Advertising
Class of 2024 Major Requirements: Advertising
First Year:
| Course # | Course Title | Credits |
| Grammar Competency (note 2)*Students must complete a grammar competency as part of their degree requirements. Scroll down to notes section for more detail. | ||
| COM 107 | Communications and Society | 3 |
| COM 117 | Multimedia Storytelling | 3 |
| ADV 206 | Advertising Practice in a Diverse Society (note 3)*ADV 206 should be taken before ADV 208. Junior transfer students only may petition to take them in the same semester. | 3 |
Second Year:
| Course # | Course Title | Credits |
| VIS 207 | Introduction to Graphic Design (last name)*A-K in fall; L-Z in spring. | 3 |
| ADV 208 | The Big Idea in Advertising (last name)*A-K spring; L-Z fall (prereq)*ADV 206 (note 3)*ADV 206 should be taken before ADV 208. Junior transfer students only may petition to take them in the same semester.Last names A-K in spring; L-Z in fall. Prerequisite: ADV 206 The Advertising Department strongly recommends that students not take ADV 206 and 208 together. Exceptions are made for junior transfer students only. ADV 206 should be taken before ADV 208. | 3 |
Students must declare their emphasis by petition no later than April 1 of sophomore year.
Second or Third Year:
| Course # | Course Title | Credits |
| ADV 307 | Conceptual and Creative Thinking in Media Planning (prereq)*ADV 208 | 3 |
Third and Fourth Year:
| Course # | Course Title | Credits |
| Global Experience (note 4)*The Global Experience may be fulfilled by studying abroad or taking an approved class from the list in the Newhouse Guidebook. If a student selects a Newhouse class and has already taken their 42 Newhouse credits, those credit hours will be added to the 122 hours required to graduate. | ||
| ADV 509 | Advertising Research and Planning: A Case Study Approach (prereq)*Junior or senior standing; ADV 208 (note 4)*ADV 509 should be taken before ADV 425. Marketing minors and Whitman dual majors may petition to substitute MAR 356 for ADV 509. This substitution will not count toward Newhouse credits; these students must take three credits of a Newhouse elective to meet their total Newhouse credit requirement. | 3 |
| COM 346 or COM 348 |
Race, Gender and the Media (prereq)*COM 107 or Beauty and Diversity in Fashion Media (note 8)*Students may fulfill the Diversity Requirement by taking COM 346: Race, Gender and the Media OR COM 348: Beauty and Diversity in Fashion Media. COM 350: Topics in Media, Diversity and Inclusion may also fulfill the diversity requirement, no petition required. |
3 |
| Advertising Emphasis: Three courses, one in Newhouse (note 6)*Students must declare their emphasis BY PETITION no later than April 1 of sophomore year. |
3 |
Fourth Year:
| Course # | Course Title | Credits |
| COM 507 | Communications Law for Advertising and Public Relations (last name)*A-K fall; L-Z spring | 3 |
|
ADV 425 |
CAPSTONE REQUIREMENT: CHOOSE ONE
Integrated Advertising Campaigns (senior)*Senior standing is required to take this course. (prereq)*ADV 307 or ADV 421 (note 4)*ADV 509 should be taken before ADV 425. Marketing minors and Whitman dual majors may petition to substitute MAR 356 for ADV 509. This substitution will not count toward Newhouse credits; these students must take 3 credits of a Newhouse elective to meet their total Newhouse credit requirement. |
3 |
Minimum total credits: 33-39
Notes
- Students may devote no more than 42 of the 122 total credits to Newhouse School courses. Any courses taken above the 42-credit hour limit will be added to the total hours required for graduation.
- Students must complete a grammar competency as part of their degree requirements. There will be two ways students can satisfy this competency:
- First, by passing a grammar competency exam during their first semester on campus. The exam will be given twice – once before the end of the first week of classes and a second time prior to registration the next semester. A passing grade on the exam will fulfill the competency requirement.
- Secondly, by passing COM 101, a 0-credit remedial grammar course which will be mandatory for students who fail the grammar competency exam. This course can be repeated until a passing grade is earned and the competency is met.
