Advertising and Public Relations Bachelor of Science Degree
Advertising and Public Relations
Bachelor of Science Degree
In our advertising degree you'll analyze audiences and craft persuasive messages for a variety of traditional and emerging media platforms, including websites, social media, news sites, blogs, video and photography sites, and more.
$34.4K
Average First-Year Salary of RIT Graduates
Overview
In RIT's advertising degree you’ll be prepared to create persuasive messages for a variety of traditional and emerging media platforms, including social media. Analyze audiences, write copy, select media platforms, and manage campaigns. The degree combines courses in communication, advertising, public relations, and marketing to prepare you for the overlapping roles of advertising and public relations professionals.
The fields of advertising and public relations are rapidly changing now that the Internet and mobile devices like smart phones and tablets have influenced the way professionals reach audiences. Unique opportunities and exciting challenges lie ahead in the advertising and public relations field. The major combines advertising, public relations, and marketing to address the overlapping roles of communication professionals.
Students will learn how to create persuasive messages for a variety of traditional and emerging media platforms. They will analyze audiences, write copy, select media, and manage campaigns. The major also features a senior thesis and one semester of cooperative education or internship experience.
Students develop skills through a core of required communication courses, which cover communication theory, visual communication, public relations, advertising, writing, campaign planning and management, media planning, public speaking, and digital design. A professional core of three marketing courses, chosen by the student, provides a deeper understanding and appreciation of marketing. Electives and liberal arts courses complete the curriculum.
Senior Thesis: Students conduct original research on a subject of their choosing. Two faculty members serve as advisors and guide each student on how to investigate a topic, select a research method, implement the project, and present their findings. Students often present their research at conferences.
Advising: Every student in the School of Communication is assigned a professional academic advisor and a faculty mentor. Professional advisors assist with course planning and registration. Faculty mentors provide advising on career development and planning, including information about research opportunities, graduate school, and jobs. Peer mentors, who are upper-level advertising and public relations students, are also available to answer questions about classes, clubs on campus, student-run activities, and other matters from the student’s perspective. For more information, please refer to the college's academic advising page.
Communication Master's Degree
The School of Communication offers an MS degree in communication.
RIT/Syracuse University College of Law 3+3 Option
RIT has partnered with Syracuse University’s College of Law to offer an accelerated 3+3 BS/JD option for highly capable students. This option provides a fast-track pathway to law school in which students earn a bachelor’s degree and a juris doctorate degree in six years. In the 3+3 option, students interested in the following RIT majors–advertising and public relations, communication, criminal justice, economics, international and global studies, journalism, philosophy, political science, psychology, public policy, and sociology and anthropology–may apply to the option directly. Successful applicants are offered admission to RIT and given conditional acceptance into Syracuse University’s College of Law. Learn more about the RIT/Syracuse University College of Law 3+3 Option, including admission requirements and frequently asked questions.
Combined Accelerated Bachelor’s/Master’s Degrees
Today’s careers require advanced degrees grounded in real-world experience. RIT’s Combined Accelerated Bachelor’s/Master’s Degrees enable you to earn both a bachelor’s and a master’s degree in as little as five years of study, all while gaining the valuable hands-on experience that comes from co-ops, internships, research, study abroad, and more. Learn more about our accelerated bachelor’s/master’s degrees and our accelerated 4+1 MBA, where you can pair any of RIT's undergraduate degrees with our MBA program.
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Careers and Cooperative Education
Typical Job Titles
| Merchandise Service Coordinator | Events Planner |
| Digital Marketing Coordinator | Advertising Script Writer |
| Junior Copywriter | Digital Outreach Specialist |
Salary and Career Information for Advertising and Public Relations BS
Cooperative Education
Cooperative education, or co-op for short, is full-time, paid work experience in your field of study. And it sets RIT graduates apart from their competitors. It’s exposure–early and often–to a variety of professional work environments, career paths, and industries. RIT co-op is designed for your success.
Students in the advertising degree are required to complete one cooperative education or internship experience.
