Communication

The Advertising, Public Relations, & Social Media Department offers the Master of Arts in Communication, with a required concentration in either Integrated Marketing Communication or Public Relations and Advertising. Students must choose one concentration.

 

Master of Arts in Communication with a Concentration in Integrated Marketing

Learn more about this degree

Degree Requirements: 12 courses, 36 credits

Core Requirements (1 course, 3 credits)

Choose one of the following:

Credits:

3.00

Description:

Introduces a number of qualitative and quantitative research methods for both academic and professional communication research. Applies research methods to study communication problems.

Credits:

3.00

Description:

Examines the tools and techniques used to gain understanding of audiences for marketing communication messages. Covers the fundamentals of account planning, including strategic planning and research methods.

Concentration Requirements (6 courses, 18 credits)

Credits:

3.00

Description:

Examines theories of advertising, including market segmentation, media selection, message creation, advertising evaluation and criticism. Students produce brand reports, create ads and justify their campaigns.

Credits:

3.00

Description:

Examines social media techniques, measurement and strategy. Discusses the latest trends in how business, media, news, and politics use social media for relationship development, brand building and engagement.

Credits:

3.00

Description:

Examines theories, case studies and campaigns in public relations. Areas of concentration include research development, design and implementation; agenda setting; professional writing; presentational skills/ techniques and crisis management. Practical application of theoretical concepts is stressed.

Credits:

3.00

Description:

Examines the integration of advertising, promotion, public relations, marketing communications and internal communication. Analyzes the impact IMC has on corporate image, objectives and brands, and the interrelations of employees, customers, stakeholders and different publics.

Credits:

3.00

Description:

At its core, marketing is about providing consumer value. The practice of doing this is changing constantly-driven by rapid and far-reaching changes in technology; globalization; and the evolution of consumer values, practices, and lifestyles. This course will present themes, theories, and trends that are critical for: 1. understanding the business of creating, capturing and sustaining value; 2. introducing students to the global, consumer, and technological realities of marketing in the 21st Century; and 3. providing students with a sound foundation to explore marketing in further depth in upper-level elective courses. This course also contains an experiential component. .

Choose one of the following:

Prerequisites:

MBA 660

Credits:

3.00

Description:

This course is designed to provide you with both a sound theoretical and an applied approach to developing and implementing marketing strategy at multiple levels of the organization - corporate, division, strategic business unit, and product. Special emphasis will be placed on dealing with contemporary marketing issues in the highly competitive global environment. The course presentation will combine lectures, case studies, guest speakers, and a semester-long, team-based project.

Prerequisites:

Take MBA 660;

Credits:

3.00

Description:

In many firms, the brand or portfolio of brands has become the most valuable asset requiring strategic management in order to secure the goals of the organization. Hence, developing strong brands for markets around the world has become increasingly important in today's global economy. This objective of this course is to examine appropriate theories, models and other tools to help make branding and communication decisions for brands globally. The course presentation will combine lectures, case studies, guest speakers and a semester long, team-based project.

Electives (4 courses, 12 credits)

Choose four of the following:

Credits:

3.00

Description:

Current issues in communication.

Credits:

3.00

Description:

Introduces academic and professional analysis and writing in the field of communication.

Credits:

3.00

Description:

Learn HTML, CSS, Java Scripts and Widgets for the construction, design and posting of web sites. We explore the use of websites, mobile sites and other online applications for advertising, public relations, SEO, and marketing.

Credits:

3.00

Description:

Explores the process of management of campaigns to deal with crisis situations in organizations, including creative, budgetary, research, and audience needs.

Prerequisites:

12 credits of ADPR courses

Credits:

1.00- 6.00

Description:

Internship in various communication industries.

Prerequisites:

SBS-600

Credits:

3.00

Description:

The seminar is designed to develop student's awareness, understanding and knowledge of managing in an international context. The format will consist of several preparatory sessions, at Suffolk and an intensive one week seminar outside the United States. Topics will include, but are not limited to, managing cultural and structural differences, geo-political-economic considerations, international human resources and strategic management issues. The scheduling and the host country destination, as well as content emphasis, will vary from term to term. A maximum of two off-campus courses is permitted subject to the 30 credit residency requirement.

