Advertising for English Majors

Overview 

This minor will help students study and practice the strategic and creative aspects of integrated marketing communications, including advertising.

Degree Offered

  • Minor in Advertising

Contact

Dr. Zhihong Gao
Professor
Sweigart Hall 353
(609) 896-5245
zgao@rider.edu


Program Website: Advertising
Associated Department: Department of Marketing, Advertising and Legal Studies 

Related Programs

Requirements for the Minor

(27 credits)

CIS 260Business Graphics3
or COM 212 Publication Design
MKT 200Marketing Principles3
MKT 205Advertising Principles3
MKT 320Consumer Behavior3
ADV 311Advertising Copy and Layout3
MKT 375Digital Advertising and Social Media3
ADV 435Advertising Campaigns3
ENG 321Workplace Writing3
or ENG 324 Workplace Writing: Online Contexts
Select one of the following:3
Creative Writing: Fiction
Creative Writing: Nonfiction
Creative Writing: Playwriting
Creative Writing: Screen Writing
Workplace Writing: Grant Proposals, Fundraising and Development
Total Credits27

Students must achieve a minimum GPA of 2.0 in the minor, with no course grade less than “C-.”

Courses and Descriptions

CIS 260 Business Graphics 3 Credits

Basic color theory, t ypography, and page/slide layout are presented. Students utilize presentation, word processing and photo editing applications to create and edit various documents through hands-on labs and projects.

Prerequisite(s): CIS 185 or permission of instructor.

COM 212 Publication Design 3 Credits

Explains theories, principles, and techniques of print media layout and design. Provides an understanding of the use of type and art as design elements in various publication formats, such as newspapers, newsletters, advertisements and brochures. Directs students to apply these concepts to the creation of published materials using Adobe Creative Suite.

MKT 200 Marketing Principles 3 Credits

This course examines market characteristics, consumer buying habits and motives, and functions of marketing within the framework of the strategic marketing planning process. Concepts and current practices in product development, pricing, promotion, distribution, and international marketing are studied.

MKT 205 Advertising Principles 3 Credits

Basic theory, functions, principles, and applications of advertising are the focus of this course. The relation of advertising to our economy, the advertising department and the ad agency, selection of media, advertising practices, and the use of research to improve advertising techniques are covered.

Prerequisite: MKT 200. Required for advertising majors.

MKT 320 Consumer Behavior 3 Credits

The nature and determinants of consumer behavior are studied, with attention given to the influence of socio-psychological factors such as personality, small groups, demographic variables, social class, and culture on the formation of consumer attitudes, consumption patterns, and purchasing behavior.

Prerequisite(s): MKT 200; Required for advertising majors.

ADV 311 Advertising Copy and Layout 3 Credits

This course focuses on the development and planning of creative and strategic advertisements for a variety of products. The course includes creating concepts for ads, designing ads, and writing copy for all media. The student will become familiar with the activities and responsibilities of copywriters and art directors. The relationship between creative advertising and other functions of advertising will be emphasized.

Prerequisite(s): either ADV 200 or MKT 205 and COM 212. Required for advertising majors.

MKT 375 Digital Advertising and Social Media 3 Credits

This course surveys the concepts, principles, practices and industry standards of digital advertising, including standard display and rich media advertising, search advertising, email advertising, game advertising, and mobile advertising. It also introduces the strategies and tactics in social media marketing. The course emphasizes a strategic, holistic view of digital advertising and social media as marketing communication tools that are situated in the marketing strategic framework and employed to engage consumers in community building.

Prerequisite(s): MKT 200.

ADV 435 Advertising Campaigns 3 Credits

This capstone course for advertising majors provides an opportunity for students to plan comprehensive advertising campaigns. Coverage includes segmentation research, creative development of the campaign, media planning, and determining advertising effectiveness. Integration of advertising into the marketing program will be emphasized. Required for advertising majors.

Prerequisite(s): ADV 311, ADV 315; advertising major or minor, senior standing or permission of instructor.

ENG 304 Creative Writing: Fiction 3 Credits

Students write original fiction and analyze the techniques of writing fiction in discussion of both their own drafts and published examples of the form.

Prerequisite(s): completion of composition requirements or permission of instructor.

ENG 305 Creative Writing: Nonfiction 3 Credits

A workshop in Creative Nonfiction (aka Literary Nonfiction or Narrative Nonfiction, abbreviated CNF) in which students will write and read different forms of memoir and essay, including Personal Essay, Lyric Essay, Travel Writing, Oral History, and Personal Profiles. Creative Nonfiction (CNF) tells true stories using the literary techniques of fiction-writing, such as building dramatic scenes, establishing suspense, and developing a narrative sequence of events, or plot. CNF employs vivid sensory detail and builds characters and scenes to enhance the reader’s experience of the story. Challenging the traditional journalist’s stance of objectivity and emotional distance from her topics, CNF writers often put themselves into their stories to create a voice of reflection. We’ll talk about what types of creative license CNF gives writers, and also about the ethics of storytelling, especially when your story’s characters are real, living people.

Prerequisite(s): completion of composition requirements or permission of instructor.

ENG 311 Creative Writing: Playwriting 3 Credits

A workshop teaching and analyzing how students write for the stage that pays particular attention to the demands of the genre. Through reading and writing assignments, students will discuss and analyze the development of their own dramatic scripts for theatrical performance. A portfolio of revisions will serve as a final for the course.

ENG 312 Creative Writing: Screen Writing 3 Credits

A workshop teaching and analyzing how students write for the screen, both television and film, that pays particular attention to the demands of the genre. Through reading and writing assignments, students will discuss and analyze the development of their own dramatic scripts for production. A portfolio of revisions will serve as a final for the course.

ENG 321 Workplace Writing 3 Credits

A workshop in writing effectively to achieve specific practical purposes in various business and professional workplace environments.

Prerequisite(s): completion of composition requirements or permission of instructor.

ENG 322 Workplace Writing: Grant Proposals, Fundraising and Development 3 Credits

Students employ their analytical and writing skills to research and write grants for non- profit organizations in their local or regional communities. Fundraising and development activities on behalf of area organizations introduce them to career opportunities in this growing field.

Prerequisite(s): completion of composition requirements or permission of instructor.

ENG 324 Workplace Writing: Online Contexts 3 Credits

This course will help students adapt their writing to online environments. A writing- intensive course, grounded in rhetorical principles, it focuses upon planning, writing and producing online texts distributed entirely through virtual portals. Students will write documents intended for a variety of virtual purposes, including E-mail, instant messages, text messages, blogs, wikis, workplace social-media, and online team collaborations.

Prerequisite(s): completion of composition requirements or permission of instructor.