Program Overview

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Program Description

The Advertising/Public Relations major is designed to provide a balance of theory, research, and practice. The course sequence provides professional skills courses in conjunction with applied theory and critical evaluative courses. Students develop an understanding of the role and effect of advertising and public relations within the business, social, and political arenas. Students develop abilities and skills that prepare them for a wide range of professional opportunities that include: media planning and relations, research, and client services. Analytical abilities are equally stressed throughout the curriculum. Critical thinking skills, creative problem-solving, and the need to justify decisions are developed. Theory and practice from a wide range of disciplines including business, behavioral sciences, and applied statistics are used to equip the students to make informed decisions in a dynamic environment.

An important aspect of the program is the examination of the ethical implications of strategic communication practices used in the marketing, advertising and public relations arena. Students will develop a framework that will help them to understand and evaluate supporters and critics of strategic communications practices.

Advertising Option

The Advertising Option emphasizes the critical importance of integrated communication. The objective of the curriculum is to prepare students for entry-level opportunities in the advertising profession and to prepare for eventual managerial roles where an understanding of integrated communication concepts is essential.

The program reflects an integrated marketing communications approach to the design implementation and evaluation of advertising messages. In addition to mastering the core professional courses, students are expected to have an understanding of the convergence of mass communication theory and practice and are encouraged to select from courses in communication theory, communication law, mass media history, ethics, and the impact of advertising and public relations on society.

Public Relations Option

The Public Relations Option prepares students for the challenges of public relations practice in a highly competitive, technological, multicultural, and global environment. In their course of study, students study the role and function of public relations in building cooperative mutually beneficial relations between organizations and their constituent publics through understanding, credibility, and trust.

Students complete a core set of courses that includes news writing, introduction to public relations, public relations methods, mass communication research, and public relations problems (campaigns).

Because of the critical importance of journalistic writing skills and an understanding of news media ethics, public relations majors are encouraged to take additional journalism courses to fulfill their communication electives.

Entrance to Major

This program currently has administrative enrollment controls. Administrative Enrollment Controls are initiated when limitations of space, faculty, or other resources in a major prevent accommodating all students who request them. Students must follow the administrative enrollment controls that are in effect for the semester that they enter the university.

First-Year Students Entering Summer 2025, Fall 2025, Spring 2026

In order to be eligible for entrance to this major, students must satisfy the following requirements:

• be enrolled in the Donald P. Bellisario College of Communications or the Division of Undergraduate Studies
• 40-68 graded Penn State credits (excludes transfer and AP credits)
• completed with a grade of C or better: ENGL 15 (or a University equivalent), ECON 102
• earned a minimum cumulative grade-point average (GPA) of 3.20

Students Who Entered Prior to Summer 2025

Students who entered the University from Summer 2018 through Spring 2025 should view the administrative enrollment controls in the appropriate Undergraduate Bulletin archive. Students who entered the University prior to the summer 2018 semester should consult with their academic adviser about the administrative enrollment controls in effect for the semester they entered the university.

Degree Requirements

For the Bachelor of Arts degree in Advertising/Public Relations, a minimum of 120 credits is required:

• General Education: 45 credits
• Electives: 23-26 credits
• Bachelor of Arts Degree Requirements: 24 credits
• Requirements for the Major: 35-38 credits

10 of the 45 credits for General Education are included in the Requirements for the Major. This includes: 6 credits of GS courses; 4 credits of GQ courses. 3 of the 24 credits for Bachelor of Arts Degree Requirements are included in the Requirements for the Major, General Education, or Electives and 0-12 credits are included in Electives if world language proficiency is demonstrated by examination.

Requirements for the Major

A grade of C or better is required for all courses in the major. To graduate, a student enrolled in the major must earn at least a C grade in each course designated by the major as a C-required course, as specified by Senate Policy 82-44.

