2003-2005 - Graduate School - The University of Alabama

266 The University of AlabamaRequired coursesSemester hoursAPR 550 Advertising/Public RelationsCommunication Research Methods ........................................................... 3APR 551 Advertising/Public Relations Communication Theory ..................... 3APR 570 Contemporary Advertising and Public Relations............................. 3APR 583 Research Applications in Advertising and Public Relations ............ 3Cognates........................................................................................................ 9Elective (APR, JN, MC, or TCF course numbered above 550) ...................... 3APR 599 Thesis Research ............................................................................. 6_____Total.......................................................................... 30Nine hours of this program are devoted to a cognate area, usually outside the College ofCommunication and Information Sciences. The cognate is intended to provide con cen -trat ed study in an area related to the student’s career interests. The cognate typicallyconsists of courses in one discipline, but it can consist of courses in several disciplinesif the overall topic is unifi ed and contributes to the student’s objectives. Cognate examplesinclude marketing, or ga ni za tion al communication, psychology, sociology, andpolitical science.Research profi ciency can be demonstrated by successful completion of one or morestatistics or computer science courses approved by the student’s academic adviser, orby profi ciency in the research methods appropriate to the student’s master’s thesis.Following completion of all coursework, students are expected to pass a com pre -hen sive examination.The student must select a faculty member to chair the thesis committee. In concertwith the thesis chairperson, the student chooses a three-member thesis committee. Onemember must be from outside the Department of Advertising and Public Relations. Workingwith this committee, the student identifi es an appropriate thesis topic and researchapproach. A thesis proposal must be approved by the thesis committee before a studentcan start work on the thesis research. The completed thesis must be defended in anoral ex am i na tion before the thesis committee.Plan II, the One-Year Professional ProgramThe professional program is an intensive, professionally oriented one-year programthat combines advertising and public relations. Recognizing the increasingly close linksbetween the ad ver tis ing and public relations professions, the Plan II program providesadvanced preparation in both disciplines. The program provides intensive training tomeet specifi c objectives. Graduates will be prepared to• develop a thorough understanding of the institutions and processes involved inadvertising and public relations, through a combined program of study• use research both to generate communication strategies and to evaluate the successof communication programs• write idea-driven persuasive communication• plan, implement, and evaluate media plans for advertising and public relationsprograms and campaignsThe Plan II program is for recent college graduates who see the advantages of havingadvanced skills in advertising and public relations. The students will recognize thatpreparation in the liberal arts, business administration, or communication has providedthem with important knowledge but has not suffi ciently prepared them in the com mu -ni ca tion concepts and skills needed to be a leader.Speaking and writing skills are emphasized in all courses, with frequent papers andpresentations. One course each semester emphasizes writing skills involved in theadvertising and public relations professions.