2002-2004 CATALOG REQUIRED COURSE DESCRIPTION
In addition to the College of Communication general degree requirements, these seven specific courses are required.
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ADV 318J: Introduction to Advertising and Brand Communications (3 hours)
Functions of Advertising; its role in marketing communications mix;
economics and social influence; Advertising institutions and media;
campaigns and appropriations; retail and business-to-business aspects. ADV318J can only be attempted twice by a student and they must earn a "B" or better in the course to move on in PR.
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J 315 (or equivalent): News Media Writing & Editing (3 hours)
Introduction to fundamental journalistic writing skills for the
media and to fundamental copyediting, including selection, processing
and display of news and other information; studies in news audience
interests; readability, clarity, verification and style. Prerequisite:
a passing score on the College of Communication Grammar, Spelling and
Punctuation Test; and a passing score on the School of Journalism Word
Processing Test.
(*Course equivalents for J 315 include: RHE 309K, 309L, 309S, 325M or
379C topics: Grammar and Style for Writers - this equivalent is only for those student qualified to follow the 2002-2004 catalog)
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ADV 344K: Advertising Research (3 hours)
Major issues in international advertising and advertising directed at
cultural minorities within countries. Prerequisites: ADV 318J or MKT
337 or MKT 320F.
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PR 333: Principles of Public Relations (3 hours)
Origins, functions, professionalism, defining issues, planning and public
relations
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PR 334: Public Relations Strategies (3 hours)
This course covers current public relations-affairs/corporate communications/marketing/advertising strategies. Topics include agency, corporate, issues, crisis, transactional strategies, critical success factors and the integration of advertising, marketing and journalistic disciplines with public relations. Personnel and personal strategies as well as branding, ethics and leadership will be among topics covered.
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PR 348: Public Relations Techniques (3 hours)
Analysis and production (writing) of print, electronic and oral messages
to achieve organizational objectives i.e., writing backgrounders, boiler
plates, fact sheets, press releases, speeches, newsletters, brochures,
feature stories, annual reports and info bytes. Also includes basic
crisis communication, media training, pitching and planning.
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PR 367/ADV 370: Integrated Communication Management (3 hours)
Managing aspects of advertising and public relations programs to include
agency company and organizational management, client relationships and
business practices. Organizational setting and assessment; issue crisis
management; managing integrated programs; fiscal, economic, and financial
aspects; accountability and communication; measurement, i.e. ROl; personal
and personnel management techniques; effective leadership, ethnic, technology
and digital communication; research; competitive intelligence; earned
and paid media management and message development. Course is conducted
using current case studies. Writing and presentation are emphasized.
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PR 377K/ADV 369: Campaigns (3 hours)
Integration of theory, research and communication techniques for implementing
and evaluating a public relations campaign. Requires client proposals.
