Advertising - B.S.

College of Communication and Information
School of Journalism and Mass Communication
201 Franklin Hall
Kent Campus
330-672-2572
jmc@kent.edu
www.kent.edu/jmc


Description

The Bachelor of Science degree in Advertising is the study of the entire spectrum of the advertising business and the social responsibilities of a persuasive media. Students in the program supplement their coursework with an internship in their field of specialization. Other opportunities for practical experience include news, production, management, sales, performance and advertising positions on the campus newspaper, the Kent Stater, and its online edition; the campus radio station, Black Squirrel Radio; and the campus magazine, the Burr, and its online edition. Students may also obtain positions with IdeaBase, a student-run, full-service integrated marketing communications firm in downtown Kent. Advertising careers include the creative elements of all kinds of advertising and promotional elements, including the strategic planning and execution of creative materials including print, broadcast and online; the planning and buying of all types of media including the ever expanding electronic media; account supervision, which is working with clients to help plan and execute advertising; and strategic planning and execution of direct elements, sales promotion and e-marketing. There are many study abroad/away opportunities.

Fully Offered At:

  • Kent Campus

Accreditation

Accrediting Council on Education in Journalism and Mass Communications (ACEJMC)

Admission Requirements

The university affirmatively strives to provide educational opportunities and access to students with varied backgrounds, those with special talents and adult students who graduated from high school three or more years ago.

Freshman Students on the Kent Campus: The freshman admission policy on the Kent Campus is selective. Admission decisions are based upon the following: cumulative grade point average, ACT and/or SAT scores, strength of high school college preparatory curriculum and grade trends. The Admissions Office at the Kent Campus may defer the admission of students who do not meet admissions criteria but who demonstrate areas of promise for successful college study. Deferred applicants may begin their college coursework at one of seven Regional Campuses of Kent State University. For more information on admissions, including additional requirements for some academic programs, visit the admissions website for new freshmen.

Freshman Students on the Regional Campuses:  Kent State campuses at Ashtabula, East Liverpool, Geauga, Salem, Stark, Trumbull and Tuscarawas, as well as the Regional Academic Center in Twinsburg, have open enrollment admission for students who hold a high school diploma, GED or equivalent.

English Language Proficiency Requirements for International Students: All international students must provide proof of English language proficiency (unless they meet specific exceptions) by earning a minimum 525 TOEFL score (71 on the Internet-based version), minimum 75 MELAB score, minimum 6.0 IELTS score or minimum 48 PTE Academic score, or by completing the ELS level 112 Intensive Program. For more information on international admission, visit the Office of Global Education’s admission website.

Transfer, Transitioning and Former Students: For more information about admission criteria for transfer, transitioning and former students, please visit the admissions website.

Current Kent State students must have a minimum 2.000 overall GPA  to be admitted directly into any major within the School of Journalism and Mass Communication.

Program Learning Outcomes

Graduates of this program will be able to:

  1. Demonstrate critical thinking, grounded in a legal and ethical framework. 
  2. Gather information, analyze it, and make informed judgments using methods and tools appropriate to their professions. 
  3. Demonstrate the ability to apply theory and research appropriate to their professions, including quantitative and qualitative methods. 
  4. Demonstrate the ability to apply basic ethical principles to their professional work. 
  5. Demonstrate the ability to apply laws and regulations applicable to their professional work. 
  6. Write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve. 
  7. Demonstrate understanding of how media and their professions evolved historically, their role in societal development and their global interaction today with institutions and individuals. 
  8. Demonstrate appreciation for diverse cultures and individual differences, and reflect that appreciation in their work.
 

University Requirements 

All students in a bachelor's degree program at Kent State University must complete the following university requirements for graduation.

NOTE:  University requirements may be fulfilled in this program by specific course requirements. Please see Program Requirements for details.

Destination Kent State: First Year Experience 1
Course is not required for students with 25 transfer credits, excluding College Credit Plus, or age 21+ at time of admission.
Diversity Domestic/Global (DIVD/DIVG) 2 courses
Students must successfully complete one domestic and one global course, of which one must be from the Kent Core.
Experiental Learning Requirement (ELR) varies
Students must successfully complete one course or approved experience.
Kent Core (see table below) 36-37
Writing-Intensive Course (WIC) 1 course
Students must earn a minimum C grade in the course.
Upper-Division Requirement 39 (or 42)
Students must successfully complete 39 upper-division (numbered 30000 to 49999) credit hours to graduate. Students in a B.A. and/or B.S. degree in the College of Arts and Sciences must complete 42 upper-division credit hours.
Total Credit Hour Requirement 120
Some bachelor's degrees require students to complete more than 120 credit hours.

