Master of Science degree in Advertising

Graduate courses

ADV 550 Foundations Advertising (4 hours; REQUIRED)
Evaluation of key periods, events and individuals having significant impact on the evolution of American advertising philosophy, structure and performance. Prerequisite: Consent of department.

ADV 582 Research Methods in Advertising and Communications (4 hours; REQUIRED)
Treatment of basic research concepts and procedures in the social sciences with emphasis on advertising and communications; examines both non-quantitative and quantitative methods. Prerequisite: ADV 481, a basic course in statistical methods, and consent of department.

ADV 583 Advertising in Communication (4 hours)
Advertising messages from the perspective of attitude and persuasive communication theories; application of theory to advertising communication issues. Prerequisite: ADV 481 or equivalent undergraduate research course and consent of department.

ADV 584 Advertising Consumer Behavior (4 hours)
Examines consumer behavior as a means of shaping the communications message; use of the behavioral sciences in communication strategy. Prerequisite: Consent of department.

ADV 585 Advertising Plan and Decision Making (4 hours)
Examines the theoretical foundations of decision theory as they relate to planning and decision making in advertising; reviews concepts of strategic planning and client side operations; case studies utilized extensively. Prerequisite: Consent of department.

ADV 587 Graduate Seminar (2 hours; REQUIRED; taken twice for 4 hrs. total)
Provides advertising students and faculty the opportunity to interact on current topics. Must be repeated by master's program graduate students for a total of four hours. Prerequisite: Consent of department. Example topics from the past few years include Globalization and Consumer Culture, Representations of Race and Ethnicity in Advertising and Consumption in Late Capitalist Society, Issues in New Digital Media, and New Directions in Advertising: Green Consumerism.

ADV 590 Special Topics in Advertising (2 or 4 hours)
Instructor approval required. Examples of topics from the past couple of years include Creative Concepts II; Sport, Culture and Advertising; and Contemporary Issues in Global Advertising and Consumer Behavior.