Program Overview

Program Overview

The fields of Advertising and Public Relations are increasingly complex given the ever-changing impact of technology, new media, emerging communication channels and platforms, and more. Traditional functions in Advertising and Public Relations are paired with new realities in such areas as social media, web management, multimedia, video production, and data management.

Professionals in Advertising and Public Relations require a strong foundation in skills and strategies to excel in today's workplaces and be ready to adapt and grow successfully in the future. Marshall University in Huntington, West Virginia, fully prepares undergraduates for these dynamic career paths with the Bachelor of Arts (BA) degree in Advertising and Public Relations.

Advertising is a fast-paced, creative industry, ideal for individuals who thrive on variety and relish new approaches and the latest trends. Advertising brings together analytical thinkers and imaginative creatives to work side by side to build relationships with consumers and provide useful information to those interested in what a company has to offer. Advertisers are the people responsible for message creation and brand building.

Public Relations serves a vital role in every business, nonprofit, and organization. Public Relations is about raising a company's authority and influence by building good relationships with clients and customers, stakeholders, the media, the community, and investors. Practitioners in this field write news releases, articles, speeches, and newsletters, engage in crisis management, conduct research, arrange events, plan PR campaigns, and manage a variety of activities that direct a company's reputation and image.

Program Highlights

• Professional Awards: Marshall majors in Advertising and Public Relations also have the opportunity to compete and earn professional awards for their work, including PRSA Anvil Awards (Public Relations) and Clio Awards (Advertising).
• Specialized Facilities: Advertising and Public Relations degree students can take advantage of the fully digital television studio, live newspaper newsroom, 24/7 radio station, still and video cameras, 360° cameras, drones, and Oculus 3-D visors.
• Hands-On Experience: Research is integral to the project work that Advertising and Public Relations majors create. All students in the SOJMC are required to take basic information research courses, and Advertising / Public Relations majors conduct many additional research projects to build foundations for client decision making and production of media content.
• Collective 37: A collaborative ad/pr agency training students in real-world experiences.

Featured Courses

• JMC 241 - Media Design: Design principles; conceive, create, and evaluate executions for print, websites, mobile applications, information-based and ad-based graphics.
• JMC 330 - AD - PR Principles & Ethics: Examination of advertising and public relations theories and practices used by organizations across all sectors of society. Special emphasis on the role of ethics in advertising and public relations.
• JMC 439 - AD - PR Campaign Management: Students function as an AD-PR firm that researches, plans, implements, and evaluates advertising and public relations campaigns for clients.

Career Opportunities

The fields of Advertising and Public Relations span many types of job opportunities. The skills required of strategic communications professionals are also in demand in any career.

Marshall's majors in Advertising and Public Relations are prepared for national, mid-size, and small agency work, client-side corporate communications, social media management, and digital content creation. They are ready to move into media, retail, and any strategic communications environment. Some graduates become their own agency owners.

Graduates of the bachelor's degree in Advertising and Public Relations program learn to write, design, research, analyze data, plan events, visualize, strategize, and produce media products. The program prepares graduates to work in advertising agencies and public relations agencies, political organizations, or the nonprofit sector. Journalistic writing is at the core, but that skill is expanded and applied to all phases of the Advertising / Public Relations businesses.

• Content Coordinator
• Digital Strategist
• Research Analyst
• Social Media Specialist
• Marketing Communications Manager
• Digital Marketing Coordinator
• Integrated Media Buyer
• Multimedia Specialist

The Value of a Marshall Education

At Marshall University, students pay less on average each year than the state average, and our graduates earn more, faster.

• Average Annual Cost: $8,327 at Marshall University, compared to $10,899 at other WV public universities, $11,793 in the metro area, and $12,803 at national public universities.
• Earnings Ratio: For every $1 spent on a Marshall degree, $1.32 comes back in future earnings, indicating a strong return on investment.