Concentration in Media Advertising (Bachelor of Arts in Media)

Students on Summer 2024, Fall 2024, or Spring 2025 requirements MDAC13 or MDAC14

Media Advertising students will learn about the major institutions involved in advertising; the role of self- and government regulation; the way consumers turn to, avoid, process and are influenced by advertising; and the role of advertising in selling products as well as promoting ideas, including those designed for the public good. Students also will learn how to design, create, and manage effective advertising messages and campaigns—as well as assess their intended and unintended consequences. They will have the skillset to enter the advertising work world as account executives, copy writers, graphic and web designers, media planners, promotions specialists, research analysts, sales representatives and social media coordinators.

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.
  Fall 2025CASE SHcourse
  
  Summer 2025CASE 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.
  Fall 2025CASE SHcourse
  
  Summer 2025CASE 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.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE 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
      
      Fall 2025CASE AHcourse
      
      Summer 2025CASE 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.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE SHcourse
    5. Advertising Planning Electives. Six (6) credit hours:
      - MSCH-A 315 Advertising and Consumer Culture
      - MSCH-A 331 Copywriting
      - MSCH-A 347 Persuasive Messaging in Media
      - MSCH-A 360 Media Advertising Topics
      - MSCH-A 435 Advertising Issues and Research
      - MSCH-A 480 NSAC Competition Team
      - MSCH-A 490 Content Factory
      - MSCH-B 331 Managing Sports Media
      - MSCH-B 334 Social Media in Sports
      - MSCH-B 445 Sports and Television
      - MSCH-C 209 Introduction to Advertising and Integrated Marketing Communication
      - MSCH-C 255 Introduction to Media Audience Measurement
      - MSCH-C 320 Social Media Tactics
      - MSCH-C 365 Live from LA: Pros Make Movies
      - MSCH-C 366 The Business of Producing Motion Pictures
      - MSCH-D 331 Social Media Cultures
      - MSCH-D 337 Digital Media
      - 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-J 409 Media Management
      - MSCH-J 423 Public Opinion
      - MSCH-J 448 Global Journalism: Issues and Research
      - MSCH-J 470 Broadcast Media Analysis
      - MSCH-L 317 Media Ethics and Professional Responsibility
      - MSCH-L 322 Media Policymaking
      - MSCH-M 310 Disruptors: Internet Industries
      - MSCH-M 330 Production Management
      - MSCH-M 332 Media Law for Producers
      - MSCH-M 411 Media Industries and Cultural Production
      - MSCH-M 413 Global Media Issues
      - MSCH-M 448 Advanced Media Metrics & Measurement
      - MSCH-M 453 Media Industry Topics
      - MSCH-R 348 Public Relations Planning and Research
      - MSCH-R 349 Public Relations Writing
      - MSCH-R 350 PR Strategies for Fashion, Beauty, and Lifestyle Communication
      - MSCH-R 360 Public Relations Topics
      - MSCH-R 431 Public Relations for Nonprofits
      - MSCH-R 450 Public Relations Management
      - MSCH-R 455 Social Media Communication Strategies
      - MSCH-S 310 Sex in the Media
      - MSCH-S 312 Politics and the Media
      - MSCH-S 315 Media Processes and Effects
      - MSCH-S 317 Children and Media
      - MSCH-S 414 Public Communication Campaigns
      - MSCH-S 452 Communicating Climate Change
      - MSCH-S 471 Applying Theory to Media Design
      - MSCH-T 311 History of Electronic Media
      - MSCH-T 427 International Media Networks
      - 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.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE SHcourse
      MSCH-A 331 Copywriting
      
      Credits
      3
      Prerequisites
      A grade of C- in MSCH-A 251 and MSCH-A 305
      Description
      Focuses on developing basic copywriting skills and verbal best practices to facilitate the creation of conceptual advertising across the full spectrum of communication channels.
      
      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.
      
      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-B 331 Managing Sports Media
      
      Credits
      3
      Prerequisites
      MSCH-C 218, MSCH-C 227, or MSCH-B 330
      Description
      Overview of the sports media industry including processes of content distribution, finance, and technology. Provides historical background of the business of media. Students learn about the symbiotic financial relationship between sports and the media, including team- and league-based media that compete with traditional media.
      
      MSCH-B 334 Social Media in Sports
      
      Credits
      3
      Prerequisites
      MSCH-C 101 or MSCH-B 330
      Description
      Introduces the theory and practice of social media usage within sports media. Builds skills in content creation and management on the major social networks and explores the implications of audience demographics and communication theory for social media engagement.
      MSCH-B 445 Sports and Television
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-C 203, MSCH-C 207, MSCH-C 208, MSCH-C 209, or MSCH-B 330
      Description
      Seminar exploring issues in televised sports in support of and in conflict with other cultural icons in society, business, and education. Includes writing on the ways sports, as program content, influences the television industry and on the ways television influences college and professional sports.
      Repeatability
      Credit given for only one of MSCH-B 445 or MSCH-S 445
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE SHcourse
      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.
      
