Agenda Item No. _________

Washburn University Board of Regents



SUBJECT: ADVERTISING EMPHASIS IN MASS MEDIA



DESCRIPTION:

Following discussion with the School of Business, the Department of Mass Media proposed the Advertising Emphasis. Currently, students majoring in Mass Media have the opportunity to choose from three emphases: Electronic Media, Media Writing and Publishing, and Public Relations. The Department believes that the Emphasis in Advertising will be a popular addition to the curriculum.



RATIONALE:

The Department of Mass Media has concluded that a demand exists for the program in advertising, and that there is a need for advertising graduates in Topeka and the state. The Topeka Advertising Federation (TAF) is a significant supporter of this proposed emphasis. TAF helped us establish and continues to fund a student club, the Washburn Advertising Federation, which is affiliated with TAF and the American Advertising Federation. This club is two years old and currently has 13 student members. Furthermore, over the last few years both the Department of Mass Media and the School of Business have received numerous inquiries from students or prospective students interested in studying advertising.



The proposed emphasis combines courses from Mass Media and the School of Business. Our proposal reflects the cooperative spirit within the University and brings together two areas that are directly involved in the multifaceted study of advertising.



The University's mission includes meeting the educational needs of the region. This advertising emphasis helps us fulfill our mission and educate media professionals who can take advantage of Topeka, as the capital city, and who can serve the interests of organizations that have a state-wide role.



The program has been approved by the College of Arts & Sciences and University Council. It was approved by the General Faculty on September 10, 1999.





FINANCIAL IMPLICATIONS:

The curriculum utilizes existing courses and no new faculty lines are required. No additional funding is required at this time.









RECOMMENDATION:

President Farley recommends approval of the Advertising Emphasis in Mass Media.

____________________________ _______________________________

(date) Jerry B. Farley, President


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