Curriculum for Advertising and Public Relations BS
Advertising and Public Relations, BS degree, typical course sequence
| Course | Sem. Cr. Hrs. | |
|---|---|---|
| First Year | ||
| COMM-105 | Foundations of Communication An introduction to the discipline of communication and the fields of advertising, journalism, and public relations. Topics include: the history and evolution of the discipline, major theories, principles of ethics, methods of research, writing styles, digital portfolio development, professional organizations, and potential careers. Students meet professors in the School, explore opportunities to engage with the professional and academic community beyond the classroom. (This class is restricted to ADVPUB-BS or PTCOMM-BS, COMM-BS or JOURNAL-BS Major students.) Lecture 3 (Fall, Spring). |
3 |
| COMM-201 | General Education – Elective: Public Speaking The public speaking course is designed to equip the student with knowledge of the theories and principles necessary for formal public speaking. Informative and persuasive speeches are the focus with emphasis on organization, evidence, language use, strategy, delivery, and effective use of media aids. Public speaking is generally offered each semester. Lecture 3 (Fall, Spring). |
3 |
| COMM-211 | Principles of Advertising An introduction to principles and practices of advertising. Topics include advertising theories, ethics, regulation, consumer research, media planning, message strategy, and campaign planning strategy. Lecture 3 (Fall, Spring). |
3 |
| COMM-212 | Public Relations An introduction to the practice of public relations. Topics include history, research areas, laws, ethics, and social responsibilities as they relate to the theory and practice of public relations. Lecture 3 (Fall, Spring). |
3 |
| MATH-101 | General Education – Mathematical Perspective A: College Algebra This course provides the background for an introductory level, non-trigonometry based calculus course. The topics include a review of the fundamentals of algebra: solutions of linear, fractional, and quadratic equations, functions and their graphs, polynomial, exponential, logarithmic and rational functions, and systems of linear equations. (Prerequisites: Students may not take and receive credit for MATH-101 and MATH-111. See the Math department with any questions.) Lecture 3 (Fall, Spring). |
3 |
| YOPS-10 | RIT 365: RIT Connections RIT 365 students participate in experiential learning opportunities designed to launch them into their career at RIT, support them in making multiple and varied connections across the university, and immerse them in processes of competency development. Students will plan for and reflect on their first-year experiences, receive feedback, and develop a personal plan for future action in order to develop foundational self-awareness and recognize broad-based professional competencies. Lecture 1 (Fall, Spring). |
0 |
General Education – Artistic Perspective |
3 | |
General Education – Ethical Perspective |
3 | |
General Education – First-Year Writing (WI) |
3 | |
General Education – Natural Science Inquiry Perspective |
3 | |
General Education – Elective |
3 | |
| Second Year | ||
| COMM-202 | General Education – Elective: Mass Communications The history and development of U.S. media, theoretical aspects of mass communications, the composition of media audiences, law and regulation of mass communications and how the media affect and are affected by society are presented. Lecture 3 (Fall, Spring, Summer). |
3 |
| COMM-221 | Public Relations Writing (WI-GE, WI-PR) This course covers a variety of forms of writing for public relations, including news releases, newsletters, backgrounders, public service announcements, magazine queries, interviews, coverage memos, media alerts, features, trade press releases, and public presentations. Students will write for a variety of media including print, broadcast, and the web. Lecture 3 (Fall, Spring). |
3 |
| COMM-223 | Digital Design in Communication In an increasingly visual culture, and culture of online user-created content, non-designers are called upon in the professional realm to illustrate their ideas. Graduates entering the workforce will encounter situations where they will benefit from possessing a visual communication sensibility and vocabulary to communicate effectively with a broad range of audiences, including professional designers. Creative approaches to challenges, such as visual thinking, are also shown to improve students’ comprehension and problem-solving abilities. Digital Design in Communication is an opportunity for undergraduates to receive an introduction to principles of visual message design from a critical rhetorical perspective. They will also get the opportunity to apply these principles to a variety of visual products such as advertisements, logos, brochures, resumes, etc. A variety of computer software applications are available to support the research, writing, visualization, and design of messages. Lecture 3 (Fall, Summermr). |
3 |
| COMM-304 | Intercultural Communication Intercultural communication provides an examination of the role of culture in face-to-face interaction. Students may find a basic background in communication, anthropology, or psychology useful. Lecture 3 (Fall Or Spring). |
3 |
| STAT-145 | General Education – Mathematical Perspective B: Introduction to Statistics I This course introduces statistical methods of extracting meaning from data, and basic inferential statistics. Topics covered include data and data integrity, exploratory data analysis, data visualization, numeric summary measures, the normal distribution, sampling distributions, confidence intervals, and hypothesis testing. The emphasis of the course is on statistical thinking rather than computation. Statistical software is used. (Prerequisite: MATH-101 or MATH-111 or NMTH-260 or NMTH-272 or NMTH-275 or a math placement exam score of at least 35.) Lecture 3 (Fall, Spring, Summer). |
