Strategic Communication (Advertising/Public Relations)

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At Loyola, we know that persuasive communications happens in both the advertising and public relations worlds and that's why we've put both under the strategic communications (advertising/public relations) sequence. Students in the Strategic Communication sequence study advertising and public relations with an emphasis on one of the two. Students take a core of courses including strategic contention creation, layout and design, research methods, media planning and a capstone.

Overview of Courses

In addition to six core courses, students choose from discipline-specific electives to personalize the program. Following a track in advertising or public relations, the program truly can be tailored to your interests and goals. Here’s a sample of what you can expect to learn and do:

  • Brand Lab
    This student run agency offers real-world experience in public relations, design, photography and videography, social media, advertising, event and strategic planning by working with for-profit companies to create communication solutions.
  • Sports Promotion
    Students learn promotions and marketing strategies used by professionals in the world of sports. Students examine the marketing of sports products, increasing media audiences and live attendance as well as the selling of sports-related products. From celebrity endorsements to sponsorships and partnerships, students will walk out with the tools they need to begin a career in sports communication.
  • Digital Communication
    In this hands-on course students use tools such as Snapchat, Instagram, Wordpress, Avid, Facebook Live and more to create campaigns and tell stories. Students learn critical thinking skills about the technology used to produce mass media messages in modern American society. They are introduced to visual theories as well as elements and principles of design. The digital communication student leaves this course versed in current media technologies with a critical understanding of its use in creating memorable and meaningful communication materials.

Download Major Sheet

 

Curriculum

Advertising

The advertising track is perfect for students who want to channel their creative energy into dynamic and persuasive campaigns. The program offers a strong foundation in research methods and copywriting as well as giving students hands-on experience with innovative technology. Our advertising graduates are recognized by the industry for their sharp strategic minds and keen eye for design.  

Public Relations 

Public relations is an excellent track for students who want to develop professional communication skills and the expertise needed to facilitate mutual understanding among groups and institutions. Loyola's program offers a strong foundation in media, internal and external relations. Graduates excel in roles within businesses, government, hospitals, education, nonprofit and religious institutions.   

 

Mass Communication Course Information

Mass communication majors are limited to 40 credit hours in mass communication courses. A grade of C or better is required in all courses that are prerequisites to advanced courses.

Find out more about the mass communication major:

For more information, please contact the department chair, Dr. Álvaro Bootello, at bootello@loyno.edu.

Professional Organizations

AD CLUB/AMERICAN ADVERTISING FEDERATION

Loyola’s Ad Club is part of the American Advertising Federation (AAF) and is one of more than 200 chapters across the U.S. AAF provides valuable insights into the worlds of advertising, connections and job opportunities for those interested in an advertising career. 
The Loyola chapter's faculty adviser is Dr. Alvaro Bootello.

AD TEAM

Loyola’s Ad Team competes each spring in the AAF National Student Advertising Competition, the premier college advertising competition that provides more than 2,000 college students the real-world experience of creating a strategic advertising/marketing/media campaign for a corporate client. Students develop a marketing plan and pitch their work to advertising professionals at the district, semi-final and national levels.

Applications for team membership are accepted each fall. To apply, download an application.

 

PRSSA

The Public Relations Student Society of America (PRSSA) is the foremost organization for students interested in public relations and communications, with more than 300 chapters across North and South America. The Loyola chapter's faculty adviser is Dr. Cathy Rogers.

BATEMAN TEAM

The Bateman Case Study Competition is PRSSA’s premier national case study competition for PR students, who apply classroom education and internship experiences to create and implement a full PR campaign during the spring semester. Loyola’s Bateman team has won the national competition more than any other university.

Applications for the five team spots are accepted each fall. To apply, download an application.