Advertising, B.A.J.M.C.


Entrance Requirements

Freshman Students

In order to be admitted to a program of study in the School of Journalism and Mass Communications, freshmen must meet all University admission requirements. In order to continue in the program, each student must attain a minimum USC GPA of 2.50 upon completion of 30 degree-applicable hours. Credit received for remedial work is not counted toward the 30 hours.

Transfer Students

A student desiring to transfer to the School of Journalism and Mass Communications, from either another college of the University or another institution, must have a cumulative minimum GPA of 2.50 on all work attempted. Transfer students from other institutions must take at least half the journalism and mass communications course work in residence at the University of South Carolina Columbia. Other journalism and mass communications courses from those institutions may be used as journalism and mass communications electives at the discretion of the SJMC administration. No more than 12 semester hours of journalism and mass communications related courses from non-ACEJMC-accredited institutions will be applied toward the journalism and mass communications degree.

Degree Requirements (120 hours)

See School of Journalism and Mass Communications for progression requirements and other regulations.

Program of Study

Requirements Credit Hours
1. Carolina Core 31-44
2. College Requirements 12-15
3. Program Requirements 13-29
4. Major Requirements 48

Founding Documents Requirement

All undergraduate students must take a 3-credit course or its equivalent with a passing grade in the subject areas of History, Political Science, or African American Studies that covers the founding documents including the United State Constitution, the Declaration of Independence, the Emancipation Proclamation and one or more documents that are foundational to the African American Freedom struggle, and a minimum of five essays from the Federalist papers.  This course may count as a requirement in any part of the program of study including the Carolina Core, the major, minor or cognate, or as a general elective.  Courses that meet this requirement are listed here.

1. Carolina Core Requirements (31-44 hours)

CMW – Effective, Engaged, and Persuasive Communication: Written (6 hours)

must be passed with a grade of C or higher​

ARP – Analytical Reasoning and Problem Solving (6-7 hours) 

SCI – Scientific Literacy (7 hours)

Two approved Carolina Core Scientific Literacy courses, including one laboratory course

GFL – Global Citizenship and Multicultural Understanding: Foreign Language  (0-6 hours)

Demonstration of proficiency in one foreign language (except Latin or Ancient Greek) equivalent to the minimal passing grade on the exit examination in 122. Students can demonstrate this proficiency by successfully completing Phase II of the Proficiency Test or by successfully completing the 122 course, including the exit exam administered as part of that course.

GHS – ​Global Citizenship and Multicultural Understanding: Historical Thinking (3 hours) 

One US History course selected from the following:

GSS – Global Citizenship and Multicultural Understanding: Social Sciences (3 hours) 

AIU – Aesthetic and Interpretive Understanding (3 hours)

CMS – Effective, Engaged, and Persuasive Communication: Spoken Component1 (0-3 hours)

INF – Information Literacy1 (0-3 hours)

VSR – Values, Ethics, and Social Responsibility1 (0-3 hours)


Carolina Core Stand Alone or Overlay Eligible Requirements — Overlay-approved courses offer students the option of meeting two Carolina Core components in a single course. A maximum of two overlays is allowed. The total Carolina Core credit hours must add up to a minimum of 31 hours. Some programs may have a higher number of minimum Carolina Core hours due to specified requirements.

2. College Requirements (12 – 15 hours)

Foreign Language (0-3 hours)

  • only if needed to meet 122-level proficiency

History (3 hours)

Course Title Credits
HIST 101European Civilization from Ancient Times to the Mid-17th Century3
HIST 102European Civilization from the Mid-17th Century3
HIST 103Introduction to South Asian History3
HIST 104Introduction to the Civilization of the Islamic Middle East3
HIST 105Introduction to East Asian Civilization3
HIST 106Introduction to African History3
HIST 107Introduction to Ancient Near Eastern Civilization3
HIST 108Science and Technology in World History3
HIST 109Introduction to Latin American Civilization3
HIST 110Conquest, Colonization, and Captivity: A Cultural History of the Americas from 1441 to 18883
ARTH 107History of Asian Art3
FAMS 300Film and Media History3
GERM 280German Culture and Civilization3

Social Science (3 hours)

Social or Behavioral Science (3 hours)

Additional SJMC Requirements (3 hours)

Select one of the following:

Course Title Credits
ECON 224Introduction to Economics3
MKTG 350Principles of Marketing3
MGMT 371Principles of Management3

3. Program Requirements (13-29 hours)

Minor or Cognate (12-18 hours)

Students must complete either a minor or a cognate from courses outside the SJMC.

A minimum grade of C is required in all cognate or minor courses

Minor (18 hours)

A student in the School of Journalism and Mass Communications may choose to complete a minor consisting of 18 credit hours of prescribed courses. The minor is intended to develop a coherent basic preparation in a second area of study. Courses applied toward general education requirements cannot be counted toward the minor. No course may satisfy both major and minor requirements. All minor courses must be passed with a grade of C or better. 

Cognate (12 hours)

A student in the School of Journalism and Mass Communications may choose to complete a cognate. A cognate requires a minimum of 12 hours of courses in other departments related to the student’s major and/or career goals. Cognate courses may be taken in one or more departments depending on the interest and requirements of the student, but must have approval of the student’s adviser. Journalism courses may not be used in the cognate. At least 6 of the 12 hours must be at the 300-level or higher. No 100 level courses may be used in the cognate.

Electives (0-17 hours)

Electives cannot include courses of a remedial or developmental nature.

4. Major Requirements (48 hours)

a minimum grade of C is required in all major courses

Major Courses (30 hours)

Course Title Credits
JOUR 101Media and Society3
JOUR 202Principles of Advertising and Brand Communications3
JOUR 220Account Planning: Mining Insights3
JOUR 291Writing for Mass Communications3
JOUR 303Law and Ethics of Mass Communications3
or JOUR 304 Internet and Social Media Law
JOUR 316Toolkit for Concept Development3
JOUR 317Toolkit for Brand Communication: Creative Execution3
JOUR 416Creative: Strategy to Execution3
JOUR 421Media Analysis3
JOUR 517Integrated Campaigns3
Total Credit Hours30

Major Electives (18 hours)

Course Title Credits
Select one JOUR concept/lecture course3
Select two Directed Capstone electives of the following:6
Advanced Creative Advertising
Brand Communications Practicum/Competitions
Interactive Communication Strategies
Creative Leadership
The Carolina Agency
The Bateman Team
Internship in Mass Communications
Select 9 hours of additional Journalism electives9
Total Credit Hours18

Concentration in Sports Media (12 hours) Optional

Students may chose to complete a concentration in sports media. The sports media concentration may be used to fulfill 12 hours of the major elective requirements.

Course Title Credits
JOUR 391Sports Media and Society3
Select three elective courses from the following:9
Sports Activism and Media
Special Topics in Sports Media
Live Television Sports Production
Media, Sports and Race
Social Media for Sports Media
Gender, Sexuality, and Sports Media
Sports Media Ethics
Super Bowl Commercials
Sports Announcing
Multimedia Sports Storytelling
Sports Journalism
Special Topics
Internship in Mass Communications
Total Credit Hours12

Major Map

A major map is a layout of required courses in a given program of study, including critical courses and suggested course sequences to ensure a clear path to graduation.

Major maps are only a suggested or recommended sequence of courses required in a program of study. Please contact your academic advisor for assistance in the application of specific coursework to a program of study and course selection and planning for upcoming semesters.

Advertising, B.A.J.M.C.

Advertising, B.A.J.M.C. Sports Media Concentration