(College of Business)
Bachelor of Science (B.S.) Degree
The Creative Advertising program provides students with a broad range of knowledge, experiential learning and practical skills to create advertising in the full spectrum of media, both traditional and new media. This program will prepare students for the disciplines of copywriting and art direction both in advertising agencies and within in-house communications departments in marketing-driven private companies, as well as in freelance practice.
While focusing on the creative side of the advertising field, students will also study the more strategic side of the industry, getting a balanced marketing communications education.
Classroom lectures play a vital role in Creative Advertising, but it is the hands-on experiential aspects of this program’s core courses that provide students with practical, real-world assignments yielding the quality and quantity of finished creative output that constitutes a competitive entry-level portfolio.
This program utilizes the resources of JWU’s School of Technology to provide courses in Adobe Photoshop and InDesign as well as other graphics and new media Mac-based programs, both foundational and advanced.
A traditional internship experience is also offered. 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 completion of the program, graduates are expected to demonstrate the ability to
- Develop strategically sound rough concepts in great quantity and quality.
- Craft finished advertising in traditional media such as print, broadcast, direct mail, collateral, outdoor and point-of-sale.
- Craft finished advertising in new media such as Web, viral, environmental and other non-traditional and guerilla media.
- Complete a Web-based entry-level portfolio of work demonstrating their capabilities in the various media, skewed to either the copywriting or art direction specialty, or both.
- Analyze ethical issues and identify socially responsible marketing communications.
A four-year program leading to the bachelor of science degree
|ADVC1010||Marketing Communications I||4.5|
|ADVC2001||Creativity in Advertising||4.5|
|ADVC2002||Creative Craft I||4.5|
|ADVC2003||High Concept in New Media||4.5|
|ADVC3002||Creative Craft II||4.5|
|ADVC4015||Integrated Marketing Communications Seminar I||4.5|
|ADVC4099||Advertising Internship *||9|
|DME1020||Digital Media Perspectives||4.5|
|MRKT1001||Principles of Marketing||4.5|
|Career Electives||Two courses with an ECAR attribute selected from offerings within the College of Business or the School of Technology||9|
|Related Professional Studies|
|ACCT2001||Business Accounting I||4.5|
|DME1030||Principles of Visualization and Design||4.5|
|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
Three courses selected from declared College of Business, School of Arts & Sciences or School of Technology concentration offerings
|General Studies (from College Requirements)|
|ENG1021||Advanced Composition and Communication||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|
|Ethics of Business Leadership|
One HIST-designated course (except HIST4030)
ENG1001 or one LIT-designated course
|Choose two of the following:||9.0|
|Foundations of Leadership Studies|
Students may take career electives or directed work experience to fulfill this requirement.
NOTES: Students must have MATH0010 Basic Mathematics or equivalent placement scores to enroll in the math requirement.
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.