COURSE CURRICULUM

The Advertising and Public Relations major at California Lutheran University requires a minimum of 43 credits, including at least 24 upper-division credits. This program is designed to provide students with a solid foundation in communication while allowing flexibility to tailor their studies to specific interests within the field. The required core includes foundational courses such as Introduction to Mass Communication, Media Writing, and Principles of Public Relations, along with advanced coursework like Content Creation for Digital Platforms, Communication Theories (Capstone), Research Methods, Principles of Advertising, and News Reporting Experience through the university’s student publication, Echo. These courses equip students with both theoretical understanding and practical skills in media, writing, and communication strategiesStudents are also required to choose from several specialized options. One course must be selected from a set focusing on campaign development, such as Advertising Campaigns, Public Relations Campaigns, or Strategic Communication Campaigns, which offer hands-on experience in designing and executing real-world communication plans. In addition, students must complete either an Independent Study or an Internship, providing an opportunity to gain practical, professional experience. The curriculum also includes one elective from a broad range of focused topics such as Persuasive Communication, Political Communication, Website Design and Publishing, Sports and Entertainment Marketing, or Event Planning. These electives help students tailor their degree to specific career goals or interests. Furthermore, students must select one course that explores broader communication contexts, including options like Business and Professional Communication, Intercultural Communication, Freedom of Communication, Legal Issues in New Media, or Internet and Politics.Finally, students may be required to take an additional communication elective for 0 to 1 credit depending on their course choices. Overall, this comprehensive and flexible program prepares students for careers across various industries, including media, marketing, entertainment, nonprofit work, and corporate communications. The typical duration for completing this undergraduate degree is four years.