Common Requirements for the Major (All Options)

• COMM 160: Basic News Writing Skills (1 credit)
• ECON 102: Introductory Microeconomic Analysis and Policy (3 credits)
• PSYCH 100: Introductory Psychology (3 credits)
• STAT 200: Elementary Statistics (4 credits)
• Select 3 credits of COMM courses

Requirements for the Option

• Select an option: 21-24 credits

Advertising Option (21 credits)

• COMM 320: Introduction to Advertising (3 credits)
• COMM 420: Research Methods in Advertising and Public Relations (3 credits)
• COMM 421W: Advertising Creative Strategies (3 credits)
• COMM 422: Advertising Media Planning (3 credits)
• COMM 424: Advertising Campaigns (3 credits)
• Select 6 credits from the following:
  • COMM 370: Public Relations
  • COMM 373: Crisis Communications in Public Relations
  • COMM 410: Global Media, Culture, and Society
  • COMM 417: Ethics and Regulation in Advertising and Public Relations
  • COMM 418: Media Effects: Theory and Research
  • COMM 425: Advanced Advertising Campaigns
  • COMM 426: International and Intercultural Strategic Communication
  • COMM 427: Client/Agency Relations
  • COMM 468: Graphic Applications in Print Communications
  • COMM 494: Research Project Courses
  • COMM 495: Internship (1-3 credits)
  • COMM 496: Independent Studies
  • COMM 499: Foreign Study--Mass Communications

Public Relations Option (24 credits)

• COMM 260W: News Writing and Reporting (3 credits)
• COMM 370: Public Relations (3 credits)
• COMM 372: Digital Public Relations (3 credits)
• COMM 420: Research Methods in Advertising and Public Relations (3 credits)
• COMM 471: Public Relations Media and Methods (3 credits)
• COMM 473: Public Relations Campaigns (3 credits)
• Select 6 credits from the following:
  • COMM 305: Introduction to Critical Studies of Media
  • COMM 320: Introduction to Advertising
  • COMM 373: Crisis Communications in Public Relations
  • COMM 410: Global Media, Culture, and Society
  • COMM 417: Ethics and Regulation in Advertising and Public Relations
  • COMM 418: Media Effects: Theory and Research
  • COMM 425: Advanced Advertising Campaigns
  • COMM 426: International and Intercultural Strategic Communication
  • COMM 427: Client/Agency Relations
  • COMM 468: Graphic Applications in Print Communications
  • COMM 495: Internship (1-3 credits)
  • COMM 496: Independent Studies
  • COMM 499: Foreign Study--Mass Communications

General Education

Connecting career and curiosity, the General Education curriculum provides the opportunity for students to acquire transferable skills necessary to be successful in the future and to thrive while living in interconnected contexts. General Education aids students in developing intellectual curiosity, a strengthened ability to think, and a deeper sense of aesthetic appreciation. These are requirements for all baccalaureate students and are often partially incorporated into the requirements of a program.

Foundations

• Quantification (GQ): 6 credits
• Writing and Speaking (GWS): 9 credits

Breadth in the Knowledge Domains

• Arts (GA): 3 credits
• Health and Wellness (GHW): 3 credits
• Humanities (GH): 3 credits
• Social and Behavioral Sciences (GS): 3 credits
• Natural Sciences (GN): 3 credits

Integrative Studies

• Inter-Domain Courses (Inter-Domain): 6 credits

Exploration

• GN, may be completed with Inter-Domain courses: 3 credits
• GA, GH, GN, GS, Inter-Domain courses. This may include 3 credits of World Language course work beyond the 12th credit level or the requirements for the student’s degree program, whichever is higher: 6 credits

University Degree Requirements

First Year Engagement

All students enrolled in a college or the Division of Undergraduate Studies at University Park, and the World Campus are required to take 1 to 3 credits of the First-Year Seminar, as specified by their college First-Year Engagement Plan.

Cultures Requirement

6 credits are required and may satisfy other requirements

• United States Cultures: 3 credits
• International Cultures: 3 credits

Writing Across the Curriculum

3 credits required from the college of graduation and likely prescribed as part of major requirements.

Total Minimum Credits

A minimum of 120 degree credits must be earned for a baccalaureate degree. The requirements for some programs may exceed 120 credits. Students should consult with their college or department adviser for information on specific credit requirements.

