BS in Advertising

The undergraduate curriculum in Advertising is meant to provide core, structured learning in communication theory, research, and practice in furtherance of training students with expert skills in critical thinking, collaboration, creative design, consumer insight, and management and account strategy, as well as cultivating strong abilities to write, design, and present ideas in a thoughtful, persuasive, and compelling manner, all while being immersed in the ever-changing world of global technology. 

The program is designed to blend traditional media theory with ever-evolving professional strategies, both in the classroom and in the community. Students graduating from this program will have the knowledge and tools to enter the advertising industry with both academic and practical skills, honed by a challenging array of both independent and team-based projects focused on a collection of creative, management, branding, and technological offerings. 

Program Learning Outcomes

Upon completion of a Bachelor of Science in Advertising, students will be able to:

  1. Demonstrate a strong understanding of communication effectiveness in terms of both written and oral communication.
  2. Demonstrate knowledge and competencies of strategy, account management, and branding by completion of an advertising plan.
  3. Demonstrate knowledge and competencies of strategy and idea generation, as well as skills in areas such as art direction, copywriting, and video development.
  4. Demonstrate knowledge and competencies of designing and conducting consumer research in the creation of consumer insight reports, using a variety of tools, analyzing data, and creating an advertising planning de-brief.

Curriculum

All students entering as freshmen in Fall 2018 and after will pursue coursework in the BU Hub, a general education program that is integrated into the entire undergraduate experience. BU Hub requirements are flexible and can be satisfied in many different ways, through coursework in and beyond the major and, in some cases, through co-curricular activities. Students majoring in Advertising will ordinarily, through coursework in the major, satisfy all BU Hub requirements in Communication as well as most of the requirements in the Intellectual Toolkit. Remaining BU Hub requirements will be satisfied by selecting from a wide range of available courses outside the major or, in some cases, co-curricular experiences.

Requirements specific to the College of Communication Bachelor of Science degree in Advertising are separated into three levels. The first level is College-wide requirements—4 credits comprising CO 101 and a 0-credit Professional Experience—that provide the foundation for a future in any communication field. Beyond that are departmental requirements, 16 credits which encompass important aspects of all three departmental majors: Advertising, Media Science, and Public Relations. Then, there are the Advertising major requirements, 28 credits incorporating study in branding, creative, management, and strategy available in classroom-based, field-based, and abroad-based environments.

College-Wide Requirements

(1 course and a Professional Experience; 4 credits)

  • COM CO 101 The Human Storyteller (minimum grade of C required to continue in COM)
  • COM CO 575 COM Professional Experience (0 credits)

Mass Communication Department Requirements

(4 total courses; 16 credits)

  • COM CO 201 Introduction to Communication Writing (can be taken by freshmen)
  • COM CM 180 Understanding Media (can be taken by freshmen)
  • COM CM 321 Communication Research Methods (prereq: CM 180, sophomore standing)
  • COM CM 331 Writing for Communication (prereq: CO 201)

Major Requirements

(7 total courses; 28 credits)

  • COM CM 217 Introduction to Advertising (can be taken by freshmen)

And take at least two of these three for major requirement:

  • COM CM 412 Consumer Insight and Account Planning (prereq: CM 217)
  • COM CM 417 Fundamentals of Creative Development (prereq: CM 217)
  • COM CM 419 Advertising Management (prereq: CM 217)

And take at least 16 credits from the following courses:

  • COM CM 211 Professional Presentations
  • COM CM 323 Design Strategy and Software (sophomore standing)
  • COM CM 405 Media Strategies (prereq: CM 217)
  • COM CM 411 Art Direction (prereq: CM 217 and CM 417)
  • COM CM 412 Consumer Insight and Account Planning (prereq: CM 217)
  • COM CM 417 Fundamentals of Creative Development (prereq: CM 217)
  • COM CM 419 Advertising Management (prereq: CM 217)
  • COM CM 420 AdLab (2 credits) (prereq: CM 217, junior standing)**
  • COM CM 421 AdLab E-Board (variable credit) (prereq: CM 217, junior standing)**
  • COM CM 423 Portfolio Development (prereq: CM 217 and CM 417)***
  • COM CM 425 Copywriting (prereq: CM 217 and CM 417)
  • COM CM 471 Internship (variable credit) (prereq: CM 217 and CM 331, junior standing, good academic standing)****
  • COM CM 518 Creative Video Development (prereq: CM 217 and CM 417)
  • COM CM 519 Interactive Marketing Strategies (prereq: CM 217)
  • COM CM 527 Brand Experience Marketing (prereq: CM 217 and CM 417)
  • COM CM 529 Advanced Design Strategy and Software (prereq: CM 323)
  • COM CM 535 Political Campaigns (sophomore standing)
  • COM CM 539 Health Campaigns (sophomore standing)
  • COM CM 334 Advertising in the United Kingdom (offered only through London Internship Program)
  • COM CM 335 Seminar in Advertising in the United Kingdom (offered only through London Internship Program)
  • COM CM 447 Brands/Branding in British Business & Society (offered only through London Internship Program)
  • COM CM 521 British and European Marketing and Sales (offered only through London Internship Program)
  • COM CM 563 Entertainment Marketing (offered only through Los Angeles Internship Program)
  • COM CM 564 Entertainment Promotion (offered only through Los Angeles Internship Program)

**Only 4 total credits of CM 420 and CM 421 can count for this requirement.

***Students can take CM 423 no more than twice, with a maximum of 8 total credits of CM 423 counting for this requirement.

****Only 4 total credits of CM 471 can count for this requirement.

Students can take no more than 12 credits combined in the London and Los Angeles programs toward the Advertising major requirements.

 -Students pursuing the creative side of Advertising would likely take a combination of courses beginning with CM 417 and then expanding out through CM 405, CM 411, CM 423, CM 425, CM 518, and CM 527. CM 323 and CM 529 could bolster this, as well.

-Students pursuing the accounts side of Advertising would likely take a combination of courses beginning with CM 412 and CM 419 and then expanding out through CM 412, CM 420 and CM 421, and CM 419. CM 323 and CM 529 could bolster this, as well.

-Courses in Los Angeles and London offer significant learning opportunities about branding, marketing, and promotions across several fields.

-Please note that students cannot double major between Advertising, Media Science, and Public Relations, due to a shared core experience.

While 48 credits are required within the College of Communication, students are encouraged to take the majority of the remainder of their courses, both in and out of the Hub, in areas outside of their major in order to augment their academic experience with the professional aspects of their major. Minors and dual degrees in other BU schools and colleges, while not required, are strongly recommended.

Students in the College of Communication can count no more than 52 credits (13 courses) in their home department, on the Charles River Campus, toward the degree program. This would include CO 201.