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Program Overview
Advertising - B.S.
About This Program
The advertising major provides a perfect blend of creativity and business acumen, allowing you to launch a successful career in the dynamic advertising industry. With a digital-first mindset and hands-on experience early on, you'll learn how to develop compelling campaigns that connect to audiences and make an impact.
Contact Information
- Emily Metzgar | |
Program Delivery
- Delivery: In person
- Location: Kent Campus
Examples of Possible Careers and Salaries
- Advertising and promotions managers
- -1.1% decline
- 28,600 number of jobs
- $133,460 potential earnings
- Market research analysts and marketing specialists
- 17.7% much faster than the average
- 738,100 number of jobs
- $65,810 potential earnings
- Additional Careers
- Brand Marketing Specialist
- Media Planner and Buyer
- Social Media Strategist
Accreditation
Accrediting Council on Education in Journalism and Mass Communications (ACEJMC)
Admission Requirements
The university affirmatively strives to provide educational opportunities and access to students with varied backgrounds, those with special talents and adult students.
- First-Year Students on the Kent Campus: First-year admission policy on the Kent Campus is selective. Admission decisions are based upon cumulative grade point average, strength of high school college preparatory curriculum and grade trends. Students not admissible to the Kent Campus may be administratively referred to one of the seven regional campuses to begin their college coursework. For more information, visit the admissions website for first-year students.
- First-Year Students on the Regional Campuses: First-year admission to Kent State’s campuses at Ashtabula, East Liverpool, Geauga, Salem, Stark, Trumbull and Tuscarawas, as well as the Twinsburg Academic Center, is open to anyone with a high school diploma or its equivalent. For more information on admissions, contact the Regional Campuses admissions offices.
- International Students: All international students must provide proof of proficiency of the English language (unless they meet specific exceptions) through the submission of an English language proficiency test score or by completing English language classes at Kent State’s English as a Second Language Center before entering their program. For more information, visit the admissions website for international students.
- Former Students: Former Kent State students who have not attended another institution since Kent State and were not academically dismissed will complete the re-enrollment process through the Financial, Billing and Enrollment Center. Former students who attended another college or university since leaving Kent State must apply for admissions as a transfer or post-undergraduate student.
- Transfer Students: Students who attended an educational institution after graduating from high school or earning their GED must apply as transfer students. For more information, visit the admissions website for transfer students.
Program Requirements
Major Requirements
- Course List Code | Title | Credit Hours
- EMAT 10310 | MY STORY ON THE WEB | 3
- or MDJ 20011 | PRODUCTION FUNDAMENTALS
- MDJ 20001 | MEDIA, POWER AND CULTURE (DIVD) (KSS) | 3
- MDJ 20004 | ADVERTISING WRITING AND STORYTELLING | 3
- MDJ 20008 | RESEARCH AND MEASUREMENT IN ADVERTISING AND PUBLIC RELATIONS | 3
- MDJ 21001 | PRINCIPLES OF ADVERTISING | 3
- MDJ 21015 | FOUNDATIONS OF STRATEGY AND COMMUNICATION | 3
- MDJ 31002 | ADVERTISING COPYWRITING (WIC) 2 | 3
- MDJ 31003 | ADVERTISING MEDIA PLANNING | 3
- MDJ 31004 | DIGITAL ADVERTISING | 3
- MDJ 31007 | DIGITAL ANALYTICS IN ADVERTISING AND PUBLIC RELATIONS | 2
- MDJ 31011 | ADVERTISING STRATEGY DEVELOPMENT | 3
- MDJ 40006 | LAW OF MEDIA AND JOURNALISM | 3
- or MDJ 40016 | LAW OF ADVERTISING AND PUBLIC RELATIONS
- MDJ 40011 | ETHICAL ISSUES IN INTEGRATED COMMUNICATION | 1
- MDJ 40027 | RACE, GENDER, CLASS AND DIS/ABILITY IN MEDIA INDUSTRIES (DIVD) | 3
- MDJ 40092 | INTERNSHIP (ELR) | 1
- MDJ 41099 | ADVERTISING CAMPAIGNS (ELR) | 3
- or MDJ 41199 | CAPSTONE: CAMPAIGNS IN ADVERTISING AND PUBLIC RELATIONS (ELR)
- Media and Journalism Electives, choose from the following: | 6
- CCI 45091 | SEMINAR IN MEDIA AND MOVEMENTS (ELR)
- MDJ 40092 | INTERNSHIP (ELR)
- MDJ 40201 | PUBLIC RELATIONS PRACTICE: PUBLIC AFFAIRS
- MDJ 40202 | PUBLIC RELATIONS PRACTICE: CRISIS COMMUNICATION
- MDJ 40295 | SELECTED TOPICS IN MEDIA AND JOURNALISM
- MDJ 41192 | PRACTICUM IN ADVERTISING AND PUBLIC RELATIONS (ELR)
