Advertising Specialization


As a student in the Advertising specialization, you will explore research, strategies and practices essential to creating successful advertising campaigns. Your core classes will examine fundamental topics such as multimedia storytelling, content marketing and social media. Your specialization studies will specifically focus on the emergence of digital advertising with coursework that looks at analyzing competition, building a brand identity and position, defining markets and recognizing successful creative performance. Upon completion of this specialization, you will be well-positioned to work in a range of settings:

  • Advertising agencies
  • Creative boutiques
  • Brand consulting
  • Corporate marketing departments
  • Strategic marketing companies
  • Social media companies

Specialization Courses

Core Courses

Immersion Experiences

You will attend two immersions during the course of your studies. Immersions are hosted in cities around the world and offer you the chance to meet with faculty and classmates for lectures, workshops and networking events. Learn more about immersions

Sample Schedules

Year One

Year One
Semester Course Credits
1 Introduction to Digital Communications 3
1 Multimedia Storytelling 3
2 Media Law 3
2 Digital Communications Systems 3
2 Immersion 1.5
3 Social Media for Communicators 3
3 Advertising and Public Relations Research Design 3
4 Strategic Principles and Practices 3
4 Communications Planning 3
4 Immersion 1.5

Year Two

Year two
Semester Course Credits
1 Digital Branding and Strategy 3
1 Capstone 3

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