3 |
General Education – Global Perspective |
3 | |
General Education – Social Perspective |
3 | |
General Education – Scientific Principles Perspective |
3 | |
General Education – Elective |
3 | |
Open Elective |
3 | |
| Third Year | ||
| COMM-301 | Theories of Communication An introduction to human communication theory, including a history of the field and major theories from the intrapersonal, language, interpersonal, small group, public, organizational, mass, visual, and computer-mediated communication contexts. Theories based both in the humanities and the social sciences are covered. This course should be taken during the student's second year. (This class is restricted to ADVPUB-BS or PTCOMM-BS, COMM-BS or JOURNAL-BS Major students.) Lecture 3 (Fall, Spring). |
3 |
| COMM-321 | Copywriting and Visualization An opportunity for undergraduates to learn the verbal and visual skills utilized in the creation of advertising messages. To create an effective strategy for an advertising campaign, the advertising copywriter/art director team needs to combine linguistic and visual metaphors into a persuasive message. Students will develop creative advertising messages by researching and writing a creative brief and then implementing the plan by transforming concepts into actual advertising messages and campaigns. (Prerequisites: COMM-211 or equivalent course.) Lecture 3 (Fall, Spring). |
3 |
| COMM-401 | Quantitative Research Methods An introduction to the methods and ethics of scientific, scholarly communication research including methods of locating, analyzing, critiquing, and conducting communication research. The course focuses on empirical research methods and leads to the development of a research project proposal suitable for implementation in senior thesis in communication. This course should be taken during the student's third year. (Prerequisites: COMM-301 or equivalent course.) Lecture 3 (Fall, Spring). |
3 |
| COMM-421 | Media Planning An introduction to developing, executing, and managing media plans for advertising and public relations. This course covers the characteristics and uses of advertising media, media terms and calculations, media strategies and tactics, and media plan development and implementation. (Prerequisites: COMM-211 or equivalent course.) Lecture 3 (Fall). |
3 |
| COMM-499 | Communication Co-op (summer) One semester of full-time paid work experience in a professional setting related to the communication major. (This class is restricted to ADVPUB-BS or PTCOMM-BS, COMM-BS or JOURNAL-BS Major students.) CO OP (Fall, Spring, Summer). |
0 |
| MKTG-230 | Principles of Marketing An introduction to the field of marketing, stressing its role in the organization and society. Emphasis is on determining customer needs and wants and how the marketer can satisfy those needs through the controllable marketing variables of product, price, promotion and distribution. (This class is restricted to undergraduate students with at least 2nd year standing.) Lecture 3, Recitation 3 (Fall, Spring, Summer). |
3 |
General Education – Immersion 1, 2, 3 |
9 | |
General Education – Electives |
6 | |
| Fourth Year | ||
| COMM-322 | Campaign Management and Planning This course introduces students to the managing and planning of advertising and public relations campaigns. It takes a team project approach thereby helping students learn how to work together in class as well as in a competitive agency. Service-learning will be used to expose students to community causes. (Prerequisites: COMM-211 and COMM-212 or equivalent courses.) Lecture 3 (Fall, Spring). |
3 |
| COMM-402 | Qualitative Research Methods Introduction to the methods and ethics of qualitative and critical research. Students are introduced to interviewing, participant observation, naturalistic study, and ethnography. They also develop a disciplined ability for the critical appraisal of public discourse, cultural phenomenon, and designed objects. Both qualitative and critical research methods rely on the researcher's observational, analytic, and critical skills, and seek to understand the behaviors, beliefs, values, attitudes, assumptions, rituals, and symbol systems that characterize relationships between the source, message, media, and audience of specific communication acts. Students will also investigate the processes of rhetorical action. By the end of the course, students will have developed a research proposal suitable for implementation as the senior thesis in communication. This course should be taken during the student's third year. (Prerequisites: COMM-301 or equivalent course.) Lecture 3 (Fall, Spring). |
3 |
| COMM-501 | Senior Thesis in Communication (WI-PR) A guided research seminar culminating in a major project that brings together the communication students’ communication studies and substantive work in his or her professional core. Focuses on designing, conducting, and completing an independent research project. The progress of each project is shared with the class for discussion and critiques. (Prerequisites: COMM-401 and COMM-402 or equivalent course and student standing in ADVPUB-BS, COMM-BS or PTCOMM-BS program.) Seminar (Fall Or Spring). |
3 |
Professional Core Courses |
6 | |
General Education – Electives |
6 | |
Open Electives |
9 | |
| Total Semester Credit Hours | 120 |
|
Please see General Education Curriculum (GE) for more information.
