Public Relations and Marketing
Bachelor of Arts in Public Relations and Marketing
Inquire into the many ways public relations and marketing influence virtually every aspect of your life when you pursue the Bachelor of Arts in Public Relations and Marketing from Ashford University. You will find public relations and marketing stimulating and creative areas of study that encompass such topics as communication, consumer behavior, advertising and promotion, research, and strategy.
Degree Focus
Your Bachelor of Arts in Public Relations and Marketing from Ashford University demonstrates your understanding and mastery of all aspects of marketing and public relations, which include advertising, branding, and corporate communications. You will study and evaluate the effectiveness and appropriateness of marketing and public relations messages while engaging in problem analysis, strategic planning, message development, and tactical solutions. The capstone course provides you with the opportunity to use the skills and abilities developed throughout your studies to develop a marketing plan.
Career Opportunities
When you complete your Bachelor of Arts in Public Relations and Marketing, you will have what you need to begin a rewarding career in which a breadth of knowledge is a must. You may choose to pursue a career in business, or perhaps you might enter a career in public service. A degree in Public Relations and Marketing could be your key to any of these occupations:
- Advertising executive
- Marketing director
- PR representative
- Corporate consultant
- Political campaign advisor
- Small-business owner
Specializations
You may also choose to delve into other areas of public relations and marketing when you add a specialization to your degree program. A specialization consists of four (4) courses, each worth three (3) credits. These courses are taught online as part of your degree program. Choose from the following specializations:
- Information Systems
Take advantage of a wide range of opportunities in one of the fastest growing areas in business organizations. You will increase both business and technical skills with an Information Systems specialization added to your Bachelor of Arts in Public Relations and Marketing degree. - International Management
Broaden your Bachelor of Arts in Public Relations and Marketing with a specialization in International Management. You will prepare to exercise leadership in a diverse array of international and multicultural scenarios. - Project Management
Build on your Bachelor of Arts in Public Relations and Marketing with a specialization in Project Management. You will be well-equipped to seize new opportunities in this fast-growing field.
Your courses in this Bachelor of Arts degree program are taught by advance-degreed instructors with real-world experience in the subjects they teach. In addition, you can transfer up to 90 approved credits toward your Bachelor's degree and accelerate your degree completion.
If this program fits your personal and professional goals, contact Ashford University at 866.711.1700 to learn more, or request additional information.
Bachelor of Arts in Public Relations and Marketing
Program Outcomes
Students who successfully complete the Bachelor of Arts in Public Relations and Marketing degree program will be able to:
- Develop an understanding and mastery of marketing and public relations functions;
- Create a repertoire of communication skills in order to become an effective communicator across contexts;
- Develop competence in using planning skills to create and implement marketing and public relations solutions to meet client’s needs;
- Evaluate the effectiveness and appropriateness of marketing and public relations messages; and
- Engage in problem analysis, strategic planning, message development, and tactical solutions.
Program Requirements
- Total number of credits required: 120 credits
- General Education: 52 credits*
- Major Program: 45 credits*
- Electives: 32 credits
You must complete 30 upper-division credits, of which 18 credits must be from the major program. A total of 30 credits must be completed at Ashford University to meet the residency requirement.
*In this program 9 credits from the major also satisfy general education requirements
Program Disclosures
Federal regulations published in October, 2010 require institutions to report certain information about students who enrolled in Title IV eligible educational programs that lead to gainful employment in a recognized occupation (GE programs). These required disclosures include a program’s 1) program costs; 2) on-time completion rates; 3) median loan debt; 4) links to O*NET SOC descriptions; and 5) placement rates. Please find all of the required information at this link: Program Disclosures.
Admission Requirements
- Have a regular high-school diploma earned through college preparatory or regular high school courses or GED equivalency recognized by the Department of Education of the state in which it was earned, completed secondary school through home schooling as defined by state law, or earned an equivalent to a US high school diploma at an international high school. An earned IEP or Special Education Diploma or Certificate of Completion based upon IEP goals does not meet the regular high school diploma requirement for admission to Ashford University. If no high school degree was earned, applicants may be admitted with a minimum of 60 transferable credits from an appropriately accredited postsecondary institution as defined by Ashford University transfer credit policies.
- Be 22 years of age or older, or a graduate of Ashford University's Associate of Arts in Business degree program, or receive documented approval from the Registrar's Office via the "Under 22 Appeal" process.
- English Language Requirement
- Successful completion of Student Success Orientation for students who indicate that they have fewer than twenty-four (24) traditional college-level transferable credits at the time of application.
