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

Learn more about the Bachelor of Arts in Advertising.

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

  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: Media Planning 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 2131Introduction to Media Planning3
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 4197Advanced Writing for Academic and Professional Communication3
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 3031Digital Analytics and Reporting3
ADV 3033Advertising Sales3
ADV 4054Advanced Media Planning3
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 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 Media Planning

Suggested Plan for New Students Starting in the 2024-2025 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
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
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 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
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
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 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
Diamond Edge Communication 2  
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
Legal and Moral Issues in Advertising  
Advertising and Society  
Representation in the Media  
Psychology of Advertising  
Electives 10
 Credit Hours16
Spring
Select one of the following: 3
Advertising Campaigns  
National Student Advertising Competition 2  
ADV 4054 Advanced Media Planning 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.

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.

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
Visual Anthropology of Modern Japan
The Anthropology of Modern China
The Anthropology of Modern China
Peoples of Latin America
Peoples of Latin America
Peoples and Cultures of the Caribbean
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
Tokyo in Literature and Film
Japanese Literature in Film
Japanese Literature in Film
Japan in a Changing World
South Asia: Peoples, Culture, Experiences
Japanese Culture
Japanese Culture
Introduction to Southeast Asia: Insular
Introduction to Southeast Asia: Mainland
Introduction to Asian Business
Ideology and Social Change in Japan
Ideology and Social Change in Japan
China: State and Society
China: State and Society
Contemporary China
Contemporary China
Japan Today
Japan Today
Women and Society in Japan
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
Geography of East and South Asia
International Urbanization
Environmental Problems in Asia
Environmental Problems in Asia
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
Introduction to East Asia: China
Introduction to East Asia: Japan
Introduction to East Asia: Japan
Introduction to Southeast Asia: Insular
Introduction to Southeast Asia: Insular
Introduction to Southeast Asia: Mainland
Introduction to Southeast Asia: Mainland
Introduction to African History
Introduction to Latin America
Civilization and Modernity in the Caribbean
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
History of Brazil
Contemporary Mexico
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
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
East Asia and the United States
International Environmental Policy
International Environmental Policy
Religion
Religion and Human Sexuality
Religion in Film
Indian Philosophies and Religions
Religions of India
Introduction to Buddhism
Introduction to Buddhism
Chinese Religions - Confucius to Mao
Zen Buddhism
Zen Buddhism
Introduction to Judaism
Introduction to Judaism
Kabbalah and Mysticism
Kabbalah and Mysticism
Jesus in the Media
Introduction to Islam
Religion in Contemporary Africa
Monks, Masters, and Magicians: Religion in Premodern Chinese Literature
Monks, Masters, and Magicians: Religion in Premodern Chinese Literature
I-Ching, Tao, and Ch'an/Zen
I-Ching, Tao, and Ch'an/Zen
Japanese Religions
Japanese Religions
The Philosophies of Judaism
The Philosophies of Judaism
The Islamic State
Women in Islam
Islamic Mysticism
African Religions and New World Culture
Total Credit Hours18-20

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