Communication: Advertising/Public Relations Concentration, B.A.

Communication (CO)

The Communication department provides a broad base of theoretical and practical coursework in the communications industry. In addition to completing the foundation courses and learning the use of technology across the field, students choose a concentration area to develop skills suited to their particular career interests. The program has audio and video production studios and a post-production suite and provides hands-on learning with The Talon news network.

Core Requirements

All students must complete the Avila University Core Curriculum as a part of their degree programs. The Core consists of a minimum of 39 credit hours that meet the requirements listed below. Please go to Core Curriculum  for more information and to view all Core classes.

Major Requirements

The candidate for the Bachelor of Arts degree must fulfill 120 credit hours which include all Core Requirements as stated in this catalog. Students must have a minimum grade of “C” for all Communication courses.

All majors are required to take the following foundation courses:

• AR 150 - Digital Citizenship (3) or
• CO 150 - Digital Citizenship (3)

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• CO 225 - Mass Media & Society (3)

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• AR 271 - Digital Media: Design Software (3) or
• CO 271 - Digital Media: Design Software (3)

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• CO 360 - Issues in Media Law (3)
• CO 391 - Communication Theory (3)
• CO 495 - Internship (3)
• CO 499 - Senior Seminar (3)

Advertising/Public Relations Concentration

Students interested in a career in public relations/advertising, in a corporate or non-profit organization, or in graduate study in communication studies or business are required to complete the following courses in addition to the above Foundation courses:

• CO 125 - Convergence Journalism & Media (3)
• CO 213 - Strategic Presentation in the Digital Environment (3)
• CO 216 - Corporate Script Writing (3)
• CO 235 - Principles of Advertising (3)
• CO 317 - Promotional Writing (3)
• CO 319 - Digital Advertising Campaigns (3)
• CO 331 - Public Relations Concepts (3)
• CO 415 - Integrated Brand Management & Communication (3)
• CO 435 - Advertising/Public Relations Practicum (3)
• CO 452 - Contemporary Communication Strategies (3)

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• and 3 credit hours from

• CO 385 - Talon Media Practicum (1) or
• CO 485 - Talon Media Practicum (3)

Technology Requirement

Computer competency will be demonstrated by successful completion of:

• CO 225 - Mass Media & Society (3) and

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• AR 271 - Digital Media: Design Software (3) or
• CO 271 - Digital Media: Design Software (3)

Outcomes

In addition to the general degree requirements stated earlier in this university catalog, Communication majors will be expected to meet the following outcomes:

Outcome 1.

Demonstrate the ability to communicate effectively from diverse perspectives using oral, written, visual, and technological skills. (CO 181 , CO 182 , CO 225 , CO 235 , CO 331 )

Outcome 2.

Demonstrate an understanding of the theory and history of media and communication research. (CO 391 , CO 427 , CO 436 , CO 452 , CO 415 )

Outcome 3.

Create innovative, real-world communication projects that persuade, inform, or entertain. (CO 425 , CO 427 , CO 415 , CO 499 )

Outcome 4.

Demonstrate an ability to examine ethical decision-making from diverse perspectives. (CO 225 , CO 360 )

Assessment

The outcomes for the Communication major are assessed through a combination of written and performance examinations, written and performance assignments, and a portfolio (Advertising/Public Relations, Sports Communication, Film & Digital Media) of completed projects. The portfolio reflects assignments completed throughout the course of the program. The portfolio is constructed in CO 499 - Senior Seminar (3)  and reviewed by communication faculty members and professionals in the communication community. The portfolio is formally presented at the end of the spring semester prior to graduation.