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.
An optional concentration in International Communication is also available for this major.
Media Planning Concentration
The Media Planning concentration prepares students for careers in digital and traditional media buying and planning and media sales. These skills are highly valued by corporations, media companies, media sales organizations, media buying and planning firms, research companies and advertising agencies. Students in Media Planning take three upper-level courses: ADV 3031 Digital Analytics and Reporting, ADV 3033 Advertising Sales, and ADV 4054 Advanced Media Planning. Students are also required to take ADV 2131 Introduction to Media Planning.
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
These requirements are for students who matriculated in academic year 2024-2025. Students who matriculated prior to fall 2024 should refer to the Archives to view the requirements for their Bulletin year.
Summary of Requirements
- University requirements:
- Lew Klein College of Media and Communication requirements, including KLN 1001 and KLN 1002.
- 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: Media Planning Requirements
Code | Title | Credit Hours |
---|---|---|
1000-Level Core Requirements | ||
ADV 1101 | Introduction to Media and Society | 3 |
ADV 1102 | Introduction to Advertising | 3 |
ADV 1196 | Persuasive Writing | 3 |
ADV 1103 | Digital Media and Advertising | 3 |
2000-Level Core Requirements | ||
ADV 2131 | Introduction to Media Planning | 3 |
Select two of the following: | 6 | |
Introduction to Marketing | ||
Introduction to Copywriting | ||
Introduction to Brand Strategy and Research | ||
Introduction to Art Direction: Visual Communication | ||
Upper-Level Requirements | ||
ADV 4197 | Advanced Writing for Academic and Professional Communication | 3 |
Select one of the following: | 3 | |
Advertising and Society | ||
Representation in the Media | ||
Psychology of Advertising | ||
Legal and Moral Issues in Advertising | ||
Select one of the following: | 3 | |
Diamond Edge Communication 1 | ||
Advertising Internship 1 | ||
Select one of the following: | 3 | |
Advertising Campaigns | ||
National Student Advertising Competition 1 | ||
Media Planning Requirements | ||
ADV 3031 | Digital Analytics and Reporting | 3 |
ADV 3033 | Advertising Sales | 3 |
ADV 4054 | Advanced Media Planning | 3 |
Advertising Electives | ||
Select a minimum of 6 credits from the following list: | 6 | |
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 | ||
Klein Online Marketing Challenge | ||
Television Promotion: On-Air, Online, On Social | ||
Data Visualization and Advertising | ||
Quantitative Advertising Research | ||
Creative Thinking for Advertising | ||
Total Credit Hours | 48 |
- 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 Media Planning
Suggested Plan for New Students Starting in the 2024-2025 Academic Year
Year 1 | ||
---|---|---|
Fall | Credit Hours | |
ADV 1101 | Introduction to Media and Society | 3 |
ADV 1102 | Introduction to Advertising | 3 |
ENG 0802 | 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 Hours | 15 | |
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 Hours | 16 | |
Year 2 | ||
Fall | ||
ADV 2131 | Introduction to Media Planning | 3 |
Select one of the following: | 3 | |
Introduction to Marketing | ||
Introduction to Copywriting | ||
Introduction to Brand Strategy and Research | ||
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 Hours | 15 | |
Spring | ||
Select one of the following: | 3 | |
Introduction to Marketing | ||
Introduction to Copywriting | ||
Introduction to Brand Strategy and Research | ||
Introduction to Art Direction: Visual Communication | ||
Advertising Elective 1 | 3 | |
GenEd Breadth Course | 3 | |
GenEd Breadth Course | 3 | |
GenEd Breadth Course | 3 | |
Credit Hours | 15 | |
Year 3 | ||
Fall | ||
Advertising Elective 1 | 3 | |
ADV 3031 | Digital Analytics and Reporting | 3 |
Electives | 10 | |
Credit Hours | 16 | |
Spring | ||
ADV 3033 | Advertising Sales | 3 |
Select one of the following: | 3 | |
Diamond Edge Communication 2 | ||
Advertising Internship 2 | ||
Electives | 9 | |
Credit Hours | 15 | |
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 | |
Credit Hours | 16 | |
Spring | ||
Select one of the following: | 3 | |
Advertising Campaigns | ||
National Student Advertising Competition 2 | ||
ADV 4054 | Advanced Media Planning | 3 |
Electives | 10 | |
Credit Hours | 16 | |
Total Credit Hours | 124 |
Optional Concentration
The optional International Communication Concentration (ICC) provides a theoretical and practical education in international and intercultural communication and media. This program allows students to develop sought-after competencies in cultural sensitivity and intercultural communication skills by encouraging students to reflect on their own cultural lenses. Students participating in the ICC program will be exposed to multiple international perspectives through internationally- and interculturally-oriented courses offered on Temple's domestic campuses and may be supplemented with study abroad coursework.
