Concentration in Media Advertising (Bachelor of Arts in Media)

Students on Summer 2023, Fall 2023, or Spring 2024 requirements MDAC13 or MDAC14

View Degree MapA semester-by-semester path to completing degree and major requirements

Requirements

The major requires at least 36 credit hours (18 in the Advertising Core and 18 in the Concentration), including the requirements listed below.

Advertising Core.
1. Introduction to Media. One (1) course:
  - MSCH-C 101 Media
  MSCH-C 101 Media
  Credits
  3
  Prerequisites
  None
  Description
  Examines the role media play in our lives-at work, at school, among family members, friends, and lovers-and analyzes pressing issues in media and society today, such as privacy, globalization, and convergence.
  Summer 2025CASE SHcourse
  
  Spring 2025CASE SHcourse
  
  Fall 2024CASE SHcourse
2. Managing Media. One (1) course:
  - MSCH-C 209 Introduction to Advertising and Integrated Marketing Communication
  MSCH-C 209 Introduction to Advertising and Integrated Marketing Communication
  
  Credits
  3
  Prerequisites
  None
  Description
  Examines principles of media advertising and applications across platforms and audiences. Analyzes the advertising industry structures and processes, including the roles of agencies, creative teams, station representatives, and buyers. Topics include the social and individual effects of advertising, ethical issues in advertising, and considerations for advertising in a global marketplace.
  Repeatability
  Credit given for only one of MSCH, C 209, MSCH-A 300, MSCH-A 320, MSCH-A 337.
3. Thinking Media. One (1) course:
  - MSCH-C 213 Introduction to Media Psychology
  MSCH-C 213 Introduction to Media Psychology
  Credits
  3
  Prerequisites
  None
  Description
  Examines the construction of social meaning associated with mediated messages as well as the range of uses of and consequences of exposure to mediated messages in individual groups, organizations, and society.
  Summer 2025CASE SHcourse
  
  Spring 2025CASE SHcourse
  
  Fall 2024CASE SHcourse
4. Story Lab. One (1) course:
  - MSCH-C 250 Story Lab I
  MSCH-C 250 Story Lab I
  
  Credits
  3
  Prerequisites
  None
  Description
  Intensive, hands-on course introduces storytelling skills, techniques and tools for effective media creation in a digital, multi-platform environment and provides the knowledge and skills needed for success in higher-level, more specialized courses of study across the Media School curriculum, including advertising, digital media, journalism, and public relations.
  Grading
  Students are able to earn credit for only one of the following: MSCH-C 250; JOUR-J 210; MSCH-C 226; MSCH-C 21001
5. Creative Content Creation. One (1) course:
  - MSCH-A 251 Creative Content Creation in Advertising
  MSCH-A 251 Creative Content Creation in Advertising
  
  Credits
  3
  Prerequisites
  MSCH-C 250 or BUS-C 204
  Description
  Introduces and provides practice in the skill-set necessary to interpret a creative brief for the purpose of developing and implementing an advertising campaign across multiple media channels. Explores the structure and interdependence of the multidisciplinary creative teams that make such campaigns successful.
6. Media Behavior. One (1) course:
  - MSCH-A 301 Media and Consumer Behavior
  MSCH-A 301 Media and Consumer Behavior
  
  Credits
  3
  Prerequisites
  None
  Description
  Introduces ways media producers and advertisers conceptualize and measure audiences. Examines strategies and criteria used to evaluate media as advertising delivery vehicles. Covers skills needed to utilize market research and match media with products, services, and behavioral campaign goals.
Concentration.
1. Tracks. Select one of the following tracks:
  - Advertising Planning Track (MDAC13).
    1. Advertising Issues & Research. One (1) course:
      - MSCH-A 315 Advertising and Consumer Culture
      - MSCH-A 360 Media Advertising Topics
      - MSCH-A 435 Advertising Issues and Research
      - MSCH-H 410 Honors Media as Social Institutions
      MSCH-A 315 Advertising and Consumer Culture
      
      Credits
      3
      Prerequisites
      None
      Description
      Critical examination of advertising's role in modern societies. Focuses on marketing and consumption as central activities in shaping personal identity and social relations.
      