Quality of Work

Candidates must complete the degree requirements for their major and earn at least a 2.00 grade-point average for all courses completed within their degree program.

Limitations on Source and Time for Credit Acquisition

The college dean or campus chancellor and program faculty may require up to 24 credits of course work in the major to be taken at the location or in the college or program where the degree is earned. Credit used toward degree programs may need to be earned from a particular source or within time constraints (see Senate Policy 83-80). For more information, check the Suggested Academic Plan for your intended program.

B.A. Degree Requirements

World Language

Student must attain 12th credit level of proficiency in one world language in addition to English. This proficiency must be demonstrated by either examination or course work.

B.A. Fields

9 credits in Bachelor of Arts (B.A.) Fields (Humanities; Social and Behavioral Sciences; Arts; World Languages [2nd language or beyond the 12th credit level of proficiency in the 1st]; Natural Sciences; Quantification). The B.A. Fields courses may not be taken in the area of the student’s primary major.

World Cultures

3 credits in World Cultures.

Learning Outcomes

Professional Values and Competencies

The Accrediting Council on Education in Journalism and Mass Communications requires that graduates of accredited programs be aware of certain core values and competencies and be able to:

• apply the principles and laws of freedom of speech and press, in a global context, and for the country in which the institution that invites ACEJMC is located;
• demonstrate an understanding of the multicultural history and role of professionals and institutions in shaping communications;
• demonstrate culturally proficient communication that empowers those traditionally disenfranchised in society, especially as grounded in race, ethnicity, gender, sexual orientation and ability, domestically and globally, across communication and media contexts;
• present images and information effectively and creatively, using appropriate tools and technologies;
• write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve;
• demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness and diversity;
• apply critical thinking skills in conducting research and evaluating information by methods appropriate to the communications professions in which they work;
• effectively and correctly apply basic numerical and statistical concepts;
• critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness;
• apply tools and technologies appropriate for the communications professions in which they work.

Academic Advising

The objectives of the university's academic advising program are to help advisees identify and achieve their academic goals, to promote their intellectual discovery, and to encourage students to take advantage of both in-and out-of class educational opportunities in order that they become self-directed learners and decision makers.

Both advisers and advisees share responsibility for making the advising relationship succeed. By encouraging their advisees to become engaged in their education, to meet their educational goals, and to develop the habit of learning, advisers assume a significant educational role. The advisee's unit of enrollment will provide each advisee with a primary academic adviser, the information needed to plan the chosen program of study, and referrals to other specialized resources.

Suggested Academic Plan

The Advertising and Public Relations options of the Advertising/Public Relations major is under administrative enrollment control. Please review entrance to major requirements.

Advertising Option: Advertising/Public Relations, B.A. at University Park Campus and Commonwealth Campuses

The course series listed below provides only one of the many possible ways to move through this curriculum. The University may make changes in policies, procedures, educational offerings, and requirements at any time. This plan should be used in conjunction with your degree audit (accessible in LionPATH as either an Academic Requirements or What If report). Please consult with a Penn State academic adviser on a regular basis to develop and refine an academic plan that is appropriate for you.

First Year

Fall| Credits| Spring| Credits
COMM 160| 1| ECON 102 (GS)#†| 3
PSYCH 100 (GS)†| 3| General Education Course (GN)| 3
ENGL 15‡#†| 3| Any COMM Course| 3
General Education Course (GN)| 3| General Education Course (Inter-Domain)| 3
World Language Level 1| 4| World Language Level 2| 4
PSU 9| 1|
| 15| | 16
Second Year
Fall| Credits| Spring| Credits
COMM 3201| 3| STAT 200†| 4
BA World Cultures| 3| COMM 305, 370, 373, 410, 411, 417, 418, 425,
426, 427, 468, 494, 495, 496, or 499| 3
General Education Course (Exploration)| 3| BA Knowledge Domain (IL Cultures)| 3
General Education Course (GA)| 3| BA Knowledge Domain| 3
World Language Level 3| 4| General Education Course (GH)| 3
| 16| | 16
Third Year
Fall| Credits| Spring| Credits
COMM 420| 3| COMM 421W| 3
CAS 100A, 100B, or 100C (GWS)‡| 3| COMM 305, 370, 373, 410, 411, 417,
418, 425, 426, 427, 468, 494, 495, 496, or 499| 3
BA Knowledge Domain (US Cultures)| 3| BA World Cultures| 3
BA Knowledge Domain| 3| BA Knowledge Domain| 3
General Education Course (Exploration)| 3| General Education Course (GQ)‡| 3
| 15| | 15
Fourth Year
Fall| Credits| Spring| Credits
COMM 422| 3| COMM 424*| 3
ENGL 202A, 202B, 202C, or 202D (GWS)‡| 3| Elective| 3
General Education Course (GHW)| 1.5| Elective| 3
Elective| 3| Elective| 3
Elective| 3| Elective| 3
| 13.5| | 13.5
Total Credits 120

