Download Consultation took place: NA Yes (list departments and attach

University of Wisconsin-Whitewater
Curriculum Proposal Form #2
Change in Degree, Major, or Submajor
Effective Term:
2121 (Spring 2012)
Type of Action:
Change in Submajor
Degree:
BA/BS
Program Title:
Journalism Advertising Emphasis
GPA Requirement for the Major/Submajor: 2.50
Sponsor(s):
Kris Kranenburg and Kathy Brady
Department(s):
Communication
College(s):
Arts and Communication
Consultation took place:
NA
Yes
(list departments and attach consultation sheet)
Departments: Marketing, Art, MAGD, English
Proposal Information:
(Procedures for Form #2)
Total number of credit units in program:
Before change 36
After change 39
1. Exact description of request:
We would like to change the requirements and elective options for the advertising submajor.
Currently, advertising majors are only required to take four advertising-specific courses:
JOURNLSM 220 Foundations of Advertising
JOURNLSM 320 Advertising Copywriting and Layout
JOURNLSM 322 Advertising Media Planning and Buying
JOURNLSM 423 Advertising Campaigns
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We would like to increase the number of required advertising courses from four to eight by
requiring three courses that are currently offered as advertising-specific electives and by
adding one new course.
The ad-specific electives we would like to change to core requirements are:
JOURNLSM 241 Electronic Media Copywriting
(Proposed name: Introduction to Advertising Copywriting)
JOURNLSM 275 Advertising and Public Relations Research Literacy
JOURNLSM 364 Advertising & Public Relations Operations and Management
(Proposed name: Advertising & Public Relations Account
Management)
The new course we would like to add to the required advertising core is:
JOURNLSM 309 Media Ethics
Additionally, we would like to require advertising majors to take one elective course in
theory and two elective courses related to diversity and/or communication. The course
options in these elective categories will come from existing courses in the Communication
Department.
To fulfill the theory elective, students choose one of the following courses:
JOURNLSM 420 Law of Mass Communication
JOURNLSM 430 Communication and Public Opinion
COMM 345 Persuasion
COMM 422 Communication Theories
To fulfill the diversity/communication electives, students choose two of the following
courses:
JOURNLSM 431 Mass Communication in Society
JOURNLSM 491 Travel Study
COMM 326 Communication and Gender
COMM 327 Introduction to Organizational Communication
COMM 328 Communication Conflict Resolution
COMM 363 Health Communication and Social Support
COMM 420 Listening Behavior
COMM 424 Cross Cultural Communication
COMM 440 New Communication Technologies
In addition to the electives in theory, diversity and communication, we would like students to
take two applied elective courses. The current submajor asks students to choose one course
from 21 elective options. We would like to reduce the number of options to 12 and focus on
courses that are relevant to the major and that avoid overlap with the minors most common to
advertising majors.
To fulfill the applied electives, students choose two of the following courses:
JOURNLSM 248 Publication Layout
JOURNLSM 303 Feature Writing
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JOURNLSM 310 Publication Photography
JOURNLSM 425 Advanced Advertising Creative
JOURNLSM 485 Communication Research Methods
JOURNLSM 493A Internship in Advertising
JOURNLSM 496 Special Studies
JOURNLSM 498 Independent Study
ARTSTDIO 180 Introduction to Advertising Design
COMM 202 Principles of Public Relations
COMM 238 Fundamentals of Video Production
COMM 240 Public Speaking
COMM 285 Social Media Optimization
MAGD 150 Introduction to Media Arts and Game Development
Finally, as part of the applied electives list above, we are proposing one new advertisingspecific elective. This course will allow for more advanced hands-on creative work and will
assist students in the preparation of a portfolio prior to graduation.
The proposed new elective course is:
JOURNLSM 425 Advanced Advertising Creative
From (as listed in catalog and on AR)
MAJOR - 36 UNITS
1. JOURNLSM 243
2. JOURNLSM 430 OR JOURNLSM 431
3. JOURNLSM 220, JOURNLSM 320, JOURNLSM 322, JOURNLSM
423, MARKETNG 311
4. SELECT 15 UNITS FROM THE FOLLOWING GROUPS. AT LEAST
SIX UNITS MUST BE SELECTED FROM GROUP ONE.
AT LEAST THREE UNITS MUST BE SELECTED FROM
GROUP TWO.
