Advertising & Marketing Communications - BS

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 strategic and creative advertising, media, branding, public relations, sales promotion, and digital and search engine marketing. A hallmark of the program is the team approach to learning taught in a highly creative environment whereby students work in groups for real-world clients similar to an advertising or marketing agency.

Upon completion of the program, graduates are expected to:

  • Apply the major concepts, skills and values of the advertising industry.
  • Communicate effectively to diverse audiences, purposes and situations through a variety of professional methods as required by the advertising industry.
  • Use decision-support tools to resolve contemporary business issues using ethical business practices.
  • Analyze research and apply critical thinking to identify and recommend appropriate communications-based solutions for client/brand challenges that include traditional, digital and social executions.
  • Develop branding and creative strategies for fully integrated campaigns that align with marketing and communications objectives for local, national and global brands.

Students create advertising strategies, plan and buy media, write publicity and cause-related materials, develop research strategies, develop digital and social media strategies and viral advertising programs, and produce concepts for print, broadcast and online advertisements. Students have the opportunity to hone these skills while participating in a term-long internship at a wide variety of employers. This is a 1-term, 4.5–13.5 credit experience at a university-approved internship site.

The Advertising and Marketing Communications program offers 2 specializations (22.5 credits) at the Providence Campus that enhance and strengthen the qualifications of graduates interested in Digital Marketing & Analytics and Creative Advertising. These are intended to give students opportunities to develop expertise in a functional area that complements their major. Real-world applications are embedded in both specializations. 

The Digital Marketing and Analytics specialization affords students who are either Marketing or Advertising & Marketing Communications majors the opportunity to gain additional knowledge and skills in the expanding digital marketing and research analytics industry. Students can pursue careers in digital media planning, digital analytics, database management, research management, search engine marketing and content marketing. Upon completion of the Digital Marketing and Analytics specialization students are expected to:

  • Develop online optimization strategies for paid and organic search marketing using analytics and digital platforms.

The Creative Advertising specialization is suitable for students who are interested in careers in art direction and copywriting, branded content production, digital display, brand design and development, blogger or content manager. 

Upon completion of the Creative Advertising specialization students are expected to:

  • Write, design and produce creative advertising and branded content in both digital and traditional media.

Advertising & Marketing Communications

A four-year program leading to the bachelor of science degree

Credits
Business Foundations
ACCT1210Financial Accounting4.5
ACCT1220Managerial Accounting4.5
CAR0010Career Management1
FISV2000Finance4.5
FIT1040Spreadsheet Design for Business Solutions4.5
LAW2001The Legal Environment of Business I4.5
MGMT1001Contemporary Business Management I4.5
MGMT2001Human Resource Management4.5
MRKT1001Principles of Marketing4.5
Major Courses
ADVC1010Marketing Communications4.5
ADVC1011Media Strategy4.5
or GDES3050 Basics of Print Design
ADVC1021Public Relations and Corporate Communications4.5
ADVC2001Creative Concepts and Strategy4.5
ADVC2025Advanced Brand Communications4.5
ADVC3003Advertising Campaigns4.5
ADVC3010Digital Media Planning4.5
or ADVC2002 Copywriting and Art Direction
ADVC4015Integrated Marketing Communications Seminar I4.5
ADVC4016Integrated Marketing Communications Seminar II4.5
MRKT1002Consumer Behavior4.5
MRKT2050Marketing Research4.5
Major Electives
Choose 22.5 credits of Major Electives or a Specialization listed below†22.5
Copywriting and Art Direction
Digital Media Planning
Special Projects in Integrated Marketing Communications
Portfolio Seminar
Search Engine Marketing
Marketing Communications in an International Context
Editorial and Publication Design I
Brand Design
Data-Driven Marketing
Product Development
Social Media Marketing
Survey Research
Marketing Analytics
Special Topics in Marketing
Global Sourcing
A&S Core Experience
Communications Foundation Courses 13.5
English Composition
Advanced Composition and Communication
Communication Skills
Integrative Learning 9
Two ILS courses, one at the 2000 level, and one at the 4000 level.
Arts and Humanities 9
Crisis and Controversy: A Critical Thinking Approach
Ethics: A Global Perspective
One course from ART, HIST, HUM‡, LIT, or REL
Mathematics9
A Survey of College Mathematics (or higher, based on student's placement)
Statistics
Science4.5
One course from BIO^, CHM±, PHY° or SCI
Social Sciences 9
Macroeconomics
One course from ANTH°°, LEAD, PSCI, PSYC or SOC
A&S Electives9
Two courses with an EASC attribute, at least one at 3000 level or higher.
Free Electives #
9 credits selected from 1000-4999 numbered offerings within the university. 9
Total Credits181.0

Visit Courses by Subject Code for a listing of all campus courses.

‡HUM courses are not offered in North Miami or Online.
^BIO courses are not offered in North Miami, Charlotte or Online.
¶CAD courses are not offered Online.
±CHM courses are not offered in North Miami or Online.
°PHY courses are not offered in Charlotte.
°°ANTH courses are not offered in North Miami or Charlotte.

#  In addition to classes, free elective credit can be applied to a number of options such as Directed Experiential Education (DEE), Internship, Minor or Study Abroad. For Accelerated Master's program students, up to 3 graduate-level courses may apply. Students are strongly encouraged to contact an advisor before scheduling free elective credits.

Credits
†Specialization in Creative Advertising
22.5
Required Courses:
Copywriting and Art Direction
Brand Design
Advertising Campaigns
Social Media Marketing
Portfolio Seminar
Choose 9 credits of the following:
Special Projects in Integrated Marketing Communications
Marketing Communications in an International Context
College of Business Internship
Editorial and Publication Design I
Special Topics in Marketing
Credits
†Specialization in Digital Marketing and Analytics
22.5
Required Courses:
Digital Media Planning
Social Media Marketing
Search Engine Marketing
Marketing Analytics
Choose 9 credits of the following:
Special Projects in Integrated Marketing Communications
Special Topics in Marketing
Marketing Communications in an International Context
College of Business Internship
Data-Driven Marketing
Survey Research

NOTE: Students must pass MATH0010 Basic Mathematics or have equivalent placement scores to enroll in required math course(s).

Students who graduate with a bachelor's 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 .

In collaboration with academic colleges across all JWU campuses, JWU Study Abroad programs offer a variety of options for major, minor, Arts & Science, and elective credit at many price points for students during the academic year and summer. Financial aid is applicable and scholarships are available. Visit the study abroad website for information, program descriptions and online applications.