1. Students will use legal, ethical, and professional 
applications of the principles, strategies, and techniques of 
advertising and public relations for their clients.
2. Students will conduct primary and secondary research, 
report findings, and set measurable strategic goals and 
objectives to design a combined advertising and public 
relations plan for their clients.
3. Students will learn to work in teams and to combine 
advertising and public relations principles and practices.
4. Students will develop and test message executions to 
determine if they communicate effectively to diverse target 
audiences. 
5. Students will allocate/set budgets across a variety of 
communication disciplines and tactics.
6. Students will prepare and deliver a comprehensive report 
and an effective presentation to the client.
7. Students will produce professional quality work to add to 
their portfolios and will acquire increased confidence in 
professional situations.

Week 1: Class introduction and team assignment
Week 2: Project assignment
Week 3: Client briefing
Week 4: Situation analysis
Week 5: Audience analysis
Week 6: SWOT 
Week 7: Creative brief
Week 8: Goal and objective setting
Week 9: Creative strategy
Week 10: Promotion considerations/Media strategy
Week 11: Media plan, budget, and timeline
Week 12: Finalize communication plan
Week 13: Finalize communication campaigns book
Week 14: Critique of presentation and campaigns books
Week 15: Final presentations to client and final campaigns 
books