COURSE CURRICULUM

The Bachelor of Science in Advertising and Public Relations at RIT offers a structured four-year curriculum designed to develop strong communication, creative, strategic, and digital media skills. In the first year, students are introduced to foundational communication studies through courses such as public relations, advertising principles, public speaking, and communication foundations, along with general education subjects in writing, mathematics, ethics, and the arts, helping them build essential critical thinking and communication abilities. The second year expands into more specialized areas including mass communications, public relations writing, digital design, journalism, and intercultural communication, along with statistics and global and social perspectives, giving students a broader understanding of media systems and audience engagement.In the third year, the program becomes more advanced and professionally focused, with courses in communication theories, copywriting, visualization, communication law and ethics, marketing principles, and campaign management and planning. Students also begin engaging in research methods and select immersive general education courses that deepen their academic experience. A key feature of this year is the required communication co-op, which provides real-world industry experience and helps students apply classroom knowledge in professional settings.The final year emphasizes advanced professional training and specialization, including courses in media planning, research methods, and portfolio development, along with elective options and professional core requirements. Students may also participate in agency-based coursework or a senior thesis, allowing them to demonstrate advanced skills in advertising and public relations practice.Overall, the program totals 120 credit hours and integrates theory, creativity, strategy, and hands-on experience. It prepares students for careers in advertising agencies, public relations firms, corporate communications, media planning, brand management, and digital marketing, equipping them with both practical industry skills and strong academic foundations.