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College of Communication & Creative Arts - Public Relations & Advertising

Rowan University

Course Offerings

ADV 04330: Introduction to Advertising 3 s.h.
Prerequisites: 30 Credits Required
The course provides an overview, including techniques and terminology that are useful in the professional world. Topics include history of advertising, marketing, ethics, law, consumer behavior, print and electronic media, and retail and corporate advertising. The course combines theory of advertising with practical applications.

ADV 04352: Advertising Strategies 3 s.h.
Prerequisites: ADV 04331
This course explores the methodologies and tactics involved in planning advertising campaigns. Students examine research sources, strategic planning techniques, media placement, copywriting & testing. Students will review presentation techniques, theme-within-a-theme and other related strategic thinking.

ADV 04355: Advertising Practicum 1 to 3 s.h.
Prerequisites: 75 Credits Required
Advertising practicum allows students to apply their skills and knowledge by working on campus with department faculty on a variety of technical, creative, or research-related assignments. Students keep a detailed log of working hours, prepare an extensive portfolio, write an analytical critique of the practicum and submit the work to the faculty supervisor for grading. Students may take no more than 9 credits of experiential learning, which includes Practicum and Internship.

ADV 04360: Integrated Marketing Communication 3 s.h.
Prerequisites: PR 06350 and ADV 04330
This course explores the expanded as well as the communication portion of the organization's business and marketing plans. Emphasis is placed on how to translate marketing strategies into a well-defined and seamless communication program directed at all of the organization's publics.

ADV 04375: Advertising Copywriting 3 s.h.
Prerequisites: ADV 04330. For majors or minors only
This course introduces students to creativity in advertising. It will explore the basic principles of writing copy and developing creative for all types of media vehicles (print and electronic). Topics include the creative process, applying consumer insights, writing creative briefs and developing creative strategies and “big ideas.”  Students will apply these skills through group and individual copywriting projects.

ADV 04405: Independent Study - Advertising 1 to 6 s.h.

ADV 04420: Portfolio Preparation 3 s.h.
This course will provide students practical application of creativity in advertising.  It covers a range of topics including the nature of creativity and the application of creative strategy to various media.  By the end of the term, students will have a portfolio of finished campaigns consisting of at least 3 different advertisements for five different brands.

ADV 04421: Account Planning 3 s.h.
Prerequisites: ADV 04331 with a grade of B- or better.For majors or minors only
Working as individuals and in groups, students learn to plan and write radio and television commercials, as well as audio-visual scripts for promotional communications purposes. At least one script is produced.

ADV 04432: Media Planning 3 s.h.
Prerequisites: ADV 04330
Students study media as social and economic forces in our society; the course examines major media with emphasis on comparative value in regards to cost, audience, production problems, time factors, product stability and cost effectiveness. Students get considerable actual practice in media planning activities. A research unit is included.

ADV 04434: Advertising Campaigns - WI 3 s.h.
Prerequisites: ADV 04352 and ENGL 01112
This course prepares students to undertake and complete an extensive, creative, effective professional advertising campaign. The course includes instruction on how to prepare the speech which is made when the campaign is pitched to the client, extensive marketing and advertising research, final polishing of copywriting skills and a well prepared final oral presentation.

PR 01403: Special Topics in Public Relations 1 to 3 s.h.

PR 06301: Basic Public Relations Writing 3 s.h.
Prerequisites: PR 06350
Basic Public Relations Writing introduces students to the tasks of writing and editing required in a public relations position. Students will learn to write for both print and electronic media, develop their skills in grammar, syntax and usage and learn to copy edit their own work and the work of others.

PR 06303: Writing Basics in Public Relations and Advertising 1 s.h.
Writing Basics in PR and Advertising is a 5-week writing boot camp that helps students to better transition into more advanced forms of public relations writing. The course helps polish students' writing and provides an overview of grammar and usage rules along with sentence structure, organization, and proofreading.

PR 06305: Advanced Public Relations Writing 3 s.h.
Prerequisites: PR 06301 with a grade of B- or better
Advanced Public Relations Writing polishes writing and editing skills students need for a professional public relations position. Students will learn how to write persuasive copy for both internal and external audiences, produce written marketing support products, and prepare speeches and advanced editorial copy for business and organizations. Students will also learn advanced copy preparation techniques.

