Specialization in Media & Creative Advertising Strategies (Bachelor of Arts in Media) (MDAS16)The Media School
The specialization requires at least 9 credit hours, including the requirements listed below.
- Three (3) courses from the following:
- P: A grade of C- or higher in MSCH-C 101 and MSCH-C 207. Examines principles of media advertising and applications across platforms and audiences. Analyzes the advertising industry structures and processes, including the roles of agencies, creative teams, station representatives, and buyers. Topics include the social and individual effects of advertising, ethical issues in advertising, and considerations for advertising in a global marketplace. Credit given for only one of MSCH-A 300, MSCH-A 320, MSCH-A 337, or TEL-T 340. (3 credit hours.)
- P: A grade of C- or higher in MSCH-A 300, MSCH-C 101, and MSCH-C 207. Students develop creative and implementation skills with intensive practice producing effective integrated communication strategies, concepts, copy, and design for print, broadcast, direct, mobile, digital, and social media campaigns. Credit given for only one of MSCH-A 305, MSCH-A 420, or JOUR-J 420. (3 credit hours.)
- P: A grade of C- or higher in MSCH-A 300 and MSCH-C 101. Introduces ways media producers and advertisers conceptualize and measure audiences. Examines strategies and criteria used to evaluate media as advertising delivery vehicles. Students utilize market research and match media with products, services, and behavioral campaign goals. (3 credit hours.)
- Critical examination of advertising's role in modern societies. Focuses on marketing and consumption as central activities in shaping personal identity and social relations. Credit given for only one of CMCL-C 315 or MSCH-A 315. (3 credit hours.)
- Analysis of strategy employed in developing creative advertising, with emphasis on role of the copywriter. Research, media, legal aspects, ethical standards as they apply to the copywriting functions. Place of the creative function within the advertising agency and the retail business. Credit given for only one of JOUR-J 320 or MSCH-A 320. (3 credit hours.)
- P: MSCH-C 101; and a grade of C- or higher in MSCH-C 207 or TEL-T 207. Principles of Internet, network, national spot, and local radio and television advertising; roles of advertising agency, station representative, time buyer. Credit given for only one of MSCH-A 337 or TEL-T 340. (3 credit hours.)
- P: A grade of C- or higher in MSCH-C 101 and MSCH-A 300. Theory and practice of designing, implementing, and evaluating promotional materials and marketing campaigns for television programs, radio formats, cable services, the Web, and new media. Credit given for only one of MSCH-A 347 or TEL-T 347. (3 credit hours.)
- P: JOUR-J 210 or MSCH-C 226; and JOUR-J 320 or MSCH-A 320. Intensive practice in producing effective advertising concepts, copy, and design prototypes for newspaper, magazine, direct mail, outdoor, radio, television, and converged campaigns. Credit given for only one of JOUR-J 420 or MSCH-A 420. (3 credit hours.)
- P: JOUR-J 320 or MSCH-A 320; and junior/senior standing; or consent of instructor. Seminar in current developments in advertising as an economic and social force. Examines contemporary issues in the profession. Students will conduct independent and original research projects. Credit given for only one of JOUR-J 438 or MSCH-A 438. (3 credit hours.)
- P: MSCH-A 300, MSCH-A 310, MSCH-C 101, and MSCH-C 207. Provides a detailed examination of the development, execution, and assessment of advertising campaigns. Offers insights into the planning process and an extended opportunity to integrate and apply the principles acquired. Credit given for only one of MSCH-A 441 or TEL-T 441. (3 credit hours.)
- P: MSCH-A 300, MSCH-A 310, MSCH-C 101, and MSCH-C 207. Branding and brand equity concepts relevant to management of media advertising. Concepts are applied to analyses of case studies of brand creation, development, and extinction in media advertising. (3 credit hours.)
- P: A grade of C- or higher in MSCH-C 101, MSCH-A 300, and MSCH-A 305. Workshop for planning, developing, and creating advertising and integrated marketing communication campaigns for all media. Students work individually and collaboratively in small teams of copywriters, graphic designers, and art directors to create advertising and IMC campaigns. Advertising agency professionals critique the resulting portfolios. (3 credit hours.)
- P: A grade of C- or higher in MSCH-C 101, MSCH-A 300, and MSCH-A 305; and Junior or Senior standing; and consent of instructor . As a team, students create and deliver a fully integrated marketing communication campaign for a national client chosen by the American Advertising Federation for its annual National Student Advertising Competition. (3 credit hours.)
- P: A grade of C- or higher in MSCH-A 300, MSCH-A 305, and MSCH-C 101; and Junior or Senior standing; and consent of instructor. Clinical experience that models the professional practices and service offerings of world-class integrated marketing communication media agencies. Implement public relations/advertising services for real clients through service learning. Professional skills, proficiencies, and best practices through hands-on learning. May be repeated for a maximum of 6 credit hours in JOUR-J 488, MSCH-A 488, and MSCH-J 488. (3 credit hours.)
- GPA, Minimum Grade, and Other Requirements. Each of the following:
- Except for the GPA requirement, a grade of C- or higher is required for a course to count toward a requirement in the specialization.
- A GPA of at least 2.000 for all courses taken in the specialization—including those where a grade lower than C- is earned—is required.
- Exceptions to specialization requirements may be made with the approval of the department's Director of Undergraduate Studies, subject to final approval by the College of Arts and Sciences.