Communication

Master of Arts in Communication with a Concentration in Integrated Marketing

Learn more about this degree

Degree Requirements: 12 courses, 36 credits

Core Requirement (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:

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.

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.

Concentration Electives (4 courses, 12 credits)

Choose four of the following:

Credits:

3.00

Description:

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

Credits:

3.00

Description:

Theoretical and practical applications of communication are considered in terms of brands and social responsibility. Advertising public relations and cause marketing are considered as brands respond to issues like gun violence climate change racism sexism immigration food safety and health policies.

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

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-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.

Prerequisites:

MBA-625, SBS-604, ISOM-631, 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.

Elective (1 course, 3 credits)

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

Communication-Integrated Marketing Learning Goals & Objectives

Learning goals and objectives reflect the educational outcomes achieved by students through the completion of this program.

Learning Goals
Learning Objectives
Students will...
Students will 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 Requirement (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:

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.

Communication-Public Relations Learning Goals & Objectives

Learning goals and objectives reflect the educational outcomes achieved by students through the completion of this program.

Learning Goals
Learning Objectives
Students will...
Students will 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

Learn more about this accelerated degree

Degree Requirements

  1. Students admitted to this dual degree program must meet all the requirements of an undergraduate major offered by the department of Advertising, Public Relations, & Social Media or the department of Communication, Journalism, & Media.
  2. Students 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:

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:

Theoretical and practical applications of communication are considered in terms of brands and social responsibility. Advertising public relations and cause marketing are considered as brands respond to issues like gun violence climate change racism sexism immigration food safety and health policies.

Credits:

3.00

Description:

Examines advocacy campaigns that use digital strategies and techniques. Students explore how social media raises awareness for causes candidates and issues and consider the impact of technology on grassroots advocacy.

Credits:

3

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 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 the media planning and buying process for paid advertising and content. Students learn core media math concepts analyze paid/owned/earned media strategies and become familiar with consumer and media research tools. Includes development of complete media analyses and recommendations for selected target audiences and brands.

Credits:

3.00

Description:

Explores the theory of organizations information flow network analysis communication over- and under-load decision-making organizational effectiveness and change processes. Theoretical basis provided for the examination of case studies in organizational communication including communication audits in organizational settings.

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 the skills and functions required in order to manage a successful Advertising or Public Relations agency. Students learn how agency leaders win new business and generate income by offering an evolving mix of new services and how they manage client relationships and diverse internal teams including creative research and media professionals. Assesses a variety of agency structures as well as the transformation of agencies initiated by social media and the digital age. In-depth look into the role of today's agency account manager.

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 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.

Prerequisites:

Take ADPR-772

Credits:

3.00

Description:

Influencers have changed the way brands sell directly to consumers. The course explores the basics of defining an influencer choice of platforms the target audience and creating and maximizing content strategy and tactics. In addition students will examine how brands and influencers work cohesively along with traditional advertising to reach their potential customer bases.

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 the relationship between the organization/campaign and the media through the viewpoints of the media and the Public Relations professional. Focus is on developing strategies and tactics to get PR messages out to various platforms including traditional and social media as well as how PR professionals can develop relationships with the media. Specific PR products include developing effective story pitches new releases blogs features and social media posts.

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 through experiential learning how various types of events are built managed promoted and assessed with emphasis on both face-to-face and online meetings celebrations seminars trade show conventions media campaigns and nonprofit and public events. Even components analyzed include event research and concepts objectives target audiences and messages strategy tactics publicity resources budgeting and assessment.

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.

Prerequisites:

Take ADPR-772 or receive instructor consent.

Credits:

3.00

Description:

Social media plays a key role in campaigns and the daily work of marketing public relations and advertising researchers and professionals. This class will integrate the growing research in the area with the social media practices in these industries. This class will focus on the three underpinnings of a successful social media activity: Analytics Listening and Engagement.

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.

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.