- MDJ 41395 | SELECTED TOPICS IN ADVERTISING AND PUBLIC RELATIONS
- Additional Requirements (courses do not count in major GPA)
- UC 10001 | FLASHES 101 | 1
- College of Communication and Information Core Electives, choose from the following: | 9
- CCI 10095 | SPECIAL TOPICS IN COMMUNICATION AND INFORMATION
- CCI 40089 | BRANDING AND SOCIAL MEDIA STRATEGIES FOR ITALIAN LIFESTYLE (DIVG) (ELR)
- CCI 40095 | SPECIAL TOPICS IN COMMUNICATION AND INFORMATION
- CCI 40189 | ITALIAN POP CULTURE (DIVG) (ELR)
- CCI 40289 | ITALIAN CINEMA (DIVG) (ELR)
- CCI 40389 | DOCUMENTARY FILMMAKING (DIVG) (ELR)
- CCI 40489 | MULTIMEDIA EXPERIENTIAL LEARNING (DIVG) (ELR)
- CCI 45089 | INTERNATIONAL EXPERIENCE IN THE COLLEGE OF COMMUNICATION AND INFORMATION (DIVG) (ELR)
- CCI 46089 | INTERNATIONAL EXPERIENCE IN THE COLLEGE OF COMMUNICATION AND INFORMATION (DIVG) (ELR)
- COMM 15000 | INTRODUCTION TO HUMAN COMMUNICATION (KADL)
- COMM 35852 | INTERCULTURAL COMMUNICATION (DIVG)
- EMAT 25310 | CREATIVE CODING
- EMAT 33310 | HUMAN-COMPUTER INTERACTION
- LIS 30010 | INFORMATION FLUENCY IN THE WORKPLACE AND BEYOND
- UXD 20001 | INTRODUCTION TO USER EXPERIENCE DESIGN
- VCD 13000 | VISUAL DESIGN THINKING
- Kent Core Composition | 6
- Kent Core Mathematics and Critical Reasoning | 3
- Kent Core Humanities and Fine Arts (minimum one course from each) | 9
- Kent Core Social Sciences (must be from two disciplines) | 3
- Kent Core Basic Sciences (must include one laboratory) | 6-7
- Kent Core Additional | 6
- General Electives (total credit hours depends on earning 120 credit hours, including 39 upper-division credit hours) | 28
- Minimum Total Credit Hours: | 120
Progression Requirements
- No grade lower than a C- in a MDJ course will be counted toward graduation or as a prerequisite for a subsequent class.
Graduation Requirements
- Graduation Requirements Summary
- Minimum Major GPA | Minimum Overall GPA
- 2.000 | 2.000
Roadmap
This roadmap is a recommended semester-by-semester plan of study for this program. Students will work with their advisor to develop a sequence based on their academic goals and history. Courses designated as critical (!) must be completed in the semester listed to ensure a timely graduation.
- Semester One
- MDJ 20001 | MEDIA, POWER AND CULTURE (DIVD) (KSS) | 3
- MDJ 21001 | PRINCIPLES OF ADVERTISING | 3
- UC 10001 | FLASHES 101 | 1
- College of Communication and Information Core Elective | 3
- Kent Core Requirement | 3
- Kent Core Requirement | 3
- Credit Hours | 16
- Semester Two
- EMAT 10310
- or MDJ 20011 | MY STORY ON THE WEB
- or PRODUCTION FUNDAMENTALS | 3
- MDJ 21015 | FOUNDATIONS OF STRATEGY AND COMMUNICATION | 3
- Kent Core Requirement | 3
- Kent Core Requirement | 3
- Kent Core Requirement | 3
- Credit Hours | 15
- Semester Three
- MDJ 20004 | ADVERTISING WRITING AND STORYTELLING | 3
- MDJ 20008 | RESEARCH AND MEASUREMENT IN ADVERTISING AND PUBLIC RELATIONS | 3
- College of Communication and Information Core Elective | 3
- Kent Core Requirement | 3
- Kent Core Requirement | 3
- Credit Hours | 15
- Semester Four
- MDJ 31011 | ADVERTISING STRATEGY DEVELOPMENT | 3
- Kent Core Requirement | 3
- Kent Core Requirement | 3
- General Elective | 6
- Credit Hours | 15
- Semester Five
- MDJ 31003
- or MDJ 31004 | ADVERTISING MEDIA PLANNING
- or DIGITAL ADVERTISING | 3
- MDJ 31007 | DIGITAL ANALYTICS IN ADVERTISING AND PUBLIC RELATIONS | 2
- Kent Core Requirement | 3
- Kent Core Requirement | 3
- General Electives | 3
- Credit Hours | 14
- Semester Six
- MDJ 31002 | ADVERTISING COPYWRITING (WIC) | 3
- MDJ 31003
- or MDJ 31004 | ADVERTISING MEDIA PLANNING
- or DIGITAL ADVERTISING | 3
- MDJ 40027 | RACE, GENDER, CLASS AND DIS/ABILITY IN MEDIA INDUSTRIES (DIVD) | 3
- General Electives | 6
- Credit Hours | 15
- Third Summer Term
- MDJ 40092 | INTERNSHIP (ELR) | 1
- Credit Hours | 1
- Semester Seven
- MDJ 40016
- or MDJ 40006 | LAW OF ADVERTISING AND PUBLIC RELATIONS
- or LAW OF MEDIA AND JOURNALISM | 3
- Media and Journalism Elective | 3
- General Electives | 9
- Credit Hours | 15
- Semester Eight
- MDJ 40011 | ETHICAL ISSUES IN INTEGRATED COMMUNICATION | 1
- MDJ 41099
- or MDJ 41199 | ADVERTISING CAMPAIGNS (ELR)
- or CAPSTONE: CAMPAIGNS IN ADVERTISING AND PUBLIC RELATIONS (ELR) | 3
- College of Communication and Information Core Elective | 3
- Media and Journalism Elective | 3
- General Electives | 4
- Credit Hours | 14
- Minimum Total Credit Hours: | 120
University Requirements
All students in a bachelor's degree program at Kent State University must complete the following university requirements for graduation.
