B.S.C. Advertising

Tuition Fee

Start Date

Medium of studying

Duration

Details

Program Details

Degree

Bachelors

Major

Advertising | Digital Marketing | Marketing

Area of study

Business and Administration | Information and Communication Technologies

Course Language

English

About Program

Program Overview

Overview

The B.S.C. Advertising program at the University of Miami offers two distinct paths: Advertising Management and Creative Advertising. The Advertising Management track focuses on the business side of advertising, including consumer behavior, research, media planning, account planning, and account management. The Creative Advertising track emphasizes graphic design, copywriting, and art direction, preparing students for careers as copywriters, graphic designers, or art directors.

Curriculum Requirements for Advertising Creative Track

Core Courses:
- STC 114: Principles of Advertising (3 credits)
- STC 200: Advertising Strategy Development (3 credits)
- COM 250: Freedom of Expression and Communication Ethics (3 credits)
- or COM 102: Introduction to Communications Literacy
Advanced Writing and Communication Skills Requirement:
- Writing Skills Course: STC 130: Writing for Strategic Communication (3 credits)
- Presentation Skills Course: COS 211: Public Speaking (3 credits)
- or COS 333: Business Communication
- Digital Skills Course: STC 102: Graphic Design for Strategic Communication (3 credits)
Track Requirement:
- STC 202: Advanced Graphic Design for Advertising (3 credits)
- STC 231: Creative Advertising Concepts and Copywriting (3 credits)
- STC 291: Intro to Art Direction and Creative Problem Solving (3 credits)
- STC 331: Advanced Copywriting (3 credits)
- or STC 390: Advanced Art Direction
- or STC 303: Typography and Brand Design
- STC 384: Advertising Creative Strategy and Execution (3 credits)
- STC 434: Advertising Campaigns (3 credits)
- STC 496: Advertising Portfolio Development (3 credits)
Other Required Courses:
- Select two electives from the following:
  - STC 234: Social Media Messaging and Strategies
  - STC 290: Special Topics in Strategic Communication
  - STC 302: Advanced Graphic Design and Photography
  - STC 303: Typography and Brand Design
  - STC 304: Project Management for Strategic Communication
  - STC 306: Consumer Insights In US Hispanic Markets
  - STC 312: Research Methods for Advertising
  - STC 316: Ethics in Strategic Communication
  - STC 331: Advanced Copywriting
  - STC 340: Digital and Mobile Advertising
  - STC 350: International Advertising
  - STC 360: Multicultural and Inclusive Advertising
  - STC 380: Advertising Internship
  - STC 388: Media Planning
  - STC 389: Media Buying and Advertising Sales
  - STC 390: Advanced Art Direction
  - STC 404: Advertising Entrepreneurship
  - STC 414: Advanced Research Methods for Advertising
  - STC 415: Advanced Business and Advertising Strategy Development
  - STC 444: AI-Enhanced Social Media Analytics
  - STC 482: International Public Relations
  - STC 490: Special Topics in Advertising
  - STC 491: The Business of Account Management
  - STC 492: Advanced Advertising Creative Development
  - STC 494: Special Topics in Strategic Communication
  - STC 495: Advertising Management
  - STC 498: AAF National Student Advertising Campaign Competition
  - STC 499: Projects and Directed Research
  - CIM 413: Mobile Application Development
  - COM 102: Introduction to Communications Literacy
  - COM 302: Orange Umbrella - Student Agency
General Education Requirements:
- Written Communication Skills: WRS 105: First-Year Writing I (3 credits)
- WRS 106: First-Year Writing II (3 credits)
- or ENG 106: Writing About Literature and Culture
- Quantitative Skills: STC 103: Statistical Reasoning for Strategic Communication (fulfilled through the major)
- Areas of Knowledge: Arts & Humanities Cognate (9 credits) (fulfilled through the major)
- People & Society Cognate: 9 credits
- STEM Cognate: 9 credits
Additional Requirements:
- Minor, Second Major and Electives: 51 credits
- Total Credit Hours: 120

