Suggested DePaul Advertising Concentrations

Account Management

Courses for students interested in Account Management focus on a holistic understanding of various elements in an advertising work place. The Account Manager serves as the liaison between the agency and the client. The Account Management track in the PRAD Major introduces students to course work that builds leadership skills and encourages students to work in a more analytical framework. This includes classes in management, finance, and a wide variety of DePaul PRAD courses from other disciplines.


Creatives work towards the implementation and design of the campaign which includes art direction, copywriting, commercial & radio production, user experience design, and more. PRAD Majors interested in a creative track are highly encouraged to consider Minor coursework outside of the College of Communication. The creative concentration is subdivided between art direction, copywriting, creative production, and creative technology. Course work in all creative tracks offers an understanding of all facets of the creation process from concept to execution.

Account Planning/

Account Planners or Strategists fuse research and psychology to develop insights that solve a client or business problem. Account Planning/Strategy focused courses concentrate on understanding the consumer and world in which they live in. Organizational, cultural, and interpersonal communication skills benefit the Account Planner or Strategist, which lends PRAD majors an opportunity to work towards double majors for these aforementioned subjects. Coursework that can strengthen this student includes psychology, sociology, and anthropology. 

Media Planning

Media Planners understand the transformative communication landscape and develop strategies to reach and engage consumers. An understanding of social & experimental forms of media are just as important as an understanding of traditional forms of media. Course for media planners are dedicated to understanding the consumption of media and their effects on consumers.