Advertising and Public Relations Pathway

Description

Embark on our Advertising and Public Relations pathway within the Communication, Media, and Screen Studies program to ignite your journey in strategic communication. Cultivate skills in persuasive messaging, strategic planning, and brand management, complemented by hands-on experience in advertising, public relations, and marketing. Master the craft of writing compelling copy and captivating visual content to thrive in a competitive marketplace. This pathway paves the way to roles such as Public Relations Specialist, Advertising Account Executive, and Social Media Manager. Acquire the knowledge and practical experience essential to excel in these dynamic fields. The Advertising and Public Relations pathway will help you unleash your communication potential and make a lasting impact in the industry.

Suggested Courses

Courses listed are suggestions for this pathway. You may want to select other courses that empahsize other skills or that may allow you to customize the pathway according to your goals.

CMS Electives (7)

More than 7 courses are listed to emphasize the flexibility of the pathway. A good mix between all levels is strongly recommended.

• CMS 145: Visual Communication

• CMS 222: Media Theory

• CMS 238: Communication Design

• CMS 327: Interpersonal Conflict and Communication

• CMS 335: Advertising Strategy and Planning

• CMS 336: Writing Copy for Integrated Media

• CMS 338: Advanced Communication Design

• CMS 340: Brand Management

• CMS 430: Advertising and Public Relations Campaigns

• COM 445: Social Media Campaign Planning

• COM 465: Content Development for Social Media

Possible Free Electives

The following courses are offered by departments outside of the major that may serve as a good compliment to this Interest Pathway. Keep in mind that registration for these courses be limited by the pre-requisites and permissions set by the other departments for their courses. Check the course catalog for specific couse requirements.

• JRN 230 - Fundamentals: Public Relations

• JRN 330 - Adv. Int. Public Relations

• MGT 321 - Consumer Behavior

• REC 363 - Event Management

Key Features: 

1. Basic Communication Literacy: 

• Public speaking and presentation skills 

• Written communication, copywriting 

• Interpersonal and intercultural communication 

• Persuasion and influence 

• Conflict resolution and negotiation

2. Visual Communication: 

• Graphic design and layout 

• Visual storytelling 

• Media design and production 

• Advertising and branding design 

3. Advertising and PR Skills: 

• Advertising  and PR campaign planning and strategy 

• Brand management 

• Marketing and advertising theory 

• Market research and target audience analysis 

4. Technology and Communication: 

• Understanding of media theory

• Digital and social media marketing and campaigns

• Computer-mediated communication 

• Multimedia/Transmedia content creation

5. Practical Application: 

• Engage in real-world case studies and simulations. 

• Receive personalized feedback to refine communication skills. 

• Apply learned concepts to actual workplace scenarios. 

Who is this Interest Pathway best for?

The Advertising and Public Relations pathway is best suited for students who are interested in strategic communication, creative messaging, and brand management. Students who thrive in dynamic, fast-paced environments and possess strong interpersonal, writing, and visual communication skills would excel in this area. Throughout the program, students will learn essential skills for the field and gain practical experience in crafting compelling copy, designing captivating visual content, and executing strategic communication campaigns across various media platforms.

Career Focus

The skills and knowledge provided by the CMS degree has a broad application across careers. Rather than point to specific job titles, below are categories of careers related to this interest pathway. This list is not exhaustive because the career trajectory for graduates is only limited by their individual initiative, imagination, and ability to connect skills to professional opportunities. Towards this end, links to sample occupation descriptions the O*Net Online website that relate to this pathway are listed to offer additional guidance.

Advertising Strategy and Planning:

• • Description: Involves developing strategic advertising campaigns, conducting market research, identifying target audiences, and creating advertising plans to promote products or services.

  • Sample Occupations:

    • Advertising Managers (11-2011.00)

    • Media Planners (13-1161.00)

    • Marketing Managers (11-2021.00)

    • Brand Strategists (11-2021.00)

    • Account Executives (11-2022.00)

Public Relations/Media Relations:

• • Description: Focuses on managing relationships with the public, media outlets, and stakeholders, creating press releases, organizing events, and shaping public perception of organizations or individuals.

  • Sample Occupations:

    • Public Relations Specialists (27-3031.00)

    • Communications Directors (11-2031.00)

    • Press Secretaries (27-3031.00)

    • Media Relations Managers (11-2031.00)

    • Crisis Communication Managers (11-9199.02)

Digital Marketing and Social Media Management:

Description: Involves leveraging digital platforms and social media channels to reach target audiences, develop engaging content, manage online communities, and execute digital marketing campaigns.

Sample Occupations:

• • • Social Media Specialists (11-2021.00)

    • Digital Marketing Managers (11-2021.00)

    • Content Creators (27-3042.00)

    • Digital Strategists (11-2021.00)

    • Influencer Marketing Managers (11-2021.00)

Brand Management and Development:

Description: Focuses on building and maintaining brand identity, developing brand strategies, conducting market analysis, and implementing brand-building initiatives to enhance brand equity.

Sample Occupations:

• • • Brand Managers (11-2021.00)

    • Product Marketing Managers (11-2021.00)

    • Marketing Directors (11-2021.00)

    • Brand Strategists (11-2021.00)

    • Market Research Analysts (13-1161.00)

Marketing Communication and Content Creation:

Description: Involves creating marketing collateral, developing content strategies, writing copy for advertisements and promotional materials, and producing multimedia content to engage target audiences.

Sample Occupations:

• • • Content Marketing Specialists (11-2021.00)

    • Copywriters (27-3043.00)

    • Creative Directors (27-1011.00)

    • Marketing Coordinators (11-2021.00)

    • Content Strategists (27-3042.00)

Market Research and Analysis:

Description: Involves gathering and analyzing data related to consumer behavior, market trends, competitor analysis, and product performance to inform advertising and marketing strategies.

Sample Occupations:

• • • Market Research Analysts (13-1161.00)

    • Marketing Research Managers (11-2021.00)

    • Data Analysts (15-2098.00)

    • Business Intelligence Analysts (13-2099.00)

    • Consumer Insights Analysts (13-1161.00)