USF College Of Business Trumpets New Advertising Degree

The University of South Florida is now the only institution in the nation that offers students pursuing an advertising degree a choice between business and mass communication tracks. The new program was approved December 3 by USF trustees. While other business schools offer an advertising major, according to USF, no other U.S. university offers complementary paths for students to study advertising.

A collaborative effort between USF's College of Business and the School of Mass Communications will enhance the existing Zimmerman Advertising Program. The new option allows undergraduates to choose between marketing, ROI and core business education which falls under a business-oriented track and advertising campaigns, creative messaging and media strategy which falls under the communications track.

"Today's advertising firms do more than create artwork and advertisements; they assist clients with comprehensive promotional and corporate strategies and compete with firms that provide such services. Graduates who want to work for such firms must successfully integrate the creative aspects of advertising with the business purpose of the client," says Robert Forsythe, dean of USF's College of Business. "As the only collaborative advertising major in Florida based in a college of business, the new program will support USF's overall strategic goals for student success and the strategic initiatives of the College of Business focused on teaching and community engagement."

Jordan Zimmeran, founder and chairman of Zimmerman Advertising, an Omnicom Group company based in Fort Lauderdale, is also a USF mass communications graduate. Zimmerman has committed to making internships available to some of the new majors and assisting in relationship development with Omnicom Group, a worldwide advertising corporation. One locally based Omnicom company is Bernard Hodes Group, a niche recruitment and advertising marketing agency in Tampa.

University officials expect to see students pursue the new degree starting in summer 2010.

Writer: Nancy Vaughn
Source: Robert Forsythe, Lorie Briggs, USF College of Business