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DOCUMENTS OF THE GENERAL FACULTY

PROPOSED CHANGES TO THE ADVERTSING SECTION OF THE COLLEGE OF COMMUNICATION CHAPTER OF THE UNDERGRADUATE CATALOG, 2000-2002

Dean Ellen A. Wartella filed with the secretary of the Faculty Council the following proposed changes to the advertising section of the College of Communication chapter of The Undergraduate Catalog. The Administrative Committee of the College approved all changes on October 16, 2001. The dean submitted the proposed changes to the secretary on October 26, 2001. The secretary has classified this proposal as legislation of exclusive application and primary interest to a single college or school.

The edited proposal was received from the Office of Official Publications on January 11, 2002, and was sent to the Committee on Undergraduate Degree Program Review from the Office of the General Faculty on January 14, 2002. The committee forwarded the proposal to the Office of the General Faculty on February 1, 2002, recommending approval. The authority to grant final approval on behalf of the General Faculty resides with the Faculty Council.

If no objection is filed with the Office of the General Faculty by the date specified below, the legislation will be held to have been approved by the Faculty Council. If objection is filed within the prescribed period, the legislation will be presented to the Faculty Council at its next meeting. The objection, with reasons, must be signed by a member of the Faculty Council.

To be counted, a protest must be received in the Office of the General Faculty by February 11, 2002.


<signed>

John R. Durbin, Secretary
The Faculty Council



This legislation was posted on the Faculty Council web site on February 4, 2002. Paper copies are available on request from the Office of the General Faculty, FAC 22, F9500.


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PROPOSED CHANGES TO THE ADVERTSING SECTION OF THE COLLEGE OF COMMUNICATION CHAPTER OF THE UNDERGRADUATE CATALOG, 2000-2002

On pages 70-72, in the section DEGREES, make the following changes:

BACHELOR OF SCIENCE IN ADVERTISING

To be awarded the degree of Bachelor of Science in Advertising, the candidate must complete 120 semester hours of coursework and must fulfill the University-wide graduation requirements on pages 17-18, the college graduation requirements on page 68, and the special requirements, prescribed work, and major requirements below.

[SPECIAL] AREAS OF STUDY

TEXAS CREATIVE PROGRAM

This program is designed to mold talented students into skilled advertising copywriters and art directors. To achieve that goal, it focuses on the creative and strategic thinking required to make the highest quality advertising messages. The program consists of Advertising 343K, Portfolio I; 468K, Portfolio II; and 468L, Portfolio III. In these three courses, students are expected to learn conceptual and critical thinking skills, computer design and page layout skills, and copywriting. The sequence also helps students develop the portfolio of creative work that is required of those seeking jobs in advertising.

All students enrolled in Advertising 325 may apply for admission to the Texas Creative program. Applications are generally distributed during the last week of class, and decisions are posted the following week. Students who are accepted into the program may enroll in Advertising 343K the following semester; those who are not accepted may apply again the following semester. Student work is reviewed each semester, and advancement through the program is contingent on the quality of portfolio development.

TEXAS MEDIA PROGRAM

This program is designed to help students develop the characteristics that define success in advertising media planning, buying, sales, and new media development. Because advertising media is a broad and quickly evolving industry, the program offers a variety of courses, allowing students to focus their training and allowing the program itself to adapt to industry developments.

Students who complete Advertising 345J with a grade of at least B may apply for admission to the Texas Media program. Applications are accepted online each semester during the consent period; applicants are also interviewed briefly. A list of those admitted is posted before registration for the following semester. Those who are not admitted may apply again the following semester.

Texas Media students complete three upper-division courses, which may be counted as upper-division advertising electives. All students in the program complete Advertising 377 (Topic 1: Advanced Media Strategies), a seminar and hands-on, project-based course. For their other two courses, students choose from topics of Advertising 377. Courses in the program may be taken concurrently. Most students complete the program in two semesters.

