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 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 semester long, 6–12 credit experience at a university-approved internship site.

The Advertising and 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

Credits
Business Foundations
ACCT1210Financial Accounting3
ACCT1220Managerial Accounting3
BUS1001Introduction to Business and Management3
BUS3010Business Analytics3
BUS4030Global Strategy Capstone3
FISV2000Finance3
FIT1040Spreadsheet Design for Business Solutions3
LAW2001The Legal Environment of Business I3
MGMT2001Human Resource Management3
MGMT2020Organizational Dynamics3
MGMT2030Operations and Supply Chain Management I3
MRKT1001Marketing Foundations3
Major Courses
ADVC1010Marketing Communications3
ADVC1011Media Strategy3
ADVC2001Creative Concepts and Strategy3
ADVC2025Advanced Brand Communications3
ADVC3010Digital Media Planning3
or ADVC2002 Copywriting and Art Direction
ADVC4015Integrated Marketing Communications Seminar I3
Applied/Experiential Learning
Choose 9 credits from the following:9
College of Business Internship Ic
Directed Experiential Education D
Study Abroad
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
Mathematics6
A Survey of College Mathematics (or higher, based on student's placement)
Statistics I
Science3
One course from BIO, CHM, PHY or SCI
Social Sciences 6
Microeconomics
One course from ANTH, LEAD, PSCI, PSYC or SOC
A&S Electives6
Macroeconomics
Choose one of the following:
Writing for Radio, Television and Film
Writing in Digital Media
Free Electives #
15 credits selected from 1000-4999 numbered offerings within the university 15
Total Credits120.0

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 adviser 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). 

#  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 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 are assessed in ENG1021 Rhetoric & Composition II. Students who have met the requirement of ENG1021 Rhetoric & Composition II 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.

Internships will be available but they will not be required. For online students who do not wish to register for an internship, 3000+ level college discipline-specific courses can be taken in place of the internship.

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?