Plaster College of Business and Entrepreneurship
Advertising Emphasis
Bachelor’s Degree offered in On-campus and Blended formats.
*On-campus format may require some online classes for degree completion.
- Program Requirements
The Lindenwood University Marketing program with an Advertising emphasis is designed for students who want to create campaigns, tell compelling brand stories, and connect with audiences in meaningful ways. This emphasis focuses on both the creative and strategic sides of advertising, helping students turn ideas into results.
Students learn how to combine research, audience insights, and creative execution to develop advertising campaigns across digital and traditional platforms. Through hands-on experience and real-world application, graduates are prepared for careers in advertising, branding, and creative marketing roles.
Why Choose an Advertising Emphasis?
The Advertising emphasis is ideal for students who want to work at the intersection of creativity and strategy.
- Focus on campaign development and creative strategy
- Build skills in copywriting, media planning, and audience targeting
- Gain experience across digital and traditional advertising channels
- Develop a professional portfolio through real-world work
This emphasis prepares students to think creatively while making data-informed decisions that drive results.
What You’ll Learn
Students in the Advertising emphasis build a strong marketing foundation while developing specialized skills in advertising and promotion.
Coursework includes:
- Marketing research and audience insights
- Advertising and promotional strategy
- Digital marketing and campaign execution
- Media planning and buying
- Copywriting and creative concept development
- Consumer behavior and audience analysis
Students may also explore areas such as social media marketing, video production, and design tools to enhance their creative skill set.
Experiential Learning, Real-World Impact
As one of the signature programs in the Robert W. Plaster College of Business and Entrepreneurship, the Advertising emphasis gives students the opportunity to work with real clients on real business challenges.
Students develop full advertising campaigns from start to finish, gaining experience in:
- Conducting research and identifying key insights
- Developing a strategic direction and defining a “Big Idea”
- Designing advertisements and writing copy
- Planning and buying media
- Calculating impressions and defining key performance indicators
- Managing and working within a budget
Students have partnered with organizations such as Bench Racers, Guns ’N Hoses, Saint Louis Crisis Nursery, and United Services for Children, gaining hands-on experience that reflects real agency work.
In addition to client projects, students engage with industry case studies that demonstrate how marketing concepts are applied in practice. These experiences strengthen critical thinking, collaboration, and problem-solving skills.
Industry professionals also bring real-world scenarios into the classroom, helping students understand how marketing decisions impact product strategy, pricing, distribution, promotion, and overall brand success.
Careers in Advertising
What can you do with an Advertising Emphasis?
Graduates of Lindenwood University’s Marketing program with an Advertising emphasis are prepared for creative and strategic roles across industries.
Common career paths include:
- Advertising or marketing specialist
- Copywriter or content creator
- Media planner or buyer
- Brand strategist
- Social media or digital marketing specialist
With a strong foundation in both creative development and campaign strategy, graduates are prepared to work in agencies, corporate marketing teams, and creative industries.
How This Emphasis Fits Within the Marketing Degree
The Advertising emphasis is part of Lindenwood’s broader Marketing (BA, BS) program. Students complete core business and marketing coursework while specializing in advertising-focused topics.
Students can choose between a Bachelor of Arts for a more flexible, interdisciplinary approach or a Bachelor of Science for a more concentrated business and marketing focus.
Build Your Future with Lindenwood
Lindenwood University’s Advertising emphasis prepares students to think creatively, act strategically, and build campaigns that connect with audiences. With a strong emphasis on real-world experience and portfolio development, graduates are ready to enter the fast-paced world of advertising.
Frequently Asked Questions
An advertising emphasis focuses on creating and managing marketing campaigns, including strategy, messaging, media planning, and creative execution.
Yes. Students work on real campaigns for real organizations, gaining hands-on experience that reflects agency-style work.
It’s both. Students develop creative skills like copywriting and design while also learning how to build campaigns based on research and strategy.
Yes. Through client projects, case studies, and internships, students graduate with work they can showcase to employers.
Graduates pursue roles in advertising, branding, digital marketing, media planning, and content creation.