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Advertising required courses

Required Credit Hours and Courses for a Major

All students working for a bachelor’s degree at Drake must complete the Drake Curriculum (Areas of Inquiry). A minimum of 124 total credit hours are required to graduate, including up to 44 credit hours in the School of Journalism and Mass Communication (SJMC).

All SJMC majors must complete (for students entering Fall 2015 and after):

  • JMC 30 Mass Media in a Global Society – Introduction to the role and functions of mass media. Survey of newspapers, magazines, books, radio-television, advertising, public relations, digital media and the Web. Discussion of media issues and professional opportunities. Fall semester reserved for entering first year JO majors.
  • JMC 31 Multimedia Lab – Introduction to multimedia communication; lab component of JMC 030.
  • JMC 40 Pre-Professional Workshop – A short course introducing students to policies, practices and principles in internships and cooperative education. Course covers the nature of internships; developing resumes, portfolios or talent/audition tapes; and other concerns. The course is required of all JMC majors and should be completed during the sophomore year.
  • JMC 41 Financial Fundamentals for Communication Professionals – This one-credit course provides an introduction to basic business principles and terminology for non-business majors, with an emphasis on communications professionals. Topics include fundamentals of business organizations; reading and interpreting business financial statements; investment basics; understanding economic indicators; writing a business plan, and basic applied math. Must be sophomore classification.
  • JMC 54 News and Reporting Principles – Information evaluation, fact-gathering methods and journalism style, with extensive practice.
  • JMC 55 Digital Media Strategies – Digital Strategies will introduce students to the tools and best practices to cut through the digital din. Students will understand how to grow, engage and maintain a digital audience, creating effective native social content and email newsletters while also using analytics to drive and adapt a multi-platform plan. Students will also delve into the complexities of Search Engine Optimization (SEO), data journalism, and data visualization, as well as investigate the latest tech advances popping in Silicon Valley, on the Silicon Prairie, and from the world at large.
  • JMC 59 Introduction to Visual Communications – This course helps students master the fundamental principles of good design, color, balance and contrast using different media to convey a message. Photography, print, and web will be explored. Instruction on using digital cameras, PhotoShop, InDesign and other softwares will illustrate the elements of design and communication for each medium.
  • JMC 104 Communications Law and Ethics – Press freedom, ethics, social responsibility, pressures and problems; legal limitations, including libel, privacy, intellectual property and obscenity. Must be Junior Status. Not open to first-year students or sophomores.
  • JMC 105 Web Page Design – Introduces students to the basics of designing pages for the web. Students will learn to write HTML and CSS. They will create a website using a content management system (WordPress). Topics explored include search engine optimization, social media, web analytics and current trends in digital media.

A minimum of 48 credit hours must be taken in Arts and Sciences course work and must include Political Science 1 and a sociology course; 40 credit hours must be in upper division courses numbered 100 or above.

Area of Concentration: In addition the JMC graduate must have completed a 21 credit-hour block of non JMC courses approved by the adviser and dean. This concentration, taken in a single department or as a unified area of concentration crossing departmental lines, usually is one particularly appropriate to the student’s major or otherwise of special interest. At least 12 credit hours in the concentration must be taken in courses numbered 100 and above. Courses taken to satisfy other graduation requirements also may count toward this requirement.

Required Advertising Courses

  • JMC 57 Video Production – Introduction to radio and television production.
  • JMC 76 Advertising Principles – Advertising as a marketing communications tool and socio-economic force. Introduction to relevant behavior theories and techniques of promotional communications as practiced by advertisers and agencies. Prereq: 15 credits
  • JMC 113 Concepts in Consumer Awareness – Combines the introductory concepts of research, planning and media for advertising under the umbrella of consumer behavior. Prereq: JMC 54, 76
  • JMC 124 Copywriting and Content Design – Introductory copywriting and layout course, exploring techniques for print, broadcast and Internet media. Audience differentiation, media and creative strategy all are considered. Emphasis is on concept development, persuasive writing, visualization & execution culminating in a portfolio presentation. Prereq.: JMC 54, 76 Co-req: 57 or 59
  • JMC 145 Advertising Campaign Strategy – Analysis of marketing problems, research, expenditures, Planning and executing a complete campaign. Emphasis on development of advertising plans and strategies, media selection and creative execution. Prereq: Two of 117, 139 or 141

Select two of the following:

  • JMC 117 Strategic Media Planning – Advanced topics of media planning. Preq: 40, 57, 59, 113 & Marketing 101
  • JMC 139 Advertising Account Planning – Covers comprehensive advanced topics of research, planning and consumer analysis. Prereq: 40, 57, 59, 113, 124 & Marketing 101
  • JMC 141 Strategic Message Design – Advanced writing and producing advertising and strategic messages for all media that are part of the integrated communication mix. The course focuses on cohesive strategies for actual clients. A professional portfolio is presented at the end of the semester. Prereq: 40, 57, 59, 113, 124 & Marketing 101

See the Forms/Handbooks page for downloadable checksheets.

Required Courses and Credit Hours Outside Major

All advertising majors must include in their programs Marketing 101, Economics 2 and Psychology 1.