- ADV 206 should be taken before ADV 208. Junior transfer students only may petition to take them in the same semester.
- The Global Experience may be fulfilled by studying abroad or taking an approved class from the list in the Newhouse Guidebook. If a student selects a Newhouse class and has already taken their 42 Newhouse credits, those credit hours will be added to the 122 hours required to graduate
- ADV 509 should be taken before ADV 425. Marketing minors and Whitman dual majors may petition to substitute MAR 356 for ADV 509. This substitution will not count toward Newhouse credits; these students must take 3 credits of a Newhouse elective to meet their total Newhouse credit requirement.
- Students must declare their emphasis by petition no later than April 1 of sophomore year.
- Advertising students are limited to three internship credits in communications; these count toward the 122 credits required to graduate. Singly enrolled Newhouse students are not permitted to enroll in non-communications experience credit.
- Students may fulfill the Diversity Requirement by taking COM 346: Race, Gender and the Media OR COM 348: Beauty and Diversity in Fashion Media. COM 350: Topics in Media, Diversity and Inclusion may also fulfill the diversity requirement, no petition required.
Class of 2025 Major Requirements: Advertising
First Year:
| Course # | Course Title | Credits |
| Grammar Competency (note 2)*Students must pass a grammar competency exam in order to graduate. Scroll down to notes section for more detail. | ||
| COM 107 | Communications and Society | 3 |
| COM 117 | Multimedia Storytelling | 3 |
| ADV 206 | Advertising Practice in a Diverse Society (note 3)*ADV 206 should be taken before ADV 208. Junior transfer students only may petition to take them in the same semester. | 3 |
Second Year:
| Course # | Course Title | Credits |
| VIS 207 | Introduction to Graphic Design (last name)*A-K fall; L-Z spring | 3 |
| ADV 208 | The Big Idea in Advertising (prereq)*ADV 206 (note 3)*ADV 206 should be taken before ADV 208. Junior transfer students only may petition to take them in the same semester. | 3 |
| Track |
Advising Tracks Creative (click for curriculum) • Insights and Strategy (click for curriculum)
|
9 |
Second or Third Year:
| Course # | Course Title | Credits |
| ADV 307 | Conceptual and Creative Thinking in Media Planning (prereq)*ADV 208 A-K spring; L-Z fallA-K in fall; L-Z in spring. |
3 |
Third and Fourth Year:
| Course # | Course Title | Credits |
| Global Experience (note 6)*The Global Experience may be fulfilled by studying abroad or taking an approved class from the list in the Newhouse Guidebook. If a student selects a Newhouse class and has already taken their 42 Newhouse credits, those credit hours will be added to the 122 hours required to graduate. | ||
| ADV 509 | Advertising Research and Planning: A Case Study Approach (prereq)*Junior or senior standing; ADV 208 (note 4)*ADV 509 should be taken before ADV 425. Marketing minors and Whitman dual majors may petition to substitute MAR 356 for ADV 509. This substitution will not count toward Newhouse credits; these students must take 3 credits of a Newhouse elective to meet their total Newhouse credit requirement. | 3 |
| COM 346 or COM 348 |
Race, Gender and the Media (prereq)*COM 107 or Beauty and Diversity in Fashion Media (note 8)*Students may fulfill the Diversity Requirement by taking COM 346: Race, Gender and the Media OR COM 348: Beauty and Diversity in Fashion Media. COM 350: Topics in Media, Diversity and Inclusion may also fulfill the diversity requirement, no petition required. |
3 |
Fourth Year:
| Course # | Course Title | Credits |
| COM 507 | Communications Law for Advertising and Public Relations (last name)*A-K fall; L-Z spring A-K spring; L-Z fall |
3 |
| CAPSTONE REQUIREMENT | ||
| ADV 425 | Integrated Advertising Campaigns (prereq)*Senior standing; ADV 307 or ADV 421 (note 4)*ADV 509 should be taken before ADV 425. Marketing minors and Whitman dual majors may petition to substitute MAR 356 for ADV 509. This substitution will not count toward Newhouse credits; these students must take 3 credits of a Newhouse elective to meet their total Newhouse credit requirement. | 3 |
Minimum total credits: 39
Notes
- Students may devote no more than 42 of the 122 total credits to Newhouse School courses. Any courses taken above the 42-credit hour limit will be added to the total hours required for graduation.