Kent Core Requirements

Kent Core Composition (KCMP) 6
Kent Core Mathematics and Critical Reasoning (KMCR) 3
Kent Core Humanities and Fine Arts (KHUM/KFA) (min one course each) 9
Kent Core Social Sciences (KSS) (must be from two disciplines) 6
Kent Core Basic Sciences (KBS/KLAB) (must include one laboratory) 6-7
Kent Core Additional (KADL) 6
Total Credit Hours: 36-37

Program Requirements

Major Requirements

[CI-BS-ADV]

Major Requirements (courses count in major GPA) (min C- grade in all courses)
JMC 20001MEDIA, POWER AND CULTURE (DIVD) (KSS) 13
JMC 20004ADVERTISING WRITING AND STORYTELLING 3
JMC 20006MULTIMEDIA TECHNIQUES 3
JMC 20008RESEARCH AND MEASUREMENT IN ADVERTISING AND PUBLIC RELATIONS 3
JMC 21001PRINCIPLES OF ADVERTISING 3
JMC 21004ADVERTISING AND PUBLIC RELATIONS INDUSTRY TOOLS 1
JMC 21005ADVERTISING MESSAGING AND COMMUNICATION 3
JMC 31002ADVERTISING COPYWRITING (WIC) 23
JMC 31003ADVERTISING MEDIA PLANNING 3
JMC 31004DIGITAL ADVERTISING 3
JMC 31007DIGITAL ANALYTICS IN ADVERTISING AND PUBLIC RELATIONS 2
JMC 31011ADVERTISING STRATEGY DEVELOPMENT 3
JMC 40011ETHICAL ISSUES IN INTEGRATED COMMUNICATION 1
JMC 40016LAW OF ADVERTISING AND PUBLIC RELATIONS 3
JMC 40092INTERNSHIP (ELR) 2
JMC 41005ADVERTISING CAMPAIGNS 3
Journalism and Mass Communication Elective, choose from the following:3
POLITICAL ADVERTISING
ACTIVATION ADVERTISING
GLOBAL ADVERTISING AND PUBLIC RELATIONS
PRACTICUM IN ADVERTISING AND PUBLIC RELATIONS (ELR)
Additional Requirements (courses do not count in major GPA)
ACCT 23020INTRODUCTION TO FINANCIAL ACCOUNTING 3
or ENTR 27056 INTRODUCTION TO ENTREPRENEURSHIP
ANTH 18210INTRODUCTION TO CULTURAL ANTHROPOLOGY (DIVG) (KSS) 3
or PSYC 11762 GENERAL PSYCHOLOGY (DIVD) (KSS)
COMM 15000INTRODUCTION TO HUMAN COMMUNICATION (KADL) 3
COMM 21000COMMUNICATION GRAMMAR REVIEW (min C- grade)1
COMM 35600COMMUNICATION IN SMALL GROUPS AND TEAMS 3
ECON 22060PRINCIPLES OF MICROECONOMICS (KSS) 3
ENG 30063PROFESSIONAL WRITING 3
HIST 12070EARLY AMERICA: FROM PRE-COLONIZATION TO CIVIL WAR AND RECONSTRUCTION (DIVD) (KHUM) 3
HIST 12071MODERN AMERICA: FROM INDUSTRIALIZATION TO GLOBALIZATION (DIVD) (KHUM) 3
LIS 30010INFORMATION FLUENCY IN THE WORKPLACE AND BEYOND 3
MATH 10041INTRODUCTORY STATISTICS (KMCR) 4
MKTG 25010PRINCIPLES OF MARKETING 3
SOC 12050INTRODUCTION TO SOCIOLOGY (DIVD) (KSS) 3
SOC 22100SOCIOLOGICAL ANALYSIS 3
UC 10097DESTINATION KENT STATE: FIRST YEAR EXPERIENCE 1
VCD 14001VISUAL DESIGN LITERACY 3
VCD 37000VISUAL DESIGN FOR MEDIA: ADVANCED 33
Political Science Elective, choose from the following:3
COMPARATIVE POLITICS (DIVG) (KSS)
AMERICAN POLITICS (DIVD) (KSS)
PUBLIC POLICY
WORLD POLITICS (DIVG) (KSS)
Kent Core Composition6
Kent Core Fine Arts3
Kent Core Basic Sciences (must include one laboratory)6-7
General Electives (total credit hours depends on earning 120 credit hours, including 39 upper-division credit hours) 49
Minimum Total Credit Hours:120
1

