Curriculum

Undergraduate Program

The advertising sequence prepares students for careers at advertising agencies, marketing departments of corporations or service organizations, and media buying companies. Students choose one of four concentrations: Management, Advertising Research, Art Direction, and Copywriting. For a complete listing of degree requirements and courses, see the Undergraduate Bulletin.

NOTE: Advertising majors must take a minimum of 48 credits in Advertising courses and a maximum of 54 credits.

Core Advertising Courses

Foundation I requirements

1101. Intro to Media & Society

The history, organization, creation, economics, control and effects of mass communications in the United States, including the relationships of media to one another and to the community at large with special emphasis on the roles and responsibilities of advertising, advertisers and agencies.

1102. Intro to Advertising 

This course introduces students to the function of advertising in the economy, to the strategic identification of markets and targets, to the creation and placement of advertising, and to the relationship of advertising agencies to advertisers and the media.

1196. Persuasive Writing 

Students learn the rhetoric of writing intended to affect behavior. The basic crafts of grammar and composition are reviewed. Students explore consumer motivation as the focus of powerful, exciting advertising and written argument.
Note: Advertising majors only.

1141. Intro to Advertising Research 

This course covers the range of areas in which advertising research participates, or has primary responsibility for, in the adverting process. Focus is on the role of research in the advertising process (before, during and after the development of ad campaigns) and the design of research using various methodologies to accomplish effective research.

Foundation II requirements 

2101. Strategy & Positioning

Students learn to connect message solutions to marketing problems through an understanding of the relationship of marketing strategy and brand positioning to communication strategies and advertising copy.

2121. Copywriting: Introduction

This course focuses on writing effective advertising messages for print and broadcast media. Emphasis is on craft, writing ability and style. Composition and the integration of graphic elements are explored. Practical assignments teach students how to use the most common copy techniques effectively to create advertising with stopping power.

2131. Media Planning I

In this basic course, students learn the analysis and understanding of communication vehicles as advertising media, the concepts and resources involved in developing media objectives and strategies, as well as media selection criteria and vehicle purchasing.

2151. Visual Communication

This course develops the intellectual skills necessary for the analysis, understanding and creation of media messages in the many formats of today’s high-density visual environment. Students will be introduced to the syntax, grammar and rhetoric of visual communications.

- or -

1004. Intro to Marketing

Introduction to the marketing process, including defining customer needs and wants, market segmentation strategies, and how organizations develop a strong value proposition. We will also examine the relationship between marketers and advertising agencies.

Advanced Core I requirements

3101. Creative Thinking

This course uses team oriented sessions to develop the creative skills necessary for solving advertising problems. A cross discipline approach is utilized and “creatives” from various advertising and non-advertising disciplines participate as guest facilitators and speakers.

3171. Diamond Edge Communication

Student operation of an advertising agency for nonprofit accounts in the Philadelphia market area with advertising faculty supervision. Hands-on learning in creative, media, research and management. Students work in teams to solve real world advertising and marketing communication problems for real clients.

- or -

3185. Internship

This course offers hands-on, organized, professional work, under supervision in selected Philadelphia area advertising agencies, marketing communications or advertising departments within corporations.

Advanced Core II requirements 

4101. Interactive Media, Marketing & Advertising

This advanced course explores the dynamic space of Interactive, primarily web-based media. Specifically, we explore how advertisers can use best practices in this space to create branded programs which are seamlessly integrated with offline, general advertising and marketing efforts. Attention is paid to creating interactive tactics that consider the client’s business objectives and audience experience. Lectures and practice focus on information architecture, interaction design, compelling copy and audience usability. Through group and individual projects, test and in-class assignments, students solve brand problems and extend brand personality to interactive media (web, mobile, etc.) in a way that connects with, engages and persuades audiences. NOTE: This course focuses on process and tactics of brand interactive programs, not building web sites. Students who are interested in understanding how to build web sites are encouraged to take complementary coursework in computer programming (HTML, Dreamweaver, Flash, etc.).

4102. Advertising Campaigns

This capstone course involves the preparation and production of an advertising campaign for a brand or service. Competing teams of students produce marketing analysis, consumer research, advertising strategies, media plans, and design and produce print advertisements and broadcast commercials.

- or -

4103. American Advertising Federation Contest (3)

Students develop a comprehensive marketing and advertising campaign for major advertiser and compete with universities across America for first place in this National College Competition. Teams work under supervision of advertising faculty in researching the account and in developing strategy, creative and media.

4196. Morality, Law & Advertising (3)

The focus of this course is on the legal and ethical constraints on advertising practice. Federal laws and regulations, media standards and practices and professional ethics establish what can or cannot be said or done in advertising but, after all that, there is corporate and personal social responsibility and morality. Topics include deception, copyright infringement, right of publicity, comparative advertising and moral philosophy.