Curriculum Requirements for Advertising Management Track

Core Courses:
- STC 114: Principles of Advertising (3 credits)
- STC 200: Advertising Strategy Development (3 credits)
- COM 250: Freedom of Expression and Communication Ethics (3 credits)
- or COM 102: Introduction to Communications Literacy
Advanced Writing and Communication Skills Requirement:
- Writing Skills Course: STC 130: Writing for Strategic Communication (3 credits)
- Presentation Skills Course: COS 211: Public Speaking (3 credits)
- or COS 333: Business Communication
- Digital Skills Course: STC 102: Graphic Design for Strategic Communication (3 credits)
Track Requirement:
- STC 233: Writing for Advertising Account Management (3 credits)
- STC 312: Research Methods for Advertising (3 credits)
- STC 388: Media Planning (3 credits)
- STC 434: Advertising Campaigns (3 credits)
Other Required Courses:
- Select two electives from the following:
  - STC 304: Project Management for Strategic Communication
  - STC 389: Media Buying and Advertising Sales
  - STC 414: Advanced Research Methods for Advertising
  - STC 415: Advanced Business and Advertising Strategy Development
  - STC 444: AI-Enhanced Social Media Analytics
  - STC 491: The Business of Account Management
  - STC 495: Advertising Management
- Select two electives from the following:
  - STC 202: Advanced Graphic Design for Advertising
  - STC 231: Creative Advertising Concepts and Copywriting
  - STC 234: Social Media Messaging and Strategies
  - STC 290: Special Topics in Strategic Communication
  - STC 302: Advanced Graphic Design and Photography
  - STC 304: Project Management for Strategic Communication
  - STC 306: Consumer Insights In US Hispanic Markets
  - STC 316: Ethics in Strategic Communication
  - STC 331: Advanced Copywriting
  - STC 340: Digital and Mobile Advertising
  - STC 350: International Advertising
  - STC 360: Multicultural and Inclusive Advertising
  - STC 380: Advertising Internship
  - STC 389: Media Buying and Advertising Sales
  - STC 390: Advanced Art Direction
  - STC 414: Advanced Research Methods for Advertising
  - STC 415: Advanced Business and Advertising Strategy Development
  - STC 444: AI-Enhanced Social Media Analytics
  - STC 490: Special Topics in Advertising
  - STC 491: The Business of Account Management
  - STC 494: Special Topics in Strategic Communication
  - STC 495: Advertising Management
  - STC 498: AAF National Student Advertising Campaign Competition
  - STC 499: Projects and Directed Research
  - STC 404: Advertising Entrepreneurship
  - COM 102: Introduction to Communications Literacy
  - COM 302: Orange Umbrella - Student Agency
  - COS 343: Introduction to Intercultural Communication
  - COS 545: Intercultural Communication: International Perspectives
  - JMM 303: Communication Law and Policy
  - JMM 403: Media Industry Trends
Marketing Requirement:
- MKT 301: Marketing Foundations (3 credits)
- Marketing Elective (Recommended): MKT 310: Consumer Behavior and Marketing Strategy
General Education Requirements:
- Written Communication Skills: WRS 105: First-Year Writing I (3 credits)
- WRS 106: First-Year Writing II (3 credits)
- or ENG 106: Writing About Literature and Culture
- Quantitative Skills: STC 103: Statistical Reasoning for Strategic Communication (fulfilled through the major)
- Areas of Knowledge: Arts & Humanities Cognate: 9 credits
- People & Society Cognate (9 credits) (fulfilled through the major)
- STEM Cognate: 9 credits
Additional Requirements:
- Minor, Second Major and Electives: 51 credits
- Total Credit Hours: 120

