Undergraduate Catalog 2014-15

Majors

Advertising (BAV)

Bachelor of Arts or Bachelor of Science (B.A. or B.S.)

8 Semester Plan

120 Credit Hours

CIP Code: 52.1499

College of Business

http://business.usf.edu/programs/undergraduate/advertising/

Major Description

The Advertising major in the College of Business is unique in that it is a collaborative effort between the School of Mass Communications in the College of Arts and Sciences and the Marketing Department in the College of Business. The major complements an existing Advertising track in the Mass Communications major and provides students the opportunity to combine the creative, media, and account planning aspects of advertising with knowledge, skills, and abilities in accounting, economics, finance, information systems, management, marketing and strategy.

Limited Access - This major has additional admissions requirements as listed in this section.

Admission to the College of Business is based upon availability of faculty and space within each discipline. The College is an upper-level, limited access college, which means that it has admission requirements in addition to those of the University in general. Students interested in pursuing a degree in the areas offered by the College of Business must complete the required prerequisites for entering the College in addition to other related criteria listed below.

Students must satisfy the following criteria:

  • Minimum of 60 semester hours of college credit earned.
  • Minimum of a cumulative grade point average of 2.5 on all college-level work and a minimum of 2.0 on all credit attempted at USF, including any prior to renewal. NOTE: Beginning Fall 2013 the College of Business will establish each fall a new minimum overall GPA required to satisfy the limited access GPA admission requirement. The minimum overall GPA will range between a 2.5 with a maximum required GPA of a 2.75. Students will be notified each fall as to the minimum entrance GPA required for the following fall semester. Notification will occur through Canvas and updated at the following link: http://business.usf.edu/programs/undergraduate/admission.asp.
  • In computing entry grade point average, all business and economics courses taken for S or U grades will be converted to C or F, respectively.
  • A minimum score of 550 on paper and pencil or 213 on computerized TOEFL is required, when applicable.

State Mandated Common Course Prerequisites

Transfer credits will be accepted from accredited institutions; however, all hours earned may not be applied toward USF business degree requirements. Individual courses will be evaluated by an academic advisor and appropriately credited toward requirements in the student's program at USF.

Florida public state or community college students enrolled in an Associate of Arts (AA) program should normally complete the general education requirements and the State Mandated Common Prerequisites at a Florida College System institution. As a rule, AA students should avoid taking any business courses at the state or community college that are listed as 3000- and 4000-level courses at USF. Normally, courses in finance, marketing, management, and accounting, as well as other business administration and economics courses, taken at the lower division level that are offered as upper division courses at USF will not be accepted for upper division credit in business administration or economics. In general, business courses taken at the lower level, at technical schools, or as part of professional or military training, are not applicable to the degree programs of the College of Business. Exceptions to this policy will be made only upon proper validation of such courses. Validation consists of successfully completing specified advanced courses in the discipline.

Florida College System students pursuing an Associate of Science (AS) program in Business Administration are fully admissible to USF. Please see a business advisor to determine the articulation courses, discuss admission to the College of Business and prepare a program plan for degree completion. Students transferring to the College of Business with an A.S. in Business Administration may earn a major in General Business Administration only.

Florida College System students pursuing an Associate of Science (AS) program in any other discipline should contact the Director of the BSAS program in the Office of Undergraduate Studies, SVC 2003, (813) 974-4051, for information regarding course transferability and degree articulation.

Completion of the following State Mandated Common Course Prerequisites (or equivalents) with a grade of C- or higher in each course and an overall 2.0 GPA:

  • * ACG X021 or ACG X022 Financial Accounting or (ACG X001 & ACG X011)
  • * ACG X071 Managerial Accounting or ACG X301
  • CGS X1001 Computers in Business (or acceptable Substitute, i.e., CGS X100C, CGS X530, CGS X570, CGS X060, CGS X531, CGS X000, ISM X000)
  • ECO X013 Principles of Macroeconomics
  • ECO X023 Principles of Microeconomics
  • MAC X233 Elementary Calculus or MAC X230
  • STA X023 Introductory Statistics or QMB X100 or STAX122 (although STA X023 and QMB X100 are preferred).

* accounting majors must earn a C not C- in ACG 2021 & ACG 2071
1or demonstrated competency.

Total Major Hours: 53 Hours

Major Core

Within the 120-semester hour program listed in the Business General Requirement section (including the state mandated common prerequisites), students must pass the EDT (English Diagnostic Test), complete all courses listed below with a minimum grade of C, not C-, participate in a study abroad experience, and live in the Advertising Living Learning Community during their freshmen year.