This concentration is restricted to Klein students only.
Requirements
To earn the International Communication Concentration transcript notation, a student must successfully complete a total of 18-20 credits of International / Intercultural studies courses, a maximum 9 credits of which may come from courses transferred into Temple, across 3 areas. Each course that fulfills a requirement for the concentration must be passed with a C- or better.
Code | Title | Credit Hours |
---|---|---|
Common Course | ||
Select one of the following: | 3 | |
Intercultural Communication | ||
Intercultural Communication in the Workplace | ||
Klein International/Intercultural courses | ||
Select three of the following: | 9 | |
Any ADV, CMST, CSI, JRN, MSP, or PR courses taken as part of a Klein GO International Program, or on an overseas Temple Campus (Main Campus Students: Rome or Japan; TUJ Students: Main or Rome; Rome Students: Main or Japan). | ||
Any ADV, CMST, CSI, JRN, MSP, or PR International Internship completed as part of a Klein GO Program | ||
Intercultural and Cross Cultural Conflict | ||
Communication, Culture and Identity | ||
Intercultural Communication in the Workplace (if not used to fulfill common course requirement above) | ||
International Reporting | ||
Journalism and Globalization | ||
Media and Cultural Differences | ||
Communication and Development | ||
Information Society | ||
Global Media | ||
Global Communication and Leadership | ||
International/Intercultural Electives outside of Klein | ||
Note: Satisfying the GenEd World Society requirement by completing a Study Abroad does not also satisfy this requirement. | ||
Choose any two (2) courses of the following: | 6-8 | |
Up to any two foreign language courses | ||
Any non-Klein courses at the 2000-level or higher taken in a Klein GO International Program, or on an overseas Temple Campus (Main Campus Students: Rome or Japan; TUJ Students: Main or Rome; Rome Students: Main or Japan). | ||
Any non-Klein internship taken in a Klein GO International Program | ||
Anthropology | ||
Visual Anthropology of Modern Japan | ||
or ASST 2238 | Visual Anthropology of Modern Japan | |
The Anthropology of Modern China | ||
or ASST 2374 | The Anthropology of Modern China | |
Peoples of Latin America | ||
or LAS 2361 | Peoples of Latin America | |
Peoples and Cultures of the Caribbean | ||
or LAS 2362 | Peoples and Cultures of the Caribbean | |
Art History | ||
Roman Art and Archaeology | ||
Greek and Roman Sculpture | ||
Early Modern Italy and Spain in the 17th Century | ||
Northern and Global Baroque Art: Art in the Age of Rubens, Rembrandt, Vermeer | ||
Transnational Impressionisms | ||
Modern Art, 1900-1945 | ||
Arts of Asia | ||
History of Art in Rome (Study Abroad - Rome) | ||
Art and Culture in Ancient Rome (Study Abroad - Rome) | ||
Wonders of Rome: Art and Culture of the Baroque Era (Study Abroad - Rome) | ||
Galleries and Studios of Rome (Study Abroad - Rome) | ||
Arts of Asia (Study Abroad - Japan) | ||
Pre-Modern Japanese Art up to the Edo Period (Study Abroad - Japan) | ||
Asian Studies | ||
Practical Asian Society and Culture | ||
Survey of Japanese Literature Before 1868 | ||
Tokyo in Literature and Film | ||
or JPNS 2015 | Tokyo in Literature and Film | |
Japanese Literature in Film | ||
or JPNS 2021 | Japanese Literature in Film | |
Japan in a Changing World | ||
South Asia: Peoples, Culture, Experiences | ||
Japanese Culture | ||
or ANTH 2373 | Japanese Culture | |
Introduction to Southeast Asia: Insular | ||
Introduction to Southeast Asia: Mainland | ||
Introduction to Asian Business | ||
Ideology and Social Change in Japan | ||
or SOC 3247 | Ideology and Social Change in Japan | |
China: State and Society | ||
or POLS 3251 | China: State and Society | |
Contemporary China | ||
or HIST 3522 | Contemporary China | |
Japan Today | ||
or HIST 3541 | Japan Today | |
Women and Society in Japan | ||
or HIST 3542 | Women and Society in Japan | |
