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Charts and graphs used to track data on an advertising campaign

Advertising

Advertising is a major player in our society and is used to get the attention of key people who will be interested in buying a product or service.

Advertising: Strategy with Creativity

In the advertising program, we provide you with the skills and knowledge to help you find your career path. Students may choose to focus on creative strategies, media planning, or account management.

We stay connected with the real world by inviting professionals to the classroom and offering the most up-to-date outlook of the industry. Learning does not stop at graduation, so we teach students how to use professional resources (such as websites, publications, professional organizations, etc.) for life-long learning.

Students also have the opportunity to join the American Advertising Federation USM chapter and to work with the Student Media Center to gain valuable work experience.

Coursework

All majors in the School of Mass Communication and Journalism begin with courses that offer an overview of the vibrant mass media industries to demonstrate the interconnectivity of each. From there, students focus on the specifics of advertising such as creative strategies, media planning and advertising campaigns.

Degree Options

There is one Bachelor of Arts (BA) degree available with this major.

More about this Major

Outcomes

Graduates are prepared for positions as advertising layout artists, copy writers, media planners and account executives, working in the mass media, advertising agencies, advertising departments in business and industry, and advertising sales for media.

According to the Bureau of Labor Statistics, the Advertising field has a higher than average growth rate projected through 2024.
The advertising program emphasizes hands-on learning. Students work with real clients to develop creative projects and plan campaigns using both traditional and digital media.

Courses You Might Take

MCJ 431: Advertising Campaign

This capstone class is the final course in the advertising sequence and it is here where you'll be able to pull everything together that you have learned thus far to develop and prepare a real advertising campaign for a real client.

In order to accomplish this task, you will be assigned to a team of four or five in the first week of class. Your team will operate as a working advertising agency in order to develop a comprehensive campaign plan and present it to the client at the end of the semester.

Meet Some of Your Professors

David R. Davies

Professor and Director

Favorite Course: MCJ 210: Introduction to Social Media

Expertise: Writing, editing, media history, social media

Angela Nikolinakou

Assistant Professor

Favorite Course: MCJ 330: Advertising Creative Strategies

Expertise: advertising theory and strategy

Dr. Fei Xue

Associate Professor

Favorite Course: MCJ 431: Advertising Campaigns

Expertise: Advertising and digital media

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