California State University, Dominguez Hills

Advertising and Public Relations

Advertising and Public Relations

The Bachelor of Arts in Advertising and Public Relations degree program is designed to help students develop an in-depth understanding of the role and impact of advertising and public relations in both for-profit and nonprofit organizations. The program focuses on preparing students to become logical and innovative advertising and public relations professionals who also examine the ethical and cultural values in their practice. The course sequence is designed to emphasize professional skills, analytic abilities, and critical approaches in dealing with advertising and public relations issues. Specifically, the students will polish creative ideas and gain a variety of professional skills, including creating AD/PR messages; planning AD/PR media; organizing integrated communication plans; and developing sponsorships and promotional strategies. The program also stresses both analytical approaches and critical thinking skills. Students will learn the theoretical foundations underlying persuasive messaging as well as analytical tools applied to advertising and public relations research. With this knowledge, students will improve their ability to identify and investigate current AD/PR-related issues by using an appropriate methodology and develop further strategic directions. In conjunction with the practical techniques, the program will also guide students to appreciate the cultural aspects and ethical issues in advertising and public relations practices. Students can tailor their messages on the basis of understanding of cultural differences and engage with ethical concerns. Upon completing the program, students will achieve a wealth of knowledge, practical skills, and the ability to think critically and strategically in developing promotional media messages and strategies.

The Bachelor of Arts in Advertising/Public Relations is housed in the Communications Department. All production-related courses utilize the department’s facilities and equipment.