Major Core Courses - 33 Hours

Required Courses for Advertising major:

Required Mass Communication Core Courses:

Major Elective Courses - 20 Hours

Required Business Electives:

  • CGS 2100 Computers in Business
  • MAR 3823 Marketing Management
  • MAR 4933 Selected Topics in Marketing
  • MAR XXX Upper-Level Marketing Elective

Required Non-Business Electives:

  • GEB 2935 Selected Topics in Business: Speaker Series
  • MAR 4905 Independent Study
  • MMC 4910 Individual Research in Mass Communications
  • SLS 2901 Academic Foundations Seminoar

Optional Accelerated Program

B.S./M.A. Advertising/Mass Communications

This program allows B.S. majors in Advertising (College of Business) to take graduate courses in the M.A. degree in Mass Communications with a concentration in Strategic Communication Management (College of Arts and Sciences), during their senior year. These shared credits will be applicable to the M.A. degree, thus accelerating the time to completion, with successful students able to earn the M.A. degree in two additional semesters beyond the completion of the B.S. degree.

This accelerated program shares 12 credits between already existing degrees/concentrations:

  • B.S. in Advertising
  • M.A in Mass Communication with a concentration Strategic Communication Management

Target students and expected outcomes

This highly competitive program is the result of collaboration between the Department of Marketing in the College of Business and the School of Mass Communications in the College of Arts and Sciences. The integrated B.S./M.A. curriculum is designed to provide eligible students the undergraduate coursework necessary to complete a specialized program of study in advertising management at the graduate level. Graduates of this distinctive program will be prepared to take on leading communication management positions in an evolving business and media environment.

Description and Requirements

For admission to the program, a student must:

  1. have completed at least 15 hours in the Advertising undergraduate major;
  2. have a minimum undergraduate 3.33 GPA overall; and
  3. have a minimum undergraduate 3.5 GPA in the major.

To apply for admission, send a letter to the Director of the Zimmerman Advertising Program, within the School of Mass Communications stating your qualifications and desire to enter the program. Students may also be nominated by faculty in the Department of Marketing or School of Mass Communications.

Undergraduate Degree Requirements for the Advertising Business Major

The Advertising major in the College of Business is unique in that it is a collaborative effort between the School of Mass Communications in the College of Arts and Sciences and the Marketing Department in the College of Business. The major complements an existing Advertising track in the Mass Communications major and provides students the opportunity to combine the creative, media, and account planning aspects of advertising with knowledge, skills, and abilities in accounting, economics, finance, information systems, management, marketing and strategy.

Requirements for the B.S. Degree

Within the 120-semester hour program listed in the Business General Requirement section (including the state mandated common prerequisites), students must pass the EDT (English Diagnostic Test), complete all courses listed below with a minimum grade of C, not C-, participate in a study abroad experience, and live in the Advertising Living Learning Community during their freshmen year.

Required Courses for Business Core (36 credit hours):

  • ACG 2021 Principles of Financial Accounting
  • ACG 2071 Principles of Managerial Accounting
  • ECO 2013 Economic Principles: Macroeconomics
  • ECO 2023 Economic Principles: Microeconomics
  • QMB 2100 Business & Economic Statistics I
  • QMB 3200 Business & Economic Statistics II
  • BUL 3320 Law and Business I
  • FIN 3403 Principles of Finance
  • ISM 3011 Information Systems in Organizations
  • MAN 3025 Principles of Management
  • MAR 3023 Basic Marketing
  • GEB 4890 Strategic Management/Decision Making

Required Courses for Advertising major (27 credit hours):

  • ADV 3008 Introduction to Advertising
  • ADV 3101 Advertising Creativity
  • ADV 3300 Advertising Media Strategy
  • ADV 4600 Advertising Management
  • ADV 4800 Advertising Campaigns
  • ADV 4940 Advertising Practicum
  • MAR 3613 Marketing Research
  • MMC 4936 Selected Topics in Mass Communications Studies
  • MAR 4503 Buyer Behavior

Required Mass Communication Core Courses (6 credit hours):

  • MMC 2100 Writing for the Mass Media
  • MMC 3602 Mass Communications and Society

Required Business Electives (12 credit hours):

  • CGS 2100 Computers in Business
  • MAR 3823 Marketing Management
  • MAR 4933 Selected Topics in Marketing
  • MAR XXX Upper-Level Marketing Elective

Required Non-Business Electives (8 credit hours):

  • GEB 2935 Selected Topics in Business: Speaker Series
  • MAR 4905 Independent Study
  • MMC 4910 Individual Research in Mass Communications
  • SLS 1101 University Experience

Residency

In the major, 15 of the 21 Advertising hours and 3 of the 6 Marketing hours must be taken in residency at USF Tampa. At least a minimum of a C (not C-) grade must be eared in each course. An overall GPA of 2.0 is required in the major for graduation.

