Program Overview

Digital Advertising (MS)

The MS in Digital Advertising is a graduate program that requires students to study the history, design, distribution, ethical standards, and research methods for communicating commercial messages to diverse, international audiences within a digital context. With a broad variety of elective choices, students are introduced to advertising theories and creative concepts through copywriting, design, and directing for online, interactive, and moving image commercial media work, and to courses with more in-depth work on the psychology of audiences, mobile advertising, social media distribution, and digital analytics strategies.

Curriculum

The curriculum for the Digital Advertising (MS) program includes:

• Advertising MS Required Core
  • COMM 417: Media Planning (3 hours)
  • COMM 444: Social Media Advertising (3 hours)
  • COMM 445: AI in Advertising (3 hours)
  • COMM 464: Mobile Advertising (3 hours)
  • COMM 465: Advertising & Public Relations Research Methods (3 hours)
  • or COMM 425: Digital Marketing and Analytics
• Track Requirements (12 hours)
  • Analytics Track
    • Electives (Choose 2 of the following)
      • COMM 425: Digital Marketing and Analytics
      • COMM 438: Search & Display Advertising
      • COMM 466: Advanced Quantitative Research Methods
      • COMM 467: Advanced Digital Analytics
      • COMM 468: Consumer Psychology
      • COMM 469: Human-Computer Interaction in Digital Media
  • Production Track
    • Electives (Choose 2 of the following)
      • COMM 414: Advertising Campaigns
      • COMM 420: Digital Production: Storytelling with Impact
      • COMM 429: Advertising and Public Relations Design
      • COMM 430: 2D Design for Print and the Web
      • COMM 437: Advertising/PR Multimedia Commercial Production
      • COMM 463: Intermediate Advertising Design
• Required Project Courses for both tracks
  • COMM 480: Project I
  • COMM 481: Project II
• General Electives
  • Select one of the following (3 hours)
    • COMM 413: Writing for Strategic Communication
    • COMM 429: Advertising and Public Relations Design
    • COMM 430: 2D Design for Print and the Web
    • COMM 437: Advertising/PR Multimedia Commercial Production
    • COMM 438: Search & Display Advertising
    • COMM 455: Animation
    • COMM 459: Advanced Post Production
    • COMM 463: Intermediate Advertising Design
    • COMM 466: Advanced Quantitative Research Methods
    • COMM 467: Advanced Digital Analytics
    • COMM 468: Consumer Psychology
    • COMM 469: Human-Computer Interaction in Digital Media
    • COMM 470: Special Topics in Advertising & Public Relations
• Total Hours: 30

Learning Outcomes

Upon completion of the Digital Advertising (MS) program, students will be able to:

• Demonstrate communication skills in advertising, such as strategic acumen, knowledge of research methods, creative insights, content design and creation that will include written and visual communication, and may include film and interactive digital production, including gaming.
• Develop integrated advertising campaigns that apply cutting-edge research methods and are informed by consumer behavior, data analytics, ethical considerations, and the trending practices of AI.
• Collaborate and work as part of a diverse team skillfully managing conflicts and expressing viewpoints to help create and implement cohesive advertising campaigns.
• Think critically to evaluate data, assess strategies, and execute creative directions.
• Practice ethical communication in professional practices that are socially responsible and in the mutual interests of the organization and the community.
• Present a thesis or project of relevant work that demonstrates an impressive knowledge of the advertising business.
• Possess the competencies to work as a professional in an advertising role.