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Sponsored by the Office of the Provost
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2020-2021

Mass Communications

College of Humanities and Sciences

Concentration(s):
Advertising/Creative and Advertising/Strategic
Program description

The Robertson School of Media and Culture prepares effective and skilled communicators through quality instruction, advising and student services, based on real-world applications. Through research, professional service and scholarship in applied communications, the school advances the knowledge and practice of a multidisciplinary and evolving media environment. The school values truth, ethics, creativity, innovation, collaboration, cultural diversity, shared governance and community engagement.

The school offers a Bachelor of Science in Mass Communications with specialization in one of three concentrations: advertising, journalism and public relations. The school also awards the Master of Science in Mass Communications, with concentrations in the areas of integrated PR and advertising, multimedia journalism, and strategic public relations.



Career opportunities

The concentration in advertising prepares students for careers at advertising agencies, marketing departments of corporations or service organizations and media companies.

Change of major requirements

Must complete MASC 101 and MASC 201 with a C or better and have a cumulative GPA of 2.50; must attend a change of major workshop. Review the RSMC entry requirements, program structure, resources and change of major process here: https://robertson.vcu.edu/undergraduate/advising/change-of-major/.

Email rfroach@vcu.edu for information about eligibility and change of major workshop sign-up.

Bachelor-level job titles
  • Advertising Sales Agent
  • Graphic Designer
  • Illustrator
  • Marketing Research Analyst
  • Multimedia Artists & Animators
  • Public Relations Specialist
  • Retail Sales Management
  • Search Marketing Strategists
  • Social Science Research Assistant
  • Software Developer
  • Technical Writer
  • Web Developer
Graduate and professional level job titles
  • Advertising & Promotions Manager
  • Advertising/Marketing Firm Executive
  • Consultant
  • Copywriter
Professional associations and resources
Degree requirements in Bulletin
Plan of study in Bulletin
Requirements
Highest level of math required
  • STAT 210
Science required
  • Core only
Foreign language requirements
  • Yes
Additional tuition/fees
  • No
GPA requirements (to progress/graduate in the major)
  • 2.5
Transfer Maps

Contact information

Department name:
Robertson School of Media and Culture
Building/room location:
Temple, 2nd floor
Phone:
(804) 828-2660
Email:
robertsonsmc@vcu.edu
https://robertson.vcu.edu/
Campus (where 75% of courses are taken):
Monroe Park
Major map compass icon
Major map

Explore
MAXIMIZE COURSE AND DEGREE PLANNING
  • Attend Ready, Set, Go – Sophomore Transition Experience.  
  • Map out a 4-year course plan in Degree Works' Student Educational Planner.
  • Schedule an appointment with your academic advisor to review your CSI self-report, start goal planning, and to discuss tutoring, electives, & degree progression.
  • Take a tour to learn about library spaces, services, & how to get research help.
  • Take MASC 101 and maintain 2.5 GPA.
  • Explore local Advertising agencies to discover if Creative or Strategic advertising is a fit.
GET CONNECTED WITH YOUR COMMUNITY
DEVELOP CULTURAL AGILITY
EXPLORE CAREERS AND DEVELOP ESSENTIAL SKILLS
PREPARING FOR LIFE AFTER COLLEGE

