Advertising & Marketing Communications
Providence Campus
(College of Business)
Bachelor of Science (B.S.) Degree
The Advertising & Marketing Communications bachelor’s degree program provides students with a wide range of knowledge and practical skills related to the development and execution of integrated marketing communication plans, which embrace the promotional elements of advertising, public relations, direct marketing, sales promotion, interactive marketing and personal selling.
Upon completion of the program, graduates are expected to demonstrate the ability to
- Analyze and interpret research data and make appropriate recommendations.
- Make appropriate media choices for marketing communications messages.
- Develop integrated marketing communications campaign strategies.
- Formulate creative advertising strategies for goods and services.
- Analyze ethical issues and identify socially responsible marketing communication practices.
Specific skills developed include the planning and buying of media, writing publicity and cause-related material, managing market research projects, developing Web-based and viral advertising programs, producing concepts for print and broadcast advertisements, and writing creative strategy statements. Students have the opportunity to hone these skills while participating in a term-long internship, held at a wide variety of host sites. This is a one-term, 4.5–13.5 credit experience with a business partner anywhere in the world. Students complete a specific business-building project, which is reviewed by the faculty advisor and the business partner.
Upon graduation, students may be employed by media organizations, advertising agencies, or marketing communications companies in positions that utilize these skills. Typical areas of interest include entry-level positions in account management, account planning, media planning/buying, media sales and creative services.
Students should use their career electives and free electives to create a meaningful, customized career concentration. The university’s faculty advising system will facilitate these selections.
An important component of this program’s educational experience is the general studies courses taught by the School of Arts & Sciences. Graduates are expected to show competencies in higher order thinking, communications, ethics, global diversity, responsible citizenship, leadership and artistic responsibility. The following literacies should also be demonstrated: sociocultural, quantitative, scientific and informational.
Advertising & Marketing Communications
A four-year program leading to the bachelor of science degree
Credits Major Courses | ||
| ADVC1010 | Marketing Communications I | 4.5 |
| ADVC1011 | Marketing Communications II | 4.5 |
| ADVC1021 | Public Relations Concepts | 4.5 |
| ADVC2001 | Creativity in Advertising | 4.5 |
| ADVC2025 | Public Relations Cases and Plans | 4.5 |
| ADVC3003 | Advertising Campaigns | 4.5 |
| ADVC4015 | Integrated Marketing Communications Seminar I | 4.5 |
| ADVC4016 | Integrated Marketing Communications Seminar II | 4.5 |
| CGRA3050 | Desktop Publishing | 4.5 |
| MRKT1001 | Principles of Marketing | 4.5 |
| MRKT1002 | Consumer Behavior | 4.5 |
| MRKT2050 | Qualitative Research | 4.5 |
| MRKT3005 | Brand Marketing | 4.5 |
| MRKT3055 | Quantitative Research | 4.5 |
| MRKT4001 | Strategic Marketing | 4.5 |
| MRKT4099 | Marketing Internship * | 9.0 |
| Career Electives | Two courses with an ECAR attribute selected from offerings within the College of Business or School of Technology | 9 |
| Related Professional Studies | ||
| ACCT2001 | Business Accounting I | 4.5 |
| ACCT2002 | Business Accounting II | 4.5 |
| CAR0010 | Career Capstone | 1 |
| FIT1000 | Information Technology for Business Professionals | 4.5 |
| FIT1040 | Spreadsheet Design for Business Solutions | 4.5 |
| LAW2001 | The Legal Environment of Business I | 4.5 |
| Choose one of the following: | 13.5 | |
| International Business Experience | ||
| SWAP International Marketing Communications Seminar and SWAP International Marketing Communications | ||
| SWAP International Seminar and SWAP Process Mapping | ||
| Marketing Internship | ||
Concentration | Three courses selected from declared College of Business, School of Arts & Sciences or School of Technology concentration offerings | |
| General Studies (from College Requirements) | ||
| ECON1001 | Macroeconomics | 4.5 |
| ECON2002 | Microeconomics | 4.5 |
| ENG1020 | English Composition | 4.5 |
| ENG1021 | Advanced Composition and Communication | 4.5 |
| ENG1030 | Communication Skills | 4.5 |
| MATH2001 | Statistics | 4.5 |
| Math | One math course 1000 level or higher based on student's placement assessment | 4.5 |
| Science | One SCI-designated course | 4.5 |
| Electives | Two courses with an EASC attribute selected from offerings within the School of Arts & Sciences which may be used to form an arts & sciences concentration | 9.0 |
| Choose two of the following: | 9.0 | |
| Crisis and Controversy: A Critical Thinking Approach | ||
or PHIL3040 | Ethics of Business Leadership | |
History | One HIST-designated course (except HIST4030) | |
Literature | ENG1001 or one LIT-designated course | |
| Choose two of the following: | 9.0 | |
| Foundations of Leadership Studies | ||
| Introductory Psychology | ||
| Sociology I | ||
| Total Credits | 185.5 | |
| * | Students may take career electives or directed work experience to fulfill this requirement. |
NOTES: Students must pass MATH0010 Basic Mathematics or have equivalent placement scores to enroll in required math course(s).
Study Abroad programs may satisfy a variety of History, Sociology, English and other elective requirements. Visit Study Abroad for details.
Students who graduate with a bachelor of science degree must leave Johnson & Wales University with effective writing skills. These writing skills will be assessed at the completion of ENG1021 Advanced Composition and Communication .