GRP 1: ARTSTDIO 180, JOURNLSM 241, JOURNLSM 275, JOURNLSM 420,
JOURNLSM 493A
GRP 2: JOURNLSM 305, JOURNLSM 485, COMM 345, COMM
422, COMM 424
GRP 3: MAGD 150 OR MAGD 210, ARTSTDIO 180, ARTSTDIO
381, ARTSTDIO 287, ENGLISH 274, JOURNLSM 310, JOURNLSM 350,
JOURNLSM 360, JOURNLSM 491 (WITH ADVISER APPROVAL),
JOURNLSM 496 (WITH ADVISER APPROVAL),
MARKETNG 350, MARKETNG 420, MARKETNG 429,
MARKETNG 432, MARKETNG 444, COMM 202,
COMM 330, COMM 335, COMM 440
A GPA of at least 2.5 is required to declare this major
A GPA of at least 2.25 (within the major) is required to graduate
AN APPROVED MINOR IS REQUIRED FOR THIS MAJOR
To (to be listed in catalog and on AR)
MAJOR - 39 UNITS
1. JOURNLSM 220, JOURNLSM 241, JOURNLSM 275, JOURNLSM 309 (New: Media Ethics Course), JOURNLSM 320,
JOURNLSM 322, JOURNLSM 364, JOURNLSM 423
2. SELECT 3 UNITS FROM THE FOLLOWING GROUP: JOURNLSM 420, JOURNLSM 430, COMM 345, COMM 422
3. SELECT 6 UNITS FROM THE FOLLOWING GROUP: JOURNLSM 431, JOURNLSM 491, COMM 326, COMM 327,
COMM 328, COMM 363, COMM 420, COMM 424, COMM 440
4. SECLECT 6 UNITS FROM THE FOLLOWING GROUP: JOURNLSM 248, JOURNLSM 303, JOURNLSM 310,
JOURNLSM 425 (New: Advanced Advertising Creative Course), JOURNLSM 485, JOURNLSM 493A, JOURNLSM 496,
JOURNLSM 498, ARTSTDIO 180, COMM 202, COMM 238, COMM 240, COMM 285, MAGD 150
WRITING REQUIREMENT
EXIT INTERVIEW
A GPA of at least 2.5 is required to declare this major
A GPA of at least 2.25 (within the major) is required to graduate
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AN APPROVED MINOR IS REQUIRED FOR THIS MAJOR
2. Relationship to mission and strategic plan of institution, and/or college and department
goals and objectives:
The proposed changes to the advertising submajor directly respond to the calls made in the
University’s strategic plan for “responsive curricula” and “continuous improvement of
programs.” In addition to providing a stronger advertising curriculum, the revised program
also supports the University’s mission and values statements, the University’s strategic
plan, and Communication Department’s mission statement in five key areas: integrity,
diversity, academic excellence, student success, and enhancing the University’s
regional/national presence.
Integrity: Creating and requiring a course in ethics (JOURNLSM 309 MEDIA ETHICS)
as part of the curriculum emphasizes the “personal and professional integrity” called for
in the University’s mission statement, the importance of “personal responsibility”
addressed in the University’s strategic plan, and the “ethical basis for decision making”
outlined in the Communication Department’s mission statement.
Diversity: Requiring electives focused on diversity (i.e., JOURNLSM 491 Travel Study,
COMM 326 Communication and Gender, COMM 424 Cross Cultural Communication,
etc.) reinforces the university’s mission to instill “respect for diversity, and global
perspectives.”
Academic Excellence: Requiring a research course (JOURNLSM 275 Advertising and
Public Relations Research Literacy) in the advertising core and a theory course in the
electives adds to the program’s rigor and provides additional opportunities for critical
thinking. These courses support the university’s mission of encouraging scholarly activity
and the application of theory called for in the Communication Department’s mission
statement.
Student Success: The new requirements to the advertising core better prepare students
for the reality of the advertising industry. As a result, they support the University’s
mission of “promoting student learning and fostering student success” and of providing
“degrees leading to professional specialization.” By requiring the research course
(JOURNLSM 275 Advertising and Public Relations Research Literacy) and the account
management course (JOURNLSM 364 Advertising & Public Relations Operations and
Management) the advertising core now covers the four main departments found in an
advertising agency (account, creative, media, and research). The present curriculum only
requires experience in two of these four key areas. By offering a new upper-level creative
elective (JOURNLSM 425 Advanced Advertising Creative) students planning on working
in the creative side of advertising get the chance to do additional hands-on work and the
guidance needed to develop a professional-quality portfolio. Finally, by requiring an
introductory course in advertising writing, students are better prepared for subsequent
advertising courses and get much-needed instruction and practice in grammar and writing.
These changes help achieve the Communication Department’s mission to “prepare future
communication professionals” and to assist in their “career success.”
Regional/National Presence: The new program is consistent with national standards for
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advertising curricula and puts the University on par with advertising programs offered at
much larger universities and ahead of many of the advertising programs offered at
regional comprehensive universities. Further, the improved program will better prepare
graduates to contribute to the state, region, and nation. As a result, the proposed
advertising submajor will support the University’s “quest for premier status among
regional comprehensive colleges and universities” as outlined in the strategic plan.
In addition to reinforcing the missions of the University and the Communication Department,
the changes to the advertising submajor also incorporate the principles of the LEAP
initiative.