- Students must complete a grammar competency as part of their degree requirements. There will be two ways students can satisfy this competency:
- First, by passing a grammar competency exam during their first semester on campus. The exam will be given twice – once before the end of the first week of classes and a second time prior to registration the next semester. A passing grade on the exam will fulfill the competency requirement.
- Secondly, by passing COM 101, a 0-credit remedial grammar course which will be mandatory for students who fail the grammar competency exam. This course can be repeated until a passing grade is earned and the competency is met.
- ADV 206 should be taken before ADV 208. Junior transfer students only may petition to take them in the same semester.
- ADV 509 should be taken before ADV 425. Marketing minors and Whitman dual majors may petition to substitute MAR 356 for ADV 509. This substitution will not count toward Newhouse credits; these students must take three credits of a Newhouse elective to meet their total Newhouse credit requirement.
- Tracks. Students must declare a track by the end of their sophomore year. See below for choices. Each track must add up to nine credits. Internship credits will not count towards this requirement. Students in the Insights & Strategy track must take one ADV course as part of their track. Students may choose more than one ADV course.
- The Global Experience may be fulfilled by studying abroad or taking an approved class from the list in the Newhouse Guidebook. If a student selects a Newhouse class and has already taken their 42 Newhouse credits, those credit hours will be added to the 122 hours required to graduate
- Advertising students are limited to three internship credits in communications; these count toward the 122 credits required to graduate. Singly enrolled Newhouse students are not permitted to enroll in non-communications experience credit.
- Students may fulfill the Diversity Requirement by taking COM 346: Race, Gender and the Media OR COM 348: Beauty and Diversity in Fashion Media. COM 350: Topics in Media, Diversity and Inclusion may also fulfill the diversity requirement, no petition required.
Track 1: Creative
ADV 401 Portfolio I (prereq) *ADV 208
ADV 421 Portfolio II (prereq)*ADV 401
ADV 431 Portfolio III (prereq)*ADV 421
Students interested in art direction under the Creative track may choose VIS 507 Intermediate Design and Production for Non-Majors in Newhouse as an additional course to learn and strengthen their design skills. Art director students can use the design skills to help create and design their ad campaigns in Portfolio courses and prepare for entry into the industry as an art director. This course is only offered in the Fall semester and is recommended during junior or senior years.
Students interested in the Creative track can consider an academic minor, among many choices, such as design studies in College of Visual & Performance Arts to learn typography, graphic design, Photoshop, InDesign, Illustrator and much more. It’s recommended to declare a minor no later than the sophomore year.
Students interested in copywriting may study additional writing skill including fiction writing, screenwriting and/or TRF 453 Short-form Production to meet the increasingly demand for the diverse writing and production skills.
Students of the Creative track may choose MND 545 Virtual Reality Storytelling to create stories using virtual and augmented reality that shows a deeper understanding of the newer technologies for portfolios.
None of the courses recommended above are allowed to replace ADV 401, 421 and 431. Students choosing the Creative track must complete the three portfolio courses in different semesters before graduation.”
ADV 421
Track 2: Insights and Strategy
NOTE: At least one course must be ADV.
-
- ADV 345 International Advertising (prereq)*COM 107
- ADV 507 Strategic Media Planning (prereq)*ADV 307
- ADV 523 Digital Branding and Strategy (prereq)*ADV 307 OR ADV 604
- ADV 526 Fashion Advertising & Promotion
- COM 415 Digital Nation (NYC)
- COM 425 Social Platforms, Processes, and Perspectives (NYC)
- COM 427 Social Media for Communicators
- COM 434 Trendspotting in Digital Media
- TRF 496 Research for Entertainment Media
- TRF 595 Programming and Audience Analysis
- Any Newhouse course 300 level or above can be petitioned
Track Descriptions
Track: Creative
Students interested in Creative typically pursue a career as an advertising copywriter or art director. Students will develop their ability to generate big brand ideas and bring them to impressive, final, portfolio-quality execution. They will understand how strategic thinking, positioning, and consumer insight combine to provide a creative platform for originality. More specifically, students will develop the copywriting and art direction skills required to create fully integrated campaigns in both traditional and digital media. Disruptive creativity is emphasized as the foundational value in this award-winning program. Strategic thinking that ensures the creative idea’s relevance is a key focus.