Experience
MAXIMIZE COURSE AND DEGREE PLANNING
  • Get familiar with the research process with the VCU Libraries Research Basics Guide. Ask questions about how to use the library.
  • Schedule an appointment with your advisor and explore minors, certificates, and skills-based value added courses.  
  • Talk to your professors about research interests, picking future classes, and strategies for success in your program.
  • Take MASC 201 (Fall) and MASC 204 (Spring).
  • Take UNIV 200.
  • File request/petition to declare concentration in MASC 204.
  • Maintain 2.5 GPA (major and cumulative).
GET CONNECTED WITH YOUR COMMUNITY
  • Explore peer leadership opportunities or apply for the New Leaders Retreat or Alternative Spring Break.
  • Find opportunities and organizations through SOC that can help you make a difference and make your mark.
  • Meet with a faculty member to discuss your personal and professional interests.
  • Take a service-learning class or volunteer to address a social issue (Hands on Greater Richmond).
  • Find work you admire; follow on Twitter, Tumblr, etc.
  • Join the VCU Ad Club.
  • Write for The Commonwealth Times.
  • Attend VCU Brandcenter Friday Forums.
DEVELOP CULTURAL AGILITY
EXPLORE CAREERS AND DEVELOP ESSENTIAL SKILLS
  • Attend Career & Internship Fairs and other professional development events. 
  • Complete a “Gap Analysis” Strategic Plan with your academic or career advisor.
  • Create an ePortfolio to document academic/professional experiences, accomplishments, and reflections.
  • Gain practical experience related to career goals through internships, shadowing, part-time work, or independent skill building.
  • Create a draft resume & come to drop-ins with MASC's Career Development Advisor.
  • Make things like CD covers, copy, logos, strategies, or client questions and post to a blog; compare brands.
PREPARING FOR LIFE AFTER COLLEGE
  • Conduct an informational interview or shadow someone in a field of career interest.
  • Consider who you would ask to serve as professional and academic references for future letters of recommendation.   
  • Get plugged into VCULink to connect with students and alumni.
  • Meet with a coach at The Money Spot to set financial goals, understand student loans, and create spending plans.
  • Apply to scholarships for next year. Many deadlines are January - March.

Experience
MAXIMIZE COURSE AND DEGREE PLANNING
  • Deepen your expertise at finding information in your discipline by working with your subject expert librarian & using research guides.
  • Enhance your business, software, technology and creative skills using LinkedIn Learning.
  • See your academic and career advisors regularly to discuss your progress towards graduation and career planning.
  • Creative Advertising: take MASC 300 (Fall) and 392 and 394 (Spring). Strategic Advertising: complete MASC 398 and 399.
GET CONNECTED WITH YOUR COMMUNITY
  • Attend civic meetings, such as school board, neighborhood associations, city council, or state legislative sessions.
  • Continue to find opportunities and organizations through SOC that can help you make a difference and make your mark.
  • Create a community-engaged research project.
  • Make an appointment with the National Scholarship Office to explore post-graduate scholarship and fellowship opportunities, such as the Fulbright Student Scholarship.
  • Volunteer for CreateAthon during spring semester spring break.
  • Attend at least two or three public talks or other events advertised by the department.
DEVELOP CULTURAL AGILITY
  • Apply to be a Diversity Ambassador with the Office of Multicultural Student Affairs.
  • Richmond is known for hosting a wide array of festivals! Learn about new cultures, food, and music by attending one of these events.
  • Take a course that links diversity to your field of study.
  • Update your resume to include how you have developed your communication and interpersonal skills for future work on multidisciplinary and multicultural teams.
  • Join a cultural organization.
EXPLORE CAREERS AND DEVELOP ESSENTIAL SKILLS
  • Apply for the Graduate School Mentorship Program to learn more about graduate school and the graduate student experience.
  • Update your ePortfolio.
  • Seek research opportunities and apply for funding through VCU Undergraduate Research Opportunities Program.
  • Complete an internship or freelance.
  • Submit work to creative competitions.
PREPARING FOR LIFE AFTER COLLEGE
  • Prepare for job offer negotiation by researching salaries, benefits, and other opportunities for flexibility.
  • Research graduate/professional schools at least 1 year in advance of deadlines. Study for and complete any exams the summer before senior year. 
  • Talk to advisors, faculty, and VCU Career Services about graduate school versus a job.
  • Create a website.