First, the new program includes many of LEAP’s high-impact educational practices:
Writing-intensive courses: The following courses focus on writing: JOURNLSM 241
Introduction to Advertising Copywriting (proposed new name), JOURNLSM 320
Advertising Copywriting and Layout, JOURNLSM 423 Advertising Campaigns,
JOURNLSM 425 Advanced Advertising Creative
Collaborative projects: The following classes incorporate team-based projects:
JOURNLSM 220 Foundations of Advertising, JOURNLSM 322 Advertising Media
Planning and Buying, JOURNLSM 364 Advertising & Public Relations Account
Management (proposed new name), JOURNLSM 423 Advertising Campaigns
Diversity: In addition to the required electives in diversity, the following courses in the
required advertising core discuss diversity issues: JOURNLSM 220 Foundations of
Advertising, JOURNLSM 309 Media Ethics, JOURNLSM 320 Advertising Copywriting
and Layout, JOURNLSM 322 Advertising Media Planning and Buying, JOURNLSM 364
Advertising & Public Relations Account Management (proposed new name),
JOURNLSM 423 Advertising Campaigns
Community-based learning: The following courses incorporate clients from the local
community and region into student projects: JOURNLSM 241 Introduction to
Advertising Copywriting (proposed new name), JOURNLSM 320 Advertising
Copywriting and Layout, JOURNLSM 423 Advertising Campaigns, JOURNLSM 493A
Internship in Advertising
Internships: JOURNLSM 493A Internship in Advertising
Capstone courses: JOURNLSM 423 Advertising Campaigns offers a capstone
collaborative campaign project requiring students to utilize and apply what they have
learned in their previous courses. The proposed advertising elective, JOURNLSM 425
Advanced Advertising Creative, also works as a capstone course for creative students
because it culminates in a portfolio of each student’s best ad projects.
Second, the new advertising curriculum achieves many of LEAP’s essential learning
outcomes: inquiry, analysis, critical and creative thinking, written and oral
communication, quantitative and information literacy, teamwork, intercultural
knowledge, ethical reasoning, applied theory, etc.
3. Rationale: When the advertising major was first introduced, it had a limited number of
courses, faculty, and students. As a result, it incorporated classes from areas such as Print and
Broadcast Journalism and Marketing to round out its offerings. In the last ten years, the major
has grown substantially, added new advertising-specific courses, and gained additional
faculty lines. An assessment of the current program—particularly in relation to national
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trends in advertising curriculum and industry standards—revealed that modifications to the
submajor would greatly benefit the students, regional employers, and the reputation of the
program.
The proposed changes improve the curriculum by:
- Incorporating more research, theory, ethics, diversity, and critical thinking.
- Reinforcing the most important areas of study for a career in advertising: research,
account management, creative development, and media buying and planning.
- Organizing, focusing, and streamlining core requirements and electives to provide a clear
academic path for ad majors.
- Making UW-W’s ad program consistent with national ad curriculum standards.
- Incorporating LEAP’s high-impact educational practices and essential learning outcomes.
- Better preparing students for successful careers in advertising.
The proposed curriculum increases the total number of credit units in the program from
36 to 39. This is an important element to the program’s success and is necessary for the
following reasons:
1. The number of required courses in the advertising core increases to provide students with
learning experience in all four core areas of advertising, to allow time to cover the new
media and technology skills students need to have today, and to better prepare students
for the capstone course.
2. The new ethics, diversity, and theory requirements are very important to the personal and
professional success of students but are above and beyond what is required in the current
ad curriculum.
3. The new curriculum has a more comprehensive set of learning objectives because it is
based on the University’s mission statement, values statement, and strategic plan, the
Communication Department’s mission statement, and the LEAP initiative.
To better focus the program and reduce the number of elective choices, some courses in the
current curriculum have been dropped in the new curriculum. Courses from other
departments, such Art and Marketing, were originally included when the advertising
submajor was new and had few students, courses, or faculty. Now that the program has
matured, it has the resources to offer ad-specific courses that better benefit its majors.
Further, electives related to Art, English, Marketing and MAGD have been reduced or
eliminated from the new curriculum because many ad majors minor in these areas.
Eliminating these electives reduces the difficulties encountered in the placement of courses in
the AR and the need for numerous personalizations.
4. Cost Implications: None anticipated. In general, the proposed changes move existing
courses around (shifting some from electives to required core courses, for example) and
where new courses are required, old requirements are eliminated. Only one new required
course—JOURNLSM 309 Media Ethics— is proposed and the teaching load for this course
will be shared with other programs in the department, such as Print/Broadcast Journalism.
One new elective—JOURNLSM 425 Advanced Advertising Creative—is proposed but will
only be offered every third semester. Courses dropped from the advertising curriculum,
especially JOURNLSM 243 Mass Media Writing, will compensate for the addition of these
two new courses. Finally, the current faculty have the competencies needed to teach the new
courses so no new faculty will be needed.
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