      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-C 365 Live from LA: Pros Make Movies
      
      Credits
      3
      Prerequisites
      None
      Description
      Featuring a series of interactive guest lectures featuring filmmaking professionals, students gain an understanding of every aspect of the filmmaking process from conceptualization to multi-platform distribution.
      Grading
      S/F grading.
      
      MSCH-C 366 The Business of Producing Motion Pictures
      
      Credits
      3
      Prerequisites
      None
      Description
      Explores the organizational, business, promotional, and legal aspects of producing a commercial feature film for a major motion picture studio.
      Grading
      S/F grading.
      
      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-D 337 Digital Media
      
      Credits
      3
      Prerequisites
      None
      Description
      Develops frameworks for understanding new media technologies in social contexts. Compares computing, networked digital media, and social media to prior eras of technological change, focusing on interactions among technological, industrial, regulatory, social, and cultural forces.
      Repeatability
      May be repeated with a different topic for a maximum of 6 credit hours.
      MSCH-H 300 Honors Media Law in the Digital Age
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 101 and MSCH-C 250; and a Hutton Honors student with departmental permission, or a current Ernie Pyle Scholars student, current Media Scholars, or current Academic Honors Program 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.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE 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
      
      Fall 2025CASE AHcourse
      
      Summer 2025CASE AHcourse
      MSCH-J 409 Media Management
      
      Credits
      3
      Prerequisites
      At least junior standing; or consent of instructor
      Description
      Research seminar that examines techniques and processes used in managing media organizations. Through discussions, case analysis, and group projects, the course explores organizational missions and social responsibilities, market analysis techniques, personnel management issues, and budgeting.
      Repeatability
      Credit given for only one of JOUR-J 409 or MSCH-J 409.
      
      MSCH-J 423 Public Opinion
      
      Credits
      3
      Prerequisites
      At least junior standing; or consent of instructor
      Description
      Behavioral study of nature, operation, molding, and influence of public opinion, with practice in its measurement and evaluation. Discussion of major political, social, economic, and cultural problems.
      Repeatability
      Credit given for only one of JOUR-J 423 or MSCH-J 423.
      MSCH-J 448 Global Journalism: Issues and Research
      
      Credits
      3
      Prerequisites
      At least junior standing; or consent of instructor
      Description
      Structure and function of international communication systems and barrier to flow of information among nations. Emphasis on gathering and disseminating information around the world. Study of the major newspapers of the world, international news agencies, and international broadcasting and satellite networks.
      Repeatability
      Credit given for only one of JOUR-J 448 or MSCH-J 448.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE SHcourse
      MSCH-J 470 Broadcast Media Analysis
      
      Credits
      3
      Prerequisites
      At least junior standing; or consent of instructor
      Description
      Seminar on problems of communicating news through aural and visual channels. Application of communications theory to broadcast news and public affairs presentations. Study of effects of format, verbal content, nonverbal content, and presenter on communication process.
      Repeatability
      Credit given for only one of JOUR-J 470 or MSCH-J 470.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE SHcourse
      MSCH-L 317 Media Ethics and Professional Responsibility
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 207 or MSCH-C 213
      Description
      An analysis of the media environment, including organizational structure, corporate responsibility, and the role of the individual in the media environment. Formulation of ethical principles to guide media policy and practice.
      Repeatability
      Credit given for only one of MSCH-L 317 or TEL-T 316.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE SHcourse
      MSCH-L 322 Media Policymaking
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 207; or consent of instructor
      Description
      Overview of basic U.S. law and government. Specific analysis of who makes U.S. media policy, how it is done, and its effects. Course includes a case study of recent policymaking that varies each semester.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE SHcourse
      MSCH-M 310 Disruptors: Internet Industries
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 101
      Description
      What is the cultural mindset of technology entrepreneurs? How and why did the rise of Silicon Valley occur? This course considers the economic, social, financial, and legal forces present in the disruption industry, and how entrepreneurs leverage digital technologies and change the rules of how societies think and interact.
      
      MSCH-M 330 Production Management
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-C 223 and MSCH-C 228 OR MSCH-C 229; or consent of instructor
      Description
      Explores the organizational, economic/ business, and legal aspects of production management of commercial and noncommercial projects, including television and news media.
      
      MSCH-M 332 Media Law for Producers
      
      Credits
      3
      Prerequisites
      None
      Description
      In the complex new media age people who create and distribute content constantly intersect with an equally complex legal environment. This course explores legal issues such as contracts and permissions; intellectual property and service-marks; privacy and fraud; slander and libel; and employment and unions.
      MSCH-M 411 Media Industries and Cultural Production
      
      Credits
      3
      Prerequisites
      None
      Description
      Examines the social, economic, and cultural forces that influence the creation of programs and genres in the media industries. Topic varies, but may explore the role of networks, advertisers, studios, and independent producers.
      Repeatability
      Credