Requirements
The specialization requires at least 9 credit hours, including the requirements listed below.
- Audience Analysis. One (1) course:
- MSCH-S 348 Audience Analysis
MSCH-S 348 Audience Analysis
- Credits
- 3
- Prerequisites
- None
- Description
- Provides an introduction to communication research methods and data analysis. Course content focuses on methods of collecting, analyzing, interpreting, and reporting data associated with the assessment of media and audiences. Demonstration is made of how these topics apply to the diversity of audience analysis arenas in our contemporary media environment.
- Fall 2026CASE SHcourseSummer 2026CASE SHcourseSpring 2026CASE SHcourse
- Electives. Two (2) courses:
- MSCH-A 441 Integrated Marketing Communication Campaign Planning
- MSCH-A 442 Brand Strategy and Media Management
- MSCH-A 480 NSAC Competition Team
- MSCH-M 343 Media Sales Management
- MSCH-M 448 Advanced Media Metrics & Measurement
- MSCH-V 470 Issues in Media (approved topics only; see academic advisor)
- Three (3) credit hours from the following:
- MSCH-A 488 Agency 7 IMC
- MSCH-X 472 Media Internship
- MSCH-X 478 Field Experience in Media
- BUS-M 300 Introduction to Marketing
- BUS-M 311 Introduction to Marketing Communication
MSCH-A 441 Integrated Marketing Communication Campaign Planning
- Credits
- 3
- Prerequisites
- A grade of C- or higher in MSCH-A 301
- Description
- Provides a detailed examination of the development, execution, and assessment of advertising campaigns. Offers insights into the planning process and an extended opportunity to integrate and apply the principles acquired.
MSCH-A 442 Brand Strategy and Media Management
- Credits
- 3
- Prerequisites
- A grade of C- or above in MSCH-C 209 and MSCH-A 301
- Description
- Covers branding and brand equity concepts relevant to management of media advertising. Concepts are applied to analyses of case studies of brand creation, development, and extinction in media advertising.
MSCH-A 480 NSAC Competition Team
- Credits
- 3
- Prerequisites
- Junior or senior standing, and consent of instructor
- Description
- As a team, students create and deliver a fully integrated marketing communication campaign for a national client chosen by the American Advertising Federation for its annual National Student Advertising Competition.
MSCH-M 343 Media Sales Management
- Credits
- 3
- Prerequisites
- A grade of C- or higher in MSCH-C 207; or consent of instructor
- Description
- Techniques and skills used in selling advertising for television, radio, cable, and the Internet: researching prospective clients, knowledge and application of marketing models, developing an effective media mix to achieve market goals, preparing written and oral sales presentations.
- Repeatability
- Credit given for only one of MSCH-M 343 or TEL-T 343.
MSCH-M 448 Advanced Media Metrics & Measurement
- Credits
- 3
- Prerequisites
- C- or higher in MSCH-C 101 and MSCH-C 207
- Description
- Covers advanced formative and evaluative research techniques including biometrics, eye-tracking and dynamic self-report response. Examines theoretical underpinnings and challenges of measuring audience exposure to media messages in a fragmented media environment.
MSCH-V 470 Issues in Media
- Credits
- 3
- Prerequisites
- None
- Description
- Seminar exploring new developments and advanced research in media.
- Repeatability
- May be repeated with a different topic for a maximum of 9 credit hours.
MSCH-A 488 Agency 7 IMC
- Credits
- 3
- Prerequisites
- At least junior standing; and consent of instructor
- Description
- Clinical experience that models the professional practices and service offerings of world-class integrated marketing communication media agencies. Implement public relations/advertising services for real clients through service learning. Professional skills, proficiencies, and best practices through hands-on learning.
- Repeatability
- May be repeated for a maximum of 6 credit hours in JOUR-J 488, MSCH-A 488, and MSCH-J 488.
MSCH-X 472 Media Internship
- Credits
- 1–6 credit hours
- Prerequisites
- At least junior standing; at least 12 credit hours completed in the school; and application for internship credit approved by the school
- Notes
- Application is available on the Media School website
- Description
- Work in a media industry internship with structured assignments connecting professional experience to academic and career goals. Earn credit based on a minimum of 45 work hours per credit, up to six credit hours toward any Media School undergraduate degree. Students complete a critical analysis paper and receive supervisor evaluation.
- Repeatability
- May be repeated for a maximum of 6 credit hours in MSCH-X 472 and MSCH-I 382.
- Grading
- S/F grading.
MSCH-X 478 Field Experience in Media
- Credits
- 4
- Prerequisites
- Application for internship credit approved by the school
- Notes
- Application is available on the Media School website
- Description
- Topical course integrating classroom and field experience. Includes 10-day field experience during or after term offered. Field experience will change based on topic.
- Repeatability
- May be repeated for credit with different topics in JOUR-J 418, MSCH-J 418, and MSCH-X 478.
BUS-M 300 Introduction to Marketing
- Description
- Examination of the market economy and marketing institutions in the U.S. Decision making and planning from the manager's point of view; impact of marketing actions from the consumer's point of view.
- Additional information
- Credit hour, prerequisite, and other information cannot be displayed for this course. If this is a course outside of the College of Arts and Sciences, please see the appropriate school's bulletin for additional information.
BUS-M 311 Introduction to Marketing Communication
- Description
- This course introduces non-marketing majors to the field of advertising and promotion. You will learn to understand how advertising, promotions, and other forms of marketing communications are developed and managed. Following this class, you should be able to comfortably discuss activities of those in advertising, public relations, and promotion management.
- Additional information
- Credit hour, prerequisite, and other information cannot be displayed for this course. If this is a course outside of the College of Arts and Sciences, please see the appropriate school's bulletin for additional information.
- Specialization GPA, Hours, and Minimum Grade Requirements.
- Except for the GPA requirement, a grade of C- or higher is required for a course to count toward a requirement in the specialization.
- A GPA of at least 2.000 for all courses taken in the specialization—including those where a grade lower than C- is earned—is required.
- Exceptions to specialization requirements may be made with the approval of the department's Director of Undergraduate Studies, subject to final approval by the College of Arts and Sciences.