Advertising, BSC

Advertising, B.S.C.

Undergraduate Program

About the Program

Strategic Acumen

The Advertising program at the University of Miami offers students a strong foundation in the fundamentals of advertising, while at the same time, allowing them to specialize in the area of the advertising business that best suits their skills and talents.

Students may pursue a degree in one of three curricular tracks: advertising creative, advertising management, and general advertising. Students in all three tracks will learn how to create an effective, strategically sound advertising campaign for a real-world client. In addition to our exciting and contemporary curriculum, the Advertising program also offers students the chance to engage in out-of-the-classroom experiences to enrich their education. For example, qualified students may elect to participate in the internship program, which provides the opportunity to work in the professional community in the Greater Miami area or other regions. UM Advertising students regularly complete internships with major advertising agencies such as Crispin Porter + Bogusky, Ogilvy & Mather, Leo Burnett, Beber Silverstein, Zubi Advertising, Alma DDB, and Young and Rubicam, among others. In addition, our students have interned at exciting places such as Cosmopolitan, and Glamour magazines, the Rachael Ray Show, MTV, Stella McCartney, and Universal Music Latin Entertainment.

Tracks


For a complete list of courses, please visit the UM Bulletin website at http://bulletin.miami.edu

Advertising Management

Students will learn to approach advertising problems at both micro and macro le vels from the perspective of a manager in charge of solving such problems. Emp hasis will be on problem identification, development of alternative strategies to solve problems, tactics for executing strategies, and evaluation of proposed solutions.

International and Cross-cultural Advertising

This course will explore advertising in a global marketplace. Emphasis will be placed on understanding cultural differences as they relate to international advertising planning, as well as techniques for gathering secondary and primary data on international markets and consumers.

Media Planning

An introduction to the principles and concepts of advertising media planning including media selection, media plan development, forecasting, and budgeting.

Portfolio Development

This course will assist students in putting together a professional-quality adv ertising portfolio of their work.

Principles of Advertising

An introduction to the principles and practice of advertising in a free-market economy. Students will be introduced to several areas of advertising including account planning, creative strategy, media planning, research methods, consumer behavior, and integrated marketing. Emphasis on cultural, social, ethical, and regulatory aspects of advertising.

Writing for Account Management

Introduction to writing for the business side of advertising. This course will prepare students to write and create comprehensive reports and prepare present ations related to the business of account planning including research, creative strategies, and media planning.

Related Minors

Advertising, Public Relations, Strategic Communication

Showcase Your Talents

Students studying Advertising at the School of Communication have many opportunities to showcase their talents to the world. From national competitions to working with real-world clients, the avenues of experience are endless.

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Featured Work

A few of our latest Advertising projects, all done by our very own students and faculty.

Ready to take the next step?