Film & Media Arts | ||
International Cinema | ||
Geography & Urban Studies | ||
Urban Systems in a Global Economy | ||
African Development | ||
East and South Asia | ||
or ASST 2074 | Geography of East and South Asia | |
International Urbanization | ||
Environmental Problems in Asia | ||
or ASST 3052 | Environmental Problems in Asia | |
or ENST 3052 | Environmental Problems in Asia | |
Geography of Travel and Tourism | ||
Transportation & Culture | ||
History | ||
History of Central Europe, 1618-1871 | ||
Central Europe Through Wars and Revolution, 1848-1989 | ||
Introduction to East Asia: China | ||
or ASST 2501 | Introduction to East Asia: China | |
Introduction to East Asia: Japan | ||
or ASST 2502 | Introduction to East Asia: Japan | |
Introduction to Southeast Asia: Insular | ||
or ASST 2503 | Introduction to Southeast Asia: Insular | |
Introduction to Southeast Asia: Mainland | ||
or ASST 2504 | Introduction to Southeast Asia: Mainland | |
Introduction to African History | ||
Introduction to Latin America | ||
Civilization and Modernity in the Caribbean | ||
or LAS 2515 | Civilization and Modernity in the Caribbean | |
Modern Islamic History | ||
Third World Issues through Film | ||
Irish History | ||
History of England | ||
Russia: Nationality and Empire | ||
Russia: Revolution, State, and Empire | ||
Southern Africa: A History | ||
The Chinese Revolution | ||
Modern India | ||
History of Vietnam | ||
History of Brazil | ||
or LAS 3561 | History of Brazil | |
Contemporary Mexico | ||
or LAS 3562 | Contemporary Mexico | |
Israel: History, Politics and Society | ||
Modern Middle East | ||
Third World Women's Lives | ||
Jewish Studies | ||
Jewish Diaspora/Survey of Jewish History | ||
Latin American Studies | ||
Latin America through Film and Fiction | ||
Comparative Political Systems in Latin America | ||
Fundamentals of Latin American Business | ||
or IB 2502 | Fundamentals of Latin American Business | |
Historical Continuity and Social Change in Latin America | ||
Sociology of Music: Nation, Race, Class and Gender in Argentina and Brazil | ||
"Other Voices" in Latin American Literature | ||
Caribbean Literature and Culture | ||
African Culture in Brazil | ||
Political Science | ||
Contemporary Politics of Europe | ||
Eastern Europe, Russia and the West | ||
Comparative Political Systems in Latin America | ||
Comparative Public Policy | ||
Politics of International Law | ||
Politics of the Global Economy | ||
International Organization | ||
British Government and Politics | ||
Mideast Politics | ||
East Asia and the United States | ||
or ASST 3252 | East Asia and the United States | |
International Environmental Policy | ||
or ENST 3265 | International Environmental Policy | |
Religion | ||
Religion and Human Sexuality | ||
Religion in Film | ||
Indian Philosophies and Religions | ||
or ASST 2101 | Religions of India | |
Introduction to Buddhism | ||
or ASST 2102 | Introduction to Buddhism | |
Chinese Religions - Confucius to Mao | ||
Zen Buddhism | ||
or ASST 2301 | Zen Buddhism | |
Introduction to Judaism | ||
or JST 2403 | Introduction to Judaism | |
Kabbalah and Mysticism | ||
or JST 2447 | Kabbalah and Mysticism | |
Jesus in the Media | ||
Introduction to Islam | ||
Religion in Contemporary Africa | ||
Monks, Masters, and Magicians: Religion in Premodern Chinese Literature | ||
or ASST 3011 | Monks, Masters, and Magicians: Religion in Premodern Chinese Literature | |
I-Ching, Tao, and Ch'an/Zen | ||
or ASST 3201 | I-Ching, Tao, and Ch'an/Zen | |
Japanese Religions | ||
or ASST 3301 | Japanese Religions | |
The Philosophies of Judaism | ||
or JST 3411 | The Philosophies of Judaism | |
The Islamic State | ||
Women in Islam | ||
Islamic Mysticism | ||
African Religions and New World Culture | ||
Total Credit Hours | 18-20 |
Contact Information
Jack Klotz, MSP Faculty Advisor
Annenberg Hall, Room 115
215-204-5823
jklotz@temple.edu
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