PR 06310: Introduction to Public Relations/Advertising Research 3 s.h.
Prerequisites: 60 credits required
The course studies both qualitative and quantitative research methods necessary for success in the fields of public relations and advertising. Emphasis is placed on evaluation of secondary searches, individual and group interviews, media audience measurements, market structure, segmentation and usage studies, and tracking studies.

PR 06350: Introduction to Public Relations 3 s.h.
This course explores the history and role of public relations in society. Students explore mass media, persuasion, publicity, radio and television. Students examine special events, crisis management, communication techniques, research and evaluation, communication law and ethics. Basically a theory course, this introduction also applies ideas practically to real clients and organizations.

PR 06353: Case Studies in Public Relations - WI 3 s.h.
Prerequisites: PR 06305 and COMP 01112
This course reviews and predicts how organizations solve their public relations challenges. Students write case statements, position papers and solutions involving publicity demands, special events, promotions, image problems and other challenges. Students role-play key personnel, working through problems in seminar simulations. Writing, speaking, thinking and presenting ideas are emphasized.

PR 06354: Impact of Public Relations on the News 3 s.h.
Prerequisites: PR 06301 or JRN 02310
The course is a semester-long journey into the information management world where the professions of journalism and public relations often find strong parallels but equally as often are locked in competiton over how important local, national and world events and issues will be reported and explained to the public.

PR 06359: Public Relations Practicum 1 to 3 s.h.
Prerequisites: 75 credits required
Public relations practicum allows students to apply their skills and knowledge by working on campus with department faculty on a variety of technical, creative, or research-related assignments. Students can earn 1 credit for every 40 hours of work, with most practica implemented for 3 credit hours. Students can earn credit for working for PRAction, Rowan University's in-house agency for its Public Relations Student Society of America Chapter. Students keep a detailed log of working hours, prepare an extensive portfolio, write an analytical critique of the practicum and submit the work to the faculty supervisor for grading. Students may take no more than 9 credits of experiential learning, which includes Practicum and Internship.

PR 06360: Public Relations/Advertising Internship I 3 s.h.
Prerequisites: PR 06350, PR 06301, PR 06305 or ADV 04330, ADV 04331, ADV 04430
Under professional supervision in the field, students practice theories and skills learned in the classroom. Students earn 3 credits for 120 hours of work. Students keep a detailed log of working hours, prepare an extensive portfolio, write an analytical critique of the practicum, and are evaluated by their faculty supervisor.

PR 06362: Public Relations/Advertising Internship II 3 s.h.
Prerequisites: PR 06350, PR 06301 and PR 06305 or ADV 04330, ADV 04331 and ADV 04430
Under professional supervision in the field, students practice theories and skills learned in the classroom. Students earn 3 credits for 120 hours of work. Students keep a detailed log of working hours, prepare an extensive portfolio, write an analytical critique of the practicum, and are evaluated by their faculty supervisor. Field Experience II is offered to students who successfully complete Field Experience I and who seek to get an additional 3 credits of internship experience.

PR 06364: Public Relations/Advertising Internship III 6 s.h.
Prerequisites: PR 06350, PR 06301, PR 06305 or ADV 04330, ADV 04331 and ADV 04430
Under professional supervision in the field, students practice theories and skills learned in the classroom. Students earn 6 credits for 240 hours of work. Students keep a detailed log of working hours, prepare an extensive portfolio, write an analytical critique of the practicum, and are evaluated by their faculty supervisor. Field Experience III is reserved for students who wish to complete all 6 credits of their 240-hour internship with the same sponsor.

PR 06405: Independent Study 1 to 6 s.h.

PR 06454: Public Relations Planning - WI 3 s.h.
Prerequisites: PR 06353 and COMP 01112
This course introduces students to the components of a comprehensive public relations campaign: research, audience identification, message construction, channel selection and evaluation. Working with clients, students create and write an entire program for a variety of challenges, including image change, new product or service introduction, information, recruitment, crisis management, employee relations, persuasion and others. Students practice a complete PR plan.

PR 99362: Public Opinion 3 s.h.
Prerequisites: PR 06310
This course includes the nature and role of public opinion, the dynamics of public opinion processes and the numerous factors which shape or influence opinion. Students examine the mass media, evaluating their roles as molders and reflectors of public opinion.

For additional information or questions about course planning, please contact your academic advisor.