Courses in the AdPR Major

Pre-Requisite Course

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. 

Note: this is a pre-requisite course to be admitted into the program and does not count towards your 36 credits in the major. MCA 101 must be taken either prior to, or concurrently to your declaring your major in Ad/PR (Communications).

Course Listing Overview

Please note - the below is only meant to provide a glimpse into the required courses to complete your degree in Ad/PR.

It is NOT meant to provide you with the sequence in which courses should be taken, outside of MCA 209 and MCA 210, which are the Introductory, first-semester courses in our program.

To discuss which courses you should take, and in which sequence, please schedule time with your Ad/PR advisor.

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.    

3 hr./wk.; 3 cr.

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. 

4 hr./wk.; 4 cr.

36300: Advertising Copywriting

In this course, students learn how to generate ideas that help solve marketing communications problems and to execute those ideas through advertising campaign  that are strategic and engaging. The class will conceptualize in rough tissues as well as write, edit and evaluate advertising copy, including print, radio, and interactive executions. Students work individually and in teams on assignments that involve both word and image.

Prereq: MCA 210 and 375.
4 hr./wk.; 4 cr.

36800: Media Planning

This course provides a detailed introduction to media planning and buying. Students examine media placements from a theoretical perspective and through applied connections to social sciences, such as sociology, anthropology and economics. Students learn how to research, analyze and determine appropriate media outlets for designated target audiences, and how to create a media plan from start to finish for final presentation.

Credits: 3 hr./wk.; 3 cr.

37500: Advertising Management

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.  

Prereq MCA 375. 
3 hr./wk.; 3 cr.

46800: Advertising and Public Relations Workshop

This senior course is the capstone for the advertising/public relations program.  Students work in competitive teams to complete an integrated marketing communications campaign for an existing client with a actual budget from research through execution.  Professional presentation skills are emphasized throughout. The course culminates in a “client pitch” and project portfolio.  Students must receive approval of the instructor.  

Prereq.: MCA 35000, 36200, 36300.
4 hr./wk.; 4 cr.


Please note that the Ad/PR Program primarily offers DAYTIME classes.
We regret that we cannot accommodate 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.



Last Updated: 03/13/2024 16:34