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.
At Southern New Hampshire University, you can learn the specialized skills and strategies needed to develop successful new media campaigns in the Master of Science in Marketing program with a concentration in new media and communications. You'll examine how advances in media and technology have impacted culture, relationships and messages. You'll also investigate the practical aspect of various technologies to become a more savvy marketing professional and critic of emerging media tools and resources.
SNHU's new media and communications concentration for the marketing master's program 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 rebrand their identities 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.
As a private, nonprofit university, SNHU has one mission – to help you see yourself succeed. The benefits of enrolling in the online marketing master's program at SNHU include:
Acceptance decisions are made on a rolling basis throughout the year for our five graduate terms. You can apply at any time and get a decision within days of submitting all required materials. To apply, simply contact an admission counselor, who can help you explore financial options. Your counselor can also walk you through the application process, which involves completing a graduate application ($40 fee) and providing undergraduate transcripts.
Candidates must also submit a professional resume.
The U.S. Bureau of Labor Statistics reports various employment opportunities in marketing are expected to increase by 12 percent through 2022. In 2012, about 24 percent of advertising and promotions managers worked for advertising agencies. The remainder worked in a variety of industries, including science and technology, manufacturing, finance, insurance, trade and more. Marketers exist in many industries and often work closely with upper management.
In the online marketing master's program, you'll gain the knowledge to work in a variety of roles, 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 and retail.
The online new media and communications concentration features an in-depth marketing foundation, while offering a focus in communication, personal brands, media technology and campaign marketing.
For those who do not meet the minimum requirements, the following courses may be required:
This is an applied course, which will provide students with the mathematical knowledge and skills that underlie many courses offered in the school of business. Students will learn the fundamental concepts and methods of linear algebra, mathematical functions, differential calculus and statistics and their applications to business. They will also sharpen their quantitative, analytical and problem-solving skills that are so important for success in the world of business today.
This course involves the study of the issues involved in identifying developing relationships with international markets.
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.
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.
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.
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.
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.
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.
This capstone course is the culminating experience for the M.S. in Marketing program. The aim of the capstone is to assess students' ability to synthesize and integrate the knowledge and skills they have developed throughout their coursework, rather than introducing new concepts. This course is structured to support student success in fulfilling program requirements.
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.
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.
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.
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.
Tuition rates for SNHU's online degree programs are among the lowest in the nation. We offer a 25 percent tuition discount for active-duty service members and their spouses.
Application Fee ($40), Graduation Fee ($150), Books (course-by-course)
Southern New Hampshire University is a private, nonprofit institution accredited by the New England Association of Schools and Colleges as well as several other accrediting bodies. More...