University Catalog 2016-2017

University of Colorado Boulder
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Advertising, Public Relations and Media Design (APRD)

    Advertising, Public Relations and Media Design (APRD) strives to produce leaders in the area of strategic communication who have mastered a design-thinking process grounded in analytical and creative thought. We believe in amplifying our students’ curiosity, increasing their tolerance for risk and encouraging them to look at life and a career with an entrepreneur’s eye for opportunity. APRD is committed to providing students the necessary tools and techniques to think critically, adapt, create and above all lead in a rapidly changing media world.

    Our goal is to help students acquire the kind of in-depth expertise in at least one area of strategic communication and design that will enable them to generate ideas and solve problems for a variety of organizations, including but not limited to ad agencies, PR firms, publishing and design firms, nonprofits, start-ups and personal ventures. We produce graduates who are forward-looking and have a deep interest in and knowledge of diverse cultures both within the United States and throughout the world.

    The Department of Advertising, Public Relations and Media Design actively encourages students to enroll in courses offered both within and outside CMCI. Similarly, many of our courses are open to students in other units on the grounds that the design-thinking process can be used to solve problems in a wide variety of disciplines

    Course code for this program is APRD. 

    Bachelor's Degree Program(s)

    Bachelor’s Degree in Strategic Communication

    “Strategic Communication” is an umbrella term covering all three undergraduate tracks offered by the department. The tracks from which students are free to choose are (1) Media Design, (2) Advertising and (3) Public Relations.

    Each track requires 34 credit hours, comprised of the 19-hour departmental Core Curriculum and 15 hours of specialized course work. The courses of specialized studies include “Strategic Communication Campaigns,” a 4-hour capstone course completed in the student’s final year.

    Required Courses and Semester Credit Hours 

    APRD Core Curriculum

    To complete the department core requirement, students take:

    1st semester:

    • APRD 1000: Idea Industries (3 hours)

    2nd semester:

    • APRD 1001: Creative Concepts (3 hours)
    • APRD 1002: Introduction to Branding Strategy (3 hours)

     Anytime after 2nd semester:

    • Strategic Communication Law and Professional Ethics (3 hours)  or (JRNL 3651 – Media Law and Ethics  (3 hours)
    • APRD 4931: Internship (anytime after 3rd semester: at least 3 hours)

    Seventh and eighth semesters:

    • APRD 4403 Capstone Strategic Communication Campaign—3 credit hours plus 1-hour lab/workshop. Total of 4 credit hours

    Media Design and Creative Advertising

    Media Design consists of two required courses and three electives totaling 15 credit hours All media design students are also required to maintain an online portfolio of their work. A portfolio review is required for graduation.

    3rd semester:

    • APRD 2003: Fundamentals of Design (3 hours)

    4th semester:

    ONE of the following as a required course.

    • APRD 3000: Intermediate Creative Concepts (3 hours) suggested for all creative advertising majors

    Or

    • APRD 3001: Intermediate Design Concepts (3 hours) suggested for design majors

    4th through 8th semesters:

    EITHER three required electives offered by APRD under the Media Design track, OR one of three suggested pathways:

    1. Creative Advertising - Copywriting:

    • APRD 3500 Story Design—3
    • APRD 3102: Story Design II—3
    • APRD 4503 Portfolio 1—3
    • APRD 4523 Portfolio 2—3

    2. Creative Advertising – Art Direction:

    • APRD 3001 Intermediate Design Concepts—3
    • APRD 3100 Design for Digital Media—3
    • APRD 4503 Portfolio 1—3
    • APRD 4523 Portfolio 2—3

    3. Media Design:

    • APRD 3100 Design for Digital Media—3
    • Branding and Identity Systems—3
    • APRD 4600 Design Portfolio 1—3
    • APRD 4601 Design Portfolio 2—3

    General Electives:

    • APRD 2000 Principles of Advertising
    • APRD 2002 Principles of Public Relations
    • APRD 3001 Intermediate Design Concepts
    • APRD 3100 Design for Digital Media
    • APRD 3102 Story Design I
    • APRD 3500: Story Design II
    • APRD 4503 Portfolio 1
    • APRD 4523 Portfolio 2
    • APRD 3700 Field Study in Strategic Communication
    • APRD 4501 Design of Social Innovation
    • APRD 4600 Design Portfolio 1
    • APRD 4601 Design Portfolio 2
    • APRD 4700 Advertising Intensive
    • Design History
    • Branding and Identity Systems
    • Design Research
    • Information Visualization
    • The Entrepreneurial Mindset
    • Leadership: Styles and Situations
    • Imagining Futures
    • Design Psychology
    • Designing User Experience

    Strategic Advertising

    Strategic Advertising consists of two required courses and three electives totaling 15 credit hours. All strategic students are also required to maintain a portfolio of their work. A portfolio review is required for graduation.

