Advertising & Marketing Communications - B.S.

Effective Fall 2020, Johnson & Wales University will complete its transition from a term calendar to a semester calendar. Starting with the 2020–21 catalog, all programs will represent course requirements in semester credit hours rather than quarter credit hours. Students who started on terms and will finish their degree requirements on semesters should consult with their assigned academic counselor in Student Academic Services or faculty advisor on semester transition academic planning.

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

Business Foundations
ACCT1210Financial Accounting4.5
ACCT1220Managerial Accounting4.5
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
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 five of the following: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
Brand Design
Data-Driven Marketing
Product Development
Social Media Marketing
Marketing Analytics
Special Topics in Marketing
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
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)
One course from BIO^, CHM±, PHY° or SCI
Social Sciences 9
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 Credits180.0

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 only offered in Providence.
±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 three graduate-level courses may apply. Students are strongly encouraged to contact an adviser before scheduling free elective credits.

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 to fulfill the graduation writing requirement. These writing skills will be assessed at the completion of ENG1021 Advanced Composition and Communication. Students who have met the requirement of ENG1021 Advanced Composition and Communication or ENG1027 Honors Advanced Composition and Communications: Civic Discourse outside of Johnson & Wales University must fulfill the graduation writing requirement through successful completion of ENG0001 Writing Workshop.

In collaboration with academic colleges across all JWU campuses, JWU Study Abroad programs offer a variety of international options for major, minor, Arts & Sciences, and elective credit at many price points for students during the academic year and summer. Faculty-led, exchange, affiliate, and direct-enroll programs range in duration from one week to a full semester. Financial aid is applicable and scholarships are available. Visit the study abroad website for information, program descriptions and online applications.