Students may substitute JMC 20003 for JMC 20001.

2

A minimum C grade must be earned to fulfill the writing-intensive requirement. If course is not being used to fulfill the writing-intensive requirement, a minimum grade of C- must be earned.

3

Students who successfully complete VCD 13001 may use it as a substitute for VCD 37000.

4

All general electives must be outside the JMC discipline.

 

Progression Requirements

  • Students must maintain a minimum 2.700 major GPA and a minimum 2.000 overall GPA i to continue taking JMC courses. Failure to do so will result in students not being permitted to enroll in JMC courses until they have met with an academic advisor to create a plan of study. In addition, no grade lower than a C- in a JMC course will be counted toward graduation or as a prerequisite for a subsequent class.

Graduation Requirements

Minimum Major GPA Minimum Overall GPA
2.700 2.000
  • A minimum C- grade may be required in some courses.
  • Any JMC course taken is calculated in the major GPA.
  • Students must complete minimum 72 credit hours outside the journalism and mass communication discipline per the Accrediting Council on Education in Journalism and Mass Communications. The following courses are considered within the discipline and cannot be used toward the 72-credit-hour requirement:
    COMM 20000FOUNDATIONS OF COMMUNICATION 3
    COMM 21008SOCIAL MEDIA STRATEGIES 3
    COMM 25863BUSINESS AND PROFESSIONAL COMMUNICATION 3
    COMM 25902COMMUNICATION THEORY 3
    COMM 26001PUBLIC COMMUNICATION IN SOCIETY 3
    COMM 26501INTRODUCTION TO HEALTH COMMUNICATION 3
    COMM 30000COMMUNICATION RESEARCH METHODS 3
    COMM 35860INTERVIEWING 3
    COMM 41000SPORTS COMMUNICATION 3
    COMM 42000MEDIA, WAR AND PROPAGANDA 3
    COMM 43000COMMUNICATION TECHNOLOGY AND HUMAN INTERACTION 3
    COMM 45006MEDIA USE AND EFFECTS 3
    COMM 45007FREEDOM OF SPEECH 3
    COMM 45092INTERNSHIP IN COMMUNICATION STUDIES (ELR) 3-6
    COMM 45093VARIABLE TITLE WORKSHOP IN COMMUNICATION 1-5
    COMM 45095SPECIAL TOPICS IN COMMUNICATION STUDIES 1-6
    COMM 45196INDEPENDENT STUDY: COMMUNICATION STUDIES 1-6
    COMM 45902COMMUNICATION AND INFLUENCE (WIC) 3
    COMM 46091SENIOR SEMINAR (ELR) 3
    COMM 46092PRACTICUM IN APPLIED COMMUNICATION (ELR) 3
    COMM 46503HEALTH COMMUNICATION AND MEDIA 3
    JMC any course
    VCD 13000INTRODUCTION TO VISUAL COMMUNICATION DESIGN 3
    VCD 13001INTRODUCTION TO VISUAL COMMUNICATION DESIGN STUDIO 3
    VCD 14002COMMUNICATING WITH COLOR 3
    VCD 18000PHOTOGRAPHY 3
    VCD 18002PHOTOGRAPHY II 3
    VCD 20000BASIC COMPUTER-GRAPHIC DESIGN AND ILLUSTRATION 3
    VCD 20010INTRODUCTION TO DESIGN RESEARCH 3
    VCD 23000INTERMEDIATE STUDIO SKILLS:GRAPHIC DESIGN AND ILLUSTRATION 3
    VCD 28001ADVANCED PHOTOGRAPHY 3
