Bachelor of Arts in Advertising: Media Planning Concentration
This 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 will study Digital Analytics and Reporting (ADV 3031), Advertising Sales (ADV 3033), and Advanced Media Planning (ADV 4054).
Requirements for the Degree
Summary of Requirements
- University requirements:
- Lew Klein College of Media and Communication requirements.
- 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 | 12 | |
| Introduction to Media and Society | ||
| Introduction to Advertising | ||
| Persuasive Writing | ||
| Digital Media and Advertising | ||
| 2000-Level Core Requirements | 9 | |
| Required Course | ||
| Introduction to Media Planning | ||
| Select two of the following: | ||
| Introduction to Marketing | ||
| Introduction to Copywriting | ||
| 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: | ||
| Advertising and Society | ||
| Representation in the Media | ||
| Psychology of Advertising | ||
| Legal and Moral Issues in Advertising | ||
| Select one of the following: | ||
| Diamond Edge Communication 1 | ||
| Advertising Internship 1 | ||
| Select one of the following: | ||
| Advertising Campaigns | ||
| National Student Advertising Competition 1 | ||
| Media Planning Requirements | 9 | |
| Digital Analytics and Reporting | ||
| Advertising Sales | ||
| Advanced Media Planning | ||
| 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 | ||
| 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: Media Planning Concentration
Requirements for New Students starting in the 2019-2020 Academic Year
| Year 1 | ||
|---|---|---|
| Fall | Credit Hours | |
| ADV 1101 | Introduction to Media and Society | 3 |
| ADV 1102 | Introduction to Advertising | 3 |
| COMM 1001 | SMC Freshman Seminar | 1 |
| ENG 0802, 0812, or 0902 | Analytical Reading and Writing [GW] | 4 |
| 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 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 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 Copywriting | ||
| 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 3031 | Digital Analytics and Reporting | 3 |
| Electives | 10 | |
| Term Credit Hours | 16 | |
| Spring | ||
| ADV 3033 | Advertising Sales | 3 |
| Select one of the following: | 3 | |
| Diamond Edge Communication<sup>2</sup> | ||
| Advertising Internship<sup>2</sup> | ||
| 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 Competition<sup>2</sup> | ||
| ADV 4054 | Advanced Media Planning | 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. |