2018-2019 Catalog

Advertising and Public Relations

Advertising and Public Relations Program Learning Outcomes

ADVERTISING AND PUBLIC RELATIONS

College of Arts and Humanities
Department of Communications
Bachelor of Arts

Faculty

Linda Dam, Advertising and Public Relations Program Coordinator
Ana de la Serna
Department Office: LIB 5324, (310) 243-3313

Program Description

The Bachelor of Arts in Advertising and Public Relations degree program is designed to help students develop an in-depth understanding of the role and impact of advertising and public relations in both for-profit and nonprofit organizations. The program focuses on preparing students to become logical and innovative advertising and public relations professionals who also examine the ethical and cultural values in their practice. The course sequence is designed to emphasize professional skills, analytic abilities, and critical approaches in dealing with advertising and public relations issues. Specifically, the students will polish creative ideas and gain a variety of professional skills, including creating AD/PR messages; planning AD/PR media; organizing integrated communication plans; and developing sponsorships and promotional strategies. The program also stresses both analytical approaches and critical thinking skills. Students will learn the theoretical foundations underlying persuasive messaging as well as analytical tools applied to advertising and public relations research. With this knowledge, students will improve their ability to identify and investigate current AD/PR-related issues by using an appropriate methodology and develop further strategic directions. In conjunction with the practical techniques, the program will also guide students to appreciate the cultural aspects and ethical issues in advertising and public relations practices. Students can tailor their messages on the basis of understanding of cultural differences and engage with ethical concerns. Upon completing the program, students will achieve a wealth of knowledge, practical skills, and the ability to think critically and strategically in developing promotional media messages and strategies.

The Bachelor of Arts in Advertising/Public Relations is housed in the Communications Department. All production-related courses utilize the department’s facilities and equipment.

Academic Advisement

Full-time faculty members and a department professional advisor serve as the academic advisors for Advertising and Public Relations majors. Students are strongly encouraged to seek faculty advisement upon admission and regularly thereafter. Faculty advisors work with students to provide information about major degree requirements, preparation for post-baccalaureate programs, and career options. The professional advisor assists students with major degree program requirements and other curriculum-related issues.

Preparation

High school students are encouraged to take college preparatory English courses and become involved with their high school publications. Students planning to transfer from community college should consult with their counselor or advisor to identify appropriate transferable lower division courses.

Career Opportunities

The Bachelor of Arts in Advertising and Public Relations degree program is designed for students who want to achieve a wealth of knowledge, practical skills, and the ability to think critically and strategically in developing promotional media messages and strategies. Through hands-on classes, students have opportunities to develop creative and strategic ideas for various media platforms. In addition, students will have a chance to enhance writing and presentation skills. In terms of career opportunities, students are interested in a wide range of advertising, public relations, and marketing-related careers, including corporate communications expert, media planner, market researcher, advertising copywriter, advertising buyer, advertising analyst, public relations writer, public relations account executive.

Student Organizations

The Department sponsors the student organization, the Public Relations Student Society of America (PRSSA). PRSSA is the primary organization for students who are interested in PR and advertising, and CSUDH is one of the official chapters in the United States. The mission of our PRSSA is: (1) to creative an environment of serving and empowering members to succeed in mutual career goals; (2) to serve members by providing access to professional development opportunities, enabling future success; (3) to encourage and support creative and diverse ideas; and (4) to ensure that all interested students are proficient in the principles and practices of advertising and public relations professionals. Student membership is highly recommended.

Graduation With Honors

An undergraduate student may be a candidate for graduation with Honors in Advertising and Public Relations provided he or she meets the following criteria:
1. A minimum of 36 units in residence at CSU Dominguez Hills;
2. A minimum grade point average of at least 3.5 (an A or A-) in all courses used to satisfy the upper division requirements in the major;
3. In addition, the student must be recommended by the faculty of the Department of Communications.