Advertising Agency

The Advertising curriculum provides a foundation for problem-solving, strategic thinking, and persuasion techniques that drive audience-centered marketplace communications. Skills attained can be applied to the advertising industry, to entrepreneurism, and to health marketing, among others. Learning outcomes prepare students for the challenges of culturally diverse and technologically changing marketplaces.

About this Program

To graduate with this major, students must complete all university, college, and major requirements.

Department Information

The Department of Advertising is recognized as one of the largest and most respected programs in the U.S. Courses are designed to provide a foundation for problem-solving, strategic thinking and persuasion techniques that drive marketplace communication.
Website

CONTACT

Email | 352.392.4046

P.O. BOX 118400
2088 WEIMER HALL
GAINESVILLE FL 32611-8400
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Curriculum

UF's Department of Advertising consistently ranks as one of the top U.S. advertising programs. It is based in a college accredited by the Accrediting Council for Education in Journalism and Mass Communication. The department's curriculum, among the most comprehensive in the United States, is taught by a faculty with the knowledge and experience to bring a balance of professional skills and conceptual orientation to the classroom.

Coursework for the Major

Required Foundation Coursework
MAR 3023Principles of Marketing 14
STA 2023Introduction to Statistics 1 13
Required Core Coursework
ADV 3001Advertising Strategy 13
ADV 3008Principles of Advertising 13
ADV 3403Branding 13
ADV 3500Digital Insights 13
ADV 4101Copywriting and Visualization 13
ADV 4300Media Planning 13
ADV 4800Advertising Campaigns 13
ENC 3252Writing for Strategic Communication 13
MMC 1009Introduction to Media and Communications1
MMC 2121Writing Fundamentals for Communicators 13
MMC 2604Media, Cultures, and Identity3
MMC 3420Consumer and Audience Analytics 13
MMC 4200Law of Mass Communication3
MMC 3203Ethics and Problems in Mass Communications 13
VIC 3001Sight, Sound and Motion 14
Professional Electives11
Total Credits62

Critical Tracking records each student’s progress in courses that are required for entry to each major. Please note the critical-tracking requirements below on a per-semester basis.

Equivalent critical-tracking courses as determined by the State of Florida Common Course Prerequisites may be used for transfer students.

Semester 1

Semester 2

  • Complete 2 additional critical-tracking courses
  • 2.0 GPA required for all critical-tracking courses
  • 2.0 GPA required

Semester 3

  • Complete 3 additional critical-tracking courses
  • 2.0 GPA required for all critical-tracking courses
  • 2.0 GPA

Semester 4

  • Complete all 8 critical-tracking courses
  • 2.0 GPA required for all critical-tracking courses
  • 2.0 GPA required

Semester 5

SEMESTER 6

  • Complete ADV 3500 and ADV 4101
  • Complete professional writing elective, 6,000 words
  • 2.0 GPA required for all critical-tracking courses
  • 2.0 GPA required

SEMESTER 7

  • Complete ADV 4300 and MMC 3203
  • 2.0 GPA required for all critical-tracking courses
  • 2.0 GPA required

SEMESTER 8

  • Complete ADV 4800 and MMC 4200
  • 2.0 GPA required for all critical-tracking courses
  • 2.0 GPA required

To remain on track, students must complete the appropriate critical-tracking courses, which appear in bold. These courses must be completed by the terms as listed above in the Critical Tracking criteria.

This semester plan represents an example progression through the major. Actual courses and course order may be different depending on the student's academic record and scheduling availability of courses. Prerequisites still apply.