Suggested Plan of Study for Advertising Creative Track

Freshman Year:
- Fall:
  - STC 114: Principles of Advertising (3 credits)
  - STC 103: Statistical Reasoning for Strategic Communication (3 credits)
  - WRS 105: First-Year Writing I (3 credits)
  - People and Society Cognate (3 credits)
  - Minor or Second Major or Elective (3 credits)
- Spring:
  - STC 102: Graphic Design for Strategic Communication (3 credits)
  - STC 130: Writing for Strategic Communication (3 credits)
  - WRS 106 or ENG 106: First-Year Writing II or Writing About Literature and Culture (3 credits)
  - STEM Cognate (3 credits)
  - Minor or Second Major or Elective (3 credits)
Sophomore Year:
- Fall:
  - STC 200: Advertising Strategy Development (3 credits)
  - STC 202: Advanced Graphic Design for Advertising (3 credits)
  - People and Society Cognate (3 credits)
  - STEM Cognate (3 credits)
  - Minor or Second Major or Elective (3 credits)
- Spring:
  - STC 231: Creative Advertising Concepts and Copywriting (3 credits)
  - STC 291: Intro to Art Direction and Creative Problem Solving (3 credits)
  - COS 211 or COS 333: Public Speaking or Business Communication (3 credits)
  - COM 250 or COM 102: Freedom of Expression and Communication Ethics or Introduction to Communications Literacy (3 credits)
  - STEM Cognate (3 credits)
Junior Year:
- Fall:
  - STC 384: Advertising Creative Strategy and Execution (3 credits)
  - Select 3 credits in Advertising - Creative Track Bulletin course list
  - People and Society Cognate (3 credits)
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
- Spring:
  - STC 390, STC 331, or STC 303: Advanced Art Direction, Advanced Copywriting, or Typography and Brand Design (3 credits)
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
Senior Year:
- Fall:
  - STC 434: Advertising Campaigns (3 credits)
  - Select 3 credits in Advertising - Creative Track Bulletin course list
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
- Spring:
  - STC 496: Advertising Portfolio Development (3 credits)
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
Total Credit Hours: 120

Suggested Plan of Study for Advertising Management Track

Freshman Year:
- Fall:
  - STC 103: Statistical Reasoning for Strategic Communication (3 credits)
  - STC 114: Principles of Advertising (3 credits)
  - WRS 105: First-Year Writing I (3 credits)
  - STEM Cognate (3 credits)
  - Minor or Second Major or Elective (3 credits)
- Spring:
  - STC 102: Graphic Design for Strategic Communication (3 credits)
  - STC 130: Writing for Strategic Communication (3 credits)
  - WRS 106 or ENG 106: First-Year Writing II or Writing About Literature and Culture (3 credits)
  - STEM Cognate (3 credits)
  - Minor or Second Major or Elective (3 credits)
Sophomore Year:
- Fall:
  - STC 200: Advertising Strategy Development (3 credits)
  - COS 211 or COS 333: Public Speaking or Business Communication (3 credits)
  - Arts and Humanities Cognate (3 credits)
  - STEM Cognate (3 credits)
  - Minor or Second Major or Elective (3 credits)
- Spring:
  - STC 233: Writing for Advertising Account Management (3 credits)
  - COM 250 or COM 102: Freedom of Expression and Communication Ethics or Introduction to Communications Literacy (3 credits)
  - Arts and Humanities Cognate (3 credits)
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
Junior Year:
- Fall:
  - STC 312: Research Methods for Advertising (3 credits)
  - STC 388: Media Planning (3 credits)
  - MKT 301: Marketing Foundations (3 credits)
  - Arts and Humanities Cognate (3 credits)
  - Minor or Second Major or Elective (3 credits)
- Spring:
  - Select 3 credits in Advertising - Management Track Bulletin course list
  - Select 3 credits in Advertising - Management Track Bulletin course list
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
Senior Year:
- Fall:
  - STC 434: Advertising Campaigns (3 credits)
  - Select 3 credits in Advertising - Management Track Bulletin course list
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
- Spring:
  - Select 3 credits in Advertising - Management Track Bulletin course list
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
  - Minor or Second Major or Elective (3 credits)
Total Credit Hours: 120

Mission

The mission of the advertising program is to introduce students to advertising theory, research, and client services to prepare them for an advertising career. The program prepares students to be critical thinkers, problem-solvers, and globally aware professionals. In addition, in preparation for the ever-evolving advertising industry, students can elect to study general advertising or concentrate their efforts by specializing in advertising management or creative advertising.

Goals

The advertising program aims to prepare students to be critical thinkers, problem-solvers, and globally aware professionals in an ever-changing and ever-evolving industry.

Student Learning Outcomes

Students will be able to conduct primary and secondary research, analyze data, interpret the results, and write a clear report to communicate the results, using statistical analysis and SPSS software for data analysis.
Students will develop a budget and media plan to meet reach and frequency goals for a given client, meaning that they can identify the appropriate target audience(s) and reach them effectively with strategically selected media within a limited budget.
Students will be able to create advertisements for a variety of media, applying appropriate design, art direction, and copy writing skills. Students will also be able to develop an effective creative strategy and campaign executions across multiple media to meet client objectives for campaign development. Students will be able to effectively communicate their creative strategy in the final campaign presentation.

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