Program Overview

M.A. in Advertising

The M.A. in Advertising provides students with knowledge of the ever-changing field of advertising and prepares them for management-level jobs that encompass important 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-word 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
• Official TOEFL or IELTS scores (Only for International applicants)
• Copy of current passport (International applicants only)
• CV / resume

Curriculum Requirements

Core Courses

• COM 601: Theories of Communication (3 credits)
• COM 602: Foundations of Quantitative Communication Research Methods (3 credits) or COM 603: Qualitative Research Methodologies
• STC 610: Advertising Foundations in a Global Society (3 credits)
• STC 611: Consumer Insights and Engagement Strategies (3 credits)
• STC 692: Advertising Practicum (3 credits)

Core Electives

• Choose one from the following:
  • STC 616: Project Management for Advertising (3 credits)
  • STC 688: Media Strategies and Planning (3 credits)
  • STC 681: Business of Account Management (3 credits)

Advertising Electives

• Select four from the following:
  • STC 604: Advertising Entrepreneurship (3 credits)
  • STC 606: Consumer Insights among US Hispanic Markets (3 credits)
  • STC 615: Advanced Business and Advertising Strategy Development (3 credits)
  • STC 616: Project Management for Advertising (3 credits)
  • STC 622: Design for Strategic Communication (3 credits)
  • STC 634: Social Media Strategies (3 credits)
  • STC 644: AI-Enhanced Social Media Analytics (3 credits)
  • STC 651: International Advertising (3 credits)
  • STC 661: Multicultural and Inclusive Advertising (3 credits)
  • STC 688: Media Strategies and Planning (3 credits)
  • STC 681: Business of Account Management (3 credits)
  • STC 695: Advertising Management (3 credits)
  • STC 699: Advanced Projects and Directed Research in Strategic Communication (3 credits)

General Electives

• Students must take 6 credits of electives outside of advertising
• Courses should be selected in consultation with the Program Director

Total Credit Hours

• 36 credits

Sample Plan of Study

Year One

• Fall:
  • COM 601: Theories of Communication (3 credits)
  • STC 610: Advertising Foundations in a Global Society (3 credits)
  • COM 602: Foundations of Quantitative Communication Research Methods (3 credits)
• Spring:
  • STC 611: Consumer Insights and Engagement Strategies (3 credits)
  • Core Elective (3 credits)
  • Advertising Elective (3 credits)

Year Two

• Fall:
  • Advertising Elective (3 credits)
  • Advertising Elective (3 credits)
  • Outside Elective (3 credits)
• Spring:
  • Advertising Elective (3 credits)
  • Outside Elective (3 credits)
  • STC 692: Advertising Practicum (3 credits)

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
• 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.