Overview
The M.A. in Advertising provides students with knowledge of the ever-changing field of strategic advertising and prepares them for management-level jobs that encompass foundational skills such as strategy development, research, media planning, and data analytics.
Admission Requirements
A baccalaureate degree from a regionally accredited institution
• The School's official application
• An $85.00 non-refundable application fee
• Three letters of recommendation
• 500-work typed statement of academic and professional goals
• Official transcripts of all college work, both undergraduate and graduate.
• Note: In addition, international applicants must send a copy of their diploma for all degrees earned, and all documentation that confers their degree, with English translation.
• Note: All transcripts must be the original document, forwarded directly from the University: Xerox copies, true copies, notarized copies and other types of copies are not acceptable.
• Official TOEFL or IELTS scores (Only for International applicants)
• Copy of current passport (International applicants only)
• CV / resume
Curriculum Requirements
| Code | Title | Credit Hours |
|---|---|---|
| Core Courses | ||
| COM 602 | Foundations of Quantitative Communication Research Methods | 3 |
| or COM 603 | Qualitative Research Methodologies | |
| STC 601 | Strategic Communication Theories | 3 |
| STC 610 | Advertising Foundations in a Global Society | 3 |
| STC 611 | Consumer Insights and Engagement Strategies | 3 |
| STC 692 | Advertising Practicum | 3 |
| Core Electives | ||
| Choose one from the following: | 3 | |
| Project Management for Advertising | ||
| Media Strategies and Planning | ||
| The Business of Advertising Account Management (Business of Account Management (NEW COURSE)) | ||
| Advertising Electives | ||
| Select four from the following: | 12 | |
| Advertising Entrepreneurship | ||
| Consumer Insights among US Hispanic Markets | ||
| Advanced Business and Advertising Strategy Development | ||
| Project Management for Advertising | ||
| Design for Strategic Communication | ||
| Social Media Strategies | ||
| AI-Enhanced Social Media Analytics | ||
| International Advertising | ||
| Multicultural and Inclusive Advertising | ||
| Media Strategies and Planning | ||
| The Business of Advertising Account Management (Business of Account Management (New Course)) | ||
| Advertising Management | ||
| Advanced Projects and Directed Research in Strategic Communication | ||
| General Electives | 6 | |
| Students must take 6 credits of electives outside of advertising. Courses should be selected in consultation with the Program Director. | ||
| Total Credit Hours | 36 | |
Sample Plan of Study
| Year One | ||
|---|---|---|
| Fall | Credit Hours | |
| STC 601 | Strategic Communication Theories | 3 |
| STC 610 | Advertising Foundations in a Global Society | 3 |
| COM 602 | Foundations of Quantitative Communication Research Methods | 3 |
| Credit Hours | 9 | |
| Spring | ||
| STC 611 | Consumer Insights and Engagement Strategies | 3 |
| Core Elective | 3 | |
| Advertising Elective | 3 | |
| Credit Hours | 9 | |
| Year Two | ||
| Fall | ||
| Advertising Elective | 3 | |
| Advertising Elective | 3 | |
| Outside Elective | 3 | |
| Credit Hours | 9 | |
| Spring | ||
| Advertising Elective | 3 | |
| Outside Elective | 3 | |
| STC 692 | Advertising Practicum | 3 |
| Credit Hours | 9 | |
| Total Credit Hours | 36 | |
Mission
This program provides students with an advanced understanding of the advertising industry and how to effectively connect with consumers in a diverse, technologically savvy world.
Goals
The goals are to:
- prepare students for a constantly evolving market impacted by globalization and cross-cultural dynamics;
- give students the knowledge, skills and acumen needed to conduct consumer research, analysis, and insights appropriate for advertising and management positions; and
- prepare students to succeed in advertising agency positions that require graduate-level expertise.
Student Learning Outcomes
Outcome 1
Students will demonstrate an advanced understanding of how globalization and cultural differences impact key aspects of the advertising process, such as consumer insight, research, media planning, and creatives.
Outcome 2
Students will demonstrate that they can define a problem and conduct research to generate consumer insights.
Outcome 3
Students will be able to develop advertising strategies and impact evaluations to address real-world problems in the advertising context.
Outcome 4
Students will demonstrate the ability to communicate orally and present advertising insights, strategies, and plans clearly and effectively.