Skills: Students should develop strong art direction, copywriting, storytelling, and strategic thinking skills. Students should also be digitally savvy and understand the richness of global culture. Strong ethical sensitivity and leadership skills are important. In addition, students should master successful collaboration, multi-tasking, and be prepared to cope effectively with the pressures of a fast-moving business like advertising.
Entry-level positions in both traditional and digital ad agencies: Junior or assistant copywriter; junior or assistant art director, e.g. positions with social media platforms, client brands, media companies, etc.
Track 2: Insight/Strategy
The track of Insight/Strategy focuses on uncovering human truths in relation to consumer behaviors, beliefs, and media usage. Strategists use these insights to help marketers develop strategic messaging about their brands, messaging that will be in tune with the thoughts and emotions of the brand’s target audiences, and make advertising campaigns successful. This career choice is an extension of marketing management/research and behavioral science. Courses to be studied in Strategy are embedded in the disciplines of advertising, anthropology, communications, health science, information, marketing, psychology, sociology and many other interest areas in arts and science.
Skills: Students interested in Strategy should have curiosity and resourcefulness. They will be become comfortable identifying socio-cultural trends, designing, and implementing innovative research, using cutting-edge digital tools, and uncovering unique insights. They will be capable to seamlessly connect strategy to execution. Strategists need good storytelling, writing, and presentational skills, as well as global sensitivity and the ability to multi-task.
Entry-level positions: Junior planner, junior analyst, junior insight strategist, junior connection strategists. This is also a core skill for all entry-level jobs in account service and media planning.
Class of 2026 Major Requirements: Advertising
First Year:
| Course # | Course Title | Credits |
| Grammar Competency (note 2)*Students must pass a grammar competency exam in order to graduate. Scroll down to notes section for more detail. | ||
| COM 107 | Communications and Society | 3 |
| COM 117 | Multimedia Storytelling | 3 |
| ADV 206 | Advertising Practice in a Diverse Society (note 3)*ADV 206 should be taken before ADV 208. Junior transfer students only may petition to take them in the same semester. | 3 |
Second Year:
| Course # | Course Title | Credits |
| VIS 207 | Introduction to Graphic Design (last name)*A-K fall; L-Z spring | 3 |
| ADV 208 | The Big Idea in Advertising (prereq)*ADV 206 (note 3)*ADV 206 should be taken before ADV 208. Junior transfer students only may petition to take them in the same semester. | 3 |
| Track |
Advising Tracks Creative (click for curriculum) • Insights and Strategy (click for curriculum)
|
9 |
Second or Third Year:
| Course # | Course Title | Credits |
| ADV 307 | Conceptual and Creative Thinking in Media Planning (prereq)*ADV 208 A-K spring; L-Z fallA-K in fall; L-Z in spring. |
3 |
Third and Fourth Year:
| Course # | Course Title | Credits |
| Global Experience (note 6)*The Global Experience may be fulfilled by studying abroad or taking an approved class from the list in the Newhouse Guidebook. If a student selects a Newhouse class and has already taken their 42 Newhouse credits, those credit hours will be added to the 122 hours required to graduate. | ||
| ADV 509 | Advertising Research and Planning: A Case Study Approach (prereq)*Junior or senior standing; ADV 208 (note 4)*ADV 509 should be taken before ADV 425. Marketing minors and Whitman dual majors may petition to substitute MAR 356 for ADV 509. This substitution will not count toward Newhouse credits; these students must take 3 credits of a Newhouse elective to meet their total Newhouse credit requirement. | 3 |
| DIVERSITY REQUIREMENT: CHOOSE 1 CHOURSE BELOW | ||
| COM 346
COM 348 COM 350 |
Race, Gender and the Media (prereq)*COM 107
Beauty and Diversity in Fashion Media Topics in Media, Diversity and Inclusion (prereq)*COM 107TOStudents may fulfill the Diversity Requirement by taking COM 346: Race, Gender and the Media OR COM 348: Beauty and Diversity in Fashion Media. COM 350: Topics in Media, Diversity and Inclusion may also fulfill the diversity requirement, no petition required. |
