Advertising Program Courses

See what you can learn in SOJC required courses, and explore a few options for electives. See the UO Class Schedule to find out which courses are offered in the coming terms.

Platform Courses

JCOM 101 Media Professions 4 credits
Get an introduction to the SOJC majors and a range of dynamic media and communication professions, opportunities, and issues. The course has its own hashtag: #MPATUO. Check out what current students are saying.

JCOM 102 Story Craft Audio 2 credits
This course prepares majors for basic audio production classes, projects, and opportunities in their program of work. With this knowledge comes a respect for the resources and people of the School of Journalism Communications and Allen Hall. Emphasizes the basics of recording and using sound.

JCOM 103 Story Craft Visual 2 credits
This course introduces fundamentals of creating professional visual media and lays a foundation of technical knowledge and creative capacities that will be further developed in future classes. Successful students will demonstrate a basic understanding of and confidence in using production camera equipment, lighting equipment, production studios, editing software, and equipment checkout systems.

JCOM 201 Making Sense of Media 4 credits
This course explores the social, cultural, economic, and political implications of media consumption in an age of misinformation and disinformation. Over the course of the term, students will explore key transformations in the media landscape, paying close attention to the interplay of media and power.

JCOM 202 How Stories Work 4 credits
This class will ground students in the basics of story: the components, the structure, and the conceptual framework with consideration for how story is understood in SOJC majors and coursework. Throughout the term, students will explore how stories unfold for different audiences, in different channels, and with different purpose in mind.

JCOM 203 Writing as Practice 4 credits
This course is designed to help students develop a professional voice and identity through consistent writing and feedback. Practice is ritual and routine. The focus is strictly on improvement, so this class is Pass/No Pass, which means everyone will need to meet a basic minimum standard. Because of that, everyone will leave this class as a better writer.

Core Context Courses

JCOM 301 Gender, Media, and Diversity 4 credits
Students undertake a critical study of the media’s representation of gender, race, ethnicity, and other social divisions. The course explores ramifications and possible mechanisms of change. (Prerequisite: JCOM 201)

JCOM 302 Communication Law 4 credits
This course emphasizes legal aspects of the media: constitutional freedom of expression, news gathering, access to public records, libel, privacy, copyright, advertising, electronic media regulation, and antitrust. (Prerequisite: JCOM 201)

JCOM 303 Media Ethics 4 credits
This course focuses on ethical problems in the media: privacy, violence, pornography, truth-telling, objectivity, media codes, public interest, media accountability. Prerequisite: JCOM 201)

JCOM 304 Business of Media 4 credits
This course emphasizes the changing landscape of media channels and systems, how they are adapting to transformational technology, and how innovation and entrepreneurship are requisites for successful careers. (Prerequisite: JCOM 201)

JCOM 305 Media History 4 credits
This course focuses on the changing structure and character of the media in the United States. (Prerequisite: JCOM 201)

JCOM 306 Global Communication 4 credits
This course addresses national and cultural differences in media, global news and information flows, implications of rapid technological change, and communication and information policies. (Prerequisite: JCOM 201)

Advertising Sequence Courses

JCOM 350 The Creative Strategist 4 credits
This course explores creative approaches to ideation and strategic thinking for all advertising specialties. Emphasis is on creative process, generative techniques, teamwork, career planning, and industry trends. (Prerequisites: JCOM 101, 102, 103, and 202)

JCOM 351 Advertising and Culture 4 credits
This course introduces the concepts of cultural communication, empathy and respect for audiences, and building strategy that resonates with subcultures. It emphasizes team collaboration, research skills, and practices of equity and inclusion in creative messaging. (Prerequisites: JCOM 101, 102, 103, and 202)

JCOM 352 Writing Design Concepts 4 credits
The process of conceptual problem-solving for brand campaigns in traditional and emerging media. Emphasis: conceptual development of advertising writing, design, campaigns, and presentation of developed work. Critical feedback on creative work and portfolios is an essential part of the course. (Prerequisites: JCOM 101, 102, 103, 202, and 350)

JCOM 353 Curiosity for Strategists 4 credits
Explores the building of intellectual curiosity as a problem-solving technique within the context of culture and media. Emphasis: critical thinking, readings, projects, performance. (Prerequisites: JCOM 101, 102, 103, 202, and 350)