    3rd semester:

    • APRD 2000: Principles of Advertising (3 hours)

    4th through 8th semesters

    ONE of the following as a required course.

    • APRD 3002 Communication Platforms (3 credit hours) suggested for media planning
    • APRD 3003 Strategic Communication Research Methods (3 credit hours) suggested for account planning
    • APRD 3004 Account Management (3 credit hours) suggested for account management

    EITHER 3 electives offered under the Strategic Advertising track OR one of two suggested pathways:

    1. Account Management

    • APRD 3002 Communication Platforms—3
    • APRD 3003 Strategic Communication Research Methods—3
    • APRD 4300 Strategic Communication Analytics and Metrics—3

    2. Account Planning

    • APRD 3008 Qualitative Research Methods—3
    • APRD 3007 Curiosity for Strategists—3 OR APRD 4100 Brands and Culture—3
    • APRD 4102 Sustainable Brand Practices—3 credit hours

    3. Media Planning

    • APRD 3005 Content Strategy and User Engagement—3
    • APRD 4101 Media Planning—3
    • APRD 4300 Strategic Communication Analytics and Metrics—3

    Advertising Electives:

    • APRD 2001 Principles of Public Relations—3
    • APRD 2002 Principles of Design—3
    • APRD 3002 Communication Platforms—3
    • APRD 3003 Strategic Communication Research Methods—3
    • APRD 3004 Account Management—3
    • APRD 3005 Content Strategy and User Engagement—3
    • APRD 3006  History of Advertising—3
    • APRD 3007 Curiosity for Strategists—3
    • APRD 3008 Qualitative Research Methods—3
    • APRD 3700 Field Study in Strategic Communication—3
    • APRD 4100 Brands and Culture—3
    • APRD 4102 Sustainable Brand Practices—3
    • APRD 4300 Media Planning—3
    • APRD 4300 Strategic Communication Analytics—3
    • APRD 4543 Strategic Brand Management—3
    • APRD 4700 Advertising Intensive—3

    Public Relations

    Public Relations consists of three required courses and two electives totaling 15 credit hours. All PR students are required to maintain a portfolio of their work. A portfolio review is required for graduation.

    3rd semester:

    • APRD 2002: Introduction to Public Relations (3 hours, required)

    4th through 7th semesters:

    • APRD 3003: Strategic Communication Research Methods (3 hours, required)

    • APRD 3103: Strategic Writing for Public Relations (3 hours, required)

    4th through 8th semesters:

    • Two electives offered under the Public Relations track:
    • Public Relations Electives:
    • Strategic Planning Cases in PR
    • APRD 2000 Principles of Advertising
    • APRD 2003 Principles of Design
    • APRD 3300 Crisis Communication
    • APRD 3301 Social Media Strategy for PR
    • APRD 3302 APRD 4300 Strategic Communication Analytics and Metrics
    • APRD 3700 Field Study in Strategic Communication
    • APRD 4102 Sustainable Brand Practices

    General Electives:

    • COMM 3320 Persuasion
    • COMM 2600 Organizational Communication
    • COMM 1300 Public Speaking
    • COMM 3310 Argumentation and Advocacy
    • PR and Society
    • History of Advertising and Public Relations
    • Social Media Strategies
    • PR Law and Ethics
    • Secondary Area of Study

    Secondary Area of Study

    In addition, all Strategic Communication majors must complete a secondary area of study outside STCM: any major, minor, or academic certificate of at least 12 credit hours offered at the university.

    Graduate Degree Program(s)

    Graduate Study in Strategic Communication 

    APRD offers programs of study leading to the MA or PhD in strategic communication. Interested students should contact the department for current admission and degree requirements.  APRD offers programs of study leading to the MA or PhD in strategic communication. Interested students should contact the department for current admission and degree requirements.