Academic Programs Catalog

The undergraduate advertising creative program prepares students to work in advertising and related industries, as art directors, designers and/or copywriters.  Promotional communication businesses, like advertising, demand a variety of skilled employees, including those who develop the messaging strategy, those who study the intended audience for the message, those who decide the best channel of communication to reach that audience, and those who actually compose the look, the wording and, if appropriate, the sounds of the message.  The advertising creative program is focused on those who actually create the advertisement.

Students receive a broad liberal arts background, as well as a strong overview of the advertising process that provides them with an understanding of the strategy, research, and other functions necessary to effective advertising.  However, greater depth of training is dedicated to helping students develop advertising art direction, design and copywriting skills.  Over the course of the program, students develop a portfolio of their work, to help them in seeking employment upon graduation.  These skills enable students to find work not only in advertising, but also in the fields of direct marketing, sales promotion, public relations, app and web design, electronic commerce, and more.

Internships and other cooperative educational opportunities are encouraged in the program.  Co-curricular activities include multiple student clubs, as well as national student competitions. Study abroad programs provide ways for students to gain experience that enhance and reach outside of the classroom, further advancing their employment opportunities.

Admission

Enrollment in the advertising creative program is limited. In addition to the university and college requirements, students must complete Advertising 205, and Psychology 101 with a combined minimum grade–point average of 2.00.

Admission to a Second Bachelor's Degree Program  or an Additional Major

The ability of the advertising creative program to accommodate students seeking admission to a second bachelor's degree program or an additional major is limited. At a minimum, these students must meet the same requirements as for admission to the advertising creative major.

Requirements for the Bachelor of Arts  Degree in Advertising Creative

1. The University requirements for bachelor's degrees as described in the Undergraduate Education section of the catalog; 120 credits, including general elective credits, are required for the Bachelor of Arts degree in Advertising.
   
   The University's Tier II writing requirement for the Advertising major is met by completing Advertising 486.  That course is referenced in item 3. a. below.
2. The requirements of the College of Communication Arts and Sciences for the Bachelor of Arts degree.
3. The following requirements for the major:

   a.	All of the following core courses (20 credits):
   	ADV	205	Principles of Advertising						3
   	ADV	210	Concept Development						1
   	ADV	245	Multimedia Commercial Production						3
   	ADV	330	Advertising Management						3
   	ADV	342	Account Planning and Research						3
   	ADV	450	Portfolio Presentation						1
   	ADV	475	Advertising and Society						3
   	ADV	486	Integrated Campaigns (W)						3
   	The completion of Advertising 486 satisfies the capstone/synthesis requirement for the advertising creative major.
   b.	Both of the following courses (6 credits):
   	CAS	110	Creative Thinking						3
   	CAS	112	Story, Sound and Motion						3
   c.	Two of the following courses (2 credits):
   	CAS	203	Design in Media Settings						1
   	CAS	204	Web Design in Media Settings						1
   	CAS	205	Photography in Media Settings						1
   	CAS	206	Graphics and Illustration in Media Settings						1
   d.	One of the following concentrations (15 or 16 credits):
   	Art Direction (15 credits)
   	ADV	222	Introduction to Copywriting						3
   		or
   	ADV	225	Basic Skills for Advertising Careers						3
   	ADV	224	Introduction to Creative Media						3
   	ADV	326	Advanced Creative: Media I						3
   	ADV	354	Interactive Advertising Design						3
   	ADV	428	Advanced Creative: Media II						3
   	Copywriting (15 to 16 credits)
   	ADV	222	Introduction to Copywriting						3
   	ADV	225	Basic Skills for Advertising Careers						3
   	ADV	322	360-degree Copywriting						3
   	ADV	422	Advanced Copywriting: Creating Experiences						3
   	Additional writing class from a list of approved courses as approved by the advisor								3 or 4
   e.	Both of the following courses (7 credits):
   	MKT	327	Introduction to Marketing						3
   	PSY	101	Introductory Psychology						4

The Bachelor of Science degree in Advertising Management provides the educational background necessary for students aspiring to become account managers, account planners, media planners, media researchers or a variety of other more managerial-oriented positions. The program focuses on developing students' strategic thinking, creative problem solving, along with more research-oriented and analytical skills. Internships and other cooperative educational opportunities are encouraged to broaden learning and practical experience in the major. Students may also choose to pursue departmental minors in Advertising Analytics or Public Relations and a number of other minors including: Entrepreneurship and Innovation, Sales Leadership, or Sports Business Management, which are particularly relevant for Advertising Management majors.

