The Mayborn School of Journalism's advertising program teaches students how to communicate persuasively in a globally-connected digital world.
The Bachelor of Science in Advertising and Brand Strategy degree comprises 120 credit hours, 42 of which must be advanced.
A degree in advertising and brand strategy from the Mayborn School of Journalism prepares students to design, manage, and lead equitable advertising campaigns in the context of a multicultural society. Students will graduate with applied creativity, strategic problem-solving, and consumer insight skills gained from extensive hands-on experience working in state-of-the-art technology labs and across media platforms.
In the dynamic landscape of advertising, it remains essential for every student to grasp the foundational aspects of the profession. Acquiring introductory knowledge and skills is crucial, whether one aspires to become a campaign manager or aims to excel in a graduate program.
- Principles of Advertising and Brand Strategy: A survey of advertising and brand communication practices, including terminology, history, economic functions, composition, ethical practices, representation, authenticity, agency structure, professional roles, tools and industry equity.
- Applied Design for Advertising and Public Relations: Incorporates lectures and hands-on demonstrations. Students learn and apply the fundamentals of core software applications used in the advertising and public relations industries.
Students studying advertising can select from a variety of courses tailored to instill the confidence needed to navigate a dynamic and evolving field. These courses seamlessly integrate the core tenets of effective advertising—copywriting, design, and research—along with specialized content crafted to refine individual interests and align with career aspirations.
- Copywriting for Brands: Intensive writing for brands. Examine, develop, and apply brand voice through workshop exercises for social and digital media, influencer and production scripts, blog entries, taglines, headlines, supporting copy, sponsored content, and internal branding.
- Social Media Client Partnerships: Examines social media through the lens of paid, branded partnerships. Emphasis on account management and media buying roles.
- Advertising Media Buying and Planning: Print, broadcast and web time-buying procedures important to media buyers and media salespeople. Assignments in audience research, identifying media that reach target audiences and using effective media mixes.
Theory & Concepts Courses
- Managing a Diverse Workforce: Workforce diversity provides strength in the current global business environment. Investigates the concepts, policies and practices facing professionals in the global workplace.
- Race, Gender and the Media: A Methods Approach - Students critically analyze media portrayals of race, gender, sexuality and class and learn to use scholarly research methods to evaluate them. Students examine historical and modern patterns in news media, advertising, television, film, video gaming, popular music, and other mass media.
- History of American Media: Main trends and economic, social, political and technological factors and people that produced the institutions and traditions of the American mass media; emphasis on the changing roles of media and the impact of new communications technologies in the 21st century.
The majority of Mayborn students participate in one or more of our student organizations, from agencies to media, all dedicated to specific areas of interest. Collectively, leaders from these groups come together to serve on the Mayborn's Student Council, a governing body that gives students the opportunity to work across disciplines and learn leadership.
Tour our facilities virtually, no matter where you are. Walk our halls with a guided tour, visit one of our Broadcast Studios, and see where our student producers and reporters work on real-time news assignments in our Broadcast News Lab.