JCOM 354 Understanding Brands 4 credits
This course explores historical and cultural influences on good advertising and brands that define categories. Emphasis is on creative leaders, brand categories, and creating advertising that adheres to best practices around cultural influence, collaboration, and critical feedback. (Prerequisites: JCOM 101, 102, 103, 202, and 350)

JCOM 355 Brand Responsibility 4 credits
This course becomes an important component of career readiness for graduates entering the advertising industry. Emphasis is on creating effective strategies for responsible brands and arming students with vital tools for creating and managing ethical work. (Prerequisites: JCOM 101, 102, 103, 202, and 350)

JCOM 356 Psychology of Advertising 4 credits
This course provides an overview of psychology as it pertains to advertising, particularly in the domain of persuasion and messaging, and more generally, marketing communications. (Prerequisites: JCOM 101, 102, 103, 202, and 350)

JCOM 357 Understanding Strategy 4 credits

JCOM 358 Copywriting Craft 4 credits

JCOM 359 Account Management 4 credits
The role of the account executive in the advertising agency is examined through case studies exploring brand management, agency organization, and relationship building in agencies. (Prerequisites: JCOM 101, 102, 103, 202, and 350)

JCOM 360 Advertising Creative Studio I 4 credits
This course is a collaborative studio course emphasizing teamwork with strategists, writers, and art directors. Career readiness for creative teams is emphasized. (Prerequisites: JCOM 101, 102, 103, 202, and 350)

JCOM 361 Advertising Media Planning 4 credits
This course focuses on building communications and media objectives via strategy and creative thinking to determine effective methods of reaching a designated target audience. Students will use media measurement tools, industry trends analysis, and media channel innovation. (Prerequisites: JCOM 101, 102, 103, 202, and 350)

JCOM 365 Introduction to Media Design 4 credits
This course introduces students to theories and creative practice focusing on design for media content. Basic graphic design for print, digital, and video applications are explored, as well as professional tools for the creative industry. (Prerequisites: JCOM 101, 102, 103, and 202)

JCOM 385 Science of Science Communication 4 credits
This class is designed to introduce students to the theoretical foundations of science communication as a discipline. The class will provide an overview of the theoretical landscape, with an understanding of how the discipline of science communication has largely moved from deficit to dialogue in the past 30 years. Students will spend the majority of their time in this course exploring the different models of science communication, when and why they work, and how we know they work.

JCOM 454 Digital Ads and Analytics 4 credits

JCOM 455 Brand Strategy 4 credits
This course emphasizes the importance and challenge of compelling creative brand strategy, including how strategy impacts creative work, internal agency partnerships, and, importantly, business success. (Prerequisites: JCOM 311, or 330, or 370)

JCOM 456 Brands and Sustainability 4 credits

JCOM 457 Sports Brand Strategy 4 credits
This course bridges concepts of business and creative strategy to understand the process of building compelling brands in the context of sport. Representing a multibillion-dollar industry, sport provides a unique platform to study how strong brands are developed, positioned, and brought to life in creative ways. (Prerequisites: JCOM 311, or 330, or 370)

JCOM 458 Leadership Strategies 4 credits

JCOM 459 Topics in Advertising 4 credits

JCOM 460 Advertising Creative Studio II 4 credits

JCOM 461 Advertising Campaigns 4 credits
Seniors work in teams to produce a comprehensive campaign involving every aspect of advertising, ranging from market research through creative and media strategy formulation to execution. The collaborative teamwork is based on expertise and practice in industry. (Recommended to take this course after the rest of the advertising sequence courses.)

JCOM 462 National Student Advertising Competition Campaigns 5 credits
Students engage in dedicated teamwork focusing on the annual American Advertising Federation National Student Advertising Competition (NSAC). Entrance is by portfolio and interview application. Students work a full year on the competition and resulting campaign book.

JCOM 470 Strategic Communications Research Methods 4 credits
This course is designed to provide you with an understanding of common research methods used in public relations and advertising when developing, implementing, and evaluating a strategic campaign. The class emphasizes real-world applications.


Academic Support and Career Advising

Need some guidance? Our academic advisors are here for you. The SOJC’s Student Success Center is your one-stop shop for undergrad academic advice and career-building tips. All undergraduate SOJC students are welcome—even if you haven’t enrolled yet. Drop in to Room 134 on the ground floor of Allen Hall or make an appointment and get on track to meet your goals.