      Summer 2025CASE SHcourse
      
      Spring 2025CASE SHcourse
      
      Fall 2024CASE SHcourse
      MSCH-A 360 Media Advertising Topics
      
      Credits
      1–4 credit hours
      Prerequisites
      None
      Description
      Focuses on emerging trends in media advertising, including related social and political issues, content creation and production, and unique trends and events.
      Repeatability
      May be repeated up to 4 times for credit for a maximum of 8 credit hours.
      
      MSCH-A 435 Advertising Issues and Research
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 209; or consent of instructor
      Description
      Critical analysis and research course that seeks to evaluate methods and approaches in advertising as they relate to consumer culture, global ethics, and human nature. Explores scenarios and circumstances present in the ever-changing advertising world and focuses on how and why advertising decisions are made.
      MSCH-H 410 Honors Media as Social Institutions
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-H 300 or MSCH-J 300; must be a current MSCH honors student
      Description
      Examines functions and impact of mass media in society with primary focus on the United States. Discusses values of media organizations and professional and ethical values of journalists. Includes critical analysis of the relationship between media and society and the effect of political, economic, and cultural factors on media operation.
      Repeatability
      Credit given for only one of MSCH-H 410, MSCH-J 410, JOUR-H 410 or JOUR-J 410
      
      Summer 2025CASE AHcourse
      
      Spring 2025CASE AHcourse
      
      Fall 2024CASE AHcourse
    2. IMC Campaign Planning. One (1) course:
      - MSCH-A 441 Integrated Marketing Communication Campaign Planning
      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.
    3. Brand Strategy and Media Management. One (1) course:
      - MSCH-A 442 Brand Strategy and Media Management
      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.
    4. Audience Analysis. One (1) course:
      - MSCH-S 348 Audience Analysis
      MSCH-S 348 Audience Analysis
      
      Credits
      3
      Prerequisites
      None
      Description
      The behavior, descriptors, and measurement of telecommunications audiences. Sample survey, focus groups, and other research methods used by the telecommunications industry.
      
      Summer 2025CASE SHcourse
      
      Spring 2025CASE SHcourse
      
      Fall 2024CASE SHcourse
    5. Advertising Planning Electives. Six (6) credit hours:
      - MSCH-A 315 Advertising and Consumer Culture
      - MSCH-A 347 Persuasive Messaging in Media
      - MSCH-A 360 Media Advertising Topics
      - MSCH-A 480 NSAC Competition Team
      - MSCH-A 490 Content Factory
      - MSCH-C 255 Introduction to Media Audience Measurement
      - MSCH-C 320 Social Media Tactics
      - MSCH-H 300 Honors Media Law in the Digital Age
      - MSCH-H 310 Honors Media Topics (approved topics only; see academic advisor)
      - MSCH-H 410 Honors Media as Social Institutions
      - MSCH-M 448 Advanced Media Metrics & Measurement
      - MSCH-X 360 The Media School in Los Angeles (approved topics only; see academic advisor)
      - MSCH-X 373 Media Internship in Los Angeles
      - MSCH-X 472 Media Internship
      MSCH-A 315 Advertising and Consumer Culture
      
      Credits
      3
      Prerequisites
      None
      Description
      Critical examination of advertising's role in modern societies. Focuses on marketing and consumption as central activities in shaping personal identity and social relations.
      
      Summer 2025CASE SHcourse
      
      Spring 2025CASE SHcourse
      
      Fall 2024CASE SHcourse
      MSCH-A 347 Persuasive Messaging in Media
      
      Credits
      3
      Prerequisites
      None
      Description
      Theory and practice of designing, implementing, and evaluating persuasive materials and messaging campaigns for consumer-focused media. Emphasis on current strategies and techniques employed throughout all media with a concentration on broadcasting.
      
      MSCH-A 360 Media Advertising Topics
      
      Credits
      1–4 credit hours
      Prerequisites
      None
      Description
      Focuses on emerging trends in media advertising, including related social and political issues, content creation and production, and unique trends and events.
      Repeatability
      May be repeated up to 4 times for credit for a maximum of 8 credit hours.
      
