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Curriculum and Courses
Oral and written communication skills, primary and secondary research techniques, strategic planning, tactical execution, and evaluation techniques for advertising and PR are emphasized throughout each level of the program. Professionalism, presentation and a strong ethical foundation are integrated in all courses.
The program culminates in a practicum workshop where students conduct a full-scale communications campaign for an actual client, from research to execution and evaluation. To emphasize how advertising and public relations can shape society in positive ways, the capstone projects are dedicated to socially aware and community minded causes. Clients in the past few years have included Champion Mortgage’s Spend Smart Program, the International Anti-Counterfeiting Coalition, the New York Organ Donor Network and WE ACT for Environmental Justice.
Graduates leave with portfolios of their work in advertising and public relations as well as a professional resume to present at job interviews.
Featured Ad/PR courses
The following are descriptions of only six of the many courses currently offered in the major. Full descriptions of all courses can be found in the CCNY catalogue.
10100: Introduction to Media Studies
This survey course aims to acquaint students with the various mass media and support industries. In the first half of the semester, students look at newspapers, magazines, radio, TV, film, advertising, and public relations from an historic, technological, economic, and social perspective. In the second half of the semester, they focus on more general issues, such as who owns the media, the media’s effect on audience, and laws governing the media.
35000: Corporate Communications
This class familiarizes students with planning and implementing communications strategies for corporations and institutions. Through case studies, students examine communications issues for internal and external audiences, and learn how to conduct research, set objectives and effectively communicate through a variety of tactics. Topics include creating brand value through public relations, integrated marketing communications, media relations, and crisis communications.
36200: Public Relations Writing
Students learn how to create persuasive messages and effectively communicate them to audiences through a variety of written and spoken tactics. Communicating with the media through press releases, media kits, press conferences, features, backgrounders, photo captions, video news releases and PSA’s are explored. In addition, students learn the
fundamentals of good business writing for memos, letters, direct mail, brochures, proposals and oral presentations. Internet and web public relations are covered.
36300: Advertising Copywriting
In this course, students learn how to generate ideas that help solve marketing problems and to execute those ideas through copywriting. The class will write, edit and evaluate advertising copy, including print, radio, television, direct mail and promotional materials. Students work individually and in teams on assignments that involve both word and image.
37600: Advertising Planning
Application of advertising principles through the planning of a single case client's advertising campaign. Focus is on research and strategic development as well as creative platforms and/or ads that validate the planning. Attention will be given to theory and practice as well as to historical precedents and trend forecasting.
40100: Ethics and Values in Communication
A senior seminar in the moral issues of communications, professional ethics. Materials are presented through films, literature, and readings in philosophy and social commentary, directed discussions.
Please note that the Ad/PR Program primarily offers DAYTIME classes. We regret that we cannot accomodate the academic needs of students who require evening courses. If you are seeking an evening program in Ad/ PR, please visit the CCNY website for The Center For Worker Education.
Departmental Writing Standards -- click here
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