DEPARTMENT OF STRATEGIC COMMUNICATION
The Department of Strategic Communication offers a major in Advertising (CAD) and a major in Public Relations (CPR).


ADVERTISING - Dept. Code: CAD
http://com.miami.edu/programs


INTRODUCTION

Students majoring in Advertising learn the art, craft and business of how to promote brands from an integrated marketing perspective. The program gives students a well-rounded education in advertising that emphasizes strategy building, data gathering and analysis, creative development, and media planning skills. Both a major and a minor are offered in Advertising.

The program includes practical and theoretical approaches to the world of professional advertising, both domestically and internationally.

The curriculum is hands-on and students learn how to create an advertising campaign that meets their client’s goals.

Qualified students may elect to participate in the internship program, which provides an opportunity to work in the professional community of the Greater Miami area or other regions. The School’s Advertising Program also has an active alliance with the American Advertising Federation.


EDUCATIONAL OBJECTIVES

The educational objectives of the undergraduate Advertising program require that

• Students demonstrate an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.

• Students apply theoretical concepts related to advertising, mass communication, consumer behavior, psychology, sociology, marketing, and other related fields to understand how advertising works in a free-market economy.

• Students analyze primary and secondary research data to create advertising strategies for a variety of products and services.

• Students demonstrate the ability to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.
• Students research, create, design, write, and present an advertising campaign of their own creation and compete for an account as they would at an advertising agency.
• Students understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.

• Students demonstrate an understanding and appreciation of the core ethical principles of the advertising profession.

DEGREE PROGRAMS
The Bachelor of Science in Communication is offered in the Advertising Program.


MAJOR

A major is offered in Advertising.

Each candidate for the degree of Bachelor of Science in Communication will complete School of Communication requirements including courses in the School’s General Education Required Areas of Study. Advertising majors must also complete a separate minor or a second major in either a second Program of Study within the School or in an academic program outside the School.

Admission to the Advertising major

Before admission as an Advertising (CAD) major, a student must:

A) Achieve sophomore standing;

B) Complete the five Core courses listed below, in residence at the University, all with grades of C or higher (C- is not acceptable).

Students who have obtained the written approval of the Chair of Strategic Communication to use transfer credit to satisfy one or more requirements of that major may be required to complete additional courses in residence at the University before being admitted to that major.

Upon completion of a student’s first 45 University credits while enrolled in the School of
Communication, all University credits earned toward the major will be used in computing a student’s major cumulative quality point average; only those students with a cumulative average of 2.5 or higher will be admitted to a major.

A student who has completed 45 credits while enrolled in the School of Communication but who has not been admitted to one of the Communication majors may be dismissed from the School. A student who has completed 60 University credits while enrolled in the School but who has not been admitted to one of the Communication majors will be dismissed from the School. See PROBATION AND DISMISSAL.

THE ADVERTISING MAJOR

Students majoring in advertising will choose one of the following three tracks: General Advertising Track, Advertising Management Track, or Advertising Creative Track.
THE GENERAL ADVERTISING TRACK
CORE COURSES
COM 101 Mass Media Communication in Society
CAD 102 Graphic Design for Advertising I
CAD 114 Principles of Advertising
CAD 201 Advertising Strategy Development
COM 250 Freedom of Expression and Communication Ethics

OTHER REQUIRED COURSES
Students must complete both of the following writing courses:

CAD 231 Advertising Copywriting and Concept
CAD 233 Writing for Account Management
Students must also complete:

CAD 312 Research Methods for Advertising
CAD 388 Media Planning
CAD 434 Advertising Campaigns

Five additional advertising electives (15 credits) must be selected. Electives outside the advertising major (but within the School of Communication) must be approved by the Chair of Strategic Communication.
THE ADVERTISING MANAGEMENT TRACK
CORE COURSES
COM 101 Mass Media Communication in Society
CAD 102 Graphic Design for Advertising I
CAD 114 Principles of Advertising
CAD 201 Advertising Strategy Development
COM 250 Freedom of Expression and Communication Ethics

OTHER REQUIRED COURSES
CAD 233 Writing for Account Management
CAD 312 Research Methods for Advertising
CAD 388 Media Planning
CAD 434 Advertising Campaigns
CAD 491 The Business of Account Management
CAD 495 Advertising Management

Four additional advertising electives (12 credits) must be selected.  Electives outside the advertising major (but within the School of Communication) must be approved by the Chair of Strategic Communication.


THE ADVERTISING CREATIVE TRACK
CORE COURSES
COM 101 Mass Media Communication in Society
CAD 102 Graphic Design for Advertising I
CAD 114 Principles of Advertising
CAD 201 Advertising Strategy Development
COM 250 Freedom of Expression and Communication Ethics

OTHER REQUIRED COURSES
CAD 202 Graphic Design for Advertising II
CAD 231 Advertising Copywriting and Concept
CAD 384 Advertising Creative Strategy and Execution
CAD 390 Art Direction
CAD 434 Advertising Campaigns
CAD 496 Portfolio Development

Four additional advertising electives (12 credits) must be selected. Electives outside the Advertising major (but within the School of Communication) must be approved by the Chair of Strategic Communication.

ADDITIONAL REQUIREMENTS FOR THE ADVERTISING MAJOR: ALL TRACKS

Students must complete ECO 211 and POL 201. These credits may be used for the School’s General Education Required Areas of Study.

Students must complete at least one course with an international or intercultural focus. Courses that meet this requirement include: CAD 350, MKT 360, CPR 582, COS 343, and COS 545. Other courses may be used to fulfill this requirement with the approval of an Advertising faculty advisor.

Students must complete COS 211, MKT 301, and MKT 310.


MINOR

The Advertising Program offers minors in Advertising Business and Advertising Creative.

Both 18-credit minors in Advertising require a grade of C or better in all courses (a C- is not acceptable.)

Required courses for the Advertising Business minor:

CAD 114 Principles of Advertising
CAD 201 Advertising Strategy Development
CAD 233 Writing for Account Management
CAD 312 Research Methods for Advertising
CAD 388 Media Planning
CAD 434 Advertising Campaigns


Required courses for the Advertising Creative minor:

CAD 102 Graphic Design for Advertising I
CAD 114 Principles of Advertising
CAD 202 Graphic Design for Advertising II
CAD 231 Advertising Copywriting and Concept
CAD 384 Advertising Creative Strategy and Execution
CAD 434 Advertising Campaigns

Students seeking a Marketing minor from the School of Business Administration must complete MKT 301 with a grade of B or higher, MKT 310, plus two additional courses in marketing (except for MKT 386). Students must earn a cumulative quality point average of 2.5 or higher in the four courses submitted for the minor. Consult the School of Business Administration section of this Bulletin.

Students seeking a General Business minor from the School of Business Administration must complete MKT 301, ACC 211, FIN 300 and MGT 304 with a cumulative quality point average of 2.0 or higher. Consult the School of Business Administration section of this Bulletin.


DEPARTMENT HONORS

School of Communication students may graduate with School Honors in Communication noted upon their diplomas and transcripts. Students should contact the School’s Office of Admissions, Academic & Alumni Services (2037 Wolfson Building) for details.

Students may receive recognition as graduates cum laude, magna cum laude, or summa cum laude if they meet the requirements set forth under GRADUATION HONORS in this Bulletin.