      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.
      Grading
      S/F grading.
      
      MSCH-A 490 Content Factory
      
      Credits
      1–4 credit hours
      Prerequisites
      Consent of instructor
      Description
      Hands-on course working directly with advertising clients on projects and campaigns in advertising. Ideal for Media Advertising students interested in honing their skill sets in relation to media advertising content creation and/or brand management.
      Repeatability
      May be repeated for credit up to 2 times for a maximum of 6 credit hours.
      
      MSCH-C 255 Introduction to Media Audience Measurement
      
      Credits
      3
      Prerequisites
      None
      Description
      Provides an introduction to many of the ways audience behavior is measured and analyzed by media industry professionals and scholars. Covers skill such as basic measurement and questionnaire design principles, reaction time/response latency, continuous response measurement, and peripheral biometrics (heart rate, skin conductance, eye tracking, etc.).
      
      MSCH-C 320 Social Media Tactics
      
      Credits
      3
      Prerequisites
      None
      Description
      Provides the knowledge and critical thinking skills needed to better understand social media, how they are utilized across fields such as advertising, journalism, media management and public relations, and what tactical and strategic considerations are necessary to most effectively use social networking tools in commercial and non-profit communication.
      MSCH-H 300 Honors Media Law in the Digital Age
      
      Credits
      3
      Prerequisites
      C- or better in MSCH-C101 and MSCH-C250; Must be a current MSCH honors student
      Description
      History and philosophy of laws pertaining to media, including free press, free speech, right of privacy, copyright, government regulation, and business law affecting media operations. Stresses responsibilities and freedoms in a democratic media system.
      
      Summer 2025CASE SHcourse
      
      Spring 2025CASE SHcourse
      
      Fall 2024CASE SHcourse
      MSCH-H 310 Honors Media Topics
      
      Credits
      3
      Prerequisites
      Must be a current Ernie Pyle Scholar (EPS), Media Scholar (MS), Media School Academic Honors Scholar, or Hutton Honors College student
      Description
      Covers a variety of topics from various media disciplines, including advertising, game design, journalism, law and public policy, media criticism, media production, and public relations. Develops advanced understanding of media topics and how media systems connect with culture, politics, and society. Evaluates and critically analyzes the underlying assumptions of media.
      Repeatability
      May be repeated with different topics for a maximum of 9 credit hours.
      MSCH-H 410 Honors Media as Social Institutions
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-H 300 or MSCH-J 300; must be a current MSCH honors student
      Description
      Examines functions and impact of mass media in society with primary focus on the United States. Discusses values of media organizations and professional and ethical values of journalists. Includes critical analysis of the relationship between media and society and the effect of political, economic, and cultural factors on media operation.
      Repeatability
      Credit given for only one of MSCH-H 410, MSCH-J 410, JOUR-H 410 or JOUR-J 410
      
      Summer 2025CASE AHcourse
      
      Spring 2025CASE AHcourse
      
      Fall 2024CASE AHcourse
      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-X 360 The Media School in Los Angeles
      
      Credits
      1–4 credit hours
      Prerequisites
      Must be accepted into the Media School's Semester in Los Angeles program
      Description
      Focuses on topics relevant to the Media School's Semester in Los Angeles program. Explores various aspects of the entertainment and media industries under the instruction of industry professionals.
      Repeatability
      May be repeated with different topics for a maximum of 15 credit hours.
      
      MSCH-X 373 Media Internship in Los Angeles
      
      Credits
      1–6 credit hours
      Prerequisites
      At least sophomore standing; at least 12 credit hours completed in the school; and application for internship credit approved by the school. Application is available on the Media School website
      Description
      Faculty-supervised work in a media field related to student's academic interests. Credits based on at least 45 work hours per credit hour with a maximum of 6 credit hours applied toward any MSCH degree or concentration. Student must write a critical analysis paper and be evaluated by a workplace supervisor.
      Repeatability
      May be repeated up to 6 times for a maximum of 6 credit hours.
      Grading
      S/F grading
      