(WI-PR) Refers to a writing intensive course within the major.
* Please see Wellness Education Requirement for more information. Students completing bachelor's degrees are required to complete two different Wellness courses.
Professional Core Courses
Students choose two of the following:
| INTB-320 | Global Marketing |
| MKTG-320 | Digital Marketing Internet marketing is critical to an organization's overall strategy. This course focuses on tactics and strategies that enable marketers to fully leverage the internet. Topics include the overall internet marketing landscape, technologies, customer segmenting and targeting, search, analytics and emerging internet-marketing platforms. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course.) Lecture 3 (Fall, Spring). |
| MKTG-350 | Consumer Behavior A study of the determinants of buying behaviors. Emphasis is on identifying target markets and customer needs, internal and external influences on lifestyle and understanding the buying decision process. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course.) Lecture 3 (Fall, Spring). |
| MKTG-360 | Professional Selling Selling concepts, tools, strategies, and tactics are discussed as they apply to both external and internal customers. Students learn and experience some of problems faced and rewards earned by those in professional sales. Customer relationship management/partnering with customers and truly seeking to meet their requirements are discussed as key to long-term success. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course and 3rd year standing.) Lecture 3 (Fall, Spring). |
| MKTG-370 | Advertising and Promotion Management An in-depth view of tools of promotion management: advertising, sales promotion, public relations, personal selling, direct marketing and internet marketing as well as new and alternative media. Basic concepts of how to use print, broadcast, internet and out-of-home media are studied. Planning, budgeting, creative strategy, and the roles of advertising agencies are also covered. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course.) Lecture 3 (Fall). |
| MKTG-430 | Social Media Marketing This course introduces the student to the general theories of Social Media Marketing and its relevance and importance as a Marketing tool. The student will learn how to create campaigns and the strategies and tactics in the most popular social media platforms, as generate reports and actions based on social media analytics. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course and 3rd year standing.) Lecture 3 (Fall, Spring). |
| MKTG-489 | Seminar in Marketing Current issues in marketing are the focus of the course. Topics have included direct and database marketing, pricing, advanced marketing research and other current issues in marketing based on student and faculty interest. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course and 3rd year standing.) Lecture 3 . |
Accelerated Dual-Degree Programs
Today’s careers require advanced degrees grounded in real-world experience. RIT’s Combined Accelerated Pathways enable you to earn both a bachelor’s and a master’s degree in as little as five years of study. You’ll earn two degrees while gaining the valuable, hands-on experience that comes from co-ops, internships, research, study abroad, and more. Learn how a Combined Accelerated Pathway can prepare you for your future, faster.
