Advertising and Public Relations (BA)

Mission

Lindenwood University’s Advertising and Public Relations Program is committed to providing an industry-focused curriculum. Our students learn to communicate across various media to gain industry knowledge through practical hands-on application, real-life projects, and professional events.

Vision

We create strategic team players and leaders in the advertising and public relations industry.

"The only constant is change.” This statement is especially true because consumer tastes are constantly changing as well as the media those consumers use to interact with products and services. We are exposed to up to 5,000 ads per day on personal computers, on our telephones, at the gas pumps, in movie theaters, on wrapped cars, in bathroom stalls, on stickers placed on fruit, and during sporting events. Like advertising, public relations is everywhere, as practitioners strive to gain editorial coverage for individuals and companies.

Digital media has reshaped the ad game as consumers are leaving a digital trail of their consumption of products and services. Companies risk losing customers if they are unable to tailor campaigns that reflect and resonate with the target audience. Consumers desire to dialogue with brands, and social media (tweet, video, chat, post, hashtag, blog) is an ideal tool for advertisers to converse with current and potential customers. Companies need savvy and knowledgeable people to navigate ever-changing situations. This could be you.

Advertising is based on one thing: happiness!" Don Draper, Mad Men. What is advertising? Advertising is a paid persuasive communication that uses nonpersonal mass media as well as other forms of interactive communication to connect an identified sponsor (the brand) with a target audience. "Without promotion, something terrible happens...nothing! P.T. Barnum, Greatest Showman. What is strategic communications? Strategic communications is also a form of communication, but with closer ties to the field of public relations. Public relations is telling the right thing, to the right people, at the right time. Strategic communication is a higher-level communicative effort used not only by businesses but also for not-for-profits and the government. Strategic communications is purposeful communication focusing on the “what” and “how” of content being communicated to stakeholders.

Advertisers develop campaigns that communicate about products and services and strategic communications present content with a focus that connects to an organization’s mission. During your studies, you will continually improve your specialized skills in research, strategy, creativity, writing and management.

Earning a Bachelor of Arts in Advertising and Public Relations at Lindenwood University

A Bachelor of Arts in Advertising and Public Relations includes courses in advertising, art and design, communications, digital marketing, marketing, public relations as well as experiential opportunities, with exposure to real-world application and engagement for your future career. During your studies, you will be introduced to the topics (1000 and 2000 level classes) followed by reinforcement where you get to practice what you learned (3000 level classes) and conclude with mastery coursework which allows you to develop your own campaigns (40000 level classes).

Lindenwood University Advertising and Public Relations Faculty

You will be taught by some of the most enthusiastic advertising and public relations practitioners. They have an educational background and real-world, professional skills in advertising, public relations, and strategic communications. They understand the ever-changing landscape of the industry and will prepare you for the next step after graduation, whether that is a career in your chosen field or continuing your education in graduate school.

Earning Advertising Ethics Certification

The American Advertising Federation, in conjunction with the Institute for Advertising Ethics (IAE), has initiated a new professional certificate opportunity for advertising, public relations, and marketing communications professionals. Based on the growing and documented importance of ethics to consumers, professionals, and clients; the half-day session prepares students to understand and resolve the ethical dilemmas in the real word of advertising.

Employment opportunities for graduates are in nine areas:

• Account Services
• Advertising
• Account Strategy
• Content Development
• Content Management
• Design and Production
• Digital Media (uses digital platforms)
• Interactive Media (uses interactivity between the entity and target audience)
• Public Relations and Strategic Communications

Major Coursework

54 credit hours of coursework from the following options:

• AAD 12000 Digital Foundations
• APR 32280 Public Relations: Communication Strategies
• APR 33500 Media Planning and Buying
• APR 33900 Effective Messaging in Public Relations
• APR 34200 Copywriting
• APR 36300 Creative Advertising Concepts
• APR 41600 Advertising and Public Relations Competition I
• APR 41700 Advertising and Public Relations Competition II
• COM 24200 Basic Reporting
• COM 32700 Media Literacy
• DCS 35000 Personal Branding and Content Creation
• DCS 38700 Emerging Platforms and Analytics
• MGMT 16025 Introduction to Business and Free Enterprise
• MGMT 26032 Principles of Management
• MGMT 26061 Business Law I
• MRKT 35010 Principles of Marketing
• MRKT 35040 Advertising and Promotional Strategy
• MRKT 45070 Consumer Behavior

Elective Coursework

3 credit hours of coursework from the following options:

• APR 30141 Applied Advertising and Public Relations I
• APR 30142 Applied Advertising and Public Relations II
• APR 30143 Applied Advertising and Public Relations III
• APR 45000 Advertising and Public Relations Internship

Seminar Coursework

Zero credit hour course in which students are required to enroll every fall and spring semester from matriculation to degree conferral.

• APR 10800 Advertising and Public Relations Seminar

No duplication of coursework is permitted within the program.