School of Journalism Advertising Specialization

Southern Illinois University



College of Mass Communication and Media Arts

AdLab Students


Thinking about a career in advertising?

Students in the advertising specialization learn to:

  • analyze problems and identify solutions for the promotion of goods and services
  • develop creative and media skills to think strategically, understand competitive advantage and plan campaigns that create an impact. 

Our instruction emphasizes:

  • branding
  • online presentation
  • media sales, consumer research
  • account planning
  • creative strategies
  • strategic thinking and analysis
  • media planning

Graduates are prepared to enter a wide variety of positions with marketing communications firms (including advertising, sales promotion, public relations and direct marketing agencies), in the communications media and with retail or manufacturing firms.

Advertising students learn about

  • the principles of advertising 
  • media planning
  • photography
  • graphic communication
  • publishing to the world wide web
  • creating real-world advertising campaigns
  • creativity and copywriting 
  • creative research


The Advertising specialization requires 33 credit hours from the following courses, plus, three approved approved JRNL electives.

JRNL 301, 302, 304, 335, 405, 406, 407, SPCM 281, plus three approved JRNL electives.

Course ID Credit Hours Course Title
JRNL 301 3 Principles of Advertising/IMC
JRNL 302 3 Copywriting for Advertising/IMC
JRNL 304 3 Placing Advertising/IMC Messages in the Media
JRNL 335 3 Graphic Communication
JRNL 405 3 Introduction to Mass Communication Research
JRNL 406 3 Advertising/IMC Campaigns
JRNL 407 3 Social Issues and Advertising/IMC