Aug 19, 2019  
2018-2019 Catalog 
2018-2019 Catalog [ARCHIVED CATALOG]

Advertising, BA

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Learning advertising theory in college is good; creating campaigns for real businesses and clients is better. As a Columbia student, students will have the opportunity to do both. And students will create these strategic creative solutions working with their advertising student partners (copywriters, art directors, strategists, media specialists, account/brand managers, production experts, etc.). This marriage of theory and practical application should prepare students for a successful career in advertising before they graduate. And it should distinguish students from other graduates.

Learn alongside faculty members who have worked with Apple, Nike, Calvin Klein, Samsung, McDonald’s, Motorola, Kraft, Amazon and more. Working closely with industry-leading professors and your peers, students will have the opportunity to learn what it takes to succeed in the ad world, from writing creative copy and analyzing consumer behavior data to mastering the art of a perfectly timed Tweet or Snapchat story. Students should be able to graduate with a professional portfolio of work to help them land a job as an account manager, copywriter, art director, brand manager, content strategist, content creator, media planner, project manager or general advertising pro.

As a result of successfully completing program requirements, students should be able to:

  • evaluate the effectiveness of delivering a variety of creative solutions for key target audiences using current and emerging communication platforms;
  • correctly articulate the key concepts, strategies, tactics, and processes commonly used across marketing communication disciplines;
  • produce advertising solutions that are relevant, competitively distinct, effective and culturally responsive;
  • constructively collaborate within teams that reflect diversity and inclusion to produce an effective advertising solution;
  • evaluate the social, ethical, and legal implications of proposed advertising strategic and tactical decisions; and
  • demonstrate the skills required for obtaining a professional, entry-level position within advertising through the preparation and presentation of professional-quality, career-appropriate work.



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