TEXAS INTERACTIVE PROGRAM

This program is designed to give students a better understanding of interactive communication in the context of advertising, direct response, sales promotion, and other forms of integrated promotional communication. It encourages students to explore cornerstone communication topics not only as academic subjects or business applications but also as part of their everyday lives and the lives of the consumers with whom they interact. The classes are intended to develop in students the creative and critical thinking skills necessary to participate in the interactive marketplace and, ultimately, to contribute to its development.


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Students who complete Advertising 345J with a grade of at least B may apply for admission to the Texas Interactive program. Applications are available from the undergraduate adviser's office in the Department of Advertising; completed applications are accepted each semester during the consent period.

Texas Interactive students complete three upper-division courses, which may be counted as upper-division advertising electives; these are Advertising 447, 350, and 377 (Topic 3: Digital Media). They also complete a section of Advertising 369J that is limited to Texas Interactive students. Students must take Advertising 447 and 377 before 350 and 369J.

TEXAS ACCOUNT MANAGEMENT PROGRAM

This program is designed for students interested in a variety of professional careers, including account services positions in advertising, sales promotion, direct response, promotional products, and related agencies. Students planning to work for advertisers, such as manufacturing or service companies, rather than for agencies also may meet their goals through the Texas Account Management program. The program focuses on an integrated approach in which communication problems are addressed with a variety of tools, including advertising, sales promotion, direct response, and public relations. Students must complete seven core courses and nine semester hours of electives within the Department of Advertising. Students who are not involved in the Texas Creative, Texas Media, or Texas Interactive program automatically become part of the Texas Account Management program.

THE CONSENT PROCEDURE

No changes.

CHANGE-OF-MAJOR REQUIREMENTS

No changes.

SPECIAL REQUIREMENTS

To enroll in upper-division advertising courses, a student [must have passed the College of Communication Grammar, Spelling and Punctuation Test and] must have a University grade point average of at least 2.25 and a grade point average in courses in the College of Communication of at least 2.00. Students who do not fulfill this requirement will be dropped from upper-division advertising courses, normally before the twelfth class day. The grade point average requirement is waived for the transfer student during the first semester of coursework, while he or she is establishing a University grade point average.

In addition, a student with a major in advertising must have a grade of at least C in each course taken in the College of Communication that is counted toward the degree; if the course is offered on the pass/fail basis only, the student must have a grade of CR.

PRESCRIBED WORK

No changes.

MAJOR REQUIREMENTS

1. At least thirty but no more than thirty-six semester hours of advertising, of which at least twenty-four hours must be upper-division. The following courses are required: Advertising 318J, 325, 344K, 345J, 369J, 370J, and 371J.
2. At least six semester hours of coursework must be taken in the College of Communication but outside the department. However, no student may count toward the degree more than forty-two hours (including transfer credit) in College of Communication coursework. [Coursework in American Sign Language may not be used to fulfill any major requirement and is not included in the forty-two hours of coursework in the college that may be counted toward the degree.]
3. No College of Communication course to be counted toward the degree may be taken on the pass/fail basis,


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  unless the course is offered only on that basis.

ORDER AND CHOICE OF WORK

No changes.


Rationale: The changes are necessary to keep students informed of the many changes occurring in the advertising program which have been brought about by the technological advances and changing environment of the field of advertising. Further, the changes were needed due to the dissolution of the requirement for students to take the Grammar, Spelling, and Punctuation (GSP) test.

The faculty removed the GSP test from the list of course prerequisites because the test's utility as a screening device was not outweighed by the obstacle it created for students and it now has little benefit to ensure the quality of the program.

The faculty added the additional program descriptions for those students who are not a part of the existing departments programs to define better their specific interests.

American Sign Language is now taught in the College of Liberal Arts. A general statement that American Sign Language may not be counted toward the major requirements is listed under the section titled "Applicability of Certain Courses."