Technology Requirements
Competencies
- Students must possess the following online competencies:
- Ability to access course and program material on the Internet;
- Ability to correspond with University staff, students, and faculty using email and the Internet; and
- Ability to use appropriate antivirus utilities so that files transmitted and received are virus free.
System requirements
- The following minimum system configuration and software are required:
- Platforms: Mac OS X 10.2 or higher or Windows XP or higher;
- Hardware: 256 Mb RAM, CD-ROM, and 1 Gb free disk space;
- Productivity Software: Microsoft Word, PowerPoint, and Excel 2003 or higher; Adobe Reader 8.0 or higher; Adobe Flash 10 or higher
- (Constellation users);
- Web Browser: Firefox 3.0 or higher, Internet Explorer 8.0 or higher, Safari 4.0 or higher, or Chrome;
- Networking: 56k dialup modem, DSL, or Cable modem;
- Email: Outlook, Outlook Express, Mac Mail, Eudora, Entourage, or Yahoo/Hotmail/Gmail.
Recommended for optimal performance
• Productivity Software: Microsoft Word, PowerPoint, and Excel 2007 or higher;
• Networking: Broadband Internet connection (DSL, cable, or other);
• Constellation users: Windows Media Player 7 or higher, sound card and speakers.
Transferability
Put your college credits to work at Ashford! You can transfer up to 90 semester credits (135 quarter credits) to help fulfill your degree requirements.* That means all your past hard work will not be wasted.
If you enter the program with fewer than twenty-four (24) transferable traditional semester credits, you will be required to successfully complete an online orientation prior to enrolling in credit-bearing coursework. Following successful completion of orientation, you will be required to successfully complete EXP 105 Personal Dimensions of Education as your first course. EXP 105 is required if you have little or no previous college experience and is not recommended if you have high transfer credit. EXP 105 applies toward elective credit requirements so enrollment in EXP 105 may result in the reduction of three (3) potential transfer credits in the Elective category. If you take EXP 105, you are required to take PSY 202 as your second course.
If you enter the program with twenty-four (24) or more transferable credits, you will be required to successfully complete PSY 202 Adult Development and Life Assessment as your first course. PSY 202 is designed to help you acclimate to the online college environment, though you already have some college experience. If you have been out of school for a long time or feel that you need additional support to enter the online environment, you may appeal to enroll in EXP 105 as your first course, followed by PSY 202 as your second course. Unsuccessful completion of either EXP 105 or PSY 202 will result in the rescheduling of the course and revision of the future course sequence. See the Courses tab for descriptions of each course.
* The transferability of credits is subject to Ashford University’s transfer credit policies, and requires the submission of official transcripts. The official transcripts will be evaluated to determine the credits that will officially apply toward an Ashford University degree program.
Online Format
You will take your courses one at a time for 5 weeks each, accelerating your path to graduation. Your course content is delivered in a high-tech format, and you can complete your weekly assignments when and where it's convenient for you thanks to the asynchronous online environment.
Cost*
Your tuition rates are among the lowest available online at $390 per credit. You will also be responsible for fees to enroll. View complete cost of attendance. Call today to learn more at 866.711.1700.
* Tuition costs subject to change without notice.
Payment Options
- Cash Plan – 100% of tuition and fees paid on or before each course start date.
- Tuition Reimbursement – If your employer offers a tuition reimbursement plan, we'll work with you to apply this great benefit toward your education.
- Financial Aid – You may be eligible for financial aid. Talk to an Admissions Counselor to find out if you meet the requirements to qualify.
- Direct (Employer) Billing – If you work for a company approved for direct billing, you may qualify for this payment option.
- Military Tuition Assistance – Includes active-duty service and Veterans Affairs benefits, such as GI Bill and Vocational Rehab, if you qualify. Learn more about military benefits.
If this program fits your personal and professional goals, contact Ashford University at 866.711.1700 to learn more, or request additional information.
Bachelor of Arts in Public Relations and Marketing
Explore the many ways in which marketing, advertising and corporate communications shape our modern business world. Find out how the best marketing professionals succeed in capturing potential customers' attention, addressing their needs, and securing their business. Courses include such relevant topics as business management, graphic design, internet commerce, and consumer psychology.
Below you will find the courses for this program beginning with the introductory courses. You have a choice in this program to take a standard program following the major course requirements or you may choose to add a specialization to your program. Please note that you must complete the major course requirements' capstone course before you can begin any specialization. Each specialization consists of four (4) courses, each worth three (3) credits.