Prerequisites:

MBA-625, OR SBS-604, OR MBA-622; AND MBA-660

Credits:

3.00

Description:

This course explores the role of research in marketing decision-making, including the cost and value of information. The course uses cases and problems to explore problem definition, research design, sampling, questionnaire design, field methods, data analysis and reporting.

Prerequisites:

MBA 660

Credits:

3.00

Description:

The application of marketing principles and practices to competition in global markets. The course emphasizes the skills necessary for cross-cultural marketing.

Free Elective (1 course, 3 credits)

Choose one Advertising, Public Relations, & Social Media graduate course.

Learning Goals & Objectives

Learning goals and objectives reflect the educational outcomes achieved by students through the completion of this program. These transferable skills prepare Suffolk students for success in the workplace, in graduate school, and in their local and global communities.

Learning Goals
Learning Objectives
Students should...
Graduates should be able to...
Be prepared for advanced professional careers in Public Relations, Advertising and Integrated Marketing Communication, as well as for advanced graduate study.
  • Develop an understanding of the theory and research that forms the basis of Public Relations, Advertising, and Integrated Marketing Communication
  • Develop an understanding of the theory and practice of advanced messaging strategies and tactics and their impacts on the audience
  • Examine the interactions among Marketing Communication and broader social, political, and cultural contexts
  • Develop the specific skills of marketing communication

Master of Arts in Communication with a Concentration in Public Relations

Learn more about this degree

Degree Requirements: 12 courses, 36 credits

Core Requirements (1 course, 3 credits)

Choose one of the following:

Credits:

3.00

Description:

Introduces a number of qualitative and quantitative research methods for both academic and professional communication research. Applies research methods to study communication problems.

Credits:

3.00

Description:

Examines the tools and techniques used to gain understanding of audiences for marketing communication messages. Covers the fundamentals of account planning, including strategic planning and research methods.

Concentration Requirements (7 courses, 21 credits)

Credits:

3.00

Description:

Introduces academic and professional analysis and writing in the field of communication.

Credits:

3.00

Description:

Examines best practices for web publishing, including creating, editing and maintaining content for online and social media platforms. Students analyze the content of websites and then produce their own content in a variety of forms. Covers content creation and maintenance techniques, as well as customer and client relationship skills, with an emphasis on effective writing. Includes practical experience creating, editing and maintaining content for online and social media platforms.

Credits:

3.00

Description:

Examines theories of advertising, including market segmentation, media selection, message creation, advertising evaluation and criticism. Students produce brand reports, create ads and justify their campaigns.

Credits:

3.00

Description:

Learn HTML, CSS, Java Scripts and Widgets for the construction, design and posting of web sites. We explore the use of websites, mobile sites and other online applications for advertising, public relations, SEO, and marketing.

Credits:

3.00

Description:

Examines social media techniques, measurement and strategy. Discusses the latest trends in how business, media, news, and politics use social media for relationship development, brand building and engagement.

Credits:

3.00

Description:

Explores the process of management of campaigns to deal with crisis situations in organizations, including creative, budgetary, research, and audience needs.

Credits:

3.00

Description:

Examines theories, case studies and campaigns in public relations. Areas of concentration include research development, design and implementation; agenda setting; professional writing; presentational skills/ techniques and crisis management. Practical application of theoretical concepts is stressed.

Electives (4 courses, 12 credits)

Choose four Advertising, Public Relations, & Social Media graduate courses.

A variety of classes are offered in a rotating manner on advertising copy, health communication, non-profit communication, branding, event planning, usability and information architecture, networked society, and other topics.

Learning Goals & Objectives

Learning goals and objectives reflect the educational outcomes achieved by students through the completion of this program. These transferable skills prepare Suffolk students for success in the workplace, in graduate school, and in their local and global communities.

