Program Overview

Advertising and Public Relations Bachelor of Science Degree

Overview

The Advertising and Public Relations Bachelor of Science Degree program at RIT is designed to equip students with the skills and knowledge necessary to succeed in the fields of advertising and public relations. The program focuses on the development of a broad range of essential skills, including the use of data and technology to inform advertising strategy, research methods and data analysis to identify and understand target audiences, and the creation and delivery of persuasive messaging.

Why Study RIT's Advertising and Public Relations Degree

• Gain Real-World Experience: One required block of cooperative education means students gain hands-on, full-time, paid work experience in industry.
• Accelerated Bachelor/Master's Pathway: Pair the advertising and public relations degree with a master's degree in communication.
• Jobs at Industry-Leading Companies: Recent graduates are employed at companies such as Apple, Blue Bear Creative, Caribou Coffee, CGI Communications, and The Walt Disney Company.

RIT's Advertising and Public Relations Degree: Human-Centered, Tech-Infused

The program builds a broad range of essential skills to:

• Use data and technology to inform advertising strategy and track performance toward goals.
• Apply research methods and data analysis to identify and understand the needs of target audiences.
• Make data-informed decisions to select the right media platforms for reaching the right target audiences.
• Create and deliver messaging that persuades and compels action.
• Plan and manage campaigns to support advertising and public relations goals.

Advertising and Public Relations Courses

The program provides a foundation of knowledge in core communication courses that cover communication theory, visual communication, public relations, advertising, writing, campaign planning and management, media planning, public speaking, and digital design.

Double Majors, Minors, and Immersions for Your Career Goals

Adding a second area of study as a double major, a minor, or immersion can round out a student's skill set, give them an edge in the job market, and ensure that their education supports their career goals.

RIT's Pre-Law Program

Law schools welcome applications from students majoring in a wide range of academic programs. RIT's pre-law program will help students navigate the admission process for law school, explore a range of legal careers, and guide them through course selection to ensure they build the skills and competencies required of competitive law school applicants.

Furthering Your Career in Advertising and Public Relations

Today's careers require advanced degrees grounded in real-world experience. RIT's Combined Accelerated Bachelor's/Master's Degrees enable students to earn both a bachelor's and a master's degree in as little as five years of study, all while gaining valuable hands-on experience.

3+3 Accelerated BS/JD Programs

RIT has partnered with Syracuse University's College of Law and University at Buffalo School of Law to offer accelerated 3+3 BS/JD options for highly capable students. These programs provide a fast track to law school where students can earn a bachelor's degree at RIT and a Juris Doctorate degree at Syracuse University or University at Buffalo in six years.

RIT's Teaching Partnership Programs

Whether a student's goal is to go into early childhood or elementary education, become a secondary education teacher with a content area specialty at the middle or high school level, or work in the higher education or counseling fields, RIT's partnership programs with local universities provide a guided pathway to a career in teaching.

Careers and Cooperative Education

Typical Job Titles

• Account Executive (advertising, marketing, and communications firms)
• Advertising Script Writer
• Advertising Traffic and Production Manager
• Campaign Manager
• Content Producer
• Copywriter
• Digital Advertising Placement Strategist
• Event Planner
• Marketing Manager
• Media Operations Specialist
• Media Placement Strategist
• Merchandise Service Coordinator
• Project Coordinator
• Public Relations Manager
• Social Media Manager

Industries

• Advertising, PR, and Marketing
• Higher Education
• Internet and Software
• Journalism, Media, and Publishing
• Medical Devices
• Non-Profit
• Health Care

Cooperative Education

One semester of full-time paid work experience in a professional setting related to the communication major.

Curriculum

Advertising and Public Relations, BS degree, typical course sequence

• First Year:
  • COMM-105: Foundations of Communication
  • COMM-201: Public Speaking
  • COMM-211: Principles of Advertising
  • COMM-212: Public Relations
  • MATH-101: College Algebra
  • YOPS-10: RIT 365: RIT Connections
• Second Year:
  • COMM-202: Mass Communications
  • COMM-221: Public Relations Writing
  • COMM-223: Digital Design in Communication
  • STAT-145: Introduction to Statistics I
• Third Year:
  • COMM-301: Theories of Communication
  • COMM-321: Copywriting and Visualization
  • COMM-401: Quantitative Research Methods
  • COMM-499: Communication Co-op
  • MKTG-230: Principles of Marketing
• Fourth Year:
  • COMM-304: Intercultural Communication
  • COMM-322: Campaign Management and Planning
  • COMM-421: Media Planning
  • COMM-497: Communication Portfolio
  • COMM-501: Senior Thesis in Communication

Professional Core Courses

Students choose two of the following:

• MKTG-320: Digital Marketing
• MKTG-330: Global Marketing
• MKTG-350: Consumer Behavior
• MKTG-360: Professional Selling
• MKTG-370: Advertising and Promotion Management
• MKTG-430: Social Media Marketing
• MKTG-489: Seminar in Marketing

Admissions and Financial Aid

First-Year Admission

First-year applicants are expected to demonstrate a strong academic background that includes:

• 4 years of English with a strong performance is expected.
• 3 years of social studies and/or history with a strong performance is expected.
• 3 years of math is required and must include algebra, geometry, and algebra 2/trigonometry.
• 2-3 years of science.

Transfer Admission

Transfer applicants should meet these minimum degree-specific requirements:

• A minimum of college algebra is required.

Financial Aid and Scholarships

100% of all incoming first-year and transfer students receive aid.

Faculty

• Tracy Worrell: School Director
• Kari Cameron: Principal Lecturer

Facilities

• Expressive Communication Center

Events

• Donuts with the Dean in the College of Liberal Arts (August 29, September 25, October 24)

Related News

• Capstone project results in deaf-accessible kiosks (April 11, 2025)
• Saunders College of Business unveils upgraded Max Lowenthal Hall with ‘Opening Bell’ ceremony (August 30, 2024)
• RIT Ad/PR Majors Win Award at American Advertising Federation National Student Advertising District 2 Competition (April 26, 2024)