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Advertising and Public Relations

Curriculum and Courses

Curriculum and Courses
Oral and written communication skills, primary and secondary research techniques, strategic planning, tactical execution, and evaluation techniques for advertising and PR are emphasized throughout each level of the program. Professionalism, presentation and a strong ethical foundation are integrated in all courses. 

The program culminates in a practicum workshop where students conduct a full-scale communications campaign for an actual client, from research to execution and evaluation. To emphasize how advertising and public relations can shape society in positive ways, the capstone projects are dedicated to socially aware and community minded causes. Clients in the past few years have included Champion Mortgage’s Spend Smart Program, the International Anti-Counterfeiting Coalition, the New York Organ Donor Network and WE ACT for Environmental Justice. 
Graduates leave with portfolios of their work in advertising and public relations as well as a professional resume to present at job interviews.

Featured Ad/PR courses
The following are descriptions of only six of the many courses currently offered in the major. Full descriptions of all courses can be found in the CCNY catalogue.

10100: Introduction to Media Studies
This survey course aims to acquaint students with the various mass media and support industries. In the first half of the semester, students look at newspapers, magazines, radio, TV, film, advertising, and public relations from an historic, technological, economic, and social perspective. In the second half of the semester, they focus on more general issues, such as who owns the media, the media’s effect on audience, and laws governing the media.

20900:  Introduction to Public Relations
This course introduces students to the fundamental concepts and theories behind persuasive communications and the application to public relations.  Public opinion, audience research, media relations and tools for effective communications using the Internet and traditional methods are also explored.  Students develop and present a public relations proposal, incorporating research, objectives, strategy and tactics and evaluation techniques as a culmination to the course.  Prereq.: MCA 10100.  Open only to Ad/PR majors or by permission of the instructor.  3 hr./wk.; 3 cr.

21000:  Introduction to Advertising
This class provides an introduction to the advertising industry.  Students analyze campaigns from a marketing viewpoint and evaluate placement and effectiveness of visual and written advertisements.  Advertising strategies and campaign development are introduced.  Prereq.: MCA 10100.  Open only to Ad/PR majors or by permission of the instructor.  3 hr./wk.; 3 cr.

35000: Corporate Communications
This class familiarizes students with planning and implementing communications strategies for corporations and institutions. Through case studies, students examine communications issues for internal and external audiences, and learn how to conduct research, set objectives and effectively communicate through a variety of tactics. Topics include creating brand value through public relations, integrated marketing communications, media relations, and crisis communications.

36000:  Marketing Research
This course examines how to identify the necessary information to satisfy customers' needs and interests and make the marketing plan work.  Students examine the role of marketing research in the advertising or public relations firm, different research designs, data collection procedures, sampling issues and data analysis techniques and how to write a research report  Prereq.: MCA 20900 and 21000.  3 hr./wk.; 3 cr.

36200: Public Relations Writing
Students learn how to create persuasive messages and effectively communicate them to audiences through a variety of written and spoken tactics. Communicating with the media through press releases, media kits, press conferences, features, backgrounders, photo captions, video news releases and PSA’s are explored. In addition, students learn the
fundamentals of good business writing for memos, letters, direct mail, brochures, proposals and oral presentations. Internet and web public relations are covered.

36300: Advertising Copywriting
In this course, students learn how to generate ideas that help solve marketing problems and to execute those ideas through copywriting. The class will write, edit and evaluate advertising copy, including print, radio, television, direct mail and promotional materials. Students work individually and in teams on assignments that involve both word and image.

37500:  Advertising and Management I
An introduction to the basic management principles of the advertising business.  Readings and discussions on the economic, social and legal aspects of the industry with an emphasis on advertising's role in a marketing plan, consumer behavior, market segmentation, and position strategy.  Prereq.: MCA 21000.  3 hr./wk.; 3 cr.

37600: Advertising Planning
Application of advertising principles through the planning of a single case client's advertising campaign. Focus is on research and strategic development as well as creative platforms and/or ads that validate the planning. Attention will be given to theory and practice as well as to historical precedents and trend forecasting.  

40100: Ethics and Values in Communication
A senior seminar in the moral issues of communications, professional ethics. Materials are presented through films, literature, and readings in philosophy and social  commentary, directed discussions.

46800:  Advertising and Public Relations Workshop I
This senior course is the capstone for the advertising/public relations program.  Students work individually and in teams to complete a campaign for a client  from research through execution.  Professional presentation skills are emphasized throughout.  The course culminates in a project portfolio.  Students must receive approval of the instructor.  Prereq.: MCA 35000, 36200, 36300. 

Please note that the Ad/PR Program primarily offers DAYTIME classes. We regret that we cannot accomodate the academic needs of students who require evening courses.  If you are seeking an evening program in Ad/ PR, please visit the CCNY website for The Center For Worker Education.


Advertising and Public Relations

Program Director: Lynn Appelbaum

Shepard Hall, Rm. 472

160 Convent Avenue
New York, NY 10031

P | (212) 650-6561

F | (212) 650-6564
E |