      MSCH-X 472 Media Internship
      
      Credits
      1–3 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
      Faculty-supervised work in a media field related to student's academic interests. Credits based on at least 45 work hours per credit hour with a maximum of 6 credit hours applied toward the B.A. in Media or the B.S. in Game Design. Student must write a critical analysis paper and be evaluated by a workplace supervisor.
      Repeatability
      May be repeated for a maximum of 6 credit hours in CMCL-C 382, MSCH-I 382, MSCH-I 497, MSCH-X 472, or TEL-T 497.
      Grading
      S/F grading.
  - Creative Advertising Track (MDAC14).
    1. Strategic Content. One (1) course:
      - MSCH-A 305 Strategic Content Development
      MSCH-A 305 Strategic Content Development
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 250 or MSCH-C 226; and in MSCH-A 251; or consent of instructor
      Description
      Introduces the strategic skills needed to develop and execute creative marketing campaigns. Provides practice in integrated communication strategies, concepts, copy writing, and design for print, broadcast, direct, mobile, digital, and social media campaigns.
    2. Creative Advertising. Six (6) credit hours:
      - MSCH-A 450 Advertising Portfolio Workshop
      - MSCH-A 451 Advertising Portfolio Workshop 2
      - MSCH-A 490 Content Factory
      MSCH-A 450 Advertising Portfolio Workshop
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-A 251 and MSCH-A 305
      Description
      Hands-on workshop focused on the creation of advertising and marketing communication content and campaigns to be showcased on a professional advertising portfolio website.
      
      MSCH-A 451 Advertising Portfolio Workshop 2
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-A 450 or consent of instructor
      Description
      Advanced workshop concentrating on cross-channel brand storytelling. Campaign projects emphasize techniques for content creation found in contemporary industry IMC advertising. Focuses on adding depth, breadth and sophistication to individual portfolios. Portfolios will be evaluated by industry professionals.
      
      MSCH-A 490 Content Factory
      
      Credits
      1–4 credit hours
      Prerequisites
      Consent of instructor
      Description
      Hands-on course working directly with advertising clients on projects and campaigns in advertising. Ideal for Media Advertising students interested in honing their skill sets in relation to media advertising content creation and/or brand management.
      Repeatability
      May be repeated for credit up to 2 times for a maximum of 6 credit hours.
    3. Creative Skills Courses. Nine (9) additional credit hours:
      - Advertising Electives
      - Audio
      - Film and Video Editing
      - Filmmaking
      - Graphic Design
      - Photography
      - Podcasting
      - Screenwriting
      - Social Media and Audiences
      MSCH-A 315 Advertising and Consumer Culture
      
      Credits
      3
      Prerequisites
      None
      Description
      Critical examination of advertising's role in modern societies. Focuses on marketing and consumption as central activities in shaping personal identity and social relations.
      
      Summer 2025CASE SHcourse
      
      Spring 2025CASE SHcourse
      
      Fall 2024CASE SHcourse
      MSCH-A 347 Persuasive Messaging in Media
      
      Credits
      3
      Prerequisites
      None
      Description
      Theory and practice of designing, implementing, and evaluating persuasive materials and messaging campaigns for consumer-focused media. Emphasis on current strategies and techniques employed throughout all media with a concentration on broadcasting.
      
      MSCH-A 360 Media Advertising Topics
      
      Credits
      1–4 credit hours
      Prerequisites
      None
      Description
      Focuses on emerging trends in media advertising, including related social and political issues, content creation and production, and unique trends and events.
      Repeatability
      May be repeated up to 4 times for credit for a maximum of 8 credit hours.
      
      MSCH-A 435 Advertising Issues and Research
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 209; or consent of instructor
      Description
      Critical analysis and research course that seeks to evaluate methods and approaches in advertising as they relate to consumer culture, global ethics, and human nature. Explores scenarios and circumstances present in the ever-changing advertising world and focuses on how and why advertising decisions are made.
      
      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.
      Grading
      S/F grading.
      
      MSCH-A 490 Content Factory
      
      Credits
      1–4 credit hours
      Prerequisites
      Consent of instructor
      Description
      Hands-on course working directly with advertising clients on projects and campaigns in advertising. Ideal for Media Advertising students interested in honing their skill sets in relation to media advertising content creation and/or brand management.
      Repeatability
      May be repeated for credit up to 2 times for a maximum of 6 credit hours.
      
