Advertising, B.S.C.

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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.

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The University of Miami, School of Communication Strategic Communication Department holds a student showcase at the conclusion of each academic calendar year. The annual show provides a platform for students in Advertising and Public Relations to showcase their classwork or work created at internships that is then reviewed and judged by professionals.

Featured Courses

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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.

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.

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

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

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.

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.