | 6 | Minor Course | 3 |
| General Elective | 3 | General Electives | 6 |
| 15 | 15 | ||
| Total credit hours: 120 | |||
Accelerated Bachelor's/Master's Programs
- B.S.J. in Advertising and Public Relations/M.S. in Integrated Marketing Communications
- B.S.J. in Advertising and Public Relations/M.S.J. in Journalism
Degree Requirements
| Code | Title | Hours |
|---|---|---|
| University Requirements | 33 | |
| Non-Journalism/Media Requirements | 27 | |
| School of Media and Communications Core Requirements | 12 | |
| Advertising and Public Relations Major Requirements | 48 | |
| M.S. Integrated Marketing Communications Major Requirements | 18 | |
| Total Hours | 138 | |
University Requirements
| Code | Title | Hours |
|---|---|---|
| General Education Foundations (GEF) 1, 2, 3, 4, 5, 6, 7, and 8 (31-37 Credits) | ||
| Outstanding GEF Requirements 1, 2, 6, and 7 | 16 | |
| MDIA 191 | First-Year Seminar | 2 |
| General Electives ** | 15 | |
| Total Hours | 33 | |
Non-Journalism/Media Requirements
| Code | Title | Hours |
|---|---|---|
| POLS 102 | Introduction to American Government | 3 |
| STAT 111 | Understanding Statistics | 3 |
| HIST 153 | Making of Modern America: 1865 to the Present | 3 |
| ECON 200 | Survey of Economics | 3 |
| BCOR 350 | Principles of Marketing | 3 |
| English literature or Creative Writing course | 3 | |
| Two semesters of any foreign language/computer coding course or one language/coding course +study abroad | 6 | |
| Select one of the following: | 3 | |
| Introduction to Psychology | ||
| Introduction to Sociology | ||
| Introduction to Anthropology | ||
| Total Hours | 27 | |
School of Media and Communications Core Requirements
| Code | Title | Hours |
|---|---|---|
| A minimum grade of C- is required in School of Media and Communications Core Requirements. | ||
| MDIA 101 | Media and Society (may fulfill GEF 4) | 3 |
| MDIA 215S | Media Writing (fulfills Writing and Communication Skills Requirement) | 3 |
| MDIA 225S | Media Tools & Applications | 3 |
| MDIA 328 | Media Ethics and Law | 3 |
| Total Hours | 12 | |
Advertising and Public Relations Major Requirements
| Code | Title | Hours |
|---|---|---|
| A minimum grade of C- is required in Advertising and Public Relations Major Requirements. | ||
| ADPR 215 | Introduction to Advertising and Public Relations | 3 |
| ADPR 421S | Advertising & PR Audience Insights & Analysis | 3 |
| Select one of the following capstone courses: | 3 | |
| Martin Hall Agency Experience | ||
| Strategic Communication Campaigns for Public Relations and Advertising | ||
| Required Area of Emphasis (12 credits) | 12 | |
| Select one of the following Areas of Emphasis (details below): | ||
Advertising (ADV) | ||
Public Relations (PR) | ||
| Required Minor * | 15 | |
| IMC 410 | Introduction to Integrated Marketing Communications | 3 |
| IMC 511 | Marketing Research and Analysis | 3 |
| IMC 512 | Audience Insight | 3 |
| IMC 513 | Brand Equity Management | 3 |
| Total Hours | 48 | |
| Code | Title | Hours |
|---|---|---|
| English Literature or Creative Writing Courses | ||
| English Literature | ||
| ENGL 131 | Poetry and Drama | 3 |
| ENGL 132 | Short Story and Novel | 3 |
| ENGL 139 | Contemporary African Literature | 3 |
| ENGL 154 | African American Literature | 3 |
| ENGL 156 | Literature of Native America | 3 |
| ENGL 226 | World Literature | 3 |
| ENGL 232 | Poetry | 3 |
| ENGL 233 | The Short Story | 3 |
| ENGL 234 | Drama | 3 |
| ENGL 235 | Novel | 3 |
| ENGL 236 | The Bible as Literature | 3 |
| ENGL 241 | American Literature 1 | 3 |
| ENGL 242 | American Literature 2 | 3 |
| ENGL 251 | American Folklore and Culture | 3 |
| ENGL 252 | Appalachian Fiction | 3 |
| ENGL 254 | African American Literature | 3 |
| ENGL 257 | Science Fiction and Fantasy | 3 |
| ENGL 258 | Popular American Culture | 3 |
| ENGL 261 | British Literature before 1800 | 3 |
| ENGL 262 | British Literature 2 | 3 |
| ENGL 263 | Shakespeare 1 | 3 |
| ENGL 272 | Modern Literature | 3 |
| ENGL 273 | Contemporary Literature | 3 |
| ENGL 285 | Images of Women in Literature | 3 |
| Creative Writing | ||
| ENGL 111 | Introduction to Creative Writing | 3 |
| ENGL 212 | Creative Writing: Fiction | 3 |
| ENGL 213 | Creative Writing: Poetry | 3 |
| ENGL 214 | Creative Writing: Non-Fiction | 3 |
- *
Minors must have 9 hours of unique coursework. Note that some minors require online coursework for which additional fees apply. Students must complete an officially sanctioned minor outside the School of Media and Communications. However, students may pursue the Sport Communication minor, which is offered jointly by the by the College of Creative Arts and Media and the College of Applied Human Sciences. Students completing a dual-degree are exempt from the requirement to complete a minor. Students should consult their advisor before starting a minor. Some minors require 18 hours of coursework instead of 15 hours.
