Advertising BA with Account Management Concentration

Overview

Advertising is a competitive, creative and challenging industry that sits at the intersection of media and society. The Bachelor of Arts in Advertising, offered by the Department of Advertising and Public Relations, provides students with an overall understanding and appreciation of the influence advertising and marketing communications have in business and the social and economic orders. Students become acquainted with the language, processes and opportunities within the industry, including potential roles in strategic planning, research, copywriting, art direction, and media buying and planning. The major is designed to stimulate curiosity, strengthen critical thinking and create more astute consumers whether they enter the field of advertising or not.

Advertising students at Temple University fall into clearly-defined groups:

  • Students interested in advertising as a career;
  • Students with creative talent in art, design, writing and strategic thinking and wish to express that talent in a professional career;
  • Students who are broadly interested in media and the power of advertising;
  • Students interested in marketing, sales or business, but who do not wish to major in business or finance.

Students must select one of the following concentrations:

  • Account Management,
  • Art Direction,
  • Brand Strategy and Research,
  • Copywriting, or
  • Media Planning.

Account Management Concentration

The Account Management concentration prepares students for careers in management, which will open doors for students in a broad array of industries in today's complex, fragmented media landscape. In the three advanced Account Management courses (ADV 3031, ADV 3033, and ADV 4034) students learn about Digital Analytics and Reporting, Advertising Sales, and Account Management. Students are also required to take Introduction to Marketing (ADV 2111).

Campus Location: Main

Program Code: CO-ADV-BA

Contact Information

Kathy Mueller, Department Chair
215-204-4262
kmueller@temple.edu

Lisa D. M. Smith, Office Manager
215-204-4268
lisa.smith0005@temple.edu

Advertising and Public Relations Department Office
Annenberg Hall, Room 300

Learn more about the Bachelor of Arts in Advertising.

These requirements are for students who matriculated in academic year 2025-2026. Students who matriculated prior to fall 2025 should refer to the Archives to view the requirements for their Bulletin year.

Summary of Requirements

  1. University requirements:
    1. New students are required to complete the General Education (GenEd) curriculum.
    2. All students must take a minimum of two writing-intensive courses. The specific writing-intensive courses required for this major are ADV 1196 and ADV 4197.
  2. Lew Klein College of Media and Communication requirements, including KLN 1001 and KLN 1002.
  3. Minimum of 48 credits in Advertising courses.
  4. A grade of C or higher must be attained in all required Advertising courses.
  5. An overall GPA of 2.0 must be attained in the major.
  6. No more than 12 semester hours of transfer credits may be applied to Advertising major requirements.

Advertising: Account Management Requirements

1000-Level Core Requirements
ADV 1101Introduction to Media and Society3
ADV 1102Introduction to Advertising3
ADV 1196Persuasive Writing3
ADV 1103Digital Media and Advertising3
2000-Level Core Requirements
ADV 2111Introduction to Marketing3
Select two of the following:6
ADV 2121
Introduction to Copywriting
ADV 2131
Introduction to Media Planning
ADV 2141
Introduction to Brand Strategy and Research
ADV 2151
Introduction to Art Direction: Visual Communication
Upper-Level Requirements
ADV 4197Advanced Writing for Academic and Professional Communication3
Select one of the following: 3
ADV 3002
Advertising and Society
ADV 3006
Representation in the Media
ADV 3007
Psychology of Advertising
ADV 3012
Legal and Moral Issues in Advertising
Select one of the following:3
ADV 3171
Diamond Edge Communication 1
ADV 3185
Advertising Internship 1
Select one of the following:3
ADV 4102
Advertising Campaigns
ADV 4103
National Student Advertising Competition 1
Account Management Requirements
ADV 3031Digital Analytics and Reporting3
ADV 3033Advertising Sales3
ADV 4034Account Management3
Advertising Electives
Select a minimum of 6 credits from the following list:6
ADV 1000
Topics in Advertising 1
ADV 1001
Introduction to Digital Design Tools for Advertising
ADV 2001
Intermediate Digital Design Tools for Advertising
ADV 2052
Introduction to Typography
ADV 2057
Creating and Filming Advertising from Script to Screen
ADV 2102
Introduction to Pharmaceutical Advertising
ADV 2103
Introduction to Web Design and Development for Advertising
ADV 2104
Personal Branding
ADV 3000
Topics in Advertising 3000
ADV 3003
National Student Advertising Competition Preparation
ADV 3042
Quantitative Advertising Research
ADV 3101
Creative Thinking for Advertising
Total Credit Hours48
1

Requires special permission from instructor.

