The PRAD concentration focuses on principles and strategies of public relations and advertising, including the branding of products through tools of marketing communications. Courses are delivered to ensure a broad understanding of consumer behavior, targeting audiences, deciding strategy, and how to create goal-directed advertising and PR campaigns for business organizations, governments, communities, causes etc.  Students are exposed to various elements in PR & Advertising ranging from public diplomacy to contemporary approaches to marketing communications.   This concentration is a training ground for PR practitioners, ad account executives, media planners, media buyers, ad layout & design specialists, ad copy writers, brand managers, interactive media advertising specialists, marketing communications researchers, etc.

Public Relations & Advertising (PRAD) Concentration (18 Credits) Students choose any 6 courses

CMD 421 Media Relations 3
CMD 432 Community Relations 3
CMD 323 Advertising Creative Strategies 3
CMD 412 Public Diplomacy & Strategic Media Interventions 3
CMD 414 Mgt of Ad Agen. & PR Consultancies 3
CMD 416 Advertising/PR Campaigns 3
CMD 225 Business Communications 3
CMD 443 Economic & Social Issues in PRAD 3
CMD 448 Integrated Marketing Communications 3

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