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BS in Advertising

The undergraduate curriculum in Advertising provides core learning in communication theory and research, while also teaching students practical skills such as critical thinking, collaboration, creative design, consumer insight, and management and account strategy. Additionally, students will cultivate strong abilities to write, design, and present ideas in a persuasive and compelling manner. Students in the undergraduate Advertising program will learn these skills all while being immersed in the ever-changing world of global technology. 

The program is designed to blend traditional media theory with ever-evolving professional strategies. Students will hone their theoretical and professional skills through challenging independent and team-based projects that focus on the creative, managerial, branding, and technological aspects of the Advertising field. Graduates of this program will be prepared with the necessary theoretical and practical knowledge to successfully embark on a career in the advertising industry. 

Learning Outcomes

Upon completion of a Bachelor of Science in Advertising, students will be able to demonstrate:

  • A strong understanding of communication effectiveness in terms of both written and oral communication.
  • Knowledge and competencies of strategy, account management, and branding by completion of an advertising plan.
  • Knowledge and competencies of strategy and idea generation, as well as skills in areas such as art direction, copywriting, and video development.
  • Knowledge and competencies of designing and conducting consumer research in the creation of consumer insight reports, using a variety of tools, analyzing data, and creating an advertising planning de-brief.

Curriculum

All BU undergraduate students, including both entering first-year and transfer students, will pursue coursework in the BU Hub, the University’s general education program that is integrated into the entire undergraduate experience. BU Hub requirements can be satisfied in a number of ways, including coursework in and beyond the major as well as through cocurricular activities. Students majoring in Advertising will ordinarily, through coursework in the major, satisfy all BU Hub requirements in Communication as well as most of the requirements in the Intellectual Toolkit. Remaining BU Hub requirements will be satisfied by selecting from a wide range of available courses outside the major or, in some cases, cocurricular experiences.

Requirements specific to the College of Communication Bachelor of Science degree in Advertising are separated into three levels. The first level is college-wide requirements—4 units comprising COM CO 101 and a 0-unit Professional Experience—that provide the foundation for a future in any communication field. Beyond that are departmental requirements, 16 units which encompass important aspects of all three departmental majors: Advertising, Media Science, and Public Relations. Then, there are the Advertising major requirements, 28 units incorporating study in branding, creative, management, and strategy available in classroom-based, field-based, and abroad-based environments.

College-Wide Requirements

(1 course and a Professional Experience; 4 units)

  • COM CO 101 The Human Storyteller (minimum grade of C required to continue in COM) (coreq: first-year writing seminar or equivalent)
  • COM CO 575 COM Professional Experience (0 units)

Mass Communication Department Requirements

(4 total courses; 16 units)

  • COM CM 180 Understanding Media (can be taken by first-year students)
  • COM CM 321 Communication Research Methods (prereq: COM CM 180, sophomore standing)
  • COM CM 331 Writing for Communication (prereq: COM CO 201)
  • COM CO 201 Introduction to Communication Writing (can be taken by first-year students) (prereq: first-year writing seminar or equivalent)

Major Requirements

(7 total courses; 28 units)

COM CM 217 Introduction to Advertising (can be taken by first-year students)

At least two of these three for major requirement:

  • COM CM 412 Advertising Strategy & Consumer Insights (prereq: COM CM 217)
  • COM CM 417 Fundamentals of Creative Development (prereq: COM CM 217)
  • COM CM 419 Advertising Management (prereq: COM CM 217)

At least 16 units from the following courses:

  • COM CM 211 Professional Presentation
  • COM CM 334 Advertising in the United Kingdom (offered only through London Internship Program)
  • COM CM 335 Seminar in Advertising in the United Kingdom (offered only through London Internship Program)
  • COM CM 405 Media Strategy (prereq: COM CM 217)
  • COM CM 406 Brand Advertising and Promotions (only offered through the Sydney Internship Program)
  • COM CM 412 Advertising Strategy & Consumer Insights (prereq: COM CM 217)
  • COM CM 414 Advertising Strategy & Consumer Insights II (prereq: COM CM 412)
  • COM CM 417 Fundamentals of Creative Development (prereq: COM CM 217)
  • COM CM 419 Advertising Management (prereq: COM CM 217)
  • COM CM 423 Portfolio Development I (prereq: COM CM 217 and CM 417)
  • COM CM 424 Portfolio Development II (prereq: COM CM 217, CM 417, and CM 423)
  • COM CM 447 Brands/Branding in British Business & Society (offered only through London Internship Program)
  • COM CM 471 Internship (2–4 units) (prereq: COM CM 217 and CM 331, junior standing, good academic standing)**
  • COM CM 501 Design Strategy and Software (sophomore standing)
  • COM CM 511 Art Direction (prereq: COM CM 217, CM 417, and CM 501)
  • COM CM 518 Creative Video Development (prereq: COM CM 217 and CM 417)
  • COM CM 519 Interactive Marketing Strategy (prereq: COM CM 217)
  • COM CM 521 British and European Marketing and Sales (offered only through London Internship Program)
  • COM CM 527 Brand Experience Marketing (prereq: COM CM 217 and CM 417)
  • COM CM 528 Advertising Copywriting (prereq: COM CM 217 and CM 417)
  • COM CM 529 Advanced Design Strategy and Software (prereq: COM CM 501)
  • COM CM 535 Political Campaigns (sophomore standing)
  • COM CM 539 Health Campaigns (sophomore standing)
  • COM CM 563 Entertainment Marketing (offered only through Los Angeles Internship Program)
  • COM CM 564 Entertainment Promotion (offered only through Los Angeles Internship Program)
  • COM CM 585 AdLab (prereq: COM CM 217, sophomore standing)*
  • COM CM 586 AdLab E-Board (2–4 units) (prereq: COM CM 217, sophomore standing, instructor consent)*

*Only 4 total units of COM CM 585 and CM 586 can count for this requirement.

**Only 4 total units of COM CM 471 can count for this requirement.

Students can take no more than 12 units combined in the London and Los Angeles programs toward the Advertising major requirements.

 -Students pursuing the creative side of Advertising would likely take a combination of courses beginning with COM CM 417 and then expanding out through COM CM 423, CM 424, CM 511, CM 518, and CM 528. COM CM 501 and CM 529 could bolster this, as well.

-Students pursuing the accounts side of Advertising would likely take a combination of courses beginning with COM CM 412 and CM 419 and then expanding out through CM 585 and CM 586, along with CM 211, CM 405, and CM 527. COM CM 501 and CM 529 could bolster this, as well.

-Courses in Los Angeles and London offer significant learning opportunities about branding, marketing, and promotions across several fields.

-Please note that students cannot double major between Advertising, Media Science, and Public Relations, due to a shared core experience.

While 48 units are required within the College of Communication, students are encouraged to take the majority of the remainder of their courses, both in and out of the Hub, in areas outside of their major in order to augment their academic experience with the professional aspects of their major.

Students in the College of Communication can count no more than 52 units (13 courses) in their home department, on the Charles River Campus, toward the degree program. This would include COM CO 201.

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