3 |
Fourth Year:
| Course # | Course Title | Credits |
| COM 507 | Communications Law for Advertising and Public Relations (last name)*A-K fall; L-Z spring A-K spring; L-Z fall |
3 |
| CAPSTONE REQUIREMENT | ||
| ADV 425 | Integrated Advertising Campaigns (prereq)*Senior standing; ADV 307 or ADV 421 (note 4)*ADV 509 should be taken before ADV 425. Marketing minors and Whitman dual majors may petition to substitute MAR 356 for ADV 509. This substitution will not count toward Newhouse credits; these students must take 3 credits of a Newhouse elective to meet their total Newhouse credit requirement. | 3 |
Minimum total credits: 39
Notes
- Students may devote no more than 42 of the 122 total credits to Newhouse School courses. Any courses taken above the 42-credit hour limit will be added to the total hours required for graduation.
- Students must complete a grammar competency as part of their degree requirements. There will be two ways students can satisfy this competency:
- First, by passing a grammar competency exam during their first semester on campus. The exam will be given twice – once before the end of the first week of classes and a second time prior to registration the next semester. A passing grade on the exam will fulfill the competency requirement.
- Secondly, by passing COM 101, a 0-credit remedial grammar course which will be mandatory for students who fail the grammar competency exam. This course can be repeated until a passing grade is earned and the competency is met.
- ADV 206 should be taken before ADV 208. Junior transfer students only may petition to take them in the same semester.
- ADV 509 should be taken before ADV 425. Marketing minors and Whitman dual majors may petition to substitute MAR 356 for ADV 509. This substitution will not count toward Newhouse credits; these students must take three credits of a Newhouse elective to meet their total Newhouse credit requirement.
- Tracks. Students must declare a track by the end of their sophomore year. See below for choices. Each track must add up to nine credits. Internship credits will not count towards this requirement. Students in the Insights & Strategy track must take one ADV course as part of their track. Students may choose more than one ADV course.
- The Global Experience may be fulfilled by studying abroad or taking an approved class from the list in the Newhouse Guidebook. If a student selects a Newhouse class and has already taken their 42 Newhouse credits, those credit hours will be added to the 122 hours required to graduate
- Advertising students are limited to three internship credits in communications; these count toward the 122 credits required to graduate. Singly enrolled Newhouse students are not permitted to enroll in non-communications experience credit.
- Students may fulfill the Diversity Requirement by taking COM 346: Race, Gender and the Media OR COM 348: Beauty and Diversity in Fashion Media. COM 350: Topics in Media, Diversity and Inclusion may also fulfill the diversity requirement, no petition required.
Track 1: Creative
ADV 401 Portfolio I (prereq) *ADV 208
ADV 421 Portfolio II (prereq)*ADV 401
ADV 431 Portfolio III (prereq)*ADV 421
Students interested in art direction under the Creative track may choose VIS 507 Intermediate Design and Production for Non-Majors in Newhouse as an additional course to learn and strengthen their design skills. Art director students can use the design skills to help create and design their ad campaigns in Portfolio courses and prepare for entry into the industry as an art director. This course is only offered in the Fall semester and is recommended during junior or senior years.
Students interested in the Creative track can consider an academic minor, among many choices, such as design studies in College of Visual & Performance Arts to learn typography, graphic design, Photoshop, InDesign, Illustrator and much more. It’s recommended to declare a minor no later than the sophomore year.
Students interested in copywriting may study additional writing skill including fiction writing, screenwriting and/or TRF 453 Short-form Production to meet the increasingly demand for the diverse writing and production skills.
Students of the Creative track may choose MND 545 Virtual Reality Storytelling to create stories using virtual and augmented reality that shows a deeper understanding of the newer technologies for portfolios.
