Catalog Version

Summer/Autumn 2013
Catalog update:
May 15, 2013

Access archived catalogs in the Catalog Archive section.​​​​​

Students are required to follow the Academic Handbook and Code of Student Responsibility

Course Requirements

The Master of Arts in Public Relations and Advertising (PRAD) requires 12 courses — four core courses, six PRAD elective courses and two graduate electives inside or outside of the program.

Core Courses

Students are required to take all of the following:

Elective Courses

Choose eight courses from the following*:

* With approval of the graduate program director, students can take up to two ​​relevant elective courses from other College of Communication graduate programs or relevant elective courses from other graduate departments/programs outside of the College of Communication.​

ePortfolio or Project/Thesis

Students in the Master of Arts in Public Relations and Advertising program complete their degree requirements by submitting a comprehensive ePortfolio. Students who attain a 3.7 GPA or higher and obtain prior approval from the graduate program director have the option to complete a culminating project or thesis instead of the ePortfolio. Students completing a project or thesis will enroll in PRAD 599 as their 12th and final course in the quarter they defend their project/thesis.​

Grade Requirements

Students must maintain a 3.0 average in their graduate work to remain in good standing. Students who drop below this average will be put on academic probation and expected to attain the minimum requirement within two quarters. Failure to meet the conditions of academic probation result in dismissal from the program.​​​​​

PRAD 599

RESEARCH THESIS

Enroll in 599 during the term you plan to defend your thesis or complete your final project. This is a graded, 4-credit hour course. Tuition is charged. You must have a scheduled defense/completion date to be approved for this class. Your thesis/project advisor needs to communicate this date to the Graduate Studies Director for your program, before you are allowed to enroll. Loan deferment is allowed to those registered for this class.
Prerequisites:
Status as a Graduate Public Relations and Advertising student is a prerequisite for this class.

PRAD 553

ADVERTISING

This foundational course examines the theories, principles, applications and standards of advertising in multiple contexts, both from the perspectives of the practitioner and the consumer.
Prerequisites:
Status as a Graduate Public Relations and Advertising student is a prerequisite for this class.

PRAD 555

PUBLIC RELATIONS

This course involves the study of the theory, history, practice and future of public relations in a comprehensive way. It is a course designed to allow public relations students to understand the breadth of the field and to investigate specific areas of public relations (i.e., political, medical, financial, government, corporate, education, etc.). It will also cover the operations and objectives PR practice from both the corporate and non-profit sectors.
Prerequisites:
Status as a Graduate Public Relations and Advertising student is a prerequisite for this class.

PRAD 575

COMMUNICATION LAW AND ETHICS

This course covers the aspects of communication law and ethics relevant to communication professionals. Legal topics include First Amendment concepts, libel, privacy, copyright, freedom of information, and regulation of advertising. The ethical component focuses on the professional responsibilities of practitioners in communication fields with special emphasis on public relations and advertising.
Prerequisites:
Status as a Graduate Public Relations and Advertising student is a prerequisite for this class.

PRAD 585

RESEARCH METHODS FOR THE COMMUNICATION PROFESSIONAL

This course covers core issues involved in the collection and analysis of information to be used in decision-making. Topics covered include the retrieval of archival data, survey design, focus group interviewing, sampling techniques, techniques for analyzing data, and campaign evaluation.
Prerequisites:
Status as a Graduate Public Relations and Advertising student is a prerequisite for this class.

PRAD 505

CRITICAL PERSPECTIVES ON PUBLIC RELATIONS AND ADVERTISING

This course examines the ever-increasing influence of public relations and advertising in our society, highlighting issues of power and social responsibility. Students are asked to think critically about the societal effects of public relations and advertising and their roles in the production and maintenance of pubic opinion. Future practitioners consider the potentially adversarial relationship that exists between public relations and advertising and the media in societies bases on a free press.
Prerequisites:
PRAD 553 or PRAD 555 is a prerequisite for this class.

PRAD 510

SPEECH WRITING AND PRESENTATION

The course will allow students to gain experience writing and delivering speeches and making professional presentations. An emphasis will be placed on the role of speeches and speechwriters and the responsibilities associated with those involved in such an integral part of a democratic society. The multiple uses and value of speeches and presentations as public relations tools will also be addressed.

PRAD 514

CONTEMPORARY ISSUES IN PUBLIC RELATIONS AND ADVERTISING

A seminar devoted to the reading and discussion of contemporary academic and popular works dealing with emerging issues in the fields of public relations and advertising. Students gain advanced knowledge of new industry trends and explore issues central to current professional debates.
Prerequisites:
PRAD 553 or PRAD 555 and status as a Graduate Public Relations and Advertising student are a prerequisite for this class.

PRAD 515

PUBLIC RELATIONS WRITING

The goal of this course is to help students develop the professional writing skills needed for success in public relations. Students analyze the process of strategic public relations planning and explore the communication techniques used to establish positive relationships with organizational constituents. They apply what they have learned by developing and presenting a variety of public relations materials, such as program plans, news releases, magazine/report/newsletter copy, video scripts, web copy and speeches. Upon the successful completion of this course, students will have a professional portfolio of public relations writing samples.
Prerequisites:
Status as a Graduate Public Relations and Advertising student and PRAD 555 or instructor permission is a prerequisite for this course.