      MSCH-H 310 Honors Media Topics
      
      Credits
      3
      Prerequisites
      Must be a current Ernie Pyle Scholar (EPS), Media Scholar (MS), Media School Academic Honors Scholar, or Hutton Honors College student
      Description
      Covers a variety of topics from various media disciplines, including advertising, game design, journalism, law and public policy, media criticism, media production, and public relations. Develops advanced understanding of media topics and how media systems connect with culture, politics, and society. Evaluates and critically analyzes the underlying assumptions of media.
      Repeatability
      May be repeated with different topics for a maximum of 9 credit hours.
      MSCH-H 410 Honors Media as Social Institutions
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-H 300 or MSCH-J 300; must be a current MSCH honors student
      Description
      Examines functions and impact of mass media in society with primary focus on the United States. Discusses values of media organizations and professional and ethical values of journalists. Includes critical analysis of the relationship between media and society and the effect of political, economic, and cultural factors on media operation.
      Repeatability
      Credit given for only one of MSCH-H 410, MSCH-J 410, JOUR-H 410 or JOUR-J 410
      
      Summer 2025CASE AHcourse
      
      Spring 2025CASE AHcourse
      
      Fall 2024CASE AHcourse
      MSCH-P 369 Sound Design
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-C 223 and one of MSCH-C 228, MSCH-C 229 or MSCH-G 320, or consent of instructor
      Description
      Introduces sound design for film and television with a focus on the role of the Sound Effects Editor. Explores the ways sound is used to enhance visual language, provide narrative cues, create a sense of space and place, focus audience attention, provide compositional structure, and create psychological ambience.
      
      MSCH-P 453 Postproduction
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-P 351, MSCH-P 352, MSCH-P 353, MSCH-P 354, MSCH-P 369, or MSCH-P 422; or consent of instructor
      Description
      Hands-on course that focuses on Large Format (4K or higher) video data workflow creation, administration, and delivery following industry standard practices. Builds skills in identifying workflow issues and resolving them. Explores a variety of topics related to video postproduction, including sound design, color correction, final delivery, and more.
      
      MSCH-P 352 Editing for Cinema
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 223 or MSCH-C 250, or consent of instructor
      Description
      Analyze and assemble dramatic scenes under a variety of conditions and narrative strategies. Examine editing theories, techniques and procedures, issues of continuity, effects, movement and sound as they relate to the fundamentals of cinematic montage and visual storytelling. Explore a variety of topics and experiences designed to broaden understanding of the art of cinematic storytelling and montage.
      
      MSCH-P 453 Postproduction
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-P 351, MSCH-P 352, MSCH-P 353, MSCH-P 354, MSCH-P 369, or MSCH-P 422; or consent of instructor
      Description
      Hands-on course that focuses on Large Format (4K or higher) video data workflow creation, administration, and delivery following industry standard practices. Builds skills in identifying workflow issues and resolving them. Explores a variety of topics related to video postproduction, including sound design, color correction, final delivery, and more.
      
      MSCH-C 229 Introduction to Single-Camera Production
      
      Credits
      3
      Prerequisites
      None
      Description
      Outlines the basic procedures, techniques, and theories for the production of a video. Main focal points and concentrations include cinematography, lighting, and editing of digital video using single-cam and dual system audio/video recording techniques. Uses DSLR and cinema camera technology and incorporates an HD workflow.
      
      MSCH-P 360 Motion Picture Production
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 229
      Description
      A hands-on introduction to the technical and aesthetic basics of making 16mm silent films, including the skills needed to design, direct, light, shoot, and edit this type of production
      
      MSCH-P 361 Intermediate Motion Picture Production
      
      Credits
      3
      Prerequisites
      A grade of C- of higher in MSCH-C 229; or consent of instructor
      Description
      Focuses on the ecology of the department-based work environment of a professional motion picture set. Provides practice in the various film crew roles, including producer, director, cinematographer, gaffer, script supervisor, production designer, assistant director, sound recordist, boom operator, data wrangler/editor, grip, and unit production manager.
      
