Jun 19, 2018  
2017-2018 Graduate Course Catalog 
2017-2018 Graduate Course Catalog

Advertising, MA

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James Tsao, Chair
318 Newhouse 3, 315-443-7362


Beth Egan, Amy P. Falkner, Rebecca Ortiz, Edward W. Russell, Brian Sheehan, James Tsao, Melanie White

Advertising is a fast-paced industry, changing with the times and, along with other communications professions, riding the digital wave into new waters. Our one-year, intensive advertising graduate program prepares students to work in this exciting industry and gives them the professional strategies they’ll need to succeed and thrive.

This 36-credit program leads to a Master of Arts (M.A.) in Advertising.

Student Learning Outcomes

1.Identify the principles and laws associated with free speech and press for the US, as well as Advertising regulations including appropriation, false advertising, deception, competitive advertising, copyright, trademark, etc.

2. Describe how professionalization has historically shaped different areas of advertising industry including account management, creatives, account planning, etc. Use knowledge of the history of the advertising industry to adapt to current communications work environment

3. Explain diversity such as gender, race ethnicity, sexual orientation and, as appropriate, other forms of diversity in American society

4. Recognize how the diversity of peoples and cultures has shaped advertising in a global society

5. Apply theories and concepts of design and visual communication to the use and presentation of advertising campaigns

6. Recognize Advertising professional ethical principles and apply them in pursuit of truth, accuracy, fairness and diversity in the Advertising context

7. Critically, creatively, and/or independently consider problems and issues relevant to the advertising profession

8. Conduct research and/or evaluate information by methods appropriate to the communications professions

9. Write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve

10. Evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness

11. Apply basic numerical and statistical concepts

12. Apply tools and technologies appropriate for the communications professions in which they work

13. Contribute to knowledge appropriate to the communications professions in which they work

14. Exhibit the ability to present advertising ideas, plans, research, strategies and executions in settings appropriate to their career paths

15. Demonstrate the ability to work in teams

Academic Emphasis (6 Credits)

Students are expected to complete an emphasis that satisfies their individual career goals. Faculty advisers will work with students to put together two electives to fulfill the requirement and to build a critical understanding of their study interest in advertising. This approach helps to accommodate the significant changes occurring in the marketplace and media by providing a fluid curriculum that can readily react to change.

Recommended emphases can include, but are not limited to the following:

  • Digital Engagement
  • Brand Management
  • Communication and Media Planning
  • Cross-Cultural Advertising
  • Fashion Promotion
  • Health Promotion
  • Sports Promotion
  • Music Promotion
  • Non-Profit Promotion

Total: 36 Credits

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