Internships or Diamond Edge Communications

All advertising majors are required to do either a professional internship or be involved with Diamond Edge Communications (DEC), our student-run ad agency. Both offer students valuable hands-on experience in actual advertising-related professional experiences. DEC works with local Philadelphia clients, under the supervision of an advertising professor, to develop strategic plans, research, digital and traditional creative materials, media plans and presentations. The internship program is carefully managed by our Internship Directors to help students find the best possible internship opportunities. The Internship Directors, faculty members and Klein's Director of Career Services will help students with preparation of résumés, cover letters, and LinkedIn pages. We will also guide students through the process of seeking and identifying quality internship opportunities.

Suggested Academic Plan

Please note that this is a suggested academic plan. Depending on your situation, your academic plan may look different.

Bachelor of Arts in Advertising with a Concentration in Account Management

Suggested Plan for New Students Starting in the 2025-2026 Academic Year

Plan of Study Grid
Year 1
FallCredit Hours
ADV 1101 Introduction to Media and Society 3
ADV 1102 Introduction to Advertising 3
ENG 0802
or ENG 0812
or ENG 0902
 Analytical Reading and Writing [GW]
or Analytical Reading and Writing: ESL [GW]
or Honors Analytical Reading and Writing [GW]
 4
KLN 1001 Klein First-Year Seminar 1
GenEd Quantitative Literacy Course GQ 4
 Credit Hours15
Spring
ADV 1103 Digital Media and Advertising 3
ADV 1196 Persuasive Writing [WI] 3
IH 0851
or IH 0951
 Intellectual Heritage I: The Good Life [GY]
or Honors Intellectual Heritage I: The Good Life [GY]
 3
KLN 1002 Klein College Introduction to Professional Development 1
GenEd Breadth Course 3-4
GenEd Breadth Course 3
 Credit Hours16
Year 2
Fall
ADV 2111 Introduction to Marketing 3
Select one of the following: 3
ADV 2121
 Introduction to Copywriting  
ADV 2131
 Introduction to Media Planning  
ADV 2141
 Introduction to Brand Strategy and Research  
ADV 2151
 Introduction to Art Direction: Visual Communication  
IH 0852
or IH 0952
 Intellectual Heritage II: The Common Good [GZ]
or Honors Intellectual Heritage II: The Common Good [GZ]
 3
GenEd Breadth Course 3
GenEd Breadth Course 3
 Credit Hours15
Spring
Select one of the following: 3
ADV 2121
 Introduction to Copywriting  
ADV 2131
 Introduction to Media Planning  
ADV 2141
 Introduction to Brand Strategy and Research  
ADV 2151
 Introduction to Art Direction: Visual Communication  
Advertising Elective 1 3
GenEd Breadth Course 3
GenEd Breadth Course 3
GenEd Breadth Course 3
 Credit Hours15
Year 3
Fall
Advertising Elective 1 3
ADV 3031 Digital Analytics and Reporting 3
Electives 10
 Credit Hours16
Spring
ADV 3033 Advertising Sales 3
Select one of the following: 3
ADV 3171
 Diamond Edge Communication 2  
ADV 3185
 Advertising Internship 2  
Electives 9
 Credit Hours15
Year 4
Fall
ADV 4197 Advanced Writing for Academic and Professional Communication [WI] 3
Select one of the following: 3
ADV 3012
 Legal and Moral Issues in Advertising  
ADV 3002
 Advertising and Society  
ADV 3006
 Representation in the Media  
ADV 3007
 Psychology of Advertising  
Electives 10
 Credit Hours16
Spring
Select one of the following: 3
ADV 4102
 Advertising Campaigns  
ADV 4103
 National Student Advertising Competition 2  
ADV 4034 Account Management 3
Electives 10
 Credit Hours16
 Total Credit Hours124
1

See the list of elective options under Requirements. The courses students can take to fulfill their Advertising electives will vary from semester to semester.

2

ADV 3171, ADV 3185, and ADV 4103 require special permission from instructor.

Accelerated Programs

Students may opt to pursue an accelerated +1 program, enabling them to complete both a bachelor's degree and master's degree in less time than the traditional route.

The following accelerated program is available to students in the Advertising BA:

Lew Klein College of Media and Communication