Program Overview

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University of Florida Advertising Program

The University of Florida offers a Bachelor of Science in Advertising with a specialization in Persuasive Messaging. This program focuses on the skill set required to engage media audiences through the use of strategic, persuasive communications.

About the Program

• College: Journalism and Communications
• Degree: Bachelor of Science in Advertising
• Specialization: Persuasive Messaging
• Credits for Degree: 120

To graduate with this major, students must complete all university, college, and major requirements.

Department Information

The Department of Advertising is recognized as one of the largest and most respected programs in the US. Courses are designed to provide a foundation for problem-solving, strategic thinking, and persuasion techniques that drive marketplace communication.

Curriculum

The Persuasive Messaging specialization emphasizes the concepts and application of audience and media analytics, advertising sales, brand storytelling, and message persuasion. The specialization prepares students for careers in a broad array of industries and organizations.

Coursework for the Major

• Required Foundation Coursework:
  • MAR 3023: Principles of Marketing 1 (4 credits)
  • STA 2023: Introduction to Statistics 1 (3 credits)
• Required Core Coursework:
  • ADV 3001: Advertising Strategy 1 (3 credits)
  • ADV 3008: Principles of Advertising 1 (3 credits)
  • ADV 3403: Branding 1 (3 credits)
  • ADV 3411: Multicultural Advertising in the US (3 credits)
  • ADV 3500: Digital Insights 1 (3 credits)
  • ENC 3252: Writing for Strategic Communication 1 (3 credits)
  • MMC 1009: Introduction to Media and Communications 1 (1 credit)
  • MMC 2121: Writing Fundamentals for Communicators 1 (3 credits)
  • MMC 3203: Ethics and Problems in Mass Communications 1 (3 credits)
  • MMC 3420: Consumer and Audience Analytics 1 (3 credits)
  • MMC 4200: Law of Mass Communication (3 credits)
  • VIC 3001: Sight, Sound and Motion 1 (3 credits)
• Advertising Experiential Learning: 6 credits
• Professional Electives: 14 credits
• Total Credits: 61

Minimum grade of C required for all courses.

Critical Tracking

Critical Tracking records each student’s progress in courses that are required for entry to each major. Please note the critical-tracking requirements below on a per-semester basis.

Semester 1

• Complete 1 of 9 critical-tracking courses: ADV 3008, ENC 1102, ECO 2013, MAR 3023, MMC 1009, ORI 2000 or SPC 2608, POS 2041 or PSY 2012, ENC 3252, and STA 2023
• 2.0 GPA on all work at all institutions

Semester 2

• Complete 2 of 9 critical-tracking courses: ADV 3008, ENC 1102, ECO 2013, MAR 3023, MMC 1009, ORI 2000 or SPC 2608, POS 2041, or PSY 2012, ENC 3252, and STA 2023
• 2.0 GPA required for all critical-tracking courses
• 2.0 GPA on all work at all institutions

Semester 3

• Complete 3 additional critical-tracking courses: ADV 3008, ENC 1102, ECO 2013, MAR 3023, MMC 1009, ORI 2000 or SPC 2608, POS 2041, or PSY 2012, ENC 3252, and STA 2023
• 2.0 GPA required for all critical-tracking courses
• 2.0 GPA on all work at all institutions

Semester 4

• Complete all 9 critical-tracking courses: ADV 3008, ENC 1102, ECO 2013, MAR 3023, MMC 1009, ORI 2000 or SPC 2608, POS 2041, or PSY 2012, ENC 3252, and STA 2023
• 2.0 GPA required for all critical-tracking courses
• 2.0 GPA on all work at all institutions

Plan of Study Grid

The plan of study grid represents an example progression through the major. Actual courses and course order may be different depending on the student’s academic record and scheduling availability of courses. Prerequisites still apply.

Professional Electives

• Minimum 15 credits
• Students may take any other courses in the College of Journalism and Communications to count as professional electives.
• Up to six credits of professional internship credit may count toward graduation.
• Minimum grade of C required in these courses.

Specializations

• Advertising Agency: The Advertising Agency specialization emphasizes skills that are necessary for entry-level positions in an advertising agency and is designed to provide a foundation for advancement to positions of leadership in these organizations.
• Persuasive Messaging: The Persuasive Messaging specialization focuses on the skill set required to engage media audiences through the use of strategic, persuasive communications.

Before Graduating

• Achieve a passing score of 70% on your student portfolio, which will be evaluated by two faculty members as part of ADV 4800, the major’s capstone course.
• Complete requirements for the baccalaureate degree, as determined by faculty.

Student Learning Outcomes

• Content: Correctly identify information and trends related to the history and roles of professionals and institutions in shaping strategic communications.
• Critical Thinking: Formulate accurate audience insights from research and consumer information. Correctly analyze strategic communication from case studies in branding.
• Communication: Work effectively in teams to solve strategic communication problems. Orally present ideas and recommendations clearly and effectively.

Curriculum Map

The curriculum map outlines the courses that introduce, reinforce, and assess each student learning outcome.

Assessment Types

• Exams
• Oral presentations
• Peer Evaluations
• Rubric

The Advertising curriculum is designed to provide a foundation for problem-solving, strategic thinking, and persuasion techniques that drive audience-centered marketplace communications. Skills attained can be applied to the advertising industry, to entrepreneurism, and to health marketing, among others. Learning outcomes prepare students for the challenges of culturally diverse and technologically changing marketplaces.