PRAD 530

PUBLIC RELATIONS AND ADVERTISING MANAGEMENT

This course focuses on the application of management principles and practices to the effective development of public relations and advertising plans, programs and campaigns. The course examines management practices in organizational and firm settings and considers issues and practices related to planning, budgeting, new business development and account management.
Prerequisites:
Status as a Graduate Public Relations and Advertising student is a prerequisite for this class.

PRAD 535

PUBLIC RELATIONS IN HEALTH CARE

This course will help students understand the organizational impact of health policy in America and prepare students to assume roles in communication management positions in the United States health care industry. Students will explore current issues in health policy such as the problem of the uninsured, the rising cost of health care, and the politics of health. Each student will be responsible for focusing on a particular aspect of health policy and developing a report on the topic.

PRAD 540

CRISIS COMMUNICATION MANAGEMENT

This course examines institutional crisis communication from a management perspective. Emphasis is on crisis response strategies and organizational approaches for preventing and managing crisis events. Students develop case studies of contemporary crises and participate in simulations designed to develop professional expertise and practical skills in crisis communication management.
Prerequisites:
Status as a Graduate Public Relations and Advertising student is a prerequisite for this class.

PRAD 550

INTEGRATED COMMUNICATION CAMPAIGNS

The course presents a formal model for the implementation of integrated marketing communication plans across a number of communication functional areas. The course stresses the importance of campaign consistency, expression of unique audience insights, creative leverage, and the establishment of zero-based execution parameters. Case studies are examined as models for understanding elements of successful programs and for the development of team projects.
Prerequisites:
Status as a Graduate Public Relations and Advertising student is a prerequisite for this class.

PRAD 551

ADVERTISING AND COPYWRITING

This course will introduce students to the world of the ad copywriter. It will encompass everything from the development of a strategy, to the execution of that strategy in all forms of ad related communication. Students will learn the techniques of good ad writing and create work for Print, TV, Radio, IMC elements, new media, among other forms. PREREQUISITE(S): PRAD 553
Prerequisites:
PRAD 553 is a prerequisite for this class.

PRAD 554

CREATIVE PROCESSES

The course focuses on creative processes critical in integrated marketing communication. Overall, the course is designed to help participants think more creatively. Readings include research and theoretical studies of creative processes and institutional practices, as well as more personal essays by representative figures from several different creative venues. Cases studies are the basis for fashioning directed creative responses, discussions, in-class activities and final projects.
Prerequisites:
Status as a Graduate Public Relations and Advertising student is a prerequisite for this class.

PRAD 556

STRATEGIC PLANNING IN PUBLIC RELATIONS

Students will learn how to analyze an organization's initial situation, prior to public relations programs; how to formulate strategies and objectives for proper pre-planning; and how to develop a rich and measurable PR plan. Budgets, tactics and timelines will also be discussed and required as an aspect of the final PR plan project.
Prerequisites:
Status as a Graduate Public Relations and Advertising student is a prerequisite for this class.

PRAD 557

ADVERTISING COMMUNICATION STRATEGY

The course examines the development of advertising communication strategy within the context of an organization's overall marketing objectives. The course emphasizes harmonization of strategies for internal and external audiences and for support of organizational vision. Case studies define the relationship of marketing communication to product and service innovation, pricing and distribution. Particular attention is given to strategies which are imaginative and cost-effective.
Prerequisites:
PRAD 553 and status as a Graduate Public Relations and Advertising student or instructor permission is a prerequisite for this course.

PRAD 560

POLITICAL AND GOVERNMENT PUBLIC RELATIONS

Political Public Relations focuses on the development and delivery of strategic messages by political parties, candidates and officeholders in American politics. Students will be responsible for researching, discussing, and evaluating the effectiveness of these messages. Special emphasis will be placed on the role of the spokesperson in a political campaign and/or serving as a spokesperson for an elected official.
Prerequisites:
Status as a Graduate Public Relations and Advertising student is a prerequisite for this class.

PRAD 562

MEDIA RELATIONS

Explores the communication between reporters and organizational spokespeople. Topics include goals of reporters and spokespeople during the transmission of information, interpretation of the various types of corporate media for reporters, techniques for corporate spokespeople for giving effective interviews. Case studies will be analyzed.
Prerequisites:
Status as a Graduate Public Relations and Advertising student is a prerequisite for this class.

PRAD 563

MEDIA PLANNING

This is an advertising class that focuses on researching and assessing various media and media markets for possible use in advertising campaigns. Traditional print, broadcast, and out-of-home media are explored as well as digitial media options and search engine optimization tools. Concepts of audience coverage, reach, frequency, ratings, share, gross rating points, Web page hits and click-throughs, CPM, and other cost and audience factors will be explored. PREREQUISITE(S): PRAD 553
Prerequisites:
PRAD 553 is a prerequisite for this class.