Co-curricular activities include multiple student advertising and public relations clubs, as well as national student competitions. Study abroad programs provide ways for students to gain experience that enhance and reach outside of the classroom, further advancing their employment opportunities upon graduation.

Admission

Enrollment in the Advertising Management program is limited.  In addition to the university and college requirements, students must complete Advertising 200 and Advertising 205 with a combined minimum grade–point average of 2.00.

Admission to a Second Bachelor's Degree Program or an Additional Major

The ability of the Advertising Management program to accommodate students seeking admission to a second bachelor's degree program or an additional major is limited. At a minimum, these students must meet the same requirements for admission to the Advertising Management major.

Requirements for the Bachelor of Science Degree in Advertising Management

1. The University requirements for bachelor’s degrees as described in the Undergraduate Education section of the catalog; 120 credits, including general elective credits, are required for the Bachelor of Science degree in Advertising Management.  The University’s Tier II writing requirement for the Advertising Management major is met by completing Advertising 486. That course is referenced in item 3. a. below.
2. The requirements of the College of Communication Arts and Sciences for the Bachelor of Science degree.
3. The following requirements for the major:

   a.	All of the following core courses (36 credits):
   	ADV	200	The World of Advertising						2
   	ADV	205	Principles of Advertising						3
   	ADV	330	Advertising Management Strategy						3
   	ADV	342	Account Planning and Research						3
   	ADV	350	Advertising Media Planning and Strategy						3
   	ADV	375	Consumer Behavior						3
   	ADV	413	Issues in Contemporary Advertising						1
   	ADV	432	Advertising Innovations						3
   	ADV	442	Digital Analytics						3
   	ADV	475	Advertising and Society						3
   	ADV	482	Project Management for Advertising and Public Relations						3
   	ADV	486	Integrated Campaigns (W)						3
   	PR	310	Diversity, Equity, and Inclusion in Public Relations and Advertising						3
   	The completion of Advertising 486 satisfies the  capstone/synthesis requirement for the Advertising Management major.
   b.	Complete 6 credits from the following courses in consultation with an advisor. Students are encouraged to choose a minor that adds depth to their major while selecting courses that will count towards the minor.
   	ACC	201	Principles of Financial Accounting						3
   	or
   	ACC	230	Survey of Accounting Concepts						3
   	ADV	334	International Advertising						3
   	ADV	352	Media Sales						3
   	ADV	360	Advanced Sales Communication						3
   	ADV	386	Campaign Competition						3
   	ADV	401	Neuromarketing and Consumer Decisions						3
   	ADV	402	Public Relations Topics in Advertising						1 to 3
   	ADV	430	Social Marketing: Strategy and Practice						3
   	ADV	431	Monitoring and Measuring Social Media of Brands						3
   	ADV	433	Internet Video Promotion Strategy						3
   	ADV	436	Promotions and Sponsorships						3
   	ADV	445	Programmatic Media Buying						3
   	ADV	456	Interactive Advertising Management Strategy						3
   	ADV	481	Retail Strategy Analysis						3
   	ADV	492	Special Topics in Advertising						1 to 3
   	ADV	490	Independent Study						1 to 3
   		or
   	ADV	493	Advertising Internship						1 to 3
   		or
   	ADV	494	Practicum in Research/Creative Works and Instruction						1 to 3
   	CAS	110	Creative Thinking						3
   	CAS	114	Creativity and Innovation Entrepreneurship						3
   	CAS	214	Social Media and Start-up						3
   	COM	402	Public Relations Topics in Communication						1 to 3
   	CSE	102	Algorithmic Thinking and Programming						3
   	EC	201	Introduction to Microeconomics						3
   	EC	202	Introduction to Macroeconomics						3
   	ESHP	190	The Art of Starting						3
   	FI	320	Introduction to Finance						3
   	GBL	323	Introduction to Business Law						3
   	JRN	402	Public Relations Topics in Journalism						1 to 3
   	MGT	325	Management Skills and Processes						3
   	MKT	327	Introduction to Marketing						3
   	PKG	101	Principles of Packaging						3
   	PR	260	Principles of Public Relations						3
   	PR	325	Intermediate Social Media and Public Relations Techniques						3
   	PR	425	Public Relations Strategy and Ethics in a Digital World						3
   	PSY	101	Introductory Psychology						4
   	SCM	304	Survey of Supply Chain Management						3
   	A maximum of 3 credits in ADV 490 or 493 or 494 may be used to fulfill this requirement.

