Link to USI Home Link to Philosophy Home
Link to Liberal Arts Link 'for Students' Link 'for Prospective Students' Link 'for Friends & Alumni' Link 'for Faculty & Staff'
Course Descriptions

Programs and Courses

Degree Requirements
Course Descriptions
Course Schedule
USI Bulletin
Portfolio Requirement

Student Opportunities

Awards & Scholarships
Advertising Club
Public Relations Student Society of America

Public Relations & Advertising Links

Faculty List
Contact Us

Public Relations & Advertising Home
Communications Home

Following certain course descriptions are the designations: F, Sp, Su. These indicate the semesters fall, spring, summer in which the course is normally offered and are intended as an aid to students planning their programs of study.


Advertising (ADV prefix)

ADV 101 Introduction to Advertising (3) Lecture materials and discussions will focus on all facets of advertising from the client's, the consumer's, and the creator's viewpoints. Methods and techniques used in print and electronic media will be studied. No Prereq.

ADV 241 Introduction to Advertising (3) Lecture materials and discussions will focus on all facets of advertising from the clientís, the consumerís, and the creatorís viewpoints. Methods and techniques used in print and audio/visual media will be studied. F, Sp

ADV 335 Advertising Strategy (3) Background in and understanding of the principles in advertising and using strategic reasoning to apply those principles to solve problems and make strategic advertising decisions. Prereq: ADV 241. Sp

ADV 342 Advertising Design (3) A study of the techniques of market analysis, product strategy, copy writing, layout and design, and concept development for advertising. Prereq: ADV 241. F, Sp

ADV 343 Media Planning (3) The course treats researching media options, developing a media plan, and learning how to implement the plan. It includes identifying target audiences, the media they use, the cost efficiency of the media, and determining the costs of the total plan. Prereq: ADV 241 and core math or consent of instructor. F, Sp

ADV 346 Special Events and Promotion (3) This course examines the elements of a highly specialized form of advertising, specifically the event planning process, creative brainstorming, budgeting, overcoming obstacles, attracting sponsorships, soliciting volunteers, and evaluations. Prereq: ADV 342 or CPT 375 or PRL 364. Sp

ADV 347 Advertising Copywriting (3) A study of the principles and practices of writing effective commercial messages for media such as magazines, newspapers, billboards, direct mail, directories, and other promotional copy. It includes studies of message elements; the role of research in developing message strategies; the creative process; and clear, effective, and persuasive copywriting. Prereq: ADV 241 and ENG 201 or core equivalent. F, Su

ADV 400 Independent Study in Advertising (3) Designed to provide an opportunity for upper division communications majors and minors to research subject areas in the field of advertising. A maximum of six hours of ADV 400 may be taken; only three may be taken in any one semester. Prereq: 21 hours of communications, upper division status, and written consent of instructor. Students wishing to take independent study courses in the advertising curriculum should be aware of the following points: 1) Only six hours of independent study may apply toward a major in communications. 2) No more than three hours of Advertising 400 may be directed by the same instructor. 3) Students wishing to enroll in independent study courses must receive written permission from their instructors prior to registration. F, Sp, Su

ADV 440 Advanced Advertising Campaigns (3) To refine campaign skills to be used as a competition class for the American Advertising Federation. May be taken twice. Prereq: consent of instructor. Sp

ADV 441 Seminar in Integrated Marketing Communication (3) Approaching organizationsí communications issues through the integration of advertising, marketing, and public relations strategies and techniques. Cross listed with PRL 461 and MKTG 461; may be taken only once as one of these courses. Prereq: senior standing and PRL 261 or ADV 241, and MKTG 201 or 305. Sp

ADV 444 Strategic Campaigns (3) Advanced study in the creation and implementation of advertising campaigns. Students will study the evolution of ad campaigns, the various forms of advertising, and local and national ad campaigns. Students also will practice targeting the audience, creating the advertising concept, and selecting media buys and budgeting. Prereq: ADV 335 and nine hours of advertising. F

ADV 446 Seminar in Advertising (3) A capstone course involving the study of the origins and effects of modern advertising and how advertising works on individuals and society. Students will conduct their own inquiries through individual projects designed to make them consider the nature of needs and how to design, advertise, and satisfy them. Prereq: ADV 342 or CPT 375 or PRL 364 and 15 hrs. in major completed. Sp

ADV 498 Internship in Advertising (3) Offers students job experience in advertising through a minimum of 150 hours of supervised professional work. Prereq: junior standing and consent of instructor. F, Sp, Su

ADV 499 Special Topics (3) Topics will vary. Purpose of course is to cover topics which are not specific courses in the curriculum. Course may be repeated once if the topic is different from the one previously taken. Prereq: junior standing.