Learning Goals
Learning Objectives
Students should...
Graduates should be able to...
Be prepared for advanced professional careers in Public Relations, Advertising and Integrated Marketing Communication, as well as for advanced graduate study.
  • Develop an understanding of the theory and research that forms the basis of Public Relations, Advertising, and Integrated Marketing Communication
  • Develop an understanding of the theory and practice of advanced messaging strategies and tactics and their impacts on the audience
  • Examine the interactions among Marketing Communication and broader social, political, and cultural contexts
  • Develop the specific skills of marketing communication


Accelerated Bachelor's/Master's Degree in Communication

Degree Requirements

  1. Students admitted to this dual degree program must meet all the requirements of an undergraduate degree program within the departments of Communication & Journalism or Advertising, Public Relations, & Social Media.
  2. Student must also meet all requirements for the Master’s degree in Communication.
  3. Students will take two Communication graduate courses during their senior year; one during the fall semester and one during the spring semester. The two graduate courses taken during the senior year will count toward BOTH the undergraduate and graduate degree requirements. Credit hours will be awarded based on the graduate course description.
  4. The graduate courses taken during the senior year will be determined by the Communication graduate program director.
  5. Students are subject to the usual standards for academic standing, i.e., undergraduate standards for undergraduate courses and graduate standards for graduate courses.
Upon successful completion of all of the degree requirements, a student will receive a dual Bachelor’s and Master’s degree. The exact degree will be awarded based on the specific undergraduate program the student completes. A student may permanently exit the dual degree program and opt to graduate with a Bachelor’s degree if all the requirements for a Bachelor’s degree have been met. In this case, the graduate courses taken in the senior year will be counted as 4-credit courses applied toward the undergraduate degree requirements.

Communication Graduate Courses

Credits:

3.00

Description:

Current issues in communication.

Credits:

3.00

Description:

Introduces academic and professional analysis and writing in the field of communication.

Credits:

3.00

Description:

Introduces a number of qualitative and quantitative research methods for both academic and professional communication research. Applies research methods to study communication problems.

Credits:

3.00

Description:

Examines the tools and techniques used to gain understanding of audiences for marketing communication messages. Covers the fundamentals of account planning, including strategic planning and research methods.

Credits:

3.00

Description:

Examines current theory, practice, and debates in the communication field. Issues can include: technology, privacy, social responsibility, and ethics,

Credits:

3.00

Description:

Examines best practices for web publishing, including creating, editing and maintaining content for online and social media platforms. Students analyze the content of websites and then produce their own content in a variety of forms. Covers content creation and maintenance techniques, as well as customer and client relationship skills, with an emphasis on effective writing. Includes practical experience creating, editing and maintaining content for online and social media platforms.

Credits:

3.00

Description:

Introduces the techniques of negotiation. Focuses on the processes of negotiation across a variety of contexts. Offers students the opportunity to explore methods of applying these skills to professional and other real world settings.

Credits:

3.00

Description:

Examines the success and failure of the visual identities of brands as well developing a new visual identity and launching a campaign for an existing brand. Includes an analysis of the strategically planned and purposeful presentation of a brand's visual identity as well as a brand's name, logo, tagline (slogan), color palette and other sensory elements that make a brand unique.

Credits:

3.00

Description:

Examines persuasion strategies and tactics for advancing public policy proposals and concerns. Students will learn how to apply the principles of Public Relations, Advertising, Negotiations and Persuasion to influence the public and government decision-makers.

Credits:

3.00

Description:

This course focuses on the ways in which human communication alters depending upon cultural context, and includes extensive examination of cultural conflicts and interaction patterns.

Credits:

3.00

Description:

Examines persuasive politics and political campaigns. Case studies of famous politicians and political speeches are combined with discussion of current political rhetorical trends.

Credits:

3.00

Description:

Examines issues, theories and cases in health communication. Analyzes communication efforts within health care institutions and campaigns for health care consumers designed to produce changes in public health.

Prerequisites:

ADPR-770

Credits:

3.00

Description:

Examines the contemporary public relations practice of Native Advertising and sponsored content. Explores different forms of native advertising, methods and mechanisms for creating sponsored content, ethical and regulatory issues, and industry trends. Students learn how to blend content with news site partners, to use the different types of paid syndication, and to set up native ads.

Credits:

3.00

Description:

Examines various components of Marketing Communication including marketing strategy, advertising concepts and public relations campaigns.

Credits:

3.00

Description:

Examines theories of advertising, including market segmentation, media selection, message creation, advertising evaluation and criticism. Students produce brand reports, create ads and justify their campaigns.

Credits:

3.00

Description:

Learn HTML, CSS, Java Scripts and Widgets for the construction, design and posting of web sites. We explore the use of websites, mobile sites and other online applications for advertising, public relations, SEO, and marketing.

