Advertising & Marketing Communications - B.S.

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 have the opportunity to hone these skills while participating in a semester-long internship experience at a university-approved internship site. Students may also apply these skills in programs such as directed experiential education or study abroad. These programs are tailored based on student learning, interests and professional goals. Additionally, students may choose to use an additional 3 credits from their free electives based on advising and pre-planning.

The Advertising & Marketing Communications program offers two specializations (15 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 (offered at the Providence campus), 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, blogging and content management.

Upon completion of the Creative Advertising specialization (offered at the Providence campus), 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

Business Foundations
ACCT1210Financial Accounting3
ACCT1220Managerial Accounting3
BUS1001Introduction to Business and Management3
BUS3010Business Analytics3
BUS4030Global Strategy Capstone3
FIT1040Spreadsheet Design for Business Solutions3
LAW2001The Legal Environment of Business I3
MGMT2001Human Resource Management3
MGMT2030Operations and Supply Chain Management I3
MRKT1001Marketing Foundations3
Major Courses
ADVC1010Marketing Communications3
ADVC1011Media Strategy3
or GDES3050 Basics of Print Design
ADVC2001Creative Concepts and Strategy3
ADVC2025Advanced Brand Communications3
ADVC3010Digital Media Planning3
or ADVC2002 Copywriting and Art Direction
ADVC4015Integrated Marketing Communications Seminar I3
Major Electives
One ADVC or MRKT-designated course3
Applied/Experiential Learning
Choose 9 credits from the following:9
College of Business Internship Ic
Directed Experiential Education D
Study Abroad Sa
Related Professional Studies
CAR0010Career Management1
FYS1020First-Year Seminar1
A&S Core Experience
Communications Foundation Courses 9
Rhetoric & Composition I
Rhetoric & Composition II
Communication Skills
Integrative Learning 6
Two ILS courses, one at the 2000 level, and one at the 4000 level
Arts and Humanities 6
Ethics: A Global Perspective
One course from ART, HIST, HUM, LIT, or REL
A Survey of College Mathematics (or higher, based on student's placement)
Statistics I
One course from BIO, CHM, PHY or SCI
Social Sciences 6
One course from ANTH, GEND, LEAD, PSCI, PSYC, RES or SOC
A&S Electives6
Choose one of the following:
Writing for Radio, Television and Film
Writing in Digital Media
Narrative Filmmaking
Free Electives #
15 credits selected from 1000-4999 numbered offerings within the university 15
Total Credits122.0
Creative Advertising Specialization
Copywriting and Art Direction
Advertising Campaigns
Social Media Marketing
Portfolio Seminar
Choose 6 credits of the following:
Special Projects in Integrated Marketing Communications
Marketing Communications in an International Context
College of Business Internship
Vector-Based Design
Special Topics in Marketing
Digital Marketing and Analytics Specialization
Digital Media Planning
Social Media Marketing
Search Engine Marketing
Marketing Analytics
Choose 6 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

IcTypically, internships require a minimum of six credits. Students interested in a 9 or 12-credit internship can apply additional experiential learning and free elective credits, if available. Students are strongly encouraged to contact a faculty advisor before scheduling internship and free elective credits.

D Directed Experiential Education (DEE) opportunities are based on project availability with community partners and student eligibility. For more information, visit Experiential Education & Career Services (EE&CS). 

SaTo be eligible to count toward Applied/ Experiential Learning, a Study Abroad offering must meet certain requirements. Contact JWU Global to discuss eligible Study Abroad options for this degree program.

#  In addition to classes, free elective credits may be applied to a number of options such as internship, study abroad, Directed Experiential Education courses and courses in a specialization or minor as relevant. For Accelerated Master's program students, up to three graduate-level courses may apply. Students are strongly encouraged to contact a faculty advisor before scheduling free elective credits.

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

Note: Students must pass ENG0001 Writing Workshop or have equivalent placement scores to enroll in ILS 2000-level courses

In collaboration with academic colleges across all JWU campuses, JWU Global Study Abroad programs offer a variety of international options for major, minor, arts and sciences, and elective credit at many affordable price points for students during the academic year, break periods, and summer. Faculty-led, exchange, affiliate, and direct-enroll programs range in duration from one week to a full semester or full year. Financial aid may be applied and scholarships are available. Visit the study abroad website for information, program descriptions and online applications. Where will you go?