If you love big ideas, bold strategies, and figuring out why people “buy,” the Advertising
concentration is built for you. From day one, you’ll explore how advertising fits
into the larger communications universe: brands, agencies, creators, and platforms
all working together to grab attention. This track drops you right into the world
of brands, content, and campaigns, where you learn how to turn insights about real
people into creative work that actually moves them. You won’t just talk about ads
- you’ll concept them, create them and pitch them. Welcome to the new Creators!
Program Requirements
Crave the thrill of shaping stories, calming crises, and building buzz? The PR Concentration
makes you the go-to voice for brands, nonprofits, and leaders navigating the spotlight.
Master relationships that turn audiences into advocates - one strategic message at
a time. Work with real clients hitting real deadlines with feedback that sharpens
your edge. It's a dynamic, high-stakes environment that equips you to advise execs,
manage communities, and thrive in PR firms, corporate gigs, or influencer worlds.
Own the narrative - your voice changes everything. Welcome to the new Creators!
Program Requirements
Digital Advertising (1768)
- Undergraduate
- Arts & Letters
- Media & Communication, School of
Overview
Digital Advertising enables businesses to track consumer behavior, create targeted campaigns, and optimize their communication strategies based on data-driven insights. By studying Digital Advertising, you’ll gain knowledge of various digital tools, techniques, and media platforms that enhance brand visibility and drive revenue growth. If you're passionate about creativity, strategic thinking, and shaping brands through communication, WKU’s Digital AD Certificate offers a unique opportunity to add highly marketable skills to your current major.
Program Requirements (19 hours)
Course List
| Code |
Title |
Hours |
| ADPR 200 | Introduction to Integrated Advertising & Public Relations | 3 |
| ADPR 230 | Digital Tools in Advertising & Public Relations | 3 |
| AD 300 | Research in Advertising and Public Relations | 3 |
| or ADPR 321 | Analytics in Advertising & Public Relations |
| or COMM 300 | Introduction to Applied Communication Research |
| or SOCL 302 | Social Research Methods |
| or PS 302 | Research Design in Political Science |
| AD 330 | Branding | 3 |
| AD 349 | Advertising Media | 3 |
| AD 401 | ePortfolio | 1 |
| 3 |
AD 250 | Personal Branding | |
ADPR 321 | Analytics in Advertising & Public Relations | |
MKT 220 | Basic Marketing Concepts | |
MKT 325 | Personal Selling | |
MKT 331 | Social Media Marketing | |
PR 255 | Fundamentals of Public Relations | |
UX 220 | Introduction to User Experience Design | |
| Total Hours | 19 |
Personal Branding (1788)
- Undergraduate
- Arts & Letters
- Media & Communication, School of
Overview
A focused educational experience designed to empower students with the communication strategies and production skills necessary to build and enhance their personal brand in the digital age. Covers topics such as personal branding strategy, content creation and digital production.
Program Requirements (16 hours)
Course List
| Code |
Title |
Hours |
| ADPR 230 | Digital Tools in Advertising & Public Relations | 3 |
| AD 250 | Personal Branding | 3 |
| VJP 261 | Mobile Media Storytelling | 3 |
| BCOM 264 | Digital Video Production and Distribution | 3 |
| AD 401 | ePortfolio | 1 |
| 3 |
COMM 315 | Sport Communication | |
or SPM 315 | Sport Communication |
JOUR 323 | Multiplatform News Presentation | |
MKT 325 | Personal Selling | |
FILM 399 | Special Topics in Film | |
| Total Hours | 16 |
Strategic Communication (1767)
- Undergraduate
- Arts & Letters
- Media & Communication, School of
Overview
Strategic Communication focuses on the critical thinking, analytical, and practical skills essential to developing and implementing strategies that advance an organization’s goals and missions. Strategic Communication is about communicating purposefully within the context of an organization. This strategic approach includes generating impactful and relatable messages, selecting the best communication channels for proper message distribution, and evaluating communication efforts against established organizational goals and benchmarks. The undergraduate certificate is a 16 credit-hour program designed to equip students with practical and meaningful skills for strategic communication success. A "C" or higher is required in all courses.
Program Requirements (16 hours)
A "C" or higher is required in all courses.
Course List
| Code |
Title |
Hours |
| JOUR 202 | Introduction to News Writing | 3 |
| or BCOM 265 | Basic Broadcast News |
| or BCOM 325 | Survey of Electronic Media Writing |
| ADPR 200 | Introduction to Integrated Advertising & Public Relations | 3 |
| ADPR 321 | Analytics in Advertising & Public Relations | 3 |
| or COMM 300 | Introduction to Applied Communication Research |
| SMC 401 | Strategic Communication Portfolio | 1 |
COMM 346 | Persuasion | |
COMM 364 | Crisis Communication | |
PR 358 | Public Relations Writing and Production | |
| Total Hours | 16 |