 

The Bachelor of Arts degree in Public Relations provides the educational and experiential background necessary for students aspiring to become public relations specialists, public relations account managers, media relations specialists, social media managers, content managers, event coordinators and more. The program focuses on developing strategic planning skills, applied skills in writing and content creation, and critical thinking, along with research-oriented and analytical skills.

Internships and other cooperative educational opportunities are required in the program. Students may also choose to pursue related minors in Advertising Analytics, Entrepreneurship and Innovation, Sales Leadership, or Sports Business Management.

Co-curricular activities include public relations and advertising associations and clubs, national student competitions, and experiential learning. Related study abroad programs enhance students’ experiences beyond the classroom. Participation in these opportunities further advance student employment opportunities upon graduation.

The major is designed to provide an understanding of the role of public relations in contemporary society, along with knowledge and experience in developing public relations materials for use in corporate, governmental, and nonprofit organizational settings. Program curriculum focuses on public relations research methods; writing for traditional and social media; public relations techniques; public relations strategies; portfolio development; public relations campaign planning; diversity, equity and inclusion in public relations; and public relations ethics.

Admission

Enrollment in the Bachelor of Arts degree in Public Relations is limited and competitive.

To be considered for admission to the major, a student must:

1. Have completed 28 credits.
2. Have earned a combined minimum grade-point average of at least 3.0 in Mathematics 101 or 102 or Statistics 200; Public Relations 260; and Public Relations 225.
3. Have a cumulative grade-point average of 3.0.

Students wishing to major in public relations must make a request to the Public Relations Program Director or delegate when they are eligible and ready to be considered. Incoming students who declare the major in public relations are automatically reviewed at the end of every semester and are either admitted or informed of their progress. Students who are not admitted will be eligible to reapply after correcting whatever deficiency is noted in their first application. Students may only reapply once. If the second application is deficient, no further applications will be considered.

Requirements for the Bachelor of Arts Degree in Public Relations

1. The University requirements for bachelor's degrees as described in the Undergraduate Education section of the catalog; 120 credits, including general elective credits, are required for the Bachelor of Arts degree in Public Relations.
   
   The University's Tier II writing requirement for the Public Relations major is met by completing Public Relations 485.  That course is referenced in item 3. below.
2. The requirements of the College of Communication Arts and Sciences for the Bachelor of Arts degree.
3. The following requirements for the major:

   a.	One of the following courses (3 credits):
   	MTH	101	Quantitative Literacy I						3
   	MTH	102	Quantitative Literacy II						3
   	STT	200	Statistical Methods						3
   b.	Both of the following courses (6 credits):
   	PR	225	Writing for Public Relations						3
   	PR	260	Principles of Public Relations						3
   c.	All of the following courses (24 credits):
   	PR	300	Public Relations Theory and Ethics						3
   	PR	305	Methods of Public Relations Inquiry						3
   	PR	310	Diversity, Equity, and Inclusion in Public Relations and Advertising						3
   	PR	320	Public Relations Storytelling for Digital, Video and Print						3
   	PR	325	Intermediate Social Media and Public Relations Techniques						3
   	PR	335	Advanced Social Media and Public Relations Techniques						3
   	PR	425	Public Relations Strategy and Ethics In a Digital World						3
   	PR	485	Integrated Public Relations Campaigns (W)						3
   d.	Cognate (15 credits):
   	The cognate consists of a set of courses that can be selected from one of the following thematic areas: business, fine arts, physical and biological sciences, social sciences, or an approved university minor administered outside of Public Relations. At least 6 credits must be at the 300-400 level. A list of departments or courses that count in each of the thematic areas is available in the CCAS Academic and Student Affairs Office.
   e.	Public Relations Field Experience
   	Each student must complete 250 hours of professional public relations internship or research experience under faculty supervision. Hours may be accumulated through public relations internships, public relations research or a combination. Experiences must have the prior approval of the Public Relations Internship Coordinator and require a concluding report from the employer and the student, and may be taken as an elective class. Internships taken for credit cannot be counted toward the Cognate described in 2.d.

