Advertising

​Advertising at CMU

At Central Michigan University, you will learn advertising skills to prepare you for your career. As you explore career options, consider these key features that distinguish CMU's advertising program:

  • Close coordination between journalism and marketing departments to assure a strong advertising program
  • Graphics lab with state-of-the-art computer equipment
  • Desktop publishing software
  • Active chapter of the American Advertising Federation, providing speakers, field trips and advertising experience
  • Ad Central, the student-run advertising agency
Core Courses I (3 hours) for Bachelor of Arts and Bachelor of Science​​

Select one of the following:
JRN 372 - International and Cross-cultural Mass Communication 3(3-0)
Analysis of indigenous and international media systems and their relationship to social, economic and political institutions. (University Program Group IV-A).

JRN 380 - Racial Diversity: Mass Media's Role 3(3-0)
Critical, historical examination of African-American, Hispanic, Asian, Native American and gender stereotypes in mass media. Self-portrayals by these groups using mass media. (Group IV-C)​

Core Courses II (3 hours)

Select one of the following:
JRN 365 - Advertising Media 3(3-0)
Evaluation of media in relationship to marketing objectives. Selection of media space/time and decision-making in development of media schedules. Prerequisite: JRN 360.

MKT 315 - Advertising Media 3(3-0)
Evaluation of media in relationship to marketing objectives. Selection of media space/time and decision-making in development of media schedules. Prerequisites: 56 semester hours completed; MKT 310 or JRN 360 or approval of instructor; admission to Professional Business Studies or listed on signed major or minor.

Required Courses (33 hours)

JRN 102 - Introduction to Journalism 3(3-0)
An introduction to journalism as a social, cultural, political, technological, and economic force; a professional field; an academic discipline, unit and program.

JRN 302 - Introduction to Graphics and Visual Communication 3(3-0)
Principles and techniques of publication/advertising graphics and visual communication, including typography and the printing process.

JRN 360 - Advertising Principles 3(3-0)
Organization of today's advertising industry; role of advertising in promotion; examination of types of advertising and media vehicles. This course is approved for offering in an online or hybrid format.

JRN 361 - Writing for Advertising 3(3-0)
An introduction to the principles and techniques used in writing for print, broadcast, internet, mobile, direct mail, and point-of-sale advertising. Prerequisites: JRN 101 or 102; JRN 360.

JRN 404 - Law of Mass Communication 3(3-0)
Principles and case studies. Prerequisites: JRN 101 or 102; junior standing.

JRN 465 - Advertising Copy and Design 3(3-0)
Techniques used to interpret advertising strategies and create advertising concepts, copy, layout, and presentations in print, broadcast and digital media. Prerequisites: JRN 302, 360, 361.

JRN 466 - Advertising Campaigns 3(3-0)
Development of advertising plans. Choice of appeals, approaches, media, and creative strategies. Preparation, production and presentation of campaigns. Budget allocation, marketing research, assessment and evaluation. Prerequisites: JRN 361, 465; JRN 365 or MKT 315.

JRN 569 - Advertising Internship 1-4(Spec)
Experience in advertising under professional and faculty supervision. May be applied toward journalism major or minor only with permission of faculty advisor. Prerequisites: junior standing and permission of instructor.

MKT 300 - Introduction to Marketing 3(3-0)
A basic introduction to the marketing environment, the marketing mix, marketing management and the place of marketing in world society. This course may be offered in an online or hybrid format. Credit may not be earned in both MKT 304 and MKT 300; cannot be counted on any BSBA major including Marketing, Logistics Management, or Hospitality Services Administration. Prerequisite: 56 semester hours completed.​

MKT 305 - Buyer Behavior 3(3-0)
Characteristics of consumers affecting the decision process in buying and the marketing implications. Prerequisites: MKT 300 or MKT 304, 56 semester hours completed, and admission to Professional Business Studies or listed on signed major or minor.

MKT 410 - Advertising Management 3(3-0)
Provides an understanding and evaluation of the advertising function within the modern business environment. Management decision-making is stressed in advertising as a vital communication tool. Prerequisites: MKT 300 or MKT 304, MKT 310 or JRN 360; 56 semester hours completed; admission to Professional Business Studies or listed on signed major or minor.

Total: 39 semester hours

Areas of Specialization

With a background in advertising, you will find a variety of career options in the field.

Account Management Positions
The account executive supervises the work of others and seeks new accounts. An account executive works with the account manager and is the link between the agency and the client. An account executive also works with clients in managing their campaigns.

Creative Processes
In the creative aspect of advertising, there are copywriter and art director positions. The copywriter communicates to the consumer in the form of writing, and the art director communicates through illustration.

Media Positions
A media buyer advises the clients as to which type of media would be the most effective in their advertising campaign. A sales representative works for the media, tells media buyers of space and time costs for advertisements, and shares information on demographics.

Career Options

Graduates of the advertising program will find a variety of career options available. Some of these careers may require additional education.

  • Account Executive
  • Product/Brand Manager
  • Art Director
  • Media Buyer
  • Media Planner
  • Corporate Researcher
  • Broadcast Coordinator
  • Account Manager
  • Copywriter
  • Graphic Artist
  • Sales Representative
  • Agency Researcher
  • Traffic Coordinator

In addition, gradutes will find career opportunities in a variety of areas:

  • Advertising Agencies
  • Printing Shops
  • Publishing Firms
  • In-house Agencies
  • Direct Mail Houses
  • Modeling Agencies
  • Research Houses
  • Public Relations Firms
  • Graphic Art Studios

About the University

CMU is a comprehensive four-year institution that offers degree programs on the bachelor's, master's, specialist's and doctoral levels. It is accredited by the North Central Association of Colleges and Schools. Undergraduate students may choose from more than 150 programs of study. Its wealth of resources and its size offer students the academic advantages of a large university with the personal attention provided by smaller private schools.

CMU offers you:

  • A solid academic reputation
  • Respected faculty who make teaching their top priority
  • State-of-the-art equipment
  • Opportunities for internships, study abroad and honors study
  • A variety of active professional organizations
  • Numerous clubs, organizations and extracurricular programs

For More Information

To learn more about undergraduate admission to Central Michigan University, contact:

Admissions Office
Warriner Hall 102
Central Michigan University
Mount Pleasant, Michigan 48859
Telephone: (989) 774-3076

To learn more about CMU's advertising program, contact:

Department of Journalism
Moore 454
Central Michigan University
Mount Pleasant, Michigan 48859
Telephone (989) 774-3196

or

Department of Marketing and Hospitality Services Adminstration
Smith Hall 100
Central Michigan University
Mount Pleasant, Michigan 48859
Telephone (989) 774-3701

Information about Central Michigan University also is available electronically:

World Wide Web: https://www.cmich.edu​​​

CMU is an AA/EO institution, providing equal opportunity to all persons, including minorities, females, veterans, and individuals with disabilities. | CentralLink
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