APR Master of Arts -- Plan II

Plan II, the One-Year Professional Program
The professional program is an intensive, professionally oriented one-year program that combines both advertising and public relations. Recognizing the increasingly close links between the advertising and public relations professions, the Plan II program provides advanced preparation in both disciplines. The program provides intensive training to meet specific objectives. Graduates will be prepared to

  1. develop a thorough understanding of the institutions and processes involved in advertising and public relations, through a combined program of study;
  2. use research both to generate communication strategies and to evaluate the success of communication programs;
  3. write idea-driven persuasive communication; and
  4. plan, implement, and evaluate media plans for advertising and public relations programs and campaigns.

The Plan II program is for recent college graduates who see the advantages of having advanced skills in advertising and public relations. The students will recognize that preparation in the liberal arts, business administration, or communication has provided them with important knowledge, but has not sufficiently prepared them in the communication concepts and skills needed to be a leader.

Speaking and writing skills are emphasized in all courses, with frequent papers and presentations. One course each semester emphasizes writing skills involved in the advertising and public relations professions.

PLAN 2 REQUIREMENTS
The one-year Plan II program requires (a) completion of a specific 33-hour program of graduate courses, (b) demonstration of proficiency in research skills, (c) passing of a comprehensive written examination, and (d) completion of a master's project in the course APR597/APR 598 Communication Workshop. Students admitted to the program will receive a list of critical readings and will be expected to become familiar with these materials before beginning the program. The program starts with a series of orientation sessions aimed at evaluating each student's grasp of the critical readings and ability to proceed with the program without further background study. Plan II required courses are as follows (semester assignments are provided only as illustration).

Fall Semester
APR 570 Contemporary Advertising and Public Relations
APR 572 Persuasive Communication
MC 550 Communication Research Methods
MC 551 Seminar in Communication Theory
 
Spring Semester
APR 522 Media Planning*
APR 582 Advertising and Public Relations Management
APR 583 Research Applications in Advertising and Public Relations
APR 592 Integrated Communication Project
*Students with backgrounds in media planning (academic or professional) will be directed to another course.
 
Interim Term
APR 590 Visual Communication
 
First Summer Term
APR 597 Communication Campaign Workshop I
 
Second Summer Term
APR 598 Communication Campaign Workshop II
 
Each student's progress will be guided by the departmental coordinator of graduate studies. Students in the program must maintain a minimum quality point average of 3.0 and may receive no more than two "C" grades to be eligible to continue.

 Research proficiency can be demonstrated by completion of MC 550 and APR 583 with grades of "B" or better, or by successful application of research methods appropriate to the student's project.
The comprehensive examination will be conducted during the first week of the first summer term and may be attempted twice.

Each year the department faculty will identify faculty members who will serve on the project committee for the Plan II master's degree program. Two members of this committee read each of the project reports submitted by students at the conclusion of APR 598, and a panel of faculty members attends the project presentations given by students at the end of this course.
 
Link to Plan I