Advertising and Public Relations

The emphasis of this specialization is two-fold: current theories in marketing, advertising, corporate communications, public relations, and communications management are combined with practical hands-on projects and external experience. Students are introduced to the techniques of writing and producing campaigns that market an idea, service, product or institution to specific audiences. We explore theories of consumer behavior and the cultural, political, and economic impact both have on society. While students have hands-on experience in creating their own advertising and public relations campaigns and marketing proposals, research, writing, critical analysis skills and presentation skills are strongly emphasized in all classes.

Student assignments also include market research reports, integrated marketing communications proposals, new business proposals, media kits, and corporate image and communications management case studies. Courses in Quark Xpress, Adobe Photoshop and Illustrator provide students with the productions skills needed to complete assigned projects and present a professional portfolio upon graduation. We highly encourage our majors to apply for one or two internships, particularly in their senior year.

Developed specifically for Media and Communication Arts majors, this program places students in a wide variety of well-known and respected agencies, firms and corporations. Students can receive up to six credits for their internship experiences. Our Department hosts student member chapters of the American Advertising Federation (AFF) and Public Relations Society of America (PRSSA). We receive scholarships and fellowships annually from the Advertising Club of New York as well as several national and international public relations firms. Graduates frequently pursue entry-level positions in advertising and public relations agencies as junior account executives, copywriters, publicity assistants, media buyers, and in institutions and corporations as public relations representatives, special events coordinators or market research assistants to name a few. Others pursue graduate study in writing, design, marketing and business management.