 

The Minor in Advertising Analytics, which is administered by the Department of Advertising and Public Relations, is designed to enable students who are true problem-solvers to exercise their intellectual curiosity to find insights and answers in databases and real-time streaming data. In today’s industry, those who not only understand, but also can strategically activate data will have opportunities to advance more quickly as an advertising account executive, media planner, media sales representative, public relations specialist and more, moving into specialized roles as programmatic advertising specialists or digital advertising analysts.

The minor is available to students who are enrolled in the Advertising Management major at Michigan State University. Limited enrollment may be made available to other majors upon request. With the approval of the department and college that administer the student’s degree program, the courses that are used to satisfy the minor may also be used to satisfy the requirements for the bachelor’s degree.

To be considered for admission, a student must have been formally admitted to the Advertising Management major. Admission to the minor is competitive. Students must be enrolled in or have completed Advertising 350 (Advertising Media Planning and Strategy) and have demonstrated mastery of course content by providing their midterm or final grade in the course. Other admission criteria include overall grade-point average, work experience, and a statement of interest. Each student’s application package will be rank ordered. Students may be admitted provisionally contingent on their performance in Advertising 350.

Students who plan to apply to the program should complete an application after the midterm in Advertising 350 and submit it to the Director of the Advertising Analytics Minor in the Department of Advertising and Public Relations.

Requirements for the Minor in Advertising Analytics

Complete 18 credits from the following:

1.	All of the following courses (12 credits):
	ADV	442	Digital Analytics						3
	ADV	445	Programmatic Media and Buying						3
	ADV	456	Interactive Advertising Strategy						3
	MI	250	Introduction to Applied Programming						3
2.	Complete 6 credits from the following courses:
	ADV	431	Monitoring and Measuring Social Media of Brands						3
	ADV	432	Digital Media Planning and Buying						3
	ADV	433	Internet Video Promotion Strategy						3
	MI	220	Methods for Understanding Users						3
	MI	320	Reasoning with Data						3
	PR	330	Social Media Management						3

 

The Minor in Public Relations, which is administered by the Department of Advertising and Public Relations, within the College of Communication Arts and Sciences, is available as an elective to students who are enrolled in any bachelor's degree program at Michigan State University. With the approval of the department that administers the student’s degree program, courses that are used to satisfy the requirements for the minor may also be used to satisfy the requirements for the bachelor’s degree.

The minor is designed to provide an understanding of the role of public relations in contemporary society, along with knowledge and experience in developing public relations materials for use in corporate, governmental, and nonprofit organizational settings. Areas of focus include public relations and society, writing for traditional media and social media, public relations techniques, research methods, public relations campaigns and cases, public relations strategies, portfolio development, and public relations ethics.

Students are eligible to apply for the minor if they: 

1. are of sophomore standing or higher;
2.  have an overall grade-point average of 3.0; 
3.  have successfully completed Public Relations 260;
4.  have successfully completed Public Relations 225 or Journalism 200.

To apply, students must submit an application stating their interest in the minor. Applications are due by the tenth week of the semester. If the number of applicants meeting the basic qualifications exceeds the number of spaces available, selection will include evaluation of an interest statement and academic performance in prerequisite classes. Students will be notified of the decision after the completion of the semester.