Excel
MAXIMIZE COURSE AND DEGREE PLANNING
  • Schedule an appointment with your academic advisor a semester before your anticipated graduation to ensure all graduation requirements will be met. 
  • Attend a graduation workshop a semester before your anticipated graduation to ensure all graduation requirements will be met.
  • For Creative, take MASC 450 and 481 in fall and 451 in spring. For Strategic take MASC 459, 481 and your internship.
  • Become a mentor to a freshman or sophomore Advertising major.
GET CONNECTED WITH YOUR COMMUNITY
  • Apply for a year-long service or fellowship opportunity after graduation through programs like Peace Corps, Fulbright Student Scholars, Literacy Lab, Richmond Teacher Residency, or AmeriCorps.
  • Attend professional conferences that offer student rates or scholarships (see professional organizations listed above).
  • Continue to find opportunities and organizations through SOC that can help you make a difference and make your mark.
  • Serve in a leadership role on campus or as a board member of a local community organization.
  • Join the Richmond Ad Club.
  • Consider jobs in the nonprofit sector.
DEVELOP CULTURAL AGILITY
  • Read scholarly articles about diversity in your field.
  • Reflect on your own cultural competency, and be prepared to answer interview questions that outline how you have worked with diverse populations.
  • Attend the annual Portfolio Review event for graduating Advertising majors.
  • Build intercultural competence by engaging with international students on campus.
EXPLORE CAREERS AND DEVELOP ESSENTIAL SKILLS
  • Continue to engage in research to create more content for your ePortfolio.
  • Present your research at conference/meeting such as UROP Undergraduate Research Symposium or other conferences. 
  • Reflect on the experiential learning you have engaged in thus far, and discuss with current or potential mentors (peers, faculty, advisors, alumni, professionals).
  • Gain practical experience through internships, externships and skill building.
  • Gain feedback from professionals on your professional work. Develop/incorporate side project/interests into portfolio.
PREPARING FOR LIFE AFTER COLLEGE
  • Complete exams, applications, or self-marketing activities for after graduation.
  • Consider training to become an educator through programs like RTR, which prepares graduates from a variety of majors to become effective teachers in high-need schools.
  • Engage with the VCU Alumni Association at Grad Fair, Grad Bash, and by joining a VCULink Industry Network and alumni chapter as you prepare to graduate.
  • Have a personal statement or cover letter reviewed and do a mock interview through InterviewStream or with a career advisor.
  • Research prospective employers and create a job or graduate school search strategy at least 8 months before graduation.
Visit majormaps.vcu.edu for the online version with links.
Sponsored by the Office of the Provost
Major map compass icon
2020-2021

