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