The Temerlin Advertising Institute offers students pursuing a B.A. in advertising the opportunity to focus their studies in one of three areas: creative, digital media strategy or strategic brand management. Students must apply to both the major and a specialization concurrently. Students may apply to more than one area of specialization but will be admitted to only one. All SMU advertising students are required to take a core set of advertising courses that includes survey, society and ethics, consumer behavior, research, media, business communication, professional seminar, and campaigns. In addition, advertising majors must declare and complete a second major or a minor outside of advertising. Because SMU is in the center of a dynamic U.S. advertising market, many students participate in internships for course credit.
The digital media strategy specialization prepares students to enter the world of advertising and marketing as digital producers, digital strategists, content managers and media specialists. Marketing in the digital age means understanding when and where to communicate to consumers when they are most receptive to receiving and sharing messages. Students admitted to the specialization will learn to maximize consumers’ engagement with marketing messages using paid, owned and earned media to achieve this goal. The digital media strategy specialization courses must be taken in sequence.