Public Relations Option: Advertising/Public Relations, B.A. at University Park Campus and Commonwealth Campuses

The course series listed below provides only one of the many possible ways to move through this curriculum. The University may make changes in policies, procedures, educational offerings, and requirements at any time. This plan should be used in conjunction with your degree audit (accessible in LionPATH as either an Academic Requirements or What If report). Please consult with a Penn State academic adviser on a regular basis to develop and refine an academic plan that is appropriate for you.

First Year

Fall| Credits| Spring| Credits
COMM 160| 1| ECON 102 (GS)#†| 3
ENGL 15#†‡| 3| Any COMM Course| 3
PSYCH 100 (GS)†| 3| General Education Course (GN)| 3
General Education Course (GN)| 3| General Education Course (Inter-Domain)| 3
World Language Level 1| 4| World Language Level 2| 4
PSU 9| 1|
| 15| | 16
Second Year
Fall| Credits| Spring| Credits
COMM 260W1| 3| COMM 372| 3
COMM 3702| 3| STAT 200‡†| 4
General Education Course (Inter-Domain)| 3| IL Cultures| 3
BA World Cultures| 3| General Education Course (GH)| 3
World Language Level 3| 4| General Education Course (Exploration)| 3
| 16| | 16
Third Year
Fall| Credits| Spring| Credits
COMM 420| 3| COMM 305, 320, 373, 410, 411, 417, 418, 425,
426, 427, 468, 494, 495, 496, or 499| 3
COMM 305, 320, 373, 410, 411, 417, 418, 425, 426, 427,
468, 494, 495, 496, or 499| 3| General Education Course (GA)| 3
CAS 100A, 100B, or 100C (GWS)‡| 3| General Education Course (GQ)‡| 3
US Cultures| 3| BA Knowledge Domain| 3
BA Knowledge Domain| 3| BA Knowledge Domain| 3
| 15| | 15
Fourth Year
Fall| Credits| Spring| Credits
COMM 471| 3| COMM 473| 3
ENGL 202A, 202B, 202C, or 202D (GWS)‡| 3| General Education Course (GHW)| 1.5
General Education Course (GHW)| 1.5| Elective| 3
Elective | 3| Elective| 3
Elective| 3| Elective| 3
| 13.5| | 13.5
Total Credits 120

Career Paths

An advertising/public relations degree prepares students to enter careers in business, communications, mass media and other fields that value effective communicators and storytellers. Graduates can find opportunities from coast to coast and with companies or organizations of nearly any size and industry. The advertising/public relations degree’s versatility prepares students to have an immediate impact in helping a brand, company or organization tell its story.

Opportunities for Graduate Studies

Most undergraduates initially enter the professional world, but the multifaceted skill set associated with an advertising/public relations degree provides a foundation for success in graduate school. Undergraduates leave well-versed in the research necessary to carry out campaigns and the importance of analytics in measuring success.

Accreditation

The Donald P. Bellisario College of Communications is evaluated regularly by the Accrediting Council on Education in Journalism and Mass Communications, consistently meeting the high standards of the organization dedicated to excellence in professional education in journalism and mass communications. For undergraduate students, accreditation most practically means that upper-level professional classes in each major will be conducted in rooms with 20 or fewer students.