Mass Communications

College of Humanities and Sciences

Concentration(s):
Advertising/Creative and Advertising/Strategic
MAXIMIZE COURSE AND DEGREE PLANNING GET CONNECTED WITH YOUR COMMUNITY DEVELOP CULTURAL AGILITY EXPLORE CAREERS AND DEVELOP ESSENTIAL SKILLS PREPARING FOR LIFE AFTER COLLEGE
Explore Year 1
  • Attend Ready, Set, Go – Sophomore Transition Experience.  
  • Map out a 4-year course plan in Degree Works' Student Educational Planner.
  • Schedule an appointment with your academic advisor to review your CSI self-report, start goal planning, and to discuss tutoring, electives, & degree progression.
  • Take a tour to learn about library spaces, services, & how to get research help.
  • Take MASC 101 and maintain 2.5 GPA.
  • Explore local Advertising agencies to discover if Creative or Strategic advertising is a fit.
Experience Year 2
  • Get familiar with the research process with the VCU Libraries Research Basics Guide. Ask questions about how to use the library.
  • Schedule an appointment with your advisor and explore minors, certificates, and skills-based value added courses.  
  • Talk to your professors about research interests, picking future classes, and strategies for success in your program.
  • Take MASC 201 (Fall) and MASC 204 (Spring).
  • Take UNIV 200.
  • File request/petition to declare concentration in MASC 204.
  • Maintain 2.5 GPA (major and cumulative).
  • Explore peer leadership opportunities or apply for the New Leaders Retreat or Alternative Spring Break.
  • Find opportunities and organizations through SOC that can help you make a difference and make your mark.
  • Meet with a faculty member to discuss your personal and professional interests.
  • Take a service-learning class or volunteer to address a social issue (Hands on Greater Richmond).
  • Find work you admire; follow on Twitter, Tumblr, etc.
  • Join the VCU Ad Club.
  • Write for The Commonwealth Times.
  • Attend VCU Brandcenter Friday Forums.
  • Attend Career & Internship Fairs and other professional development events. 
  • Complete a “Gap Analysis” Strategic Plan with your academic or career advisor.
  • Create an ePortfolio to document academic/professional experiences, accomplishments, and reflections.
  • Gain practical experience related to career goals through internships, shadowing, part-time work, or independent skill building.
  • Create a draft resume & come to drop-ins with MASC's Career Development Advisor.
  • Make things like CD covers, copy, logos, strategies, or client questions and post to a blog; compare brands.
  • Conduct an informational interview or shadow someone in a field of career interest.
  • Consider who you would ask to serve as professional and academic references for future letters of recommendation.   
  • Get plugged into VCULink to connect with students and alumni.
  • Meet with a coach at The Money Spot to set financial goals, understand student loans, and create spending plans.
  • Apply to scholarships for next year. Many deadlines are January - March.
Year 3
  • Deepen your expertise at finding information in your discipline by working with your subject expert librarian & using research guides.
  • Enhance your business, software, technology and creative skills using LinkedIn Learning.
  • See your academic and career advisors regularly to discuss your progress towards graduation and career planning.
  • Creative Advertising: take MASC 300 (Fall) and 392 and 394 (Spring). Strategic Advertising: complete MASC 398 and 399.
  • Attend civic meetings, such as school board, neighborhood associations, city council, or state legislative sessions.
  • Continue to find opportunities and organizations through SOC that can help you make a difference and make your mark.
  • Create a community-engaged research project.
  • Make an appointment with the National Scholarship Office to explore post-graduate scholarship and fellowship opportunities, such as the Fulbright Student Scholarship.
  • Volunteer for CreateAthon during spring semester spring break.
  • Attend at least two or three public talks or other events advertised by the department.
  • Apply to be a Diversity Ambassador with the Office of Multicultural Student Affairs.
  • Richmond is known for hosting a wide array of festivals! Learn about new cultures, food, and music by attending one of these events.
  • Take a course that links diversity to your field of study.
  • Update your resume to include how you have developed your communication and interpersonal skills for future work on multidisciplinary and multicultural teams.
  • Join a cultural organization.
  • Apply for the Graduate School Mentorship Program to learn more about graduate school and the graduate student experience.
  • Update your ePortfolio.
  • Seek research opportunities and apply for funding through VCU Undergraduate Research Opportunities Program.
  • Complete an internship or freelance.
  • Submit work to creative competitions.
  • Prepare for job offer negotiation by researching salaries, benefits, and other opportunities for flexibility.
  • Research graduate/professional schools at least 1 year in advance of deadlines. Study for and complete any exams the summer before senior year. 
  • Talk to advisors, faculty, and VCU Career Services about graduate school versus a job.
  • Create a website.
Excel Year 4
  • Schedule an appointment with your academic advisor a semester before your anticipated graduation to ensure all graduation requirements will be met. 
  • Attend a graduation workshop a semester before your anticipated graduation to ensure all graduation requirements will be met.
  • For Creative, take MASC 450 and 481 in fall and 451 in spring. For Strategic take MASC 459, 481 and your internship.
  • Become a mentor to a freshman or sophomore Advertising major.
  • Apply for a year-long service or fellowship opportunity after graduation through programs like Peace Corps, Fulbright Student Scholars, Literacy Lab, Richmond Teacher Residency, or AmeriCorps.
  • Attend professional conferences that offer student rates or scholarships (see professional organizations listed above).
  • Continue to find opportunities and organizations through SOC that can help you make a difference and make your mark.
  • Serve in a leadership role on campus or as a board member of a local community organization.
  • Join the Richmond Ad Club.
  • Consider jobs in the nonprofit sector.
  • Read scholarly articles about diversity in your field.
  • Reflect on your own cultural competency, and be prepared to answer interview questions that outline how you have worked with diverse populations.
  • Attend the annual Portfolio Review event for graduating Advertising majors.
  • Build intercultural competence by engaging with international students on campus.
  • Continue to engage in research to create more content for your ePortfolio.
  • Present your research at conference/meeting such as UROP Undergraduate Research Symposium or other conferences. 
  • Reflect on the experiential learning you have engaged in thus far, and discuss with current or potential mentors (peers, faculty, advisors, alumni, professionals).
  • Gain practical experience through internships, externships and skill building.
  • Gain feedback from professionals on your professional work. Develop/incorporate side project/interests into portfolio.
  • Complete exams, applications, or self-marketing activities for after graduation.
  • Consider training to become an educator through programs like RTR, which prepares graduates from a variety of majors to become effective teachers in high-need schools.
  • Engage with the VCU Alumni Association at Grad Fair, Grad Bash, and by joining a VCULink Industry Network and alumni chapter as you prepare to graduate.
  • Have a personal statement or cover letter reviewed and do a mock interview through InterviewStream or with a career advisor.
  • Research prospective employers and create a job or graduate school search strategy at least 8 months before graduation.