Shared B.S./ M.A. Requirements

Twelve (12) hours of graduate credit can be taken in place of 6 hours required for the Advertising Major and 6 hours of Required Business Electives, as follows:

  • ADV 4600 (Advertising Management), satisfied by PUR 6607 (Strategic Communication Management)
  • ADV 4800 (Advertising Campaigns), satisfied by PUR 6603 (Strategic Communication Campaigns)
  • ADV 4940 (Advertising Practicum), satisfied by MMC 6945 (Mass Communications Professional Practicum)
  • MAR 4933 (Selected Topics in Marketing: Social Media Applications), satisfied by MAR 6936 (Selected Topics in Marketing: Social Media Applications).
Graduate Degree Requirements For Accelerated M.A. in Mass Communications

Total Minimum Hours: 39

Core Requirements:12 hours

  • MMC 6920 – Introduction to Mass Communication Research
  • MMC 6401 – Mass Communication Theory
  • MMC 6421 – Research Methods

Concentration Requirements: 24 hours

Concentration in Strategic Communication Management

The Strategic Communication Management concentration accentuates the integration of organizational communication functions such as public relations and advertising into a single communication management function. This program requires 39 hours of course work (12 hours of which are shared with the B.S. degree), including three (3) hours of an applied research project, twelve (12) hours of the mass communications core, and fifteen (15) hours of the strategic communication management concentration.

  • PUR 5505 – Introduction to Strategic Communication Theory and Research
  • PUR 6607 – Strategic Communication Management
  • PUR 6603 – Strategic Communication Campaigns
  • MMC 6418 – Strategic Message Design
  • MMC 6415 – Strategic Communication Media
Satisfied by:
ADV 5505 – Advertising Planning

Applied Research Project Requirement: 3 hours

The applied research project will serve as an integrative experience for students to bring together all they have learned during their five years at USF. Students will be paired with clients in Tampa and within the state of Florida to solve real-world research problems. With the guidance of a faculty advisor, students will plan, conduct, and present research to their client and the graduate faculty within the School of Mass Communications.

MMC 6950 – Applied Research Project 

COURSES

See http://ugs.usf.edu/course-inventory/

Timeline and benchmarks:

  1. To be considered for acceptance into the Accelerated B.S./M.A. in Advertising in the School of Mass Communications, students must have completed a minimum of 15 credits in the Advertising undergraduate major.
  2. Students must have a minimum undergraduate GPA of 3.33 overall, and a minimum GPA of 3.50 in the major to be eligible for the accelerated degree program.
  3. Following completion of a minimum of 15 hours in the undergraduate major, students may be considered for acceptance into the accelerated program through faculty nomination or student self-nomination, via submission of an Accelerated Program Application Form. Both B.S. and M.A. programs will review the applications and approve the nominations. All applications require the approval of the School of Mass Communications Graduate Program, the College of Arts and Sciences, and the USF Graduate School.
  4. To be promoted to graduate status, students must meet all admission requirements of the M.A. in Strategic Communication Management in the School of Mass Communications. Specifically, the following materials must be submitted with the Accelerated Program Application Form:
    • Statement of intent (a personal statement about why the student wishes to apply for the program);
    • Undergraduate transcripts;
    • Three letters of recommendation;
    • GRE scores (GRE should be taken before or during the third year of study).
  5. Students must earn a minimum of a “B” (3.00) in all graduate courses. Failure to earn at least a “B” in a graduate course will result in academic review by the graduate program. Failure to maintain a minimum 3.0 GPA will result in academic probation, according to the procedures of the USF Office of Graduate Studies.

A comprehensive plan of study to complete the integrated B.S./M.A. program will be developed with the guidance of an advisor and a faculty member. A possible plan of study could be as follows. Summer sessions may also be included in the study plan.

First and Second Year

  • Courses and credits as designated for freshman and sophomore years

Third Year (Apply for Admission to the Integrated B.S./M.A. program)

  • MAR 4903  Independent Study
  • MAR 3613  Marketing Research
  • QMB 3200  Business and Economic Statistics II
  • ADV 3101   Advertising Creativity
  • MAR 3823  Marketing Management                
  • MAR 4903  Independent Study
  • FIN 3403  Principles of Finance
  • ADV 3300  Advertising Media  Strategy
  • ADV 4600  Advertising Management             
  • ADV 4940  Advertising Practicum
  • MMC 4936  Selected Topics in Mass Communications Studies
    • Subtitle: Brandtailing

Fourth Year (Student accepted in M.A. in Mass Communications program;  shared credits highlighted)

  • MMC 4910        Individual Research in Mass Communication
  • MAR 4503         Buyer Behavior
  • MAN 3025         Principles of Management
  • BUL 3320          Law and Business I
  • ISM 3011           Information Systems in Organizations
  • MMC 6945 *     Selected Topics in Marketing
    • Subtitle: Return on Marketing Investment          
  • GEB 4890         Strategic Management and Decision Making
  • PUR 6607*        Strategic Communication Management
  • PUR 6603*         Strategic Communication Campaigns
  • MAR 6936*       Selected Topics in Marketing
    • Subtitle: Social Media Applications
  • MAR 3400         Professional Selling

Fifth Year

  • MMC 6920        Introduction to Mass Communication Research
  • MMC 6400        Mass Communication Theory
  • MMC 6421        Research Methods
  • ADV 5005         Advertising Planning
  • PUR 5505         Introduction to Strategic Communications Theory and Research   
  • ADV 6602         Advanced Advertising Management
  • PUR 6418         Strategic Message Design
  • MMC 6950        Applied Research Project


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