The Advertising Program offers both a creative and a management track. In each sequence, students learn the key concepts, methods, theories, and principles of advertising. They also touch on consumer behavior, media and message evaluation, and strategies. Those in the creative area are aiming for careers in which they will design the advertisements that engage consumers, build company brands, and enlighten the public. Those in the management track want to work behind the scenes defining overall strategies, conducting research, and developing campaigns.