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.

Rising Seniors: Heads up!

Congratulations on finishing your junior year! Time to take a bit of a breather, and to get ready for whatever you are doing this summer!

AND – knowledge is power, so heads up: Whatever industry you are interested in pursuing …

By Carol Sharick
Carol Sharick Director of Career and Professional Development for Undergraduates, College of Social and Behavioral Sciences
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What Is User Research?

User research, often called user experience research, is a type of research that aims to understand what users want and need and how consumers interact with a product or service. Researchers use interviews, surveys, web analytics, and A/B testing to …

By uConnect External Content
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SGA CABINET APPLICATIONS – Deadline April 19

Looking for PAID Leadership opportunities?

The SGA is the official governing body of the undergraduate student population at the University of Massachusetts, Amherst. We make sure that student’s rights are upheld by advocating for students every day. We’re looking for …

By Joshua Gauthier
Joshua Gauthier Vice President
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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COMM 260 – Public Speaking

COMM 260 – Public Speaking: Practical communication in one-to-group contexts. Theoretical bases for structuring and presenting public speeches.
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SBS College to Careers – SOCBEHAV 250

SOCBEHAV 250: College to Careers This class is all about YOU. • One credit, highly-participatory course • Learn about yourself…
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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…
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Build a Successful Career in Project Management

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

Taught by Jessica Chen
View Jessica’s LinkedIn Newsletter If you want your business to succeed, you need as much brand recognition as you can…
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Google Analytics 4 (GA4) Essential Training (2021)

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

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

Taught by Leslie Crutchfield
Thinking about leading a nonprofit organization? Internationally renowned author Leslie Crutchfield provides a primer on nonprofit management and leadership. She…
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Learning Data Analytics: 1 Foundations

Taught by Robin Hunt
Are you interested in pursuing a career in data analytics? In this course, instructor Robin Hunt brings you into the…
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Social Media Marketing Strategy: TikTok and Instagram Reels

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

Taught by Dan Schawbel
View Dan’s LinkedIn Newsletter Taking on a leadership role in the diverse, ever-changing modern workplace can feel both exhilarating and…
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Excel Essential Training (Microsoft 365) (2018)

Taught by Dennis Taylor
Get up to speed with Microsoft Excel, the world’s most popular spreadsheet program. Follow along with Excel expert Dennis Taylor…
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Tableau Essential Training (2021)

Taught by Curt Frye
Tableau is a powerful and versatile data analytics and visualization tool that many consider indispensable for data science work. Its…
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Business Analysis Foundations: Business Process Modeling

Taught by Haydn Thomas
When you’re trying to grapple with user demands and market changes, it can be difficult to mentally zoom out and…
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Microsoft SQL Server 2019 Essential Training

Taught by Adam Wilbert
Master the fundamentals of SQL Server 2019, the industry-leading database management platform from Microsoft. In this course, instructor Adam Wilbert…
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Learning Excel 2016

Taught by David Rivers
This beginner-level course will introduce new users to Excel 2016. Author David Rivers covers the interface, creating and opening workbooks,…
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Customer Service: Managing Customer Expectations

Taught by Jeff Toister
Today’s customers expect a lot. Customer service expert Jeff Toister helps frontline employees identify where they can manage the expectations…
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Learning Canva

Taught by Marley Jaxx
Canva is an easy way—without any graphic design experience—to create professional graphics for social media, presentations, newsletters, business cards, brochures,…
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You Need a Career Development Plan

Taught by Macmillan Publishers
You can’t navigate your way to career success without first plotting a course. Having a career development strategy can be…
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Nano Tips for Using Excel with Miss Excel (2021)

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

Taught by Mike Figliuolo
Looking to build a business or expand one you’re already running? You’ll need to build a business plan before you…
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The Secrets to Success at Work

Taught by Nigel Cumberland
Regardless of your profession or career stage, you can excel and be successful at work. In this course, Nigel Cumberland—a…
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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 2022 was 70%, 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 2022 was 70%, 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

Richard Pisciotta’18

Professionals In-Residence / Industry Experts
  • New York, NY
  • Publicis Health Media
Learn more from Richard >

Vinayak Rao’15

Professionals In-Residence / Industry Experts
  • San Francisco, CA
  • Facebook
Learn more from Vinayak >
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Student Success Stories

SBS in DC Shermarie Hyppolite: “In my days at the office, I saw my future…”

SBS in Boston Student Spotlight: UMass SBS Economics major Megan Harvey’23

Congratulations to the Inaugural Class of PR Concentration Graduates!

A Look Back at My SBS in DC Experience: Lizette Sta. Maria

SBS in Boston Student Spotlight: UMass Communication sophomore Mia Ransom Yance

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Featured Resources

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