Advertising & Public Relations (BA)
In the Advertising/Public Relations Major you will learn to use strategic communication to develop creative and effective messages delivered across multiple media platforms for selected audiences. Loyola’s Chicago location provides close proximity to agencies, brands, and organizations, giving students the opportunity to get first-hand exposure to the industry.
CURRICULUM
Students must choose and declare a focus in Advertising, Public Relations, or Integrated, which determines the specific three courses they will take as part of their chosen focus.
| Code | Title | Hours |
|---|---|---|
| School of Communication Foundation Courses | ||
| COMM 100 | SOC Career Prep Seminar | 1 |
| COMM 175 | Introduction to Communication | 3 |
| COMM 200 | Digital Communication and Society | 3 |
| COMM 215 | Ethics & Communication | 3 |
| Required Courses | ||
| COMM 210 | Principles of Public Relations | 3 |
| COMM 211 | Principles of Advertising | 3 |
| COMM 213 | Digital Foundations | 3 |
| MARK 201 | Principles of Marketing | 3 |
| Research Course | ||
| Select one of the following: | 3 | |
| Research Methods in Advertising/Public Relations | ||
| Business Statistics | ||
| Fundamentals of Statistics | ||
| Specialized Focus | ||
| Select one of the following focus areas: | 9 | |
| Advertising Focus | ||
| Introduction to Creative Concepts 1 | ||
| Media Planning | ||
Select one of the following: | ||
| Social Media Advertising | ||
| Mobile Advertising | ||
| Search & Display Advertising | ||
| Public Relations Focus | ||
| Public Relations Cases | ||
| Public Relations Writing 1 | ||
Select one of the following: | ||
| Corporate and Organizational Communication | ||
| Public Service Communication 2 | ||
| Media Relations | ||
| Integrated Focus | ||
Select one of the following Advertising courses | ||
| Media Planning | ||
| Social Media Advertising | ||
| Mobile Advertising | ||
| Search & Display Advertising | ||
Select one of the following Public Relations courses | ||
| Corporate and Organizational Communication | ||
| Public Relations Cases | ||
| Public Service Communication 2 | ||
| Media Relations | ||
Select one of the following Writing Intensive courses | ||
| Introduction to Creative Concepts 1 | ||
| Public Relations Writing 1 | ||
| Internship & Capstone | ||
| COMM 386 | Advertising/Public Relations Capstone | 3 |
| COMM 391 | Advertising/Public Relations Internship 2 | 3 |
| Electives | ||
| Must choose one (1) COMM course from the list of Electives for AD/PR. | 3 | |
| Any elective from the list of Electives for AD/PR. | 3 | |
| Total Hours | 46 | |
- 1
- 2
Satisfies Engaged Learning requirement.
List of Approved Electives
| Code | Title | Hours |
|---|---|---|
| Advertising and Public Relations Electives | ||
| COMM 101 | Public Speaking & Critical Thinking | 3 |
| or COMM 103 | Business & Professional Speaking | |
| COMM 205 | Reporting Basics I: Writing and Interviewing 1 | 3 |
| COMM 212 | International Advertising 3 | 3 |
| COMM 214 | Introduction to Creative Concepts 1 | 3 |
| COMM 266 | Advertising Copywriting 1 | 3 |
| COMM 268 | Persuasion | 3 |
| COMM 278 | International Public Relations (abroad) | 3 |
| COMM 282 | Media Law | 3 |
| COMM 290 | Branding and Positioning | 3 |
| COMM 296 | Themes in Advertising/Public Relations | 3 |
| COMM 311 | Health Communication | 3 |
| COMM 312 | Special Events Planning | 3 |
| COMM 313 | Corporate and Organizational Communication | 3 |
| COMM 314 | Public Relations Cases | 3 |
| COMM 317 | Media Planning | 3 |
| COMM 318 | Public Relations Writing 1 | 3 |
| COMM 320 | Public Service Communication 2 | 3 |
| COMM 321 | Advertising Campaigns | 3 |
| COMM 329 | Advertising and Public Relations Design | 3 |
| COMM 330 | Intermediate Advertising Design | 3 |
| COMM 331 | Social Media Advertising | 3 |
| COMM 334 | Mobile Advertising | 3 |
| COMM 336 | Search & Display Advertising | 3 |
| COMM 337 | AD/PR Multimedia Commercial Production 2 | 3 |
| COMM 345 | Student Agency 4 | 3 |
| COMM 370 | Special Topics in Advertising & Public Relations | 3 |
| COMM 375 | Media Relations | 3 |
| COMM 398 | Directed Study | 1-3 |
| Interdisciplinary Electives | ||
| FNAR 132 | Visual Communication I | 3 |
| FNAR 233 | Digital Media Design | 3 |
| FNAR 383 | Interactive Design | 3 |
| MARK 310 | Consumer Behavior | 3 |
| MARK 311 | Marketing Research | 3 |
| MARK 363 | International Marketing | 3 |
| MARK 380 | Digital Marketing | 3 |
- 1
- 2
Satisfies Engaged Learning requirement.
