Students in the award-winning advertising and marketing communications major gain hands-on experience as they prepare to enter one of today's fastest growing and rapidly evolving industries. Building on a strong academic base in the liberal arts, students are challenged to think strategically and creatively to solve client problems using a full spectrum of advertising and marketing communications tools. From traditional print and broadcast advertising, to social media, mobile applications and emerging technologies, students learn to develop fully-integrated campaigns that will achieve a company or organization’s promotional objectives.
To give each student experience in multiple career roles, the foundation curriculum encourages active participation in all phases of the marketing communications process, including research, planning, strategy development, copywriting, visual communication, art direction, budgeting, media buying social media, mobile marketing and campaign analysis.
To strengthen a specific area of interest and stand out in a competitive job market, students are encouraged to choose one of three area of study: planning and strategy, copywriting or art direction. Through one-on-one discussions with advisors, students choose highly-focused specialization courses, and fine-tune their portfolios to prepare for an internship most appropriate to their goals. The advanced courses are built around opportunities for real-world experience.
Students are encouraged to boost their skill set and marketability with a variety of minors and certificate programs. They are also encouraged to become active in the on-campus Webster Advertising Club (WAC) and its activities with local professional organizations for networking opportunities.
Learning Outcomes
Successful graduates of this program will be able to:
Analyze an organization's strategic communication opportunities across traditional and digital marketing communication channels.
Create multiplatform marketing communication programs to address defined objectives.
Think strategically in weighing communication options and providing objective based recommendations in a chosen area of specialization.
Communicate industry terminology, theories, data, best practices and principles to present and support their work.
Demonstrate interpersonal and organizational skills to work effectively in a team environment in execution and measurement of strategic communication plans.