Requirements for the Minor in Public Relations

The students must complete the following (14 to 20 credits):
1.	All of the following courses (9 or 10 credits):
	COM	300	Methods of Communication Inquiry							4
	PR	325	Intermediate Social Media and Public Relations Techniques							3
	PR	425	Public Relations Strategy and Ethics in a Digital World							3
	Students majoring in Journalism should take Statistics and Probability 200 (3 credits) in place of Communication 300.
2.	One of the following courses (3 or 4 credits):
	ADV	486	Integrated Campaigns (W)							3
	COM	475	Communication Campaign Design and Analysis (W)							4
3.	Complete 2 to 6 credits from the following:
	ADV	402	Public Relations Topics in Advertising							1
	COM	402	Public Relations Topics in Communication							1
	JRN	402	Public Relations Topics in Journalism							1

The department offers two programs leading to the Master of Arts degree: one in advertising and public relations, and one in public relations. The Master of Arts Degree in Public Relations is currently in moratorium. Both programs provide an intensive professional preparation for careers in these fields. Course work focuses on the general principles and practices underlying all advertising and public relations activities, as well as specialized areas of social media, management, media planning, consumer behavior, social marketing, or research.

The department offers a Master’s of Arts degree in Advertising and Public Relations. The program provides intensive professional preparation for careers in these fields. The flexible curriculum allows students to design a custom program to meet their career goals or to focus on one of four rapidly growing areas of Advertising and Public Relations: digital and social media; health, science, and the environment; social impact; or research for advertising and public relations.

The master's degree program is available under either Plan A (with thesis) or Plan B (without thesis).  Early in their studies, students work with their advisor to decide which plan best fits their personal and professional goals. The student's master's degree program must be approved by the student's academic advisor.

In addition to meeting the requirements of the university and of the College of Communication Arts and Sciences, students must meet the requirements specified below.

Admission

Admission to departmental programs is determined by an evaluation of information regarding the applicant's academic record, goals and motivation, experience, personal references, and other items submitted as indicators of intellectual, creative, and administrative capabilities. The Graduate Record Examination (GRE) General Test is also required. The Graduate Management Admission Test (GMAT) is not required, but scores on this test may be submitted.

To be admitted to either the Master of Arts degree in Advertising and Public Relations, the applicant must submit:

1. a Graduate School application.
2. an official copy of all transcripts.
3. three letters of recommendation.
4. a statement of purpose outlining academic and professional goals.
5. a personal background statement.
6. Test of English as a Foreign Language (TOEFL) scores, if applicable.
7. a resume. 

Although evidence other than grades influences the admission decision, the Department uses the following guidelines: students whose grade–point averages for the third and fourth years of undergraduate study are 3.25 or better may be admitted to regular status; students whose grade–point averages are 3.00 to 3.24 may be admitted to provisional status; and students whose grade--point averages are below 3.00 are rarely admitted.

A background in advertising and/or public relations, either from experience or from undergraduate study, is necessary before students can begin graduate study. Students without adequate background will be required to remedy significant deficiencies through collateral course work or individual study.

Requirements for the Master of Arts Degree in  Advertising and Public Relations

At least 30 credits are required for the degree under either Plan A or Plan B.

Requirements for Both Plan A and Plan B (15 credits):
1.	All of the following courses:
	ADV	800	Advertising and Public Relations Theory							3
	ADV	815	Ethical Practice in Advertising and Public Relations							3
	ADV	825	Advertising and Public Relations Strategies							3
	ADV	835	Multimedia Content Creation for Advertising and Public Relations							3
	COM	803	Introduction to Quantitative Research Methods							3
Additional Requirements for Plan A (15 credits):
1.	The following course (4 to 8 credits):
	ADV	899	Master's Thesis Research							4 to 8
2.	Additional elective course work at the 400-level or above to meet the 30 credits required for the degree. The course work must be approved by the student’s academic advisor. Not more than 6 credits in ADV 890 and ADV 893 combined may be counted toward the requirements for the Master of Arts Degree in Advertising and Public Relations. Not more than 6 elective credits may be taken from outside the College of Communication Arts and Sciences.
3.	Completion of a master's thesis.
Additional Requirements for Plan B (15 credits):
1.	Additional elective course work at the 400-level or above to meet the 30 credits required for the degree. The course work must be approved by the student’s academic advisor. Not more than 6 credits in ADV 890 and ADV 893 combined may be counted toward the requirements for the Master of Arts Degree in Advertising and Public Relations. Not more than 6 elective credits may be taken from outside the College of Communication Arts and Sciences.
2.	The final certifying experience is a poster presentation during the semester of graduation.

