Bachelor of Arts in Advertising

The Bachelor of Arts in Advertising in the Lew Klein College of Media and Communication at Temple University provides students with the tools and knowledge needed to advance their creative thinking skills and reach audiences through innovative advertising messaging and methods.

In our Advertising bachelor’s degree program, you learn the fundamentals of advertising, as well as the various aspects of communication that encompass advertising so you are prepared to create professional ad campaigns and presentations for real-life clients. Some of the aspects of advertising you can study include

  • art direction, 
  • branding, 
  • copywriting, 
  • media planning, 
  • research and 
  • strategy.

The goal of advertising is to build connections between people and brands, ideas and institutions. Unlike public relations, it involves promoting a product, service or organization through paid media—from billboards to social media ads to television or radio commercials. This cutting-edge field is the most visible part of the marketing process and both influences and is influenced by current trends and culture.

What sets apart our Bachelor of Arts in Advertising?

  • A dynamic media market: Operating in the fourth largest media market in the country, students in our advertising degree program have access to leading media companies for internships, full-time employment and programs that merge the classroom and the industry.
  • Professional development opportunities: Our bachelor’s degree program requires students to participate in either an internship or in Diamond Edge Communications, our student-run advertising agency. Students in our program also participate in national student competitions, including the Google Online Marketing Marketing Challenge, the One Club Young Ones Competition and the American Advertising Federation’s National Student Advertising Competition. With the support of faculty and off-campus mentors, these options give students the real-world environment and experience needed to sharpen their creative skills and prepare them for a variety of careers in the industry. 
  • Career-based training: Temple’s faculty teaches students about the concept of advertising on a few levels—a broad view of advertising and its effects on society, and specific career tracks shaped by the various professional roles in the industry. The combined approach helps students realize their full potential as creative practitioners and participants in consumer culture. 
Student engaging in a discussion during an advertising course.

Classes & Curriculum

Students in the Advertising degree program complete 120 credits, including a minimum of 49 credits in advertising courses. Some of the major courses include

  • Advertising Campaigns,
  • Media and Society, and
  • Psychology of Advertising.

See a full list of program courses.

Minors

Digital Media Engagement

The Digital Media Engagement minor is a 21-credit program designed for students of any major looking to build digital expertise. Upon completion of these courses, students are prepared to take the Google AdWords Certification Exam and the Google Analytics Individual Qualification Exam. Learn more about the Minor in Digital Media Engagement.

Content Creation

The Content Creation minor is an interdisciplinary program tailored to expand your knowledge of content. Through this program, you will learn to design, implement and integrate content for various digital media. You will also build creative development skills and learn the principles behind strategic social media and content marketing materials. Learn more about the Minor in Content Creation.

Concentrations

Advertising students focus on one of the following concentrations.

  • Account Management

    Build the skills needed to become an advertising account manager, including knowing the nuances that distinguish advertising on the internet, in mobile and through traditional media. Learn to manage relationships between agency and client and the key steps of building and maintaining a brand.

    View Concentration Details
  • Art Direction

    In this three-course concentration, you will develop the essential, hands-on skills needed to create compelling ads in digital and traditional media. Learn to work in collaboration with other artists and copywriters to brainstorm ideas and create fresh, branded concepts that engage, captivate and persuade audiences.

    View Concentration Details
  • Brand Strategy and Research

    Study the changing demographics in the U.S. with this three-course concentration. Learn to use qualitative research to interpret consumer behavior and uncover valuable insights. Develop the necessary skills to conduct focus groups and surveys, and to analyze the data. This track positions you for work in advertising agencies, corporations, marketing companies and research firms.

    View Concentration Details
  • Copywriting

    Learn to create engaging copy that drives marketing communications in all its forms, including direct mail, magazines, newspapers and web. Work in collaboration with art directors and other creative professionals, combining words and visuals into one coherent message. Through this three-course concentration, you will become a precise and versatile writer with a professional-quality portfolio.

    View Concentration Details
  • Media Planning

    Develop highly valued skills in media buying and planning in conventional and digital environments. This program focuses on the accounting and strategic skills required for media plans and projects of multiple scales, for a variety of private and public clients. 

    View Concentration Details

You also have the option to combine one of the above concentrations with the International Communication Concentration to enhance your intercultural and interdisciplinary knowledge. 

  • International Communication

    Students in the International Communication Concentration (ICC) acquire a theoretical and practical education in international and intercultural communication and media. A unique opportunity for Klein students, this program allows you to obtain skills and knowledge in cultural sensitivity and intercultural communication by reflecting on your own cultural lens. Students participating in the ICC program are enlightened about various perspectives through an internationally and interculturally oriented curriculum. The program is offered on Temple’s domestic campuses, but students can supplement some coursework while studying abroad.

    View Concentration Details

Tuition & Fees

In keeping with Temple’s commitment to access and affordability, the Bachelor of Arts offers a competitive level of tuition with multiple opportunities for financial support.

Tuition rates are set annually by the university and are affected by multiple factors, including program degree level (undergraduate or graduate), course load (full- or part-time), in-state or out-of-state residency, and more. Learn more about our tuition and fees.

These tuition costs apply to the 2021–2022 academic year.

Pennsylvania resident:  $18,168.00 per year
Out-of-state: $31,440.00 per year

CO-ADV-BA

Additional Program Information