    VCD 28003PHOTO TECHNOLOGY 3
    VCD 28004PHOTOGRAPHIC PERSPECTIVES 3
    VCD 28005COLOR PHOTOGRAPHY 3
    VCD 28007ADVANCED DIGITAL IMAGING 3
    VCD 32000ILLUSTRATION I 3
    VCD 32001ILLUSTRATION II 3
    VCD 33000GRAPHIC DESIGN I 3
    VCD 33001GRAPHIC DESIGN II 3
    VCD 34004VISUAL ETHICS 3
    VCD 34005INTRODUCTION TO 3D GRAPHIC DESIGN 3
    VCD 34006MOTION DESIGN 3
    VCD 37000VISUAL DESIGN FOR MEDIA: ADVANCED 3
    VCD 38001PHOTOGRAPHICS 3
    VCD 38007PHOTO-ILLUSTRATION TECHNIQUES 3
    VCD 38009INTERNSHIP SEMINAR - PHOTO-ILLUSTRATION 2
    VCD 38011EDITORIAL PHOTOGRAPHY 3
    VCD 40025PROFESSIONAL PORTFOLIO 2
    VCD 40052GRAPHIC DESIGN-TRAVEL AND FIELD EXPERIENCE 1-6
    VCD 40053GRAPHIC DESIGN STUDIO-GLYPHIX 1-8
    VCD 40092INTERNSHIP I-GRAPHIC DESIGN/ILLUSTRATION (ELR) 1
    VCD 40095SPECIAL TOPICS:GRAPHIC DESIGN/ILLUSTRATION 3
    VCD 40096INDIVIDUAL INVESTIGATION IN GRAPHIC DESIGN AND ILLUSTRATION 1-8
    VCD 40192INTERNSHIP II-GRAPHIC DESIGN/ILLUSTRATION/PHOTO-ILLUSTRATION (ELR) 1-6
    VCD 40193VARIABLE TITLE WORKSHOP IN VISUAL COMMUNICATION DESIGN 1-3
    VCD 40195SELECTED TOPICS:GRAPHIC DESIGN/ILLUSTRATION 1-4
    VCD 42000ADVANCED ILLUSTRATION:MEDIA 3
    VCD 42002EDITORIAL ILLUSTRATION 3
    VCD 42003ADVERTISING ILLUSTRATION 3
    VCD 43000STUDIO PRODUCTION 3
    VCD 43001INTERACTION DESIGN 3
    VCD 43002TYPOGRAPHIC/PHOTOGRAPHIC GRAPHIC DESIGN 3
    VCD 43003CORPORATE IDENTITY/GRAPHIC DESIGN 3
    VCD 43004ISSUES FOR GRAPHIC DESIGN BUSINESSES 3
    VCD 43005PACKAGING, PROMOTION AND RETAIL ENVIRONMENTS 3
    VCD 43006ENVIRONMENTAL GRAPHIC DESIGN 3
    VCD 43007INFORMATION GRAPHICS 3
    VCD 43008BRANDED IDENTITY 3
    VCD 43051TYPE HIGH PRESS 3
    VCD 45000GRAPHIC DESIGN PERSPECTIVES (WIC) 3
    VCD 46000WEB DESIGN AND PROGRAMMING I 3
    VCD 46001WEB DESIGN AND PROGRAMMING II 3
    VCD 46003ADVANCED TYPOGRAPHY 3
    VCD 46053WEB DESIGN AND PROGRAMMING STUDIO 3
    VCD 48001PHOTOGRAPHIC PROJECT 3
    VCD 48002ADVANCED PHOTOGRAPHIC PROJECT 3
    VCD 48003PROFESSIONAL PORTFOLIO - PHOTO-ILLUSTRATION 2
    VCD 48009FASHION PHOTOGRAPHY 3
    VCD 48092PRACTICUM IN PHOTOGRAPHY (ELR) 1-3
    VCD 49198SENIOR RESEARCH PAPER:GRAPHIC DESIGN/ILLUSTRATION (ELR) (WIC) 2
    VCD 49199SENIOR CAPSTONE (ELR) 3
  • All transfer coursework with a subject of TRAN, KAPS, COMM, JMC or VCD (and no course number beyond "xxxx") will not count toward the 72-credit-hour requirement automatically, nor will Kent State coursework with a subject designator of CCI. Prior Kent State coursework with the subject designator of JOUR will also not count toward the 72-credit-hour requirement. Students must meet with their academic advisor for further evaluation of their coursework for applicability to this requirement.
 