- 3
At the John Felice Rome Center
- 4
Suggested Sequence of Courses
The below sequence of courses is meant to be used as a suggested path for completing coursework. An individual student’s completion of requirements depends on course offerings in a given term as well as the start term for a major or graduate study. Students should consult their advisor for assistance with course selection.
| First Year | ||
|---|---|---|
| Fall | Hours | |
| COMM 175 | Introduction to Communication | 3 |
| Hours | 3 | |
| Spring | ||
| COMM 210 | Principles of Public Relations | 3 |
| COMM 211 | Principles of Advertising | 3 |
| Hours | 6 | |
| Second Year | ||
| Fall | ||
| COMM 200 or COMM 215 |
Digital Communication and Society or Ethics & Communication |
3 |
| Hours | 3 | |
| Spring | ||
| COMM 200 or COMM 215 |
Digital Communication and Society (if not already taken) or Ethics & Communication |
3 |
| COMM 213 | Digital Foundations | 3 |
| MARK 201 | Principles of Marketing | 3 |
| Hours | 9 | |
| Third Year | ||
| Fall | ||
| COMM 100 | SOC Career Prep Seminar | 1 |
| Major Track Course | 3 | |
| Major Track Course | 3 | |
| Major Elective | 3 | |
| Hours | 10 | |
| Spring | ||
| Major Track Course | 3 | |
| Major Elective | 3 | |
| Research Course | 3 | |
| Hours | 9 | |
| Fourth Year | ||
| Fall | ||
| COMM 386 or COMM 391 |
Advertising/Public Relations Capstone or Advertising/Public Relations Internship |
3 |
| Hours | 3 | |
| Spring | ||
| COMM 386 or COMM 391 |
Advertising/Public Relations Capstone (if not already taken) or Advertising/Public Relations Internship |
3 |
| Hours | 3 | |
| Total Hours | 46 | |
School of Communication Graduation Requirements
All Undergraduate students in the School of Communication are required to take two Writing Intensive courses (6 credit hours) as well as complete a foreign language requirement at 102-level or higher (3 credit hours) or a language competency test. More information can be found here.
Additional Undergraduate Graduation Requirements
All Undergraduate students are required to complete the University Core, at least one Engaged Learning course, and UNIV 101. SCPS students are not required to take UNIV 101. Nursing students in the Accelerated BSN program are not required to take core or UNIV 101. You can find more information in the University Requirements area.
LEARNING OUTCOMES
- Create and implement strategic communication campaigns that integrate advertising, public relations and integrated marketing communication, and are responsive to community needs and organizational goals in local and global contexts.
- Write copy and design messages to reach diverse publics and for distribution through multiple channels, including both traditional and digital media.
- Understand the implications and applications of integrated strategies for digital media in marketing, advertising and public relations practices.
- Apply appropriate research methods to plan, monitor and evaluate public relations, advertising and other communication campaigns and activities.
- Practice ethical communication in professional practices that are socially responsible and in the mutual interests of the organization and the community.
- Demonstrate the competencies to work as an entry-level professional in advertising or public relations.