Advertising and Public Relations, BS degree/Communication, MS degree, typical course sequence
| Course | Sem. Cr. Hrs. | |
|---|---|---|
| First Year | ||
| COMM-105 | Foundations of Communication An introduction to the discipline of communication and the fields of advertising, journalism, and public relations. Topics include: the history and evolution of the discipline, major theories, principles of ethics, methods of research, writing styles, digital portfolio development, professional organizations, and potential careers. Students meet professors in the School, explore opportunities to engage with the professional and academic community beyond the classroom. (This class is restricted to ADVPUB-BS or PTCOMM-BS, COMM-BS or JOURNAL-BS Major students.) Lecture 3 (Fall, Spring). |
3 |
| COMM-201 | Public Speaking The public speaking course is designed to equip the student with knowledge of the theories and principles necessary for formal public speaking. Informative and persuasive speeches are the focus with emphasis on organization, evidence, language use, strategy, delivery, and effective use of media aids. Public speaking is generally offered each semester. Lecture 3 (Fall, Spring). |
3 |
| COMM-211 | Principles of Advertising An introduction to principles and practices of advertising. Topics include advertising theories, ethics, regulation, consumer research, media planning, message strategy, and campaign planning strategy. Lecture 3 (Fall, Spring). |
3 |
| COMM-212 | Public Relations An introduction to the practice of public relations. Topics include history, research areas, laws, ethics, and social responsibilities as they relate to the theory and practice of public relations. Lecture 3 (Fall, Spring). |
3 |
| YOPS-10 | RIT 365: RIT Connections RIT 365 students participate in experiential learning opportunities designed to launch them into their career at RIT, support them in making multiple and varied connections across the university, and immerse them in processes of competency development. Students will plan for and reflect on their first-year experiences, receive feedback, and develop a personal plan for future action in order to develop foundational self-awareness and recognize broad-based professional competencies. Lecture 1 (Fall, Spring). |
0 |
General Education - First Year Writing (WI) |
3 | |
General Education - Artistic Perspective |
3 | |
General Education - Ethical Perspective |
3 | |
General Education - Natural Science Inquiry Perspective‡ |
3 | |
| MATH-101 | General Education - Mathematical Perspective A: College Algebra This course provides the background for an introductory level, non-trigonometry based calculus course. The topics include a review of the fundamentals of algebra: solutions of linear, fractional, and quadratic equations, functions and their graphs, polynomial, exponential, logarithmic and rational functions, and systems of linear equations. (Prerequisites: Students may not take and receive credit for MATH-101 and MATH-111. See the Math department with any questions.) Lecture 3 (Fall, Spring). |
3 |
General Education - Elective |
3 | |
| Second Year | ||
| COMM-221 | Public Relations Writing (WI-GE, WI-PR) This course covers a variety of forms of writing for public relations, including news releases, newsletters, backgrounders, public service announcements, magazine queries, interviews, coverage memos, media alerts, features, trade press releases, and public presentations. Students will write for a variety of media including print, broadcast, and the web. Lecture 3 (Fall, Spring). |
3 |
| COMM-223 | Digital Design in Communication In an increasingly visual culture, and culture of online user-created content, non-designers are called upon in the professional realm to illustrate their ideas. Graduates entering the workforce will encounter situations where they will benefit from possessing a visual communication sensibility and vocabulary to communicate effectively with a broad range of audiences, including professional designers. Creative approaches to challenges, such as visual thinking, are also shown to improve students’ comprehension and problem-solving abilities. Digital Design in Communication is an opportunity for undergraduates to receive an introduction to principles of visual message design from a critical rhetorical perspective. They will also get the opportunity to apply these principles to a variety of visual products such as advertisements, logos, brochures, resumes, etc. A variety of computer software applications are available to support the research, writing, visualization, and design of messages. Lecture 3 (Fall, Summermr). |
3 |
| COMM-304 | Intercultural Communication Intercultural communication provides an examination of the role of culture in face-to-face interaction. Students may find a basic background in communication, anthropology, or psychology useful. Lecture 3 (Fall Or Spring). |
3 |
General Education - Global Perspective |
3 | |
General Education - Social Perspective |
3 | |
General Education - Scientific Principles Perspective |
3 | |
| STAT-145 | General Education - Mathematical Perspective B: Introduction to Statistics I This course introduces statistical methods of extracting meaning from data, and basic inferential statistics. Topics covered include data and data integrity, exploratory data analysis, data visualization, numeric summary measures, the normal distribution, sampling distributions, confidence intervals, and hypothesis testing. The emphasis of the course is on statistical thinking rather than computation. Statistical software is used. (Prerequisite: MATH-101 or MATH-111 or NMTH-260 or NMTH-272 or NMTH-275 or a math placement exam score of at least 35.) Lecture 3 (Fall, Spring, Summer). |
3 |
General Education - Elective |
3 | |
Open Electives |
6 | |