Advertising Minor

The advertising minor is designed to provide students who anticipate careers involving an advertising component, such as Marketing, Management and Business, with a well rounded background in advertising principles and concepts. In addition there will be some exposure to advertising’s creative process. The minor is made up of 21 hours in required and elective courses. Advertising faculty are assigned to advise all minors.

Required courses:

  • JMC 54 Communications in Society, 3 hrs
  • JMC 59 Visual Communications, 3 hrs
  • JMC 76 Advertising Principles, 3 hrs
  • JMC 113 Concepts in Consumer Awareness, 3 hrs.
  • JMC 124 Copywriting and Content Design, 3 hrs.
  • JMC 145 Advertising Campaigns, 3 hrs

Students must choose one of the following:

  • JMC 117 Strategic Media Planning, 3 hrs.
  • JMC 139 Advertising Account Planning, 3 hrs.
  • JMC 141 Strategic Message Design, 3 hrs.

Advertising minors must also include in their program Psychology 1.

For students enrolled before fall 2014:

Required Advertising Courses for B.A. Account Management Track

  • JMC 76 Advertising Principles – Advertising as a marketing communications tool and socio-economic force. Introduction to relevant behavior theories and techniques of promotional communications as practiced by advertisers and agencies. Prereq:sophomore standing
  • JMC 129 Account Management – The study of Account Management develops the student’s understanding of this critical role within an ad agency. During the semester, the student will explore the communications, creative development, budgeting, time management, media selection and research responsibilities of the account manager, and the processes for communications and presentations to clients and prospects. Prereq: JMC 076 .
  • JMC 130 Advertising Reasearch – Application of secondary and primary research strategies to solve advertising challenges. Qualitative and quantitative methodologies are explored. Prereq.: JMC 076
  • JMC 132 Media Planning – The media planning process involves examining underlying marketing considerations and advertising creative strategies. Planning consists of a series of supported decisions that answer the question, “What are the best media and vehicles to use to deliver advertising messages to a target audience?” Prereq.: JMC 076 .
  • JMC 145 Advertising Campaign Strategy – Analysis of marketing problems, research, expenditures, Planning and executing a complete campaign. Emphasis on development of advertising plans and strategies, media selection and creative execution. Prereq. for Management Track: JMC 040, 076, 129, 130, 132 and MKTG 101. Prereq. for Creative Track: JMC 040 076, 124, 141, and MKTG 101. MINORS: Refer to minor tracking form.

See the Forms/Handbooks page for downloadable checksheets.

Required Advertising Courses for B.A. Creative Track

  • JMC 57 Broadcasting Methods – Introduction to radio and television production. Includes considerable studio experience. Students may not take JMC067 and 057 in the same semester.
  • JMC 59 Introduction to Visual Communications – This course helps students master the fundamental principles of good design, color, balance and contrast using different media to convey a message. Photography, print, and web will be explored. Instruction on using digital cameras, PhotoShop, InDesign and other softwares will illustrate the elements of design and communication for each medium.
  • JMC 76 Advertising Principles – Advertising as a marketing communications tool and socio-economic force. Introduction to relevant behavior theories and techniques of promotional communications as practiced by advertisers and agencies. Prereq:sophomore standing
  • JMC 124 Advertising Copywriting – Introductory copywriting and layout course, exploring techniques for print, broadcast and Internet media. Audience differentiation, media and creative strategy all are considered. Emphasis is on concept development, persuasive writing, visualization & execution culminating in a portfolio presentation. Prereq.: JMC 054, 076 and 057 or 059
  • JMC 141 Creative Strategy in Advertising – A semester of advanced writing and producing advertising messages for all media. The course focuses on cohesive strategies for actual clients. A professional portfolio is presented at the end of the semester. Prereqs: JMC 057, 059, 124.
  • JMC 145 Advertising Campaign Strategy -Analysis of marketing problems, research, expenditures, Planning and executing a complete campaign. Emphasis on development of advertising plans and strategies, media selection and creative execution. Prereq. for Management Track: JMC 040, 076, 129, 130, 132 and MKTG 101. Prereq. for Creative Track: JMC 040 076, 124, 141, and MKTG 101. MINORS: Refer to minor tracking form.

Required Courses and Credit Hours Outside Major

All advertising majors must include in their programs Marketing 101 and 115; Economics 2; and Psychology 1.

Advertising Minor

The advertising minor is designed to provide students who anticipate careers involving an advertising component, such as Marketing, Management and Business, with a well rounded background in advertising principles and concepts. In addition there will be some exposure to advertising’s creative process. The minor is made up of 21 hours in required and elective courses. Advertising faculty are assigned to advise all minors.

Required courses:

  • JMC-30, Communications in Society, 3 hrs
  • JMC-59, Visual Communications, 3 hrs
  • JMC-76, Advertising Principles, 3 hrs
  • JMC-145, Advertising Campaigns, 3 hrs

Students must choose three of the following:

  • JMC-57, Video Production, 3 hrs
  • JMC-124, Advertising Copywriting, 3 hrs
  • JMC-129, Account Management, 3 hrs
  • JMC-132, Advertising Media Planning, 3 hrs
  • JMC_ _ _, JMC Elective (advisor approved), 3 hrs

Advertising minors must also include in their program PSYCH 1 and SOC 1.

Academic Preparation

There are no specific courses required; however, students are encouraged to take writing courses while in high school.