Credits:

3.00

Description:

Examines social media techniques, measurement and strategy. Discusses the latest trends in how business, media, news, and politics use social media for relationship development, brand building and engagement.

Credits:

3.00

Description:

Explores the process of management of campaigns to deal with crisis situations in organizations, including creative, budgetary, research, and audience needs.

Credits:

3.00

Description:

Examines theories, case studies and campaigns in public relations. Areas of concentration include research development, design and implementation; agenda setting; professional writing; presentational skills/ techniques and crisis management. Practical application of theoretical concepts is stressed.

Credits:

3.00

Description:

Examines the integration of advertising, promotion, public relations, marketing communications and internal communication. Analyzes the impact IMC has on corporate image, objectives and brands, and the interrelations of employees, customers, stakeholders and different publics.

Credits:

3.00

Description:

Examines design, platforms and demographics for social media. Topics include usability, SEO, web analytics, and mobile media. Best practices are examined in the industry.

Prerequisites:

ADPR-772

Credits:

3.00

Description:

Covers the development of a social media campaign for a target audience using a variety of platforms. Students will use social media and design tools to create a campaign for a client, moving it from concept through execution.

Credits:

3.00

Description:

Provides an introduction to the field of commercial advertising. Students develop and pitch ideas and learn all stages of video preproduction, production and postproduction to create commercials.

Prerequisites:

12 credits of ADPR courses

Credits:

1.00- 6.00

Description:

Internship in various communication industries.

Credits:

1.00- 3.00

Description:

Directed study allows students to pursue an in-depth research project in an area of their interest, directed by a qualified graduate faculty member.

Credits:

3.00

Description:

Current issues in communication.

Credits:

3.00

Description:

Introduces academic and professional analysis and writing in the field of communication.

Credits:

3.00

Description:

Examines the tools and techniques used to gain understanding of audiences for marketing communication messages. Covers the fundamentals of account planning, including strategic planning and research methods.

Credits:

3.00

Description:

Examines a variety of theoretical approaches to the persuasion process. Traditional stimulus-response models, mechanistic/rules approaches and suasion/coercion explanations are explored to determine how persuasion functions in society.

Credits:

3.00

Description:

Examines persuasive politics and political campaigns. Case studies of famous politicians and political speeches are combined with discussion of current political rhetorical trends.

Credits:

3.00

Description:

Examines issues, theories and cases in health communication. Analyzes communication efforts within health care institutions and campaigns for health care consumers designed to produce changes in public health.

Credits:

3.00

Description:

Examines the theories and communication styles of leadership. Uses media, case studies, rhetorical analysis and social science research, as well as activity-based learning to explore leadership and followership.

Credits:

3.00

Description:

Examines various components of Marketing Communication including marketing strategy, advertising concepts and public relations campaigns.

Credits:

3.00

Description:

Examines theories of advertising, including market segmentation, media selection, message creation, advertising evaluation and criticism. Students produce brand reports, create ads and justify their campaigns.

Credits:

3.00

Description:

Learn HTML, CSS, Java Scripts and Widgets for the construction, design and posting of web sites. We explore the use of websites, mobile sites and other online applications for advertising, public relations, SEO, and marketing.

Credits:

3.00

Description:

Examines theories, case studies and campaigns in public relations. Areas of concentration include research development, design and implementation; agenda setting; professional writing; presentational skills/ techniques and crisis management. Practical application of theoretical concepts is stressed.

Credits:

3.00

Description:

Examines how conferences are built, promoted, managed, and assessed, with particular emphasis on non-profit conventions, trade shows, and volunteer organizations. Specific issues analyzed include facilities planning and contracts, legal issues, volunteer management, budgeting, marketing, and planner/staff communication.

Credits:

3.00

Description:

Examines the integration of advertising, promotion, public relations, marketing communications and internal communication. Analyzes the impact IMC has on corporate image, objectives and brands, and the interrelations of employees, customers, stakeholders and different publics.

Credits:

1.00- 6.00

Description:

Internship in various communication industries.

Credits:

1.00- 3.00

Description:

Directed study allows students to pursue an in-depth research project in an area of their interest, directed by a qualified graduate faculty member.