| Third Year | ||
| COMM-301 | Theories of Communication An introduction to human communication theory, including a history of the field and major theories from the intrapersonal, language, interpersonal, small group, public, organizational, mass, visual, and computer-mediated communication contexts. Theories based both in the humanities and the social sciences are covered. This course should be taken during the student's second year. (This class is restricted to ADVPUB-BS or PTCOMM-BS, COMM-BS or JOURNAL-BS Major students.) Lecture 3 (Fall, Spring). |
3 |
| COMM-321 | Copywriting and Visualization An opportunity for undergraduates to learn the verbal and visual skills utilized in the creation of advertising messages. To create an effective strategy for an advertising campaign, the advertising copywriter/art director team needs to combine linguistic and visual metaphors into a persuasive message. Students will develop creative advertising messages by researching and writing a creative brief and then implementing the plan by transforming concepts into actual advertising messages and campaigns. (Prerequisites: COMM-211 or equivalent course.) Lecture 3 (Fall, Spring). |
3 |
| COMM-401 | Quantitative Research Methods An introduction to the methods and ethics of scientific, scholarly communication research including methods of locating, analyzing, critiquing, and conducting communication research. The course focuses on empirical research methods and leads to the development of a research project proposal suitable for implementation in senior thesis in communication. This course should be taken during the student's third year. (Prerequisites: COMM-301 or equivalent course.) Lecture 3 (Fall, Spring). |
3 |
| COMM-421 | Media Planning An introduction to developing, executing, and managing media plans for advertising and public relations. This course covers the characteristics and uses of advertising media, media terms and calculations, media strategies and tactics, and media plan development and implementation. (Prerequisites: COMM-211 or equivalent course.) Lecture 3 (Fall). |
3 |
| COMM-499 | Communication Co-op (summer) One semester of full-time paid work experience in a professional setting related to the communication major. (This class is restricted to ADVPUB-BS or PTCOMM-BS, COMM-BS or JOURNAL-BS Major students.) CO OP (Fall, Spring, Summer). |
0 |
| MKTG-230 | Principles of Marketing An introduction to the field of marketing, stressing its role in the organization and society. Emphasis is on determining customer needs and wants and how the marketer can satisfy those needs through the controllable marketing variables of product, price, promotion and distribution. (This class is restricted to undergraduate students with at least 2nd year standing.) Lecture 3, Recitation 3 (Fall, Spring, Summer). |
3 |
General Education - Immersion 1, 2, 3 |
9 | |
General Education - Electives |
6 | |
| Fourth Year | ||
| COMM-322 | Campaign Management and Planning This course introduces students to the managing and planning of advertising and public relations campaigns. It takes a team project approach thereby helping students learn how to work together in class as well as in a competitive agency. Service-learning will be used to expose students to community causes. (Prerequisites: COMM-211 and COMM-212 or equivalent courses.) Lecture 3 (Fall, Spring). |
3 |
| COMM-402 | Qualitative Research Methods Introduction to the methods and ethics of qualitative and critical research. Students are introduced to interviewing, participant observation, naturalistic study, and ethnography. They also develop a disciplined ability for the critical appraisal of public discourse, cultural phenomenon, and designed objects. Both qualitative and critical research methods rely on the researcher's observational, analytic, and critical skills, and seek to understand the behaviors, beliefs, values, attitudes, assumptions, rituals, and symbol systems that characterize relationships between the source, message, media, and audience of specific communication acts. Students will also investigate the processes of rhetorical action. By the end of the course, students will have developed a research proposal suitable for implementation as the senior thesis in communication. This course should be taken during the student's third year. (Prerequisites: COMM-301 or equivalent course.) Lecture 3 (Fall, Spring). |
3 |
| COMM-501 | Senior Thesis in Communication (WI-PR) A guided research seminar culminating in a major project that brings together the communication students’ communication studies and substantive work in his or her professional core. Focuses on designing, conducting, and completing an independent research project. The progress of each project is shared with the class for discussion and critiques. (Prerequisites: COMM-401 and COMM-402 or equivalent course and student standing in ADVPUB-BS, COMM-BS or PTCOMM-BS program.) Seminar (Fall Or Spring). |
3 |
| COMM-605 | Social Media Analytics and Research This course focuses on social media research and ethics of applying various methodological approaches to study public data, users and messages. Students will be introduced to a variety of techniques and concepts used to obtain, monitor and evaluate social media content with a focus on how the analytics could inform communication strategies. During the course, students will also learn how to design and evaluate social media-based research studies. Lec/Lab 3 (Spring). |
3 |
| COMM-606 | Digital Storytelling This course provides students with a comprehensive understanding of digital storytelling through an analysis of current trends as well as by utilizing hands-on workshop experiences. Students will develop skills such as content strategy, digital storytelling best practices, content production, and audience analysis. Students in the course will develop critical skills to conceptualize, develop and execute an effective digital storytelling project. Lec/Lab 3 (Fall). |