      MSCH-P 467 Short Film
      
      Credits
      3
      Prerequisites
      A grade of C- or above in MSCH-C 229, MSCH-P 331 and MSCH-P 361
      Description
      Focuses on scripted storytelling and provides opportunities to hone individual style as a filmmaker through the production of short films using industry-standard technologies, interaction with local short film producers, and critical analysis of short form cinematic pieces.
      
      MSCH-J 363 Web and Mobile Design
      
      Credits
      3
      Prerequisites
      C- in MSCH-C 250, or consent of instructor
      Description
      Introduction to the design, creation, and maintenance of websites and mobile platforms. Students learn design standards and how to apply them in the design of messages using multiple media. Course progresses from introductory work on web design to a culminating project employing responsive design.
      
      MSCH-J 365 Graphic Design I
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 250 or MSCH-C 226
      Description
      Instruction in page design, illustration and web design informed by design theory emphasizing critical thinking, creative problem solving, and ethical practice. Uses Adobe programs, HTML, CSS, and other coding to produce original media projects for mass and targeted audiences.
      Repeatability
      Credit given for only one of MSCH-J 365 or MSCH-J 463.
      
      MSCH-J 464 Infographics
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-J 365, or consent of instructor
      Description
      Analysis of quantitative data and creation of visual informational graphics for media audiences. Introduction to interactive data visualization through scripting and online tools. Creation of chart packages, data maps and explanatory diagrams for publication to mass and targeted audiences.
      Repeatability
      Credit given for only one of JOUR-J 464 or MSCH-J 464.
      
      MSCH-J 465 Graphic Design II
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-J 365, or consent of instructor
      Description
      Continues from Graphic Design I, incorporating advanced digital graphic design skills and creative problem solving for a series of media projects using illustration, logo design, creative typography and layout in a variety of media formats including print and interactive design for mobile devices.
      Repeatability
      Credit given for only one of JOUR-J 465 or MSCH-J 465.
      
      MSCH-J 344 Photojournalism Reporting
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 251
      Notes
      Must have own camera
      Description
      Intermediate photojournalism course focused on advanced camera operation, visual storytelling, and photo editing in a digital media environment. Produce, edit, publish, and critique assignments: portraits, news, features, sports, and multimedia photo essays. Readings and discussions address ethics, law, history, and professional practice.
      
      MSCH-J 444 Advanced Photojournalism
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-J 344
      Description
      Advanced techniques of reporting and interpreting news with photography practice in news, sports, features, photographic essays, color photography, electronic imaging, and studio illustration.
      Repeatability
      Credit given for only one of JOUR-J 444 or MSCH-J 444.
      
      MSCH-J 331 Podcasting and Audio Storytelling
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 226 or MSCH-C 250; or consent of instructor
      Description
      Explores podcasting and audio storytelling as mediums of expression and content, through both listening and production. Provides practice in technical skills for audio storytelling and the application of those skills to the processes of finding stories, interviewing guests, and writing scripts.
      
      MSCH-J 431 Advanced Podcasting and Audio Storytelling
      
      Credits
      3
      Prerequisites
      MSCH-J 331 or consent of instructor
      Description
      Imparts an understanding of how audio production and editing work in a professional setting. Hones the technical skills required for production. Focuses on improving work quality, developing the speed and efficiency required in professional settings, and learning the critical listening skills needed to edit individually and in collaboration.
      
      MSCH-P 331 Introduction to Screenwriting
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-C 223 or MSCH-C 250
      Description
      Introductory course covering formal elements of Hollywood-style narrative screenwriting, focusing on screenplay format, stages of story development, story structure, character arcs, plotting, conflict, theme, point-of-view, dialogue, subtext, and scene description. Analyzes distinctions between literary writing and screenwriting.
      
      MSCH-P 430 Writer's Room
      
      Credits
      3
      Prerequisites
      A C- or better in MSCH-P 331, or consent of instructor
      Description
      Advanced screen writing class where students develop an original 30 minute dramatic web series under the supervision of a Media School instructor and that will be produced on a Media School sound stage by production students.
      
