Digital Marketing, Advertising, and Public Relations, BA

Requirements

The Digital Marketing, Advertising, and Public Relations major is a total of 12 courses (37 credit hours), including nine core courses and three electives. Electives can be selected to specialize in one of three concentrations listed below, or students can pursue a more generalized (non-concentration) marketing communications curriculum.

To receive the  B.A. degree in this field, majors must:

  • Complete all courses in the major with a minimum grade of C (not C-) or better.
  • Maintain at least an overall grade point average of B- (2.67 or higher GPA) in the major.  Minimum 2.0 gpa.
  • Successfully complete a professional internship experience in the field, IMC 399 INTERNSHIP IN IMC.
  • Successfully complete the capstone requirement, IMC 347 CAMPAIGN PLANNING. This is a team project course in which students work to solve a marketing communications problem for a client and then present their team recommendations to the client.

In addition, note that: 

  • Transfer students must complete eight courses in the major (24 credit hours) at Roosevelt.
  • No 100-level courses may count toward the hours required for this major.
  • No pass/fail grades, other than IMC 399 INTERNSHIP IN IMC, are accepted for this major.
Core
IMC 202IMC PRINCIPLES/BEST PRACTICES3
IMC 220MEDIA WRITING4
IMC 240MARKETING RESEARCH3
IMC 262FUNDAMENTALS OF PR3
IMC 263FUNDAMENTALS OF ADVERTISING3
IMC 264FUNDAMENTALS OF DIGITAL AND SOCIAL MEDIA MARKETING3
IMC 347CAMPAIGN PLANNING3
IMC 363LAW AND ETHICS3
IMC 399INTERNSHIP IN IMC3
Electives
Three courses at the 200 or 300 level in IMC or JMS (or may be an area of concentration, listed below)9
General Education, University Writing Requirement, and Electives
Hours to total 12083
Total Credit Hours120

 Concentrations 

Advertising Creative (6 hours)

IMC 349CREATIVE MESSAGING: SOCIAL/DIGITAL/TRADITIONAL MEDIA3
IMC 350ADVERTISING PORTFOLIO II3

Advertising Management (6 hours)

IMC 344BRAND MANAGEMENT3
IMC 345ADVERTISING MEDIA3

Public Relations (choose any two, for 6 hours)

IMC 340MEDIA RELATIONS3
IMC 362DIGITAL/SOCIAL MARKETING COMMUNICATIONS3
IMC 365BRAND STORYTELLING3
IMC 374CRISIS COMMUNICATION3

CORE Requirements (General Education)

First Year Success Course or Transfer Success Course
FYS 101FIRST YEAR SUCCESS COURSE1
or TRS 101 TRANSFER SUCCESS 101
Communication Requirement
ENG 101COMPOSITION I: CRITICAL READING & WRITING3
ENG 102COMPOSITION II: INTRODUCTION TO ACADEMIC RESEARCH3
COMM 101PUBLIC SPEAKING (or program specific CORE communications course)3
Ideas of Social Justice
3 credits in coursework categorized as Ideas.3
Humanities and Fine and Performing Arts 2, 3
9 credits from the following subject areas: African-American Studies, Art History, English (excluding ENG 101 and ENG 102), History, Languages, Music, Philosophy, Theatre, Communication and Women's and Gender Studies9
Mathematics
MATH 110QUANTITATIVE LITERACY (or above) 13
Science
One biological science and one physical science required (one must include a one credit lab).7-8
Social Sciences 2,3
9 credits from the following subject areas: African-American Studies, Criminal Justice, Economics, History, Journalism, Philosophy, Political Science, Psychology, Sociology and Women's and Gender Studies9
Experiential Learning
6 credits from coursework categorized as Experiential Learning. 6
Total Credit Hours47-48
1

Higher level of Math may be required by major

2

Coursework must come from outside of students' major discipline

3

A maximum of 9 credits can be applied from a single discipline towards humanities and social science requirements

These quantitative requirements also apply to degrees.

  • Students must earn a minimum of 120 semester hours.
  • Students may apply no more than 60 credit hours of 100-level courses toward the degree.
  • Students must apply no fewer than 60 credit hours of 200- and 300-level courses toward the degree.
  • Students must have at least 18 credit hours (of the 60 credit hours above) at the 300 level.
  • Students may transfer in no more than 70 credit hours from community colleges.
  • Students earning less than 60 total hours in residence must take their final 30 hours at Roosevelt University. Note that some majors have additional requirements for RU hours.
  • Students must have a grade point average of 2.0 or higher to graduate. Note that some majors have additional GPA requirements.
  • Students may apply no more than 51 hours in the major (BA) or 57 hours in the major (BS)

Your degree map is a general guide suggesting courses to complete each term on the academic pathway to your degree. It is based on the most current scheduling information from your academic program. Your program’s degree map is reviewed annually and updated as schedules change (although you retain the same course requirements as long as you are continuously enrolled in your degree program).

Always work closely with your academic advisor to understand curriculum requirements and scheduling, as each student’s academic plan can look slightly different. Transfer students should be particularly attentive to the terms when courses are offered. Consult an advisor in the IMC program or the department chair for further information on scheduling.

Year 1
FallCredit HoursSpringCredit Hours
FYS 10141ENG 1023
MATH 1103Ideas of Social Justice63
ENG 1013Humanities #23
BIOL 111 or 11254Social Science #183
Humanities #13Physical Science53
 14 15
Year 2
FallCredit HoursSpringCredit Hours
COMM 1013IMC 2403
COMM 201 (can be used as social science #2)3Social Science #33
IMC 2023Humanities #33
IMC 2204General Elective13
General Elective13General Elective13
 16 15
Year 3
FallCredit HoursSpringCredit Hours
IMC 2623IMC 3633
IMC 2633IMC 2XX or IMC 3XX or JMS 2XX or JMS 3XX2, 33
IMC 2643General Elective 13
General Elective13General Elective 13
General Elective 13General Elective 13
 15 15
Year 4
FallCredit HoursSpringCredit Hours
IMC 39973IMC 34773
IMC 2XX or IMC 3XX or JMS 2XX or JMS 3XX2, 33IMC 2XX or IMC 3XX or JMS 2XX or JMS 3XX2, 33
General Elective 13General Elective 13
General Elective13General Elective 13
General Elective 13General Elective 13
 15 15
Total Credit Hours 120
1

General electives are courses outside the major. A course counting toward a minor may be taken here in place of a general elective.

2

Any course at the 200 level within the discipline.

3

Any course at the 300 level within the discipline.

4

The First-Year Success course is required of freshmen with fewer than 12 hours and is taken in the first semester at RU.

5

One Natural Science course must have a lab.

6

An Ideas of Social Justice course is required for all new students with fewer than 30 hours and should be taken in students' second semester at Roosevelt. Ideas of Social Justice courses at the 200 level in Digital Marketing, Advertising, and Public Relations or Journalism and Media Studies can fulfill this requirement and simultaneously be used as an elective in the major for students in the B.A. in Digital Marketing, Advertising, and Public Relations; the B.A. in Graphic Design;  and the B.A. in Journalism and Media Studies.

7

 IMC 347 CAMPAIGN PLANNING and IMC 399 INTERNSHIP IN IMC  fulfill the university's requirement for two Experiential Learning courses. Additional Experiential Learning courses are optional.

8

COMM 150 MEDIA TODAY recommended