Introductory Courses
Major Course Requirements
Specializations
Introductory Courses
Depending on the number of credits transferred in, you may be required to take one or both of Ashford University's introductory courses: EXP 105 Personal Dimensions of Educationand PSY 202 Adult Development & Life Assessment. If you enter the program with fewer than twenty-four (24) transferable credits, you are required to successfully complete EXP 105 as your first course, followed by PSY 202 as your second course. If you enter the program with twenty-four (24) or more transferable credits, you will be required to successfully complete PSY 202 as your first course.
EXP 105 Personal Dimensions of Education
This course is designed to help adult learners beginning their university studies to achieve academic success. Students will explore learning theories, communication strategies, and personal management skills. Adult learners will develop strategies for achieving success in school and work. Students will also be introduced to the University's institutional outcomes and learning resources.
PSY 202 Adult Development & Life Assessment
This course presents adult development theory and links theoretical concepts of life and learning through a process of psychometric assessment and reflection. Both classical and contemporary adult development theories are examined. These theories then provide the paradigm for self-analysis and life learning, including a plan for personal, professional and academic learning.
Major Course Requirements
(45 credits, all courses are 3 credits. Courses are listed in the recommended sequence.)
MGT 330 Management for Organizations
This course presents an introduction to management theory and practice, including the inter-relatedness that the planning, organizing, leading, and controlling functions play in the multicultural, technology-driven, and global organizations of the 21st century. The emphasis is on the application of management theory to real-life situations in the workplace.
BUS 330 Principles of Marketing
The methods used by producers of goods and services to determine and satisfy the wants of society. An examination of external and internal environments that impact marketing decisions, the basic elements of a marketing program, and issues in ethics and social responsibility.
BUS 317 Introduction to Advertising
This course is designed to introduce students to the field of advertising as a promotional force with emphasis on institutions, planning, strategic practices, and tactical decisions made by advertising executives. It will also explore the various career opportunities including account executive, media buying, copywriting, production, and research.
BUS 336 Marketing Strategy
The objective of this course is to advance the students' ability to develop, implement, and critically evaluate the marketing strategy for a product or service. It will provide the conceptual frameworks and hone the analytical and creative skills that are necessary to define and develop superior value, persuasively communicate that value, profitably deliver it to a carefully selected target market, and sustain both the value and the profitability in the face of ever-changing customer needs and competitive offerings.
BUS 339 Marketing Research
Study and analysis of the marketing information system. Includes the organizational characteristics of marketing research, basic tools and procedures, and management science applications.
BUS 340 Business Communications
Every aspect of contemporary business communications - from determining what information to communicate to processing information and sharing it - depends on technology. Students will learn to compose, format, and manage business letters, memos, reports, email, and resumes. Students will use software to access information and to evaluate the quality of the information they receive. Students will create electronic presentations to communicate information.
BUS 343 International Marketing
Examination of cultural, economic, and political factors that affect marketing of goods and services worldwide. Emphasis is on adapting the marketing strategies of domestic marketers to international operations and the institutional structure that exists in international markets. Marketing strategies of firms' operations within these markets are also examined.
BUS 350 Consumer Behavior
This course illustrates the psychological, socio-cultural, and decision-making aspects of consumer behavior. Students study behavioral concepts, motivation, and the role of consumer behavior in our society.
BUS 352 E-Business
An introduction to the fundamental concepts used in e-business and e-commerce. This course identifies and describes the wide range of applications in business. It explains what the Internet is and how it can be used for business applications in a competitive environment. Through Internet labs, this course will compare various Web strategies of current businesses. Students need to be proficient in using the Internet to find information.
CGD 218 Visual Literacy in Business
This course examines the evolution and trends in digital media utilized in business. Course content and activities focus on message content and creation and the visual principles and theories that shape effective visual communication in the business environment. Legal and ethical issues relating to visual communication will be introduced and incorporated into projects that develop visual literacy and visual problem-solving skills.
CGD 240 Media Writing & Editing
This course is an introduction to the process of writing for varied media. Emphasis is on gathering information, writing styles, editing, and organization of written communication. Practical experience includes writing for campus media.
CGD 318 Public Relations Practices & Promotional Writing
An introduction to current procedures and duties of public relations personnel will be studied. Students will write news releases, brochures, speeches, reports, memos, scripts, and ad copy using workshop format.
INF 410 Project Management
This course provides the foundational principles and techniques to plan, execute, and manage complex projects. Topics include workflow analysis, quality control, and performance evaluation.
PHI 445 Personal and Organizational Ethics
This course studies the theories and paradigms underlying personal and organizational values and ethical principles, how personal values and ethical principles relate to the organizations in which people function, and the effects of the organization's ethics on its reputation, functioning and performance.