      MSCH-P 431 Feature Film Screenwriting
      
      Credits
      3
      Prerequisites
      A grade of C- of higher in MSCH-P 331; or consent of the instructor
      Description
      Builds on the foundations of MSCH-P 331, by focusing on the creation of original, feature-length Hollywood style narrative screenplays. Workshops delve deeper into genre conventions, story structure, character development, plotting, conflict, theme, point of view, dialogue, and sub text.
      
      MSCH-P 432 TV Series Writing
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-P 331; or consent of instructor
      Description
      Builds on the foundations of MSCH-P 331, by focusing on the development process and writing of a long form narrative series, including the creation of a series bible, an outline for the first season, and a written and revised pilot episode for an original series.
      
      MSCH-C 255 Introduction to Media Audience Measurement
      
      Credits
      3
      Prerequisites
      None
      Description
      Provides an introduction to many of the ways audience behavior is measured and analyzed by media industry professionals and scholars. Covers skill such as basic measurement and questionnaire design principles, reaction time/response latency, continuous response measurement, and peripheral biometrics (heart rate, skin conductance, eye tracking, etc.).
      
      MSCH-C 320 Social Media Tactics
      
      Credits
      3
      Prerequisites
      None
      Description
      Provides the knowledge and critical thinking skills needed to better understand social media, how they are utilized across fields such as advertising, journalism, media management and public relations, and what tactical and strategic considerations are necessary to most effectively use social networking tools in commercial and non-profit communication.
      
      MSCH-D 331 Social Media Cultures
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 101; or consent of instructor
      Description
      None
      Repeatability
      Social media technologies are an integral part of social life. This course helps students develop a vocabulary for understanding social media critically and analytically. Content includes a history of social media technologies, examinations of how people construct identities and relationships on social media, and how misinformation affects online experiences.
      
      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-R 455 Social Media Communication Strategies
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 101 or MSCH-C 208
      Description
      Examines how social media can be used as an effective component of an organization\'s communication management strategy and when it can potentially hamper effectiveness. Covers the use of monitoring and measurement research tools and metrics to evaluate the effects of communication campaigns on organizational outcomes.
      MSCH-S 348 Audience Analysis
      
      Credits
      3
      Prerequisites
      None
      Description
      The behavior, descriptors, and measurement of telecommunications audiences. Sample survey, focus groups, and other research methods used by the telecommunications industry.
      
      Summer 2025CASE SHcourse
      
      Spring 2025CASE SHcourse
      
      Fall 2024CASE SHcourse
      MSCH-X 360 The Media School in Los Angeles
      
      Credits
      1–4 credit hours
      Prerequisites
      Must be accepted into the Media School's Semester in Los Angeles program
      Description
      Focuses on topics relevant to the Media School's Semester in Los Angeles program. Explores various aspects of the entertainment and media industries under the instruction of industry professionals.
      Repeatability
      May be repeated with different topics for a maximum of 15 credit hours.
      
      MSCH-X 373 Media Internship in Los Angeles
      
      Credits
      1–6 credit hours
      Prerequisites
      At least sophomore standing; at least 12 credit hours completed in the school; and application for internship credit approved by the school. Application is available on the Media School website
      Description
      Faculty-supervised work in a media field related to student's academic interests. Credits based on at least 45 work hours per credit hour with a maximum of 6 credit hours applied toward any MSCH degree or concentration. Student must write a critical analysis paper and be evaluated by a workplace supervisor.
      Repeatability
      May be repeated up to 6 times for a maximum of 6 credit hours.
      Grading
      S/F grading
2. Additional Requirements.
  - At least nine (9) credit hours in the concentration must be at the 300–499 level.
  - Except for the GPA requirement, a grade of C- or higher is required for a course to count toward a requirement in the concentration.
  - A GPA of at least 2.000 for all courses taken in the concentration—including those where a grade lower than C- is earned—is required.
Major GPA, Hours, and Minimum Grade Requirements.
1. Major GPA. A GPA of at least 2.000 for all courses taken in the major—including those where a grade lower than C- is earned—is required.
2. Major Minimum Grade. Except for the GPA requirement, a grade of C- or higher is required for a course to count toward a requirement in the major.
3. Major Upper Division Credit Hours. At least 18 credit hours in the major must be completed at the 300–499 level.
4. Major Residency. At least 18 credit hours in the major must be completed in courses taken through the Indiana University Bloomington campus or an IU-administered or IU co-sponsored Overseas Study program.
5. College Breadth. At least 58 credit hours must be completed in courses from College of Arts and Sciences disciplines outside of the major area.