- **
General Education and Elective Credits can vary - students must have a minimum of 120 credit hours total to complete the degree.
- ***
School of Media and Communications students must take a minimum of 72 credit hours outside of the School of Media and Communications in non journalism/mass communications courses.
M.S. Integrated Marketing Communications Major Requirements
| Code | Title | Hours |
|---|---|---|
| Complete a minimum of two of the following: | 6 | |
| Creative Strategy and Execution | ||
| Direct & Digital Marketing | ||
| Public Relations Concepts and Strategy | ||
| Emerging Media and the Market | ||
| IMC Elective Courses | ||
| Select at least three IMC courses 500-level and above | 9 | |
| IMC 536 | Integrated Marketing Communication Campaigns | 3 |
| Total Hours | 18 | |
Suggested Plan of Study
| First Year | |||
|---|---|---|---|
| Fall | Hours | Spring | Hours |
| ENGL 101 (GEF 1) | 3 | MDIA 215S | 3 |
| MDIA 101 (GEF 4) | 3 | MDIA 225S | 3 |
| MDIA 191 | 2 | Language Course | 3 |
| ADPR 215 | 3 | GEF 2B | 4 |
| Language Course | 3 | Select one of the following: | 3 |
| 14 | 16 | ||
| Second Year | |||
| Fall | Hours | Spring | Hours |
| Select one of the following according to AOE: | 3 | JRL 328 | 3 |
| ENGL 102 | 3 | ||
| STAT 111 (GEF 3) | 3 | ||
| ECON 200 | 3 | Minor Course | 3 |
| Elective | 3 | Elective | 3 |
| Minor Course | 3 | ||
| Elective | 3 | ||
| 15 | 15 | ||
| Third Year | |||
| Fall | Hours | Spring | Hours |
| HIST 153 (GEF 5) | 3 | ENGL Literature or Creative Writing Course | 3 |
| ADPR 421S | 3 | GEF 5 | 3 |
| Select one of the following according to AOE: | 3 | Minor Course | 3 |
ADV Elective | BCOR 350 | 3 | |
| AOE Elective | 3 | ||
| Minor Course | 3 | ||
| AOE Elective | 3 | ||
| 15 | 15 | ||
| Fourth Year | |||
| Fall | Hours | Spring | Hours |
| POLS 102 | 3 | Choose one of the following capstones: | 3 |
| Minor Course | 3 | ||
| GEF 6 | 3 | ||
| IMC 410 | 3 | IMC 511 | 3 |
| IMC 513 | 3 | IMC 512 | 3 |
| GEF 7 | 3 | ||
| Elective | 3 | ||
| 15 | 15 | ||
| Fifth Year | |||
| Fall | Hours | Spring | Hours |
| IMC Electives (1 and 2 of 3) | 6 | IMC Specialty Course (2 of 2) | 3 |
| IMC Specialty Course (1 of 2) | 3 | IMC Elective Course (3 of 3) | 3 |
| IMC 536 | 3 | ||
| 9 | 9 | ||
| Total credit hours: 138 | |||
Students in the ADPR BSJ + IMC MS ABM program can share a total of 12 credits, in IMC 410, IMC 511, IMC 512 and IMC 513 across both their graduate and undergraduate degrees.