BUS 421 PR/Marketing Capstone
This course is designed to bring together the knowledge gained through the entire program and permits the student to demonstrate mastery in the various course competencies. Students are expected to apply and integrate a variety of skills, tools, and knowledge to assess real-world problems offering realistic solutions. Students will analyze, design, implement, and document an appropriate solution for a capstone project. The project should exemplify the student's ability to apply program outcomes.
Specializations
You may also choose to delve deeper into other areas of public relations and marketing when you add a specialization to your degree program. A specialization consists of four (4) courses, each worth three (3) credits each. These courses are taught online as part of your degree program. Choose from the following specializations:
INF 231 Programming Concepts
An introduction to the methodology of programming and the construction of graphical user interfaces. Students are introduced to programming through the use of current programming languages(s). Emphasis is on structured design, coding, graphical user interfaces, event-driven programming, and documentation. A variety of programming problems develop skills in algorithm design, file processing data structures, and event handling.
INF 340 Business Systems Analysis
This course studies the problems and needs of organizations and how business functions, staff, data, business processes, and technology can be used to achieve organizational goals and objectives. The focus is on assessment for improvement of the business and its functions.
INF 322 Database Management Systems
This course provides an introduction to the concepts of database processing. An understanding of the physical and logical organization of data and the meaningful representation of data relationships are evaluated. Operational requirements of database management systems are also discussed.
INF 325 Telecommunications & Networking Concepts
A study of real-time and distributed-processing computer networks including telecommunications, data transmission techniques (protocols), design, and implementation considerations.
ECO 320 International Economics
This course will focus on the environment of firms with particular emphasis on economic variables such as GNP, inflation, interest rates, exchange rates and international trade.
BUS 343 International Marketing
Examination of cultural, economic, and political factors that affect marketing of goods and services worldwide. Emphasis is on adapting the marketing strategies of domestic marketers to international operations and the institutional structure that exists in international markets. Marketing strategies of firms' operations within these markets are also examined.
BUS 357 International Business
Students examine functional areas of business from an international perspective. The importance of differing cultural and political assumptions in business is also addressed.
BUS 450 International Finance
An examination of the international aspects of corporate finance and investing, the course covers balance of payments, foreign exchange with emphasis on exchange rate determination, exchange risk, hedging, and interest arbitrage, international money and capital markets, international financing, and international banking.
INF 342 Project Quality Assurance
This course will address topics as defining, planning, executing and closing projects. We will introduce an overall framework for managing projects, describe how to set up a project, and provide a forum for sharing practical techniques for managing projects. Several topics are discussed, including how to build a project plan, risk management, issue management, project marketing, communications, quality assurance, project measurements and the psychology of project management.
INF 336 Project Procurement Management
Designed to develop the basic knowledge base of project managers and project procurement managers, this course emphasizes partnering between buyers and sellers to create a single culture with one set of goals and objectives. Students will discover the key areas in procuring outside services and products from the initial decision to buy through final contract closeout. They will recognize what must be done for success in the six key project procurement management processes: procurement planning, solicitation planning, solicitation, source selection, contract administration, and contract closeout. They will also formulate the make-or-buy decision, prepare an effective procurement management plan to guide the team, and use outsourcing for maximum benefit. Lessons and best practices from procurement theory and experience are also presented.
INF 337 Integrated Cost and Schedule Control
Effective cost and schedule management are cornerstone activities of each project. Students will determine how best to plan the execution of a project scope, to consider stakeholder budget and schedule constraints, to use different methodologies, and to establish the performance measurement baseline. They will also discover keys to identify potential cost and schedule overruns And master the tools and techniques to compare actual work accomplished against established plans, as well as work accomplished against actual expenditures. By identifying early warning indicators, students will gain greater insight into potential risk areas and take the necessary corrective action to keep the project in control.
INF 410 Project Management
Students will work in teams to produce an analysis-based design project. The course provides an understanding of the systematic process involved in project development, project modification, and project completion.
If this program fits your personal and professional goals, contact Ashford University at 866.711.1700 to learn more, or request additional information.
Ashford University Program Disclosures
Federal regulations published in October, 2010 require institutions to report certain information about students who enrolled in Title IV eligible educational programs that lead to gainful employment in a recognized occupation (GE programs). These required disclosures include a program’s 1) program costs; 2) on-time completion rates; 3) median loan debt; 4) links to O*NET SOC descriptions; and 5) placement rates. Please find all of the required information contained below.
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