Majors, minors + certificates

Specialization in Media & Creative Advertising Strategies (Bachelor of Arts in Media) (MDAS16)The Media School

Students on Summer 2019, Fall 2019, or Spring 2020 requirements.

Specialization requirements

The specialization requires at least 9 credit hours, including the requirements listed below.

  1. Three (3) courses from the following:
    • P: A grade of C- or higher in MSCH-C 101 or MSCH-H 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, MSCH-A 320, or MSCH-A 337; and in MSCH-C 101 or MSCH-H 101; and in MSCH-C 207. 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.)
    • P: A grade of C- or higher in MSCH-A 300. 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.)
    • P: A grade of C- or higher in MSCH-A 300, MSCH-A 320, or MSCH-A 337; and MSCH-C 101 or MSCH-H 101; and MSCH-C 207. 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: A grade of C- or higher in MSCH-A 300, MSCH-A 320, or MSCH-A 337; and MSCH-A 305 or MSCH-A 420; and MSCH-A 310; and MSCH-C 101 or MSCH-H 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: A grade of C- or higher in MSCH-A 300, MSCH-A 320, or MSCH-A 337; and MSCH-A 305 or MSCH-A 420; and MSCH-A 310; and MSCH-C 101 or MSCH-H 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-A 300, MSCH-A 320 or MSCH-A 337; and MSCH-A 305 or MSCH-A 420; and MSCH-C 101 or MSCH-H 101; and MSCH-C 207; and at least junior standing ; and instructor consent. 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: At least junior 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.)
  2. GPA, Minimum Grade, and Other Requirements. Each of the following:
    1. Except for the GPA requirement, a grade of C- or higher is required for a course to count toward a requirement in the specialization.
    2. 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.
    3. 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.