This program is accredited by the Higher Learning Commission, but it is not currently eligible for federal student loans.

International Digital Advertising is a two-country residential program in which students access an international experience that provides intensive professional preparation for international careers, with an emphasis on China and the United States. Through two years of study, research and practice, students will gain a full understanding of the development of media convergence, strengthen their innovative thinking and widen their international vision. The program embraces a three-in-one teaching system of cultural literacy, professional ability and practical innovation. Students will also have the ability to apply professional knowledge, theories, and methods comprehensively to engage in professional research and relevant practical work. Students spend their first year at the Communication University of China’s campus in Hainan province, and year two studying at Michigan State University in East Lansing.

Admission

In addition to meeting entrance requirements of Communication University of China, Michigan State University, and the MSU College of Communication Arts and Sciences, students must meet the requirements specified below. Students electing this program are not required to complete the Chinese unified national graduate entrance examination.

Admission is determined by an evaluation of information regarding the applicant's academic record, goals and motivation, experience, personal references, and other items submitted as indicators of intellectual, creative, and administrative capabilities.

To be admitted, the applicant must submit to MSU: 

1. a Graduate School application,
2. an official copy of all transcripts,
3. three letters of recommendation,
4. a statement of purpose outlining academic and professional goals,
5. a personal background statement,
6. Test of English as a Foreign Language (TOEFL) scores, if applicable,
7. a resume.

Although evidence other than grades influences the admission decision, the Department uses the following guidelines: 

1. students whose grade-point averages for the third and fourth years of undergraduate study are 3.25 or better may be admitted to regular status; students whose grade-point averages are below 3.25 are rarely admitted,
2. a background in advertising and/or strategic communication, either from experience or from undergraduate study, is necessary before students can begin graduate study.

Students without adequate background will be required to remedy significant deficiencies through collateral course work or individual study. 

Requirements for the Master of Arts Degree in International Digital Advertising

At least 30 credits are required for the degree under either Plan A (with thesis) or Plan B (without thesis). The students program of study must be approved by the students academic advisor.

Requirements for Both Plan A and Plan B:

1. Complete 12 credits of required course work in residence at the Communication University of China-Hainan International College.
2. Complete 18 credits of elective course work at the 400-level or above in residence at Michigan State University. Courses may be selected from any relevant offerings in the Department of Advertising and Public Relations or College of Communication Arts and Sciences in consultation with the student’s academic advisor.

Additional Requirements for Plan A:

1. Complete 4 credits of ADV 899 Master’s Thesis Research.
2. Completion of a master's thesis in the form of a formal research project (qualitative or quantitative) that answers an important theoretical question.

Additional Requirements for Plan B:

1. Completion of a qualifying culmination experience fulfilled by either a research paper resulting from an independent study with a faculty member or a report describing an internship undertaken with a professional company in advertising, public relations or a closely related field. The experience must be documented through poster presentation during the semester of graduation. Students graduating in summer must present during the prior spring semester.

This program is accredited by the Higher Learning Commission, but it is not currently eligible for federal student loans.

International Digital Advertising is a two-country residential program in which students access an international experience that provides intensive professional preparation for international careers, with an emphasis on China and the United States. Through two years of study, research and practice, students will gain a full understanding of the development of media convergence, strengthen their innovative thinking and widen their international vision. The program embraces a three-in-one teaching system of cultural literacy, professional ability and practical innovation. Students will also have the ability to apply professional knowledge, theories, and methods comprehensively to engage in professional research and relevant practical work. Students spend their first year at the Communication University of China’s campus in Hainan province, and year two studying at Michigan State University in East Lansing.

