Bachelor of Arts in Advertising: Brand Strategy & Research Concentration

Learn more about the Bachelor of Arts in Advertising.

Students following this concentration receive training that helps develop skills in strategic thinking and planning, understanding consumer behavior, conducting surveys, focus groups and other forms of research, analyzing data, testing copy and studying America's changing demographics. Strong research and strategic thinking skills will prepare students for a wide variety of careers in corporations, research firms, marketing companies and advertising agencies. Students in Brand Strategy and Research take ADV 3031, ADV 3043 and ADV 4044. ADV 3042 is a recommended elective.

Requirements for the Degree

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.
  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: Brand Strategy & Research Requirements

1000-Level Core Requirements12
ADV 1101
Introduction to Media and Society
ADV 1102
Introduction to Advertising
ADV 1196
Persuasive Writing
ADV 1103
Digital Media and Advertising
2000-Level Core Requirements9
Required Course
ADV 2141
Introduction to Brand Strategy and Research
Select two of the following:
ADV 2111
Introduction to Marketing
ADV 2121
Introduction to Copywriting
ADV 2131
Introduction to Media Planning
ADV 2151
Introduction to Art Direction: Visual Communication
Upper-Level Requirements12
ADV 4197
Advanced Writing for Academic and Professional Communication
Select one of the following:
ADV 3012
Legal and Moral Issues in Advertising
ADV 3002
Advertising and Society
ADV 3006
Representation in the Media
ADV 3007
Psychology of Advertising
Select one of the following:
ADV 3171
Diamond Edge Communication 1
ADV 3185
Advertising Internship 1
Select one of the following:
ADV 4102
Advertising Campaigns
ADV 4103
National Student Advertising Competition 1
Brand Strategy & Research Requirements9
ADV 3031
Digital Analytics and Reporting
ADV 3043
Qualitative Advertising Research
ADV 4044
Account Planning
Advertising Electives6
Select a minimum of 6 credits from the following list:
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 3004
Klein Online Marketing Challenge
ADV 3042
Quantitative Advertising Research
ADV 3011
Data Visualization and Advertising
ADV 3009
ECHO Competition
ADV 3008
Television Promotion: On-Air, Online, On Social
ADV 3101
Creative Thinking for Advertising
Total Credit Hours48

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: Brand Strategy & Research Concentration

Requirements for New Students starting in the 2022-2023 Academic Year

Year 1
FallCredit Hours
ADV 1101Introduction to Media and Society3
ADV 1102Introduction to Advertising3
ENG 0802, 0812, or 0902Analytical Reading and Writing [GW]4
KLN 1001Klein First-Year Seminar1
GenEd Quantitative Literacy Course [GQ]4
 Term Credit Hours15
Spring
ADV 1103Digital Media and Advertising3
ADV 1196Persuasive Writing [WI]3
IH 0851 or 0951Intellectual Heritage I: The Good Life [GY]3
GenEd Breadth Course3-4
GenEd Breadth Course3
 Term Credit Hours15
Year 2
Fall
ADV 2141Introduction to Brand Strategy and Research3
Select one of the following:3
Introduction to Marketing 
Introduction to Copywriting 
Introduction to Media Planning 
Introduction to Art Direction: Visual Communication 
IH 0852 or 0952Intellectual Heritage II: The Common Good [GZ]3
GenEd Breadth Course3
GenEd Breadth Course3
 Term Credit Hours15
Spring
Select one of the following:3
Introduction to Marketing 
Introduction to Copywriting 
Introduction to Media Planning 
Introduction to Art Direction: Visual Communication 
Advertising Elective13
GenEd Breadth Course3
GenEd Breadth Course3
GenEd Breadth Course3
 Term Credit Hours15
Year 3
Fall
Advertising Elective13
ADV 3043Qualitative Advertising Research3
Electives10
 Term Credit Hours16
Spring
ADV 3031Digital Analytics and Reporting3
Select one of the following:3
Diamond Edge Communication2 
Advertising Internship2 
Electives10
 Term Credit Hours16
Year 4
Fall
ADV 4197Advanced Writing for Academic and Professional Communication [WI]3
Select one of the following: 3
Legal and Moral Issues in Advertising 
Advertising and Society 
Representation in the Media 
Psychology of Advertising 
Electives10
 Term Credit Hours16
Spring
Select one of the following:3
Advertising Campaigns 
National Student Advertising Competition2 
ADV 4044Account Planning3
Electives10
 Term Credit Hours16
 Total Credit Hours: 124