B.S.J. in Advertising and Public Relations/M.S.J. in Journalism
BSJ Degree Requirements
| Code | Title | Hours |
|---|---|---|
| MDIA 191 | First-Year Seminar | 2 |
| General Education Requirements | ||
| GEF 1, 2, 3, 5, 6, and 7 | 22 | |
| Non-Journalism/Media Requirements*** | ||
| ECON 200 | Survey of Economics | 3 |
| BCOR 350 | Principles of Marketing | 3 |
| HIST 153 | Making of Modern America: 1865 to the Present | 3 |
| POLS 102 | Introduction to American Government | 3 |
| STAT 111 | Understanding Statistics | 3 |
| English literature or Creative Writing course | 3 | |
| Two semesters of any foreign language/computer coding course or one language/coding course +study abroad | 6 | |
| Select one of the following: | 3 | |
| Introduction to Anthropology | ||
| Introduction to Psychology | ||
| Introduction to Sociology | ||
| School of Media and Communications Core | ||
| A grade of C- or higher must be earned in all major courses. | ||
| MDIA 101 | Media and Society (GEF 4) | 3 |
| MDIA 215S | Media Writing | 3 |
| MDIA 225S | Media Tools & Applications | 3 |
| MDIA 427 | History of American Journalism, Media & Pop Culture | 3 |
| or MDIA 555 | Media, Identity, and Power | |
| JRL 528 | Media Ethics and Law | 3 |
| Advertising & Public Relations Core | ||
| ADPR 215 | Introduction to Advertising and Public Relations | 3 |
| Choose one capstone course: | 3 | |
| ADPR 421S | Advertising & PR Audience Insights & Analysis | 3 |
| ADPR 559S | Advertising and Public Relations Campaigns | 3 |
| ADPR 457S | Martin Hall Agency Experience | 3 |
| Required Area of Emphasis | ||
| Select one of the following Areas of Emphasis (details below): | 12 | |
Public Relations (PR) | ||
Advertising (ADV) | ||
| Required Minor | 15 | |
| General Electives | 12 | |
| Total Hours | 120 | |
MSJ Degree Requirements
| Code | Title | Hours |
|---|---|---|
| A minimum GPA of 3.0 is required in all courses | ||
| JRL 500 | Introduction to Graduate Studies | 1 |
| JRL 504 | Mass Media and Society | 3 |
| JRL 520 | Advanced Journalistic Writing and Research | 3 |
| JRL 689 | Ethics of Mass Communication | 3 |
| JRL 697 | Research | 3 |
| JRL 698 | Thesis or Dissertation | 3 |
| Electives (Internal or External to School of Media and Communications) | 9 | |
| Total Hours | 25 | |
Suggested Plan of Study
| First Year | |||
|---|---|---|---|
| Fall | Hours | Spring | Hours |
| ENGL 101 (GEF 1) | 3 | ENGL Literature or Creative Writing course | 3 |
| MDIA 101 (GEF 4) | 3 | GEF 3 | 3 |
| ADPR 215 | 3 | MDIA 215S | 3 |
| Language Course | 3 | Language Course | 3 |
| JRL 191 | 2 | Select one of the following: | 3 |
| 14 | 15 | ||
| Second Year | |||
| Fall | Hours | Spring | Hours |
| GEF 2B | 4 | STAT 111 | 3 |
| GEF 5 | 3 | GEF 6 | 3 |
| ENGL 102 (GEF 1) | 3 | HIST 153 | 3 |
| MDIA 225S | 3 | ADPR 319S | 3 |
| ECON 200 | 3 | Elective | 2 |
| 16 | 14 | ||
| Third Year | |||
| Fall | Hours | Spring | Hours |
| GEF 7 | 3 | 300- or 400-Level AOE Course | 3 |
| POLS 102 | 3 | Minor Course | 3 |
| Minor Course | 3 | BCOR 350 | 3 |
| ADV 315S or PR 324S | 3 | Elective | 6 |
| Elective | 3 | ||
| 15 | 15 | ||
| Fourth Year | |||
| Fall | Hours | Spring | Hours |
| ADPR 421S | 3 | JRL 528 | 3 |
| 300- or 400-Level AOE Course | 3 | ADPR 559S | 3 |
| Minor Course | 3 | Minor Course | 3 |
| Minor Course | 3 | Elective | 3 |
| JRL 500 | 1 | JRL 520 | 3 |
| JRL 504 | 3 | ||
| 16 | 15 | ||
| Fifth Year | |||
| Fall | Hours | Spring | Hours |
| Elective* | 3 | JRL 689 | 3 |
| Elective* | 3 | JRL 697 or 698 | 3 |
| JRL 697 | 3 | Elective* | 3 |
| 9 | 9 | ||
| Total credit hours: 138 | |||
- *
These electives should be at the 500- or 600-level and may come from within or external to the School of Media and Communications.
Major Learning Outcomes
Advertising and Public Relations
The Reed School of Media and Communications states as its learning goals the values and competencies of its national accrediting body, the Accrediting Council for Education in Journalism and Mass Communications, which appear under information about the B.S. in Journalism degree. In addition, the School faculty have set other specific educational outcomes deemed critical for success as professional communicators. These additional educational outcomes for advertising and public relations majors are:
- Advertising and public relations graduates will understand how to serve, reflect and engage diverse publics and will be prepared to either work in the field or to pursue advanced educational opportunities.
- Advertising and public relations graduates will demonstrate professional competency in preparing campaign plans, using both traditional and digital means, including obtaining, analyzing and interpreting data; establishing goals and objectives; identifying appropriate strategies; developing creative tactics; and understanding budgeting, timeframes, and success indicators/evaluation.
- Advertising and public relations graduates will demonstrate an understanding of the history of media, advertising, public relations, and the influence of technology on the communication professions.
- Advertising and public relations graduates will demonstrate the ability to professionally present ideas in all forms: written, verbal, and with the use of appropriate digital/electronic audio-visual materials.
- Advertising and public relations graduates will understand the working relationship between advertising and public relations, as well as related marketing communications vehicles and media planning and placement.
- Advertising and public relations graduates will be able to demonstrate knowledge and understanding of communication ethics and law as it applies to advertising, media and public relations, including privacy in the context of database marketing, artificial intelligence and social media.
- Advertising and public relations graduates will be able to work effectively and collaboratively in teams to create messages, solve problems and develop and implement integrated communication strategies using human-centered design principles.