Admission

In addition to meeting entrance requirements of Communication University of China, Michigan State University, and the MSU College of Communication Arts and Sciences, students must meet the requirements specified below. Students electing this program requires successful completion of the Chinese unified national graduate entrance examination.
Admission is determined by an evaluation of information regarding the applicant's academic record, goals and motivation, experience, personal references, and other items submitted as indicators of intellectual, creative, and administrative capabilities.

To be admitted, the applicant must submit to MSU:

1. a Graduate School application,
2. an official copy of all transcripts,
3. three letters of recommendation,
4. a statement of purpose outlining academic and professional goals,
5. a personal background statement,
6. Test of English as a Foreign Language (TOEFL) scores, if applicable.
7. a resume.

Although evidence other than grades influences the admission decision, the Department uses the following guidelines: 

1. students whose grade-point averages for the third and fourth years of undergraduate study are 3.25 or better may be admitted to regular status; students whose grade-point averages are below 3.25 are rarely admitted,
2. a background in advertising and/or strategic communication, either from experience or from undergraduate study, is necessary before students can begin graduate study.

Students without adequate background will be required to remedy significant deficiencies through collateral course work or individual study. 

Requirements for the Dual Degree Master of Arts in International Digital Advertising

At least 46 credits are required for the degree under either Plan A (with thesis) or Plan B (without thesis). The students program of study must be approved by the students academic advisor.

Requirements for Both Plan A and Plan B:

1. Complete 28 credits of required course work in residence at the Communication University of China-Hainan International College.
2. Complete 18 credits of elective course work at the 400-level or above in residence at Michigan State University. Courses may be selected from any relevant offerings in the Department of Advertising and Public Relations or College of Communication Arts and Sciences in consultation with the student’s academic advisor.

Additional Requirements for Plan A:

1. Complete 4 credits of ADV 899 Master’s Thesis Research.
2. Completion of a master's thesis in the form of a formal research project (qualitative or quantitative) that answers an important theoretical question.

Additional Requirements for Plan B:

1. Completion of a qualifying culmination experience fulfilled by either a research paper resulting from an independent study with a faculty member or a report describing an internship undertaken with a professional company in advertising, public relations or a closely related field. The experience must be documented through poster presentation during the semester of graduation. Students graduating in summer must present during the prior spring semester.

Requirements for the Master of Arts Degree in Public Relations

At least 30 credits are required for the master's degree in public relations under either Plan A or Plan B.

Requirements for Both Plan A and Plan B (15 credits):
1.	All of the following courses:
	ADV	850	Public Relations Management							3
	ADV	855	Public Relations Theories							3
	ADV	860	Media Relations							3
	COM	803	Introduction to Quantitative Research Methods							3
	MKT	805	Marketing Management							3
Additional Requirements for Plan A (15 credits):
1.	The following course (4 to 6):
	ADV	899	Master's Thesis Research							4 to 8
2.	Additional credits from the courses listed below, or in other courses, as approved by the student's academic advisor (7 to 11 credits):
	ADV	823	Consumer Behavior Theories							3
	ADV	830	Seminar in Social Marketing							3
	ADV	836	Media Innovations							3
	ADV	843	Strategic Brand Communication							3
	ADV	846	Media Strategy							3
	ADV	865	Advertising and Society							3
	ADV	890	Independent Study							1 to 6
	ADV	892	Special Topics							3 to 9
	ADV	893	Internship							1 to 3
	Not more than 6 credits in ADV 890 and ADV 893 combined may be counted toward the requirements for the Master of Arts degree in Public Relations.
Additional Requirements for Plan B (15 credits):
1.	Fifteen additional credits, from the courses listed below, or other courses, as approved by the student’s academic advisor.
	ADV	823	Consumer Behavior Theories							3
	ADV	830	Seminar in Social Marketing							3
	ADV	836	Media Innovations							3
	ADV	843	Strategic Brand Communication							3
	ADV	846	Media Strategy							3
	ADV	865	Advertising and Society							3
	ADV	890	Independent Study							1 to 6
	ADV	892	Special Topics							3 to 9
	ADV	893	Internship							1 to 3
	Not more than 6 credits in ADV 890 and ADV 893 combined may be counted toward the requirements for the Master of Arts degree in Public Relations.
The final certifying experience is a poster presentation during the semester of graduation.