Public Relations (PRL prefix)

PRL 101 Introduction to the Public Relations (3) Lecture, discussion, and practical application of basic public relations concepts and processes including public relations in corporations, government, and institutions, public opinion, communication media, ethics of public relations, and public relations campaigns. No prereq.

PRL 261 Introduction to Public Relations (3) Lecture, discussion, and practical application of basic public relations concepts and processes including public relations in corporations, government, and institutions, public opinion, communication media, ethics of public relations, and public relations campaigns. Prereq: sophomore standing. F, Sp, Su

PRL 362 Writing for Public Relations (3) Techniques of writing news releases, newsletters, brochures, public service announcements, speeches, and other print and broadcast messages that are a part of the public relations profession. Prereq: PRL 101 (minimum grade of C), ENG 101 (minimum grade of C), and ENG 201 (minimum grade of C) F, Sp

PRL 364 Publications Design (3) Writing, editing, and designing specialized publications for business and industry. Computer-generated design will include newsletters, brochures, and other publications typically used by organizations in communicating with their target publics. Prereq: junior standing and PRL 261 or consent of instructor. F, Sp

PRL 365 Public Relations Administration (3) A course involving case studies and problems regarding the principles and application of effective two-way communications in a variety of situations affecting the practice of public relations. Prereq: PRL 101 (minimum grade of C), ENG 101 (minimum grade of C) and ENG 201 (minimum grade of C) and at least Junior standing or consent of instructor.

PRL 366 Seminar in Public Relations (3) A rotating seminar that addresses various topics essential to the public relations practitioner. May be taken only once. Prereq: PRL 261 and junior standing, or consent of instructor.

PRL 367 Public Relations Campaigns (3) (Course changed to PRL 468)

PRL 368 Strategic Writing (3) An applied writing course that focuses on strategically planning and preparing goal-oriented messages, and the selection of appropriate delivery techniques to communicate with an organizationís target publics. Prereq: PRL 362 or consent of instructor. F, Sp

PRL 400 Independent Study in Public Relations (1-3) This course is designed to provide an opportunity for upper division communications majors and minors to research subject areas in the field of public relations. A maximum of six hours may be taken; only three may be taken in any one semester. Prereq: 21 hours of Communications, upper division status, and written consent of instructor. Students who wish to take independent study courses in the public relations curriculum should be aware of the following points: (1) Only six hours of independent study may apply toward a major in Communications. (2) No more than three hours of Public Relations 400 may be directed by the same instructor. (3) Students wishing to enroll in independent study courses must receive written permission from their instructors prior to registration. F, Sp, Su

PRL 461 Seminar in Integrated Marketing Communications (3) Approaching organizationsí communications issues through the integration of advertising, marketing, and public relations strategies and techniques. Cross listed with ADV 441 and MKTG 461; may be taken only once as one of these courses. Prereq: senior standing and PRL 261 or ADV 241, and MKTG 201 or 305. Sp

PRL 463 Public Relations Administration (3) (The course has changed to PRL 365.)

PRL 465 Institutional Advancement (3) This course explores principles of institutional advancement (public relations) and development (fund-raising). Topics covered include marketing, public relations, publications, alumni relations, annual appeal, planned giving, corporate and foundation relations, major gifts, and capital campaigns. The course examines ethical issues involved in all aspects of institutional advancement. This course focuses on institutional advancement in modern universities and non-profit institutions, providing students with a foundation in the institutional advancement field. Prereq: PRL 261 and one course from ADV 342, CMST 317 JRN 384 or PRL 362, or consent of the instructor.

PRL 466 Seminar in Public Opinion (3) A study of the nature of public opinion and its influences on government, the role of mass media, poll-taking, propaganda techniques, relationship to voting habits, and a detailed examination of techniques developed and used by the press in influencing public opinion. Prereq: junior standing.

PRL 467 Crisis Communications (3) Development of strategic plans and execution of communications for events that have the potential to generate negative news coverage of unfavorable public opinion of an organization. Prereq: junior standing.

PRL 468 Public Relations Campaigns (3) A capstone course using research techniques to identify problems and/or public relations opportunities to monitor implementation of communications programs, and to evaluate those programs; using a planning process to develop public relations objectives, strategies, and tactics designed to meet client/employer needs. Students will develop a detailed public relations campaign plan for clients. Prereq: PRL 368, PRL 463 and junior standing or above or consent of instructor.

PRL 498 Internship in Public Relations (3) Offers students job experience in public relations through a minimum of 150 hours of supervised professional work. Prereq: junior standing and consent of instructor. F, Sp, Su

PRL 499 Special Topics (3) Topics will vary. The purpose of the course is to cover topics that are not specific courses in the curriculum. Course may be repeated once if the topic is different from the one previously taken. Prereq: junior standing.