None of the courses recommended above are allowed to replace ADV 401, 421 and 431. Students choosing the Creative track must complete the three portfolio courses in different semesters before graduation.”
ADV 421
Track 2: Insights and Strategy
NOTE: At least one course must be ADV.
-
- ADV 345 International Advertising (prereq)*COM 107
- ADV 507 Strategic Media Planning (prereq)*ADV 307
- ADV 523 Digital Branding and Strategy (prereq)*ADV 307 OR ADV 604
- ADV 526 Fashion Advertising & Promotion
- COM 415 Digital Nation (NYC)
- COM 425 Social Platforms, Processes, and Perspectives (NYC)
- COM 427 Social Media for Communicators
- COM 434 Trendspotting in Digital Media
- TRF 496 Research for Entertainment Media
- TRF 595 Programming and Audience Analysis
- Any Newhouse course 300 level or above can be petitioned
Track Descriptions
Track: Creative
Students interested in Creative typically pursue a career as an advertising copywriter or art director. Students will develop their ability to generate big brand ideas and bring them to impressive, final, portfolio-quality execution. They will understand how strategic thinking, positioning, and consumer insight combine to provide a creative platform for originality. More specifically, students will develop the copywriting and art direction skills required to create fully integrated campaigns in both traditional and digital media. Disruptive creativity is emphasized as the foundational value in this award-winning program. Strategic thinking that ensures the creative idea’s relevance is a key focus.
Skills: Students should develop strong art direction, copywriting, storytelling, and strategic thinking skills. Students should also be digitally savvy and understand the richness of global culture. Strong ethical sensitivity and leadership skills are important. In addition, students should master successful collaboration, multi-tasking, and be prepared to cope effectively with the pressures of a fast-moving business like advertising.
Entry-level positions in both traditional and digital ad agencies: Junior or assistant copywriter; junior or assistant art director, e.g. positions with social media platforms, client brands, media companies, etc.
Track 2: Insight/Strategy
The track of Insight/Strategy focuses on uncovering human truths in relation to consumer behaviors, beliefs, and media usage. Strategists use these insights to help marketers develop strategic messaging about their brands, messaging that will be in tune with the thoughts and emotions of the brand’s target audiences, and make advertising campaigns successful. This career choice is an extension of marketing management/research and behavioral science. Courses to be studied in Strategy are embedded in the disciplines of advertising, anthropology, communications, health science, information, marketing, psychology, sociology and many other interest areas in arts and science.
Skills: Students interested in Strategy should have curiosity and resourcefulness. They will be become comfortable identifying socio-cultural trends, designing, and implementing innovative research, using cutting-edge digital tools, and uncovering unique insights. They will be capable to seamlessly connect strategy to execution. Strategists need good storytelling, writing, and presentational skills, as well as global sensitivity and the ability to multi-task.
Entry-level positions: Junior planner, junior analyst, junior insight strategist, junior connection strategists. This is also a core skill for all entry-level jobs in account service and media planning.