Roadmap

This roadmap is a recommended semester-by-semester plan of study for this major. However, courses designated as critical (!) must be completed in the semester listed to ensure a timely graduation.

Plan of Study Grid
Semester OneCredits
COMM 15000 INTRODUCTION TO HUMAN COMMUNICATION (KADL) 3
HIST 12070 EARLY AMERICA: FROM PRE-COLONIZATION TO CIVIL WAR AND RECONSTRUCTION (DIVD) (KHUM) 3
JMC 20001 MEDIA, POWER AND CULTURE (DIVD) (KSS) 3
JMC 21001 PRINCIPLES OF ADVERTISING 3
UC 10097 DESTINATION KENT STATE: FIRST YEAR EXPERIENCE 1
Kent Core Requirement 3
 Credit Hours16
Semester Two
COMM 21000 COMMUNICATION GRAMMAR REVIEW 1
HIST 12071 MODERN AMERICA: FROM INDUSTRIALIZATION TO GLOBALIZATION (DIVD) (KHUM) 3
JMC 20006 MULTIMEDIA TECHNIQUES 3
JMC 21004 ADVERTISING AND PUBLIC RELATIONS INDUSTRY TOOLS 1
MATH 10041 INTRODUCTORY STATISTICS (KMCR) 4
Kent Core Requirement 3
 Credit Hours15
Semester Three
JMC 20004 ADVERTISING WRITING AND STORYTELLING 3
JMC 20008 RESEARCH AND MEASUREMENT IN ADVERTISING AND PUBLIC RELATIONS 3
SOC 12050 INTRODUCTION TO SOCIOLOGY (DIVD) (KSS) 3
VCD 14001 VISUAL DESIGN LITERACY 3
Kent Core Requirement 3
 Credit Hours15
Semester Four
ANTH 18210
INTRODUCTION TO CULTURAL ANTHROPOLOGY (DIVG) (KSS)
or GENERAL PSYCHOLOGY (DIVD) (KSS)
3
ECON 22060 PRINCIPLES OF MICROECONOMICS (KSS) 3
JMC 21005 ADVERTISING MESSAGING AND COMMUNICATION 3
JMC 31011 ADVERTISING STRATEGY DEVELOPMENT 3
VCD 37000 VISUAL DESIGN FOR MEDIA: ADVANCED 3
 Credit Hours15
Semester Five
JMC 31003
ADVERTISING MEDIA PLANNING
or DIGITAL ADVERTISING
3
JMC 31007 DIGITAL ANALYTICS IN ADVERTISING AND PUBLIC RELATIONS 2
MKTG 25010 PRINCIPLES OF MARKETING 3
Kent Core Requirement 3
General Electives 3
 Credit Hours14
Semester Six
ENG 30063 PROFESSIONAL WRITING 3
JMC 31002 ADVERTISING COPYWRITING (WIC) 3
JMC 31003
ADVERTISING MEDIA PLANNING
or DIGITAL ADVERTISING
3
Political Science Elective 3
Kent Core Requirement 3
 Credit Hours15
Third Summer Term
JMC 40092 INTERNSHIP (ELR) 2
 Credit Hours2
Semester Seven
ACCT 23020
INTRODUCTION TO FINANCIAL ACCOUNTING
or INTRODUCTION TO ENTREPRENEURSHIP
3
COMM 35600 COMMUNICATION IN SMALL GROUPS AND TEAMS 3
JMC 40016 LAW OF ADVERTISING AND PUBLIC RELATIONS 3
SOC 22100 SOCIOLOGICAL ANALYSIS 3
Journalism and Mass Communication Elective 3
 Credit Hours15
Semester Eight
JMC 40011 ETHICAL ISSUES IN INTEGRATED COMMUNICATION 1
JMC 41005 ADVERTISING CAMPAIGNS 3
LIS 30010 INFORMATION FLUENCY IN THE WORKPLACE AND BEYOND 3
General Electives 6
 Credit Hours13
 Minimum Total Credit Hours:120