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Advertising and Marketing (BA)

Day ClassesFull Time ProgramFull Time Program

It’s more than just selling a product. The fast-paced world of advertising and marketing communications is about connecting people in creative ways, reaching specific target audiences and selecting the appropriate means of promotion.

Webster University’s School of Communications is a great place to start. Advertising and Marketing Communications majors learn all phases of the communications process through hands-on experience – planning, budgeting, creative strategy development, copywriting, media planning, research and production of single pieces and integrated campaigns.

Students majoring in advertising and marketing communications gain an understanding of all the marketing communications tools available to promote a business or organization’s goods and services, including: newspaper, magazine, collateral, radio, television, place-based, and direct advertising; public relations and publicity; and trade and consumer promotions and shows.

Most students also take on an internship. Recent opportunities include: Satchi & Satchi, Price Water House Coopers, The Nation Multimedia, Brand Asia, Brand Age and Google. Students, before they graduate, also undertake a major role in planning and executing a multimedia advertising campaign.

Important note for transfer students: Entry into this major as a junior or senior is limited. To improve admission prospect and ensure proper course sequence, junior and senior transfer students should apply for admission to the Spring or Summer semesters. All transfer students should plan on a minimum of five full semesters at Webster University.

Program Description

Students majoring in Advertising and Marketing Communications gain a strong academic base and an understanding of the marketing communications tools available to promote a business or an organizations goods and services. These include: print, collateral, radio, television, Web-based, place-based and direct advertising; public relations and publicity; and trade and consumer promotions shows.

Students learn the different phases of the marketing communications process through hands-on experience in research, planning, strategy development, copywriting, visual communication, budgeting, media buying, campaign analysis and the production of both stand-alone pieces and fully-integrated marketing communications campaigns to be used in student portfolios.

Important note for transfer students: Entry into this major as a junior or senior is limited. To improve admission prospects and ensure proper course sequence, junior and senior transfer students should apply for admission to the spring or summer semesters. All transfer students should plan on a minimum of five full semesters at Webster University to complete their degree in this major.

Learning Outcomes

Successful graduates of this program will be able to:

  •  identify and classify essential industry terminology, theories, and principles;
  • describe and demonstrate the criteria for effective and creative advertising/ marketing communications messages;
  • analyze an organizations situation from a marketing/communications perspective and create a multi-platform marketing communication program and present and defend their work before a panel of professionals

Portfolio Review Course Requirements

o

EPMD 1000 Introduction to Media Production

o

MEDC 1010 Introduction to Mass Communications
o ADVT 1940 Introduction to Marketing Communications
o ADVT 1940 Introduction to Marketing Communications
o ADVT 2550 Creative Strategies for Advertising

o

MNGT 3510 Advertising

Degree Requirements

A minimum of 128 credit hours consisting of the following:

o

60 required credit hours

o

Applicable university global citizenship or general education program hours

o

Electives

Required Courses

o

EPMD 1000 Introduction to Media Production 3 hours

o

MEDC 1010 Introduction to Mass Communications 3 hours

o

MEDC 1050 Introduction to Media Writing 3 hours

o

ADVT 1940 Introduction to Marketing Communication 3 hours

o

PBRL 2100 Fundamentals of Strategic Communications and Public Relations 3 hours

o

INTM 2350 Production Tools for Advertising and Public Relations 3 hours

o

MEDC 2200 Ethics in the Media 3 hours

o

ADVT 2550 Creative Strategies for Advertising 3 hours

o

MEDC 2800 Cultural Diversity in the Media 3 hours

o

ADVT 2910 Writing for Advertising 3 hours

o

ADVT 3500 Visual Communication for Advertising and Public Relations 3 hours

o

MNGT 3500 Marketing 3 hours

o

MNGT 3510 Advertising 3 hours

o

ADVT 4040 Advertising Production (Print, Television, Radio, or Internet) 3 hours

o

MEDC 4100 The Law and the Media 3 hours

o

ADVT 4190 Advertising Research 3 hours

o

ADVT 4910 Advertising Campaign Production 3-6 hours

o

MEDC 4950 Professional Media Practicum* OR
ADVT 4620 Senior Overview
3 hours

*Capstone Course

In addition, a minimum of 6 credit hours from the following:

o

PBRL 2920 Writing for Public Relations 3 hours

o

COAP 3010 Advanced Applications Topics: Advanced Desktop Publishing 3 hours

o

ADVT 3150 Topics: Advertising 1-3 hours

o

PHOT 3190 Digital Photographic Imaging 3 hours

o

PBRL 3200 Specialized Publications 3 hours

o

ART 3850 Topics in Studio Art: Photoshop 1-3 hours

o

ADVT 3910 International Advertising 3 hours

o

PBRL 4050 Special Events 3 hours

o

ADVT 4200 Media Planning, Buying, and Selling 3 hours

o

MEDC 4510 Advanced Advertising 3 hours

o

MEDC 4550 Interactive Media 3 hours

o

ADVT 4700 Professional Development in Advertising and Marketing Communications 3 hours

o

PBRL 4800 Media Relations 3 hours

o

PBRL 4920 Public Relations Campaign 3 hours

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