Class of 2027 Major Requirements: Advertising
First Year:
| Course # | Course Title | Credits |
| Grammar Competency (note 2)*Students must pass a grammar competency exam in order to graduate. Scroll down to notes section for more detail. | ||
| COM 107 | Communications and Society | 3 |
| COM 117 | Multimedia Storytelling | 3 |
| ADV 206 | Advertising Practice in a Diverse Society (note 3)*ADV 206 should be taken before ADV 208. Junior transfer students only may petition to take them in the same semester. | 3 |
Second Year:
| Course # | Course Title | Credits |
| VIS 207 | Introduction to Graphic Design (last name)*A-K fall; L-Z springA-K fall; L-Z springA-K fall; L-Z spring// No restriction for junior and senior standing | 3 |
| ADV 208 | The Big Idea in Advertising (prereq)*ADV 206 (note 3)*ADV 206 should be taken before ADV 208. Junior transfer students only may petition to take them in the same semester. |
3 |
| Track |
Advising Tracks Creative (click for curriculum) • Insights and Strategy (click for curriculum)
|
9 |
Second or Third Year:
| Course # | Course Title | Credits |
| ADV 307 | Conceptual and Creative Thinking in Media Planning (prereq)*ADV 208 A-K spring; L-Z fallA-K in fall; L-Z in spring. |
3 |
Third and Fourth Year:
| Course # | Course Title | Credits |
| Global Experience (note 6)*The Global Experience may be fulfilled by studying abroad or taking an approved class from the list in the Newhouse Guidebook. If a student selects a Newhouse class and has already taken their 42 Newhouse credits, those credit hours will be added to the 122 hours required to graduate. | ||
| ADV 509 | Advertising Research and Planning: A Case Study Approach (prereq)*Junior or senior standing; ADV 208 (note 4)*ADV 509 should be taken before ADV 425. Marketing minors and Whitman dual majors may petition to substitute MAR 356 for ADV 509. This substitution will not count toward Newhouse credits; these students must take 3 credits of a Newhouse elective to meet their total Newhouse credit requirement. | 3 |
| DIVERSITY REQUIREMENT: CHOOSE 1 CHOURSE BELOW | ||
| COM 346
COM 348 COM 350 |
Race, Gender and the Media (prereq)*COM 107
Beauty and Diversity in Fashion MediaTopics in Media, Diversity and Inclusion (prereq)*COM 107TOStudents may fulfill the Diversity Requirement by taking COM 346: Race, Gender and the Media OR COM 348: Beauty and Diversity in Fashion Media. COM 350: Topics in Media, Diversity and Inclusion may also fulfill the diversity requirement, no petition required. |
3 |
Fourth Year:
| Course # | Course Title | Credits |
| COM 507 | Communications Law for Advertising and Public Relations (last name)*Senior standing; A-K fall; L-Z spring A-K spring; L-Z fall |
3 |
| CAPSTONE REQUIREMENT | ||
| ADV 425 | Integrated Advertising Campaigns (prereq)*Senior standing; ADV 307 or ADV 421 (note 4)*ADV 509 should be taken before ADV 425. Marketing minors and Whitman dual majors may petition to substitute MAR 356 for ADV 509. This substitution will not count toward Newhouse credits; these students must take 3 credits of a Newhouse elective to meet their total Newhouse credit requirement. | 3 |
Minimum total credits: 39
Notes
- Students may devote no more than 42 of the 122 total credits to Newhouse School courses. Any courses taken above the 42-credit hour limit will be added to the total hours required for graduation.
- Students must complete a grammar competency as part of their degree requirements. There will be two ways students can satisfy this competency:
- First, by passing a grammar competency exam during their first semester on campus. The exam will be given twice – once before the end of the first week of classes and a second time prior to registration the next semester. A passing grade on the exam will fulfill the competency requirement.
- Secondly, by passing COM 101, a 0-credit remedial grammar course which will be mandatory for students who fail the grammar competency exam. This course can be repeated until a passing grade is earned and the competency is met.
- ADV 206 should be taken before ADV 208. Junior transfer students only may petition to take them in the same semester.
- ADV 509 should be taken before ADV 425. Marketing minors and Whitman dual majors may petition to substitute MAR 356 for ADV 509. This substitution will not count toward Newhouse credits; these students must take three credits of a Newhouse elective to meet their total Newhouse credit requirement.
- Tracks. Students must declare a track by the end of their sophomore year. See below for choices. Each track must add up to nine credits. Internship credits will not count towards this requirement. Students in the Insights & Strategy track must take one ADV course as part of their track. Students may choose more than one ADV course.
- The Global Experience may be fulfilled by studying abroad or taking an approved class from the list in the Newhouse Guidebook. If a student selects a Newhouse class and has already taken their 42 Newhouse credits, those credit hours will be added to the 122 hours required to graduate
- Advertising students are limited to three internship credits in communications; these count toward the 122 credits required to graduate. Singly enrolled Newhouse students are not permitted to enroll in non-communications experience credit.
- Students may fulfill the Diversity Requirement by taking COM 346: Race, Gender and the Media OR COM 348: Beauty and Diversity in Fashion Media. COM 350: Topics in Media, Diversity and Inclusion may also fulfill the diversity requirement, no petition required.