Major Area Courses

Unless otherwise noted below, the following courses are considered in the academic program and will count toward academic program requirements as appropriate:
- Any course at the 100–499 level with the MSCH prefix—as well as any other subject areas that are deemed functionally equivalent
- Any course contained on the course lists for the academic program requirements—as well as any other courses that are deemed functionally equivalent—except for those listed only under Addenda Requirements
- Any course directed to a non-Addenda requirement through an approved exception
- Any course, consistent with the policies herein, that is part of a concentration, track, and/or specialization being pursued as part of this academic program

Exclusions

The following courses cannot be applied toward major requirements or the College Breadth requirement:

None

This program of study cannot be combined with the following:

Bachelor of Arts in Journalism (JOURBAJ)
Bachelor of Fine Arts in Cinematic Arts (CINEARTBFA)
Bachelor of Science in Game Design (GAMEDSGNBS)
Certificate in New Media and Interactive Storytelling (NMISTACRT1)
Minor in Black Cinema and Media Studies (BLKCNMDMIN)
Minor in Cinema and Media Studies (CNMDASTMIN)
Minor in Fashion Media (FAMEDIAMIN)
Minor in Film Production (FILMPRDMIN)
Minor in Game Design (GAMEDSNMIN)
Minor in Global Media (GLVMDIAMIN)
Minor in Media and Creative Advertising (MDCRADMIN)
Minor in Media and Diversity (MDIADIVMIN)
Minor in Media Law and Ethics (MDLWETMIN)
Minor in Media Persuasion (MDIAPRSMIN)
Minor in Media, Sex and Gender (MDGNDRMIN)
Minor in Public Relations (PBLCRELMIN)
Minor in Sports Media (SPORTMDMIN)
[Name unavailable] (NMISTACRT)

Exceptions to and substitutions for major requirements may be made with the approval of the unit's Director of Undergraduate Studies, subject to final approval by the College of Arts and Sciences.

The Bachelor of Arts degree requires at least 120 credit hours, to include the following:

College of Arts and Sciences Credit Hours. At least 100 credit hours must come from College of Arts and Sciences disciplines.
Upper Division Courses. At least 42 credit hours (of the 120) must be at the 300–499 level.
College Residency. Following completion of the 60th credit hour toward degree, at least 36 credit hours of College of Arts and Sciences coursework must be completed through the Indiana University Bloomington campus or an IU-administered or IU co-sponsored Overseas Study program.
College GPA. A College grade point average (GPA) of at least 2.000 is required.
CASE Requirements. The following College of Arts and Sciences Education (CASE) requirements must be completed:
1. CASE Foundations
  1. English Composition: 1 course
  2. Mathematical Modeling: 1 course
2. CASE Breadth of Inquiry
  1. Arts and Humanities: 4 courses
  2. Natural and Mathematical Sciences: 4 courses
  3. Social and Historical Studies: 4 courses
3. CASE Culture Studies
  1. Diversity in the United States: 1 course
  2. Global Civilizations and Cultures: 1 course
4. CASE Critical Approaches: 1 course
5. CASE Foreign Language: Proficiency in a single foreign language through the second semester of the second year of college-level coursework
6. CASE Intensive Writing: 1 course
7. CASE Public Oral Communication: 1 course
Major. Completion of the major as outlined in the Major Requirements section above.

Most students must also successfully complete the Indiana University Bloomington General Education program.

Concentration in Media Advertising (Bachelor of Arts in Media)

Requirements

Major hours and GPA

Major Area Courses

Exclusions

Restrictions on combining this major with other academic programs

Major requirement exceptions and substitutions