Bachelor of Arts in Advertising: Copywriting Concentration
Copywriters are responsible for the words and ideas that drive marketing communications in all its forms. Students in this concentration take three advanced courses to help develop their conceptual skills and writing talents. The Portfolio class provides students the opportunity to collaborate with Art Directors and produce a professional-quality portfolio. Students following the Copywriting concentration take ADV 3022, ADV 3023, and ADV 4064.
Requirements for the Degree
Summary of Requirements
- University requirements:
- Lew Klein College of Media and Communication requirements, including KLN 1001.
- Minimum of 48 credits in Advertising courses.
- A grade of C or higher must be attained in all required Advertising courses.
- An overall GPA of 2.0 must be attained in the major.
- No more than 12 semester hours of transfer credits may be applied to Advertising major requirements.
Advertising: Copywriting Requirements
| Code | Title | Credit Hours |
|---|---|---|
| 1000-Level Core Requirements | 12 | |
| Introduction to Media and Society | ||
| Introduction to Advertising | ||
| Persuasive Writing | ||
| Digital Media and Advertising | ||
| 2000-Level Core Requirements | 9 | |
| Required Course | ||
| Introduction to Copywriting | ||
| Select two of the following: | ||
| Introduction to Marketing | ||
| Introduction to Media Planning | ||
| Introduction to Brand Strategy and Research | ||
| Introduction to Art Direction: Visual Communication | ||
| Upper-Level Requirements | 12 | |
| Advanced Writing for Academic and Professional Communication | ||
| Select one of the following: | ||
| Diamond Edge Communication 1 | ||
| Advertising Internship 1 | ||
| Select one of the following: | ||
| Advertising Campaigns | ||
| National Student Advertising Competition 1 | ||
| Select one of the following: | ||
| Legal and Moral Issues in Advertising | ||
| Advertising and Society | ||
| Representation in the Media | ||
| Psychology of Advertising | ||
| Copywriting Requirements | 9 | |
| Copywriting for Print and Web | ||
| Copywriting for Radio, TV and Video | ||
| Advertising Portfolio | ||
| Advertising Electives | 6 | |
| Select a minimum of 6 credits from the following list: | ||
| Topics in Advertising 1 | ||
| Introduction to Digital Design Tools for Advertising | ||
| Intermediate Digital Design Tools for Advertising | ||
| Introduction to Typography | ||
| Creating and Filming Advertising from Script to Screen | ||
| Introduction to Pharmaceutical Advertising | ||
| Introduction to Web Design and Development for Advertising | ||
| Personal Branding | ||
| Topics in Advertising 3000 | ||
| National Student Advertising Competition Preparation | ||
| Quantitative Advertising Research | ||
| Creative Thinking for Advertising | ||
| Klein Online Marketing Challenge | ||
| Television Promotion: On-Air, Online, On Social | ||
| Data Visualization and Advertising | ||
| Total Credit Hours | 48 | |
| 3 | 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: Copywriting Concentration
Requirements for New Students starting in the 2020-2021 Academic Year
| Year 1 | ||
|---|---|---|
| Fall | Credit Hours | |
| ADV 1101 | Introduction to Media and Society | 3 |
| ADV 1102 | Introduction to Advertising | 3 |
| ENG 0802, 0812, or 0902 | Analytical Reading and Writing [GW] | 4 |
| KLN 1001 | Klein First-Year Seminar | 1 |
| GenEd Quantitative Literacy Course [GQ] | 4 | |
| Term Credit Hours | 15 | |
| Spring | ||
| ADV 1103 | Digital Media and Advertising | 3 |
| ADV 1196 | Persuasive Writing [WI] | 3 |
| IH 0851 or 0951 | Intellectual Heritage I: The Good Life [GY] | 3 |
| GenEd Breadth Course | 3-4 | |
| GenEd Breadth Course | 3 | |
| Term Credit Hours | 15 | |
| Year 2 | ||
| Fall | ||
| ADV 2121 | Introduction to Copywriting | 3 |
| Select one of the following: | 3 | |
| Introduction to Marketing | ||
| Introduction to Media Planning | ||
| Introduction to Brand Strategy and Research | ||
| Introduction to Art Direction: Visual Communication | ||
| IH 0852 or 0952 | Intellectual Heritage II: The Common Good [GZ] | 3 |
| GenEd Breadth Course | 3 | |
| GenEd Breadth Course | 3 | |
| Term Credit Hours | 15 | |
| Spring | ||
| Select one of the following: | 3 | |
| Introduction to Marketing | ||
| Introduction to Media Planning | ||
| Introduction to Brand Strategy and Research | ||
| Introduction to Art Direction: Visual Communication | ||
| Advertising Elective1 | 3 | |
| GenEd Breadth Course | 3 | |
| GenEd Breadth Course | 3 | |
| GenEd Breadth Course | 3 | |
| Term Credit Hours | 15 | |
| Year 3 | ||
| Fall | ||
| Advertising Elective1 | 3 | |
| ADV 3022 | Copywriting for Print and Web | 3 |
| Electives | 10 | |
| Term Credit Hours | 16 | |
| Spring | ||
| ADV 3023 | Copywriting for Radio, TV and Video | 3 |
| Select one of the following: | 3 | |
| Diamond Edge Communication2 | ||
| Advertising Internship2 | ||
| Electives | 10 | |
| Term Credit Hours | 16 | |
| Year 4 | ||
| Fall | ||
| ADV 4197 | Advanced 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 | ||
| Electives | 10 | |
| Term Credit Hours | 16 | |
| Spring | ||
| Select one of the following: | 3 | |
| Advertising Campaigns | ||
| National Student Advertising Competition2 | ||
| ADV 4064 | Advertising Portfolio | 3 |
| Electives | 10 | |
| Term Credit Hours | 16 | |
| Total Credit Hours: | 124 | |
| 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. |