Advertising / Public Relations / Marketing

If you are interested in a fast paced, dynamic, hard-working, demanding, interesting, occasionally glamorous, and challenging career, and if helping shape the way people think about issues, products, outcomes, and experiences is interesting to you, then this community might be a good place to start exploring.

Professionals in these fields come from a diverse background of skills and education, which makes this an excellent option for SBS majors to pursue.  Whether you are working for a firm, a brand, a candidate, or an organization, there are lots of opportunities to help shape public opinion waiting for you.

Welcome to the Advertising / Public Relations / Marketing Community

Advertising/Marketing/PR are attractive fields for creative and analytical thinkers who thrive in a fast paced, dynamic environment. People in this field have a way with words, images, people and strategy. Understanding why people do what they do, and how they are influenced, is important here, and a perfect fit for students in SBS.  The possibilities for a career in marketing are also vast. You could be doing anything from planning advertising campaigns, overseeing creative layouts, working with clients to help build a marketing strategy, or providing in-depth market research and analysis to a team of creatives.

Students interested in Public Relations may want to explore the PR Concentration in our Journalism department.  Learn more here.

Depending on your main area of interest, your academic pathway will shift. To explore this field, you can take courses that will provide you with knowledge and skills in:

  • Written and oral communication          Cultural awareness
  • Data collection and data analysis          Visual Storytelling
  • Design & design concepts                      Campaign Management
  • Creative and technical writing               Research Methodologies

In the Relevant SBS Courses section below are a few examples of relevant SBS courses, but we urge you to talk to your major/departmental advisor and explore available courses in SPIRE.  You need not constrain yourself to classes within your major.  Check SPIRE for full course descriptions and availability. These are abbreviated descriptions, and details may change at the discretion of the instructor.  Courses may not be offered every semester.

Also in this section are some relevant non-academic Linkedin Learning courses that you can take for free, compliments of UMass.

Looking to build skills this summer? Try these fantastic Job Simulations we’re offering via Forage & uConnect.

There is often a gap between the classroom and the world of work. Forage helps bridge that gap by offering top employers a platform to provide real-world job simulations for students.  Explore different types of jobs, find your career fit …

By Carol Sharick
Carol Sharick Director of Career and Professional Development for Undergraduates, College of Social and Behavioral Sciences
Read more »

Congratulations to the Inaugural Class of PR Concentration Graduates!

Ten students are set to be UMass Journalism’s inaugural class of PR concentration graduates

Read about them here.

By Carol Sharick
Carol Sharick Director of Career and Professional Development for Undergraduates, College of Social and Behavioral Sciences
Read more »

What Does an SEO Specialist Do All Day?

SEO specialists are essential to just about every business today. As a result, they’re in very high demand. So, if you’re looking to switch careers or just starting out your career search, you’d be missing out if you didn’t give …

By Oliver Smith - Firsthand
Firsthand
We help applicants, students, job-seekers and professionals like you find the right career path using the power of firsthand experiences.
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Virtual Job Simulations

Forage helps you bridge the gap between the classroom and the world of work. Find your career fit and showcase your skills by completing these virtual job simulations with top global companies. Get started today!

Relevant SBS Courses

Your major does not necessarily have to be in direct line with your career! Sociology majors can work in the business sector. Economics majors can work in government. Poli Sci majors can work on Wall Street. Many SBS departments offer courses relevant to various career paths. Here is a very small sampling of courses relevant to this industry from across the majors. Please speak with your academic advisor to explore all available courses, and remember that you need not constrain yourself to courses within your major. Study what is interesting to you!

COMM 287 – Advertising as Social Communication

COMM 287 – Advertising as Social Communication: This course looks at advertising from the viewpoint of social theory (that is, of how we…

ANTHRO 106 – Culture Through Film

ANTHRO 106 – Culture Through Film: Exploration of different societies and cultures, and of the field of cultural anthropology through the…

JOURNAL 235 – Introduction to Public Relations

This course addresses the principles and practices of public relations and strategic communication in the public, private, for-profit and no-profit…

SOCIOL 220 – Sociology of American Culture

SOCIOL 220 – Sociology of American Culture: The elements and dynamics of culture everywhere; special reference to Americana. Topics include culture…

COMM 387 – Media, PR, and Propaganda

COMM 387 – Media, PR, and Propaganda: The historical roots of the PR industry in government propaganda efforts; the contemporary influence of…

COMM 310: Social Influence and Persuasion

COMM 310: Social Influence and Persuasion: This course examines theories and key research findings in the field of persuasion and…

JOURNAL 336 – Writing for Public Relations

JOURNAL 336 – Writing for Public Relations: Learn how to translate an institutional mission statement in to various narratives, how to…

JOURNAL 335 – Principals of Public Relations

JOURNAL 335 – Principals of Public Relations: This course addresses the principles and practices of public relations and strategic communication in…

COMM 250 – Interpersonal Communication

COMM 250 – Interpersonal Communication: This course introduces non-majors to a variety of competing theories of interpersonal behavior and everyday social…

COMM 260 – Public Speaking

COMM 260 – Public Speaking: Practical communication in one-to-group contexts. Theoretical bases for structuring and presenting public speeches.