A&S 491

ADMINISTRATIVE THEORY AND BEHAVIOR

This course concerns theoretical concepts and empirical research relating to administrative behavior in organizations with special reference to educational organizations. Concepts are examined within the typical decisional framework of supervisors, chief school business officers, principles, and superintendents, and similar positions in the helping professions. Assignments are individualized.
Prerequisites:
Status as an Advanced Masters Education student is a prerequisite for this class.

PRAD 564

CORPORATE COMMUNICATION

A global business center, Chicago boasts one of the country?s largest concentrations of Fortune 500 companies, employing thousands of communication professionals. This course examines the development, practice, goals and responsibilities of the corporate communication function, and three of its major specialty areas ? media relations, employee communications and investor relations. Through readings, discussions, assignments and guest speakers, students will gain practical knowledge of core concepts driving the growth of corporate communication, such as corporate reputation, brand image and brand equity, and corporate social responsibility.

PRAD 590

PUBLIC RELATION & ADVERTISING WORKSHOP

This course allows students to sample a range of hands on, practical offerings in communication that can enhance their knowledge and expertise. Topics offered include focus groups.

PRAD 595

SPECIAL TOPICS IN PUBLIC RELATIONS & ADVERTISING

This course examines a broad range of topics related to public relations and advertising processes. The course may address such topics as issues management, consumer behavior, relationship management, strategic planning and program development, or integrated communication campaigns.
Prerequisites:
Status as a Graduate Public Relations and Advertising student is a prerequisite for this class.

PRAD 597

COLLOQUIUM ON PUBLIC RELATIONS AND ADVERTISING

This course brings students together with professionals in public relations and advertising to illustrate the diverse nature of work in these fields. Speakers from both corporate and non-profit organizations will be invited to share their professional experiences and to discuss the knowledge competencies and skills required to succeed in these fields.

CMN 591

INTERNSHIP

This graduate level course is designed to integrate the student's work experience at the internship site with a career-management curriculum that enhances internship success and increases employability.
Prerequisites:
Status as a Graduate Communications student is a prerequisite for this class
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PRAD 511

CONSUMER INSIGHTS FOR LATINO MARKETS

The course encompasses both the similarities and differences of Latino consumers in the U.S. and focuses on how to uncover key insights about consumer buying and information processing behavior among a diverse group of Latino cultures. The insight process is commonly used in advertising and marketing but is gaining popularity in public relations and employee communications. Students will learn how to develop their own instincts as an information consumer, as well as learn some key consumer psychology and research methodologies to learn why individuals behave as they do in the marketplace. Students will find and distill secondary research data and then utilize some qualitative research techniques, such as focus groups, ethnographic research, projective techniques, and in-depth interviewing to develop a key insight into a target group. PREQ: PRAD 553
Prerequisites:
PRAD 553 and status as a Graduate Public Relations and Advertising student are a prerequisite for this class.

PRAD 512

LATINO INTEGRATED MARKETING COMMUNICATION

Many organizations and businesses are actively pursuing the Latino market. Yet few PR/advertising programs train students to communicate effectively with this growing target audience. This course covers the process of uncovering Latino consumer insights and development of culturally relevant messages. Students gain practice in creating comprehensive strategic campaigns addressing various Latino consumer segments and exploring the effectiveness of using advertising, public relations and events, corporate social responsibility and social media specifically focused on the US Latino consumer.
Prerequisites:
Status as a Graduate Public Relations and Advertising student is a prerequisite for this class.

PRAD 558

CONSUMER PROMOTION

This course explores the various ways marketers engage consumers with a specific goal of generating a purchase or an action such as lead generation. This course will cover the basics of promotion, as well as the ways brands activate more image based marketing tactics, such as sports and arts sponsorships, cause marketing, and entertainment marketing. Additionally, students will understand what marketers need to do at retail - the last mile on the purchase process - and the new world of shopper marketing. Students will learn how these tools can meet the dual objectives of driving purchase while maintaining a brand's image.
Prerequisites:
PRAD 553 or PRAD 555 and status as a Graduate Public Relations and Advertising student or instructor permission are prerequisites for this class.

PRAD 586

ACCOUNT PLANNING

As media forms converge, and content delivery and commerce blend, the importance of understanding the emotional connections between consumers and brands has assumed a larger role than ever in the marketing process. The account planner represents the voice, and feelings, of the consumer in this process. This course will examine the history of account planning and its relationship within advertising agencies to creative development and brand development. Special emphasis will be placed on the qualitative and ethnographic research techniques used by planners, and the role that curiosity and empathy play in understanding different consumer audiences.

CMNS 592

INDEPENDENT STUDY

Students will be guided in the development of a special project that furthers their collaboration with an instructor and produces a report that demonstrates their mastery of critical content and competencies. The independent study option is intended for students who have demonstrated a mastery of course content, who would benefit from a sustained, focused collaboration with a relevant faculty member.
Prerequisites:
Status as a Graduate Communication student is a prerequisite for this class.

CMN 592

GRADUATE INTERNSHIP II

This graduate level course is designed to integrate the student's work experience at the internship site with a self-reflection based curriculum that enhances internship success and increases employability.
Prerequisites:
Status as a Graduate Communications student is a prerequisite for this class