Plan of Study Grid
Semester OneCredits
Quest 1 (Gen Ed Humanities) 3
AMH 2020 United States Since 1877 (State Core Gen Ed Social and Behavioral Sciences) 3
ENC 1101 Expository and Argumentative Writing (Gen Ed Composition) 1 3
MMC 2604 Media, Cultures, and Identity (Critical Tracking) 3
State Core Gen Ed Mathematics 2 3
 Credits15
Semester Two
ENC 1102 Argument and Persuasion (Critical Tracking; State Core Gen Ed Composition) 1 3
MMC 1009 Introduction to Media and Communications (Critical Tracking) 1 1
Select one: 3
American Federal Government (Critical Tracking)  
General Psychology (Critical Tracking; Gen Ed Social and Behavioral Sciences)  
STA 2023 Introduction to Statistics 1 (Critical Tracking; Gen Ed Mathematics) 3
THE 2000
Theatre Appreciation (State Core Gen Ed Humanities with Diversity)
or Art Appreciation: American Diversity and Global Arts
3
State Core Gen Ed Biological or Physical Sciences 1 3
 Credits16
Semester Three
Quest 2 (Gen Ed Biological or Physical Sciences) 3
ECO 2013 Principles of Macroeconomics (Critical Tracking; Gen Ed Social and Behavioral Sciences) 4
MMC 2121 Writing Fundamentals for Communicators 1 3
MUL 2010 Experiencing Music (Gen Ed Humanities with International) 3
Foreign language or quantitative option courses 1 3
 Credits16
Semester Four
ADV 3008 Principles of Advertising (Critical Tracking) 1 3
Select one: 3
Comparative Politics (Gen Ed Social and Behavioral Sciences)  
Introduction to International Relations (Gen Ed Social and Behavioral Sciences)  
American State and Local Government (Gen Ed Social and Behavioral Sciences)  
ENC 3252 Writing for Strategic Communication 1 3
MAR 3023 Principles of Marketing (Critical Tracking) 1 4
Foreign language or quantitative option courses 1 3
 Credits16
Semester Five
ADV 3001 Advertising Strategy (Critical Tracking) 1 3
ADV 3403 Branding (Critical Tracking) 1 3
MMC 3420 Consumer and Audience Analytics (Critical Tracking) 1 3
SPC 2608
Introduction to Public Speaking 1
or Oral Performance of Literature 1
3
VIC 3001 Sight, Sound and Motion (Critical Tracking) 1 4
 Credits16
Semester Six
ADV 3500 Digital Insights (Critical Tracking) 1 3
ADV 4101 Copywriting and Visualization (Critical Tracking) 1 3
Professional electives 6
Elective outside the college; 6,000 words 3
 Credits15
Semester Seven
For Semesters Seven and Eight, students must complete two professional courses.  
ADV 4300 Media Planning (Critical Tracking) 1 3
MMC 3203 Ethics and Problems in Mass Communications (Critical Tracking) 1 3
MMC 4200 Law of Mass Communication (Critical Tracking) 3
Professional elective 3
Elective outside the college 3
 Credits15
Semester Eight
ADV 4800 Advertising Campaigns (Critical Tracking) 3
Professional elective 2
Electives outside the college 10
 Credits15
 Total Credits124

Professional Electives | 12 Credits Minimum

MMC 1009 and 11 additional credits

Students may take any other courses in the College of Journalism and Communications to count as professional electives. Students are encouraged to work with faculty members to select electives that best meet career goals.

Up to six credits of professional internship credit may count toward graduation.
Minimum grade of C required in these courses.


The advertising curriculum is designed to provide a foundation for problem-solving, strategic thinking, and persuasion techniques that drive audience-centered marketplace communications. Skills attained can be applied to the advertising industry, to entrepreneurism, and to health marketing, among others. Learning outcomes prepare students for the challenges of culturally diverse and technologically changing marketplaces.

Students choose one of two specializations:

Advertising Agency

The Advertising Agency specialization emphasizes skills that are necessary for entry-level positions in an advertising agency and is designed to provide a foundation for advancement to positions of leadership in these organizations. This track introduces students to the concepts and skills needed to prepare for careers in account management, account planning, media planning, research, art direction and copywriting. 

Persuasive Messaging

The Persuasive Messaging specialization focuses on the skill set required to engage media audiences through the use of strategic, persuasive communications. The track emphasizes the concepts and application of audience and media analytics, advertising sales, brand storytelling, and message persuasion. The track prepares students for careers in a broad array of industries and organizations.

Before Graduating Students Must

  • Achieve a passing score of 70% on your student portfolio, which will be evaluated by two faculty members as part of ADV 4800, the major’s capstone course.
  • Complete requirements for the baccalaureate degree, as determined by faculty.

Students in the Major Will Learn to

Student Learning Outcomes (SLOs)

Content

  1. Correctly identify information and trends related to the history and roles of professionals and institutions in shaping strategic communications.

Critical Thinking

  1. Formulate accurate audience insights from research and consumer information.
  2. Correctly analyze strategic communication from case studies in branding.

Communication

  1. Work effectively in teams to solve strategic communication problems.
  2. Orally present ideas and recommendations clearly and effectively.

Curriculum Map

I = Introduced; R = Reinforced; A = Assessed

Courses SLO 1 SLO 2 SLO 3 SLO 4 SLO 5
MMC 2604 I
SPC 2608 or ORI 2000 I
MAR 3023 R I I
ADV 3008 I, R I I
ENC 3254 R
ADV 3001 R R I R
ADV 3403 R R R
ADV 3500 R R R R
ADV 4800 or Immersion A A A A A

Assessment Types

  • Exams
  • Oral presentations
  • Peer Evaluations
  • Rubric