Track 1: Creative
ADV 401 Portfolio I (prereq) *ADV 208
ADV 421 Portfolio II (prereq)*ADV 401
ADV 431 Portfolio III (prereq)*ADV 421
Students interested in art direction under the Creative track may choose VIS 507 Intermediate Design and Production for Non-Majors in Newhouse as an additional course to learn and strengthen their design skills. Art director students can use the design skills to help create and design their ad campaigns in Portfolio courses and prepare for entry into the industry as an art director. This course is only offered in the Fall semester and is recommended during junior or senior years.
Students interested in the Creative track can consider an academic minor, among many choices, such as design studies in College of Visual & Performance Arts to learn typography, graphic design, Photoshop, InDesign, Illustrator and much more. It’s recommended to declare a minor no later than the sophomore year.
Students interested in copywriting may study additional writing skill including fiction writing, screenwriting and/or TRF 453 Short-form Production to meet the increasingly demand for the diverse writing and production skills.
Students of the Creative track may choose MND 545 Virtual Reality Storytelling to create stories using virtual and augmented reality that shows a deeper understanding of the newer technologies for portfolios.
None of the courses recommended above are allowed to replace ADV 401, 421 and 431. Students choosing the Creative track must complete the three portfolio courses in different semesters before graduation.”
ADV 421
Track 2: Insights and Strategy
NOTE: At least one course must be ADV.
-
- ADV 345 International Advertising (prereq)*COM 107
- ADV 507 Strategic Media Planning (prereq)*ADV 307
- ADV 523 Digital Branding and Strategy (prereq)*ADV 307
- ADV 526 Fashion Advertising & Promotion
- COM 415 Digital Nation (NYC)
- COM 425 Social Platforms, Processes, and Perspectives (NYC)
- COM 427 Social Media for Communicators
- COM 434 Trendspotting in Digital Media
- TRF 496 Research for Entertainment Media
- TRF 595 Programming and Audience Analysis
- Any Newhouse course 300 level or above can be petitioned
Track Descriptions
Track: Creative
Students interested in Creative typically pursue a career as an advertising copywriter or art director. Students will develop their ability to generate big brand ideas and bring them to impressive, final, portfolio-quality execution. They will understand how strategic thinking, positioning, and consumer insight combine to provide a creative platform for originality. More specifically, students will develop the copywriting and art direction skills required to create fully integrated campaigns in both traditional and digital media. Disruptive creativity is emphasized as the foundational value in this award-winning program. Strategic thinking that ensures the creative idea’s relevance is a key focus.
Skills: Students should develop strong art direction, copywriting, storytelling, and strategic thinking skills. Students should also be digitally savvy and understand the richness of global culture. Strong ethical sensitivity and leadership skills are important. In addition, students should master successful collaboration, multi-tasking, and be prepared to cope effectively with the pressures of a fast-moving business like advertising.
Entry-level positions in both traditional and digital ad agencies: Junior or assistant copywriter; junior or assistant art director, e.g. positions with social media platforms, client brands, media companies, etc.
Track 2: Insight/Strategy
The track of Insight/Strategy focuses on uncovering human truths in relation to consumer behaviors, beliefs, and media usage. Strategists use these insights to help marketers develop strategic messaging about their brands, messaging that will be in tune with the thoughts and emotions of the brand’s target audiences, and make advertising campaigns successful. This career choice is an extension of marketing management/research and behavioral science. Courses to be studied in Strategy are embedded in the disciplines of advertising, anthropology, communications, health science, information, marketing, psychology, sociology and many other interest areas in arts and science.
Skills: Students interested in Strategy should have curiosity and resourcefulness. They will be become comfortable identifying socio-cultural trends, designing, and implementing innovative research, using cutting-edge digital tools, and uncovering unique insights. They will be capable to seamlessly connect strategy to execution. Strategists need good storytelling, writing, and presentational skills, as well as global sensitivity and the ability to multi-task.
Entry-level positions: Junior planner, junior analyst, junior insight strategist, junior connection strategists. This is also a core skill for all entry-level jobs in account service and media planning.