3 |
General Education - Electives |
9 | |
Open Electives |
6 | |
| Fifth Year | ||
| COMM-702 | Communication Theories Over the course of this term we will cover mass communication theory from its inception as a field of study, to major trends, followed by current applications of previous paradigms, and finally into the development of new theoretical frameworks. While the main focus of this course is the integration of current mass communication theory with an individual and organizational online presence, we will also focus on how digital platforms can inform the future of theoretical research and vice versa. From a practical perspective, students will be able to apply these theories to their integrative approaches in creative digital communication and design. (This class is restricted to degree-seeking graduate students or those with permission from instructor.) Seminar 3 (Fall). |
3 |
| COMM-703 | Research Methods in Communication This course is designed to introduce students to qualitative and quantitative research methods in communication and guide them in choosing the appropriate method for their thesis research project. Topics may include research perspectives, ethics and IRB, variables, sampling methods, reliability and validity, survey, experiments, content analysis, in-depth interview, focus group, observations/ethnography, and mixed methods. (Prerequisites: COMM-702 or equivalent course.) Seminar 3 (Spring). |
3 |
| COMM-714 | Strategic Communication This course will introduce students to the theory and practice of strategic communication in advertising, public relations, health communication, crisis/risk communication, and/or political communication. This course will cover problem identification, audience research, message creation, and execution of strategic communication activities. It will also cover ethics and strategic communication through digital media. By the end of the course, students should be able to analyze and execute various components to help solve problems or achieve an organization’s goals and objectives. Seminar 3 (Fall). |
3 |
| COMM-720 | Thesis Preparation Seminar An introduction to graduate study and research in communication including the theoretical, conceptual, and methodological parameters of communication and its sub-disciplines. Participants will interact with the faculty teaching required and elective communication courses. Attention will be drawn to scholarly writing and research design. When possible, the course is organized in conjunction with the department’s colloquium series. (This course is restricted to COMMTCH-MS Major students.) Seminar 1 (Spring). |
0 |
| COMM-800 | Communication Thesis/Project A guided research project that focuses on designing, conducting, and completing a research project. The project culminates in a public presentation and defense. Thesis (Fall, Spring, Summer). |
6 |
Professional Core |
9 | |
| Total Semester Credit Hours | 150 |
|
Please see General Education Curriculum for more information.
(WI) Refers to a writing intensive course within the major.
* Please see Wellness Education Requirement for more information. Students completing bachelor's degrees are required to complete two different Wellness courses.
‡ Students will satisfy this requirement by taking either a 3- or 4-credit hour lab science course. If a science course consists of separate lecture and laboratory sections, student must take both the lecture and lab portions to satisfy the requirement.
Admission Requirements
Freshman Admission
For all bachelor’s degree programs, a strong performance in a college preparatory program is expected. Generally, this includes 4 years of English, 3-4 years of mathematics, 2-3 years of science, and 3 years of social studies and/or history.
Specific math and science requirements and other recommendations
- Strong performance in English and social studies is expected
Transfer Admission
Transfer course recommendations without associate degree
Courses in advertising, marketing, communications, liberal arts, and science
Appropriate associate degree programs for transfer
Advertising, business/marketing, communications, public relations, or liberal arts
Learn about admissions, cost, and financial aid
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October 1, 2021
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Students find varied employment opportunities at RIT career fair
At the university-wide career fair on Wednesday, representatives from 108 companies and the military met with students hoping to land a co-op next year, or a full-time position. More than 1,200 students attended the fair in the first hour.
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Professor Patrick Scanlon, co-founder and former director of RIT’s School of Communication, retires
Professor Patrick Scanlon, co-founder and former director of RIT’s School of Communication in the College of Liberal Arts, has retired after 38 years. Throughout his long and distinguished career, Scanlon taught more than 4,500 students, was the first-ever recipient of the Provost Award for Excellence in Faculty Mentoring, and substantially shaped the trajectory of RIT’s communication program.
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April 14, 2021
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Eisenhart award winner Ammina Kothari applies research methods to improve her teaching
Ammina Kothari, an associate professor and program director in RIT’s School of Communication in the College of Liberal Arts, is receiving an Eisenhart Award for Outstanding Teaching this year, RIT’s highest honor for tenured faculty.