Skill-Building With Linkedin Learning Classes

See below for skill-building classes – visit LinkedIn Learning for more.

The Core Competencies All Employers Seek

Some skills are universally sought by employers and are essential to a well functioning team.  Stand out from the crowd…

Build a Successful Career in Project Management

Oliver Yarbrough
Do you want to get into project management? Maybe you’re already in project management, but you want to grow. Either…

Google Analytics 4 (GA4) Essential Training (2021)

Corey Koberg
Google Analytics 4 provides the means to track, analyze, and report on the visitors to your site and app—who they…

Media Relations Foundations

Jessica Chen
View Jessica’s LinkedIn Newsletter If you want your business to succeed, you need as much brand recognition as you can…

Learning Infographic Design

Amy Balliett
To create a truly successful infographic, you must understand the power of visual communication. Properly executed visuals can connect with…

Nonprofit Management Foundations

Leslie Crutchfield
Thinking about leading a nonprofit organization? Internationally renowned author Leslie Crutchfield provides a primer on nonprofit management and leadership. She…

Learning Data Analytics: 1 Foundations

Robin Hunt
Are you interested in pursuing a career in data analytics? In this course, instructor Robin Hunt brings you into the…

Social Media Marketing Strategy: TikTok and Instagram Reels

Ashley Kennedy
If you’re in marketing, the only thing worse than not having a social media marketing strategy is having a bad…

Emerging Leader Foundations

Dan Schawbel
View Dan’s LinkedIn Newsletter Taking on a leadership role in the diverse, ever-changing modern workplace can feel both exhilarating and…

Excel Essential Training (Office 365/Microsoft 365)

Dennis Taylor
Get up to speed with Microsoft Excel, the world’s most popular spreadsheet program. Follow along with Excel expert Dennis Taylor…

Creating a Business Plan

Mike Figliuolo
View Mike’s LinkedIn Newsletter Looking to build a business or expand one you’re already running? You’ll need to build a…

The Secrets to Success at Work

Nigel Cumberland
Regardless of your profession or career stage, you can excel and be successful at work. In this course, Nigel Cumberland—a…

Financial Modeling Foundations

Michael McDonald
By distilling key information regarding cash flow levels and risks, financial modeling helps decision-makers make informed choices based on data…

Salesforce Essential Training

Jamie Grettum
If you work in sales or are looking for a job in sales, chances are you need to know Salesforce,…

Social Media Marketing for Small Business

Martin Waxman
View Martin’s LinkedIn Newsletter Small businesses can’t afford not to be active on social media. Having a Facebook, Instagram, or…

Outlook Quick Tips (2017)

Nick Brazzi
Get quick answers to your most urgent Outlook questions. These short tutorials help users work faster and smarter with Outlook,…

CSS Essential Training

Christina Truong
Cascading Style Sheets (CSS) is a stylesheet language that allows you to control the appearance of your webpages. In this…

Nano Tips for Using Excel with Miss Excel

Kat Norton
Welcome to our Nano Tips series, where LinkedIn Learning creators deliver impactful lessons in literally seconds. Here, join Miss Excel…

Six Sigma Foundations

Richard Chua
Learn how to apply Six Sigma to drive improvements in the performance of your processes, products, and services. Dr. Richard…

Public Speaking Foundations

Laura Bergells
Develop the skills you need to prepare and deliver an outstanding speech or presentation. In this course, Laura Bergells offers…

Explore Outcomes

The SBS Office of Career & Professional Development annually surveys graduating seniors in order to provide a snapshot of their post-graduation plans.  The survey begins just prior to graduation, and continues until six months after graduation.  Our data collection process is guided by the industry standard put forth by the National Association of Colleges & Employers, and includes information collected by the SBS Office of Career & Professional Development, the Office of Institutional Research at UMass Amherst, and by various academic departments, as well as from information that is made publicly available by students.  The SBS undergraduate outcomes knowledge rate for 2020 was 60%, though knowledge rate varies among departments.

The SBS Office of Career & Professional Development annually surveys graduating seniors in order to provide a snapshot of their post-graduation plans.  The survey begins just prior to graduation, and continues until six months after graduation.  Our data collection process is guided by the industry standard put forth by the National Association of Colleges & Employers, and includes information collected by the SBS Office of Career & Professional Development, the Office of Institutional Research at UMass Amherst, and by various academic departments, as well as from information that is made publicly available by students.  The SBS undergraduate outcomes knowledge rate for 2021 was just shy of 60%, though knowledge rate varies among departments.

  • First Destination
  • Top Employers
  • Starting Salary
  • Job Titles
  • Employment Locations
  • Top Universities
  • Degree Types
  • Fields of Study

First Destination

SBS graduates pursue a range of plans after graduation, including employment, continuing education, and volunteering/service, among others.  This graph depicts what recent SBS graduates tell us they are doing within six months after graduation.

Professionals In-Residence / Industry Experts

Student Success Stories

Featured Resources