MS in Marketing - New Media and Communications

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Ed Ithier '87 and '92

Download a summary of Marketing / New Media and Communication (MS)


New media technologies and trends are rapidly changing. Today, businesses engage customers with online tools like social networks, video, blogs, podcasts, mobile technology and more - sometimes even before the impact of these technologies is fully understood.

Developing and executing a new media campaign with a cohesive, impactful message requires specialized skills, strategies and tactics. With the master’s in marketing, new media and communications concentration, students will gain these essential skills and set themselves apart in their chosen profession. And the employment outlook is good: job growth for public relations specialists and marketing, advertising and promotions managers will increase by 12 percent through 2020.

What You’ll Learn

In the master’s in marketing, new media and communications concentration, you’ll examine how advances in media and technology have impacted the study of culture, relationships and messages. You’ll also investigate the practical aspect of various technologies of interest to become a more savvy marketing professional and critic of emerging media tools and resources.

This concentration will give you the chance to explore how interactive and social media have opened up myriad opportunities for individuals and businesses to create, manage and recreate their identity online. In addition, you’ll get to tackle the life cycle of a campaign, campaign management strategies, effective tracking and measurement, and the process of making modifications based on data analysis.

Where You Can Go

You’ll gain the knowledge to enter a variety of professions, including marketing and advertising managers, media managers, public relations and communications specialists, account executives, editors, bloggers and copywriters.

The demand for new media and communications experts exists in almost every industry, including:

  • Entertainment
  • Healthcare
  • Journalism
  • Politics
  • Retail

New Media and Communications

COM-500: Communication, Media & Society
Communication, Media, and Society serves as an introduction to key concepts and theories in the study of communication and media. In this course, students will examine the foundations of the discipline of communication focusing particularly on the ways in which media and technology have impacted the study of culture, relationships, and messages. The course will explore the impact of communication on various arenas, including families, relationships, culture and the changes in communication and media over time. Students will analyze their own skills, communication patterns, networks, and resources and articulate a plan for future studies and career plans in communication.
COM-540: Second Self: Identity & Personal Brands
Interactive and social media have opened up myriad opportunities for individuals to create, manage, re-create, and even fabricate their identity online. This course contends with the idea of a virtual or "second" self and the ways in which one navigates identities in a highly networked environment. Students will explore the relationship between professional and personal identities, privacy and security in online environments, and the creation of personal brands in various media. Students will have the opportunity to explore and experiment with various types of social media tools to develop an effective and active online brand.
COM-565: Communication with Media Technology
Media technologies are changing so rapidly that those currently designated as 'new' could become obsolete before the impact to the communication field is even fully understood. Communication professionals must seek to understand the catalysts of technological changes by conceiving of them as products of the values and assumptions held by the societies that create them. This course is focused on how new media technologies have developed, how they might modify previous understandings of the relationship between technology and culture, and how they have shaped industries (particularly media industries) today. Students will investigate the practical aspect of various technologies of interest in order to become more savvy consumers and critics of emerging media tools and resources.
COM-500 or COM-510
COM-568: New Media Campaign Design & Marketing
Developing and executing a new media campaign requires the integration of skills, strategies, and tactics to create a cohesive, dynamic whole. Similarly, this course integrates components from previous coursework by addressing topics such as the life cycle of the campaign, campaign management strategies, effective tracking and measurement, and making modifications based on data analysis. Students will evaluate past successful and unsuccessful campaigns in order to glean and substantiate best practices in campaign design and execution. Finally, students will create structured components of new media campaigns in order to prepare for the critical assessment in the capstone course.
COM-500 or COM-510

Required Courses

INT-640: Multinational Market Strategies
This course involves the study of the issues involved in identifying developing relationships with international markets.
MKT-500: Marketing Strategies
This course is a study of the activity by which organizations discover consumer and other organizations' needs and wants, and then provide satisfaction through a mutually beneficial relationship. Students will explore the topics of selecting a target market, conducting marketing research, and designing product, price, promotional, and distribution strategies through the development of a marketing plan.
MKT-605: Integrated Marketing Communications
This course is concerned with the development, evaluation, and implementation of integrated marketing communication strategies in complex environments. The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts and analytical procedures, techniques and models in topics that include various communication functions, media alternatives and the integrated marketing communication concept.
MKT-618: Marketing Analytics
This course will look at a number of quantitative tools and techniques and their application in a marketing context. The course will focus on understanding the relationship among marketing factors, variables, and the consumer. Students will learn how to analyze data in order to guide and support marketing related decisions.
MKT-620: Consumer Behavior
This course focuses on the market's consumer behavior by investigating its psychological, sociological, economic, and anthropological influences, both theoretical and research based. Designing effective marketing strategies will be explored using the knowledge of these influences.
MKT-500 or MBA-560
MKT-625: Strategic Internet Marketing
This course will introduce students to the Internet marketing landscape. Through exploring platforms, players and technology, the students will have a better understanding of the business models used in online marketing. Understanding consumer behavior in an online environment will help in creating integrated online strategies. All these, together with theories of online campaign development and management, with a hands-on approach to marketing automation and intelligence will provide the frame work for a comprehensive understanding of strategic internet marketing.
MKT-675: Ethical and Legal Issues in Marketing
This course examines a range of ethical issues facing marketing managers as seen through the viewpoints of various comprehensive ethical theories. The goal is for students to develop their own ethical framework for making marketing decisions within the knowledge of the various ethical theories and U.S. marketing laws. Traditional topics such as ethics in marketing research, product liability, selling, advertising, and pricing are covered. Emerging ethical issues such as international marketing, competitive intelligence, socially controversial products, privacy, and corporate policies are also examined. However, topics may change to reflect current business concerns. The course is taught using a seminar format utilizing cases and readings.

Capstone Course

MKT-700: Marketing Capstone
This capstone course integrates previous coursework and practical experience with a focus on authentic demonstration of competencies outlined by the program. Rather than introducing new concepts, students will synthesize prior learning to design, develop, and execute an analytics project on their chosen subject as a culmination of their studies. The course will be structured around this critical capstone assessment, so that students have the appropriate support and resources required to be successful.
Senior standing (30 credits or more)
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