- NOTE: University requirements may be fulfilled in this program by specific course requirements. Please see Program Requirements for details.
- Bachelor's Requirements
- Requirement | Credits/Courses
- Flashes 101 (UC 10001) | 1 credit hour
- Course is not required for students with 30+ transfer credits (excluding College Credit Plus) or age 21+ at time of admission.
- Diversity Domestic/Global (DIVD/DIVG) | 2 courses
- Students must successfully complete one domestic and one global course, of which one must be from the Kent Core.
- Experiential Learning Requirement (ELR) | varies
- Students must successfully complete one course or approved experience.
- Kent Core (see table below) | 36-37 credit hours
- Writing-Intensive Course (WIC) | 1 course
- Students must earn a minimum C grade in the course.
- Upper-Division Requirement | 39 credit hours
- Students must successfully complete 39 upper-division (numbered 30000 to 49999) credit hours to graduate.
- Total Credit Hour Requirement | 120 credit hours
Kent Core Requirements
- Bachelor's Requirements
- Requirement | Credits/Courses
- Kent Core Composition (KCMP) | 6
- Kent Core Mathematics and Critical Reasoning (KMCR) | 3
- Kent Core Humanities and Fine Arts (KHUM/KFA) (min one course each) | 9
- Kent Core Social Sciences (KSS) (must be from two disciplines) | 6
- Kent Core Basic Sciences (KBS/KLAB) (must include one laboratory) | 6-7
- Kent Core Additional (KADL) | 6
- Total Credit Hours: | 36-37
Program Learning Outcomes
Graduates of this program will be able to:
- Demonstrate preparation for working in a global and diverse society.
- Develop SMART objectives to clarify and define communication goals.
- Apply strategic thinking and planning to build and execute elements of advertising campaigns.
- Analyze audiences using primary and secondary research.
- Craft well written material in a variety of lengths and formats to effectively communicate messages to a range of audiences.
- Create visually compelling materials to effectively communicate messages to a range of audiences.
- Apply best practices when utilizing a range of platforms for message delivery.
- Demonstrate professionalism in written, verbal and nonverbal communications, including maintaining strong ethical principles.
Transfer Students to the School of Media and Journalism
Students transferring credit from another institution may apply a maximum of 12 credit hours of transfer coursework toward their major requirements per the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC) accreditation guidelines.
Full Description
The Bachelor of Science degree in Advertising gives students the chance to connect with people through different media forms, by selecting the right audience, uncovering consumer insights and developing strategic and creative messaging, all with a digital-first mindset. Curriculum focuses on the advertising industry and the social responsibilities associated with this exciting form of persuasive media.
Coursework is supplemented with an internship. Other opportunities for experience include news, production, management, sales, performance and advertising positions with Kent State’s award-winning student media. Students also have the opportunity to get involved with the Kent State University chapter of the American Advertising Federation (AAF). AAF gives students the opportunity to network, develop their professional skills, and prepare for a career in this exciting field. Students teams also have the chance to participate in national competitions and make professional connections in the Franklin Advertising student group.
Students graduate ready for a career planning, buying and creating materials for digital and traditional outlets.
Students may apply early to the following master's degree programs and double count 9 credit hours of graduate courses toward both degree programs. See the Combined Bachelor's/Master's Degree Program Policy in the University Catalog for more information.
- Communication Studies - M.A.
- Emerging Media and Technology - M.S.
- Health Informatics - M.S.
- Library and Information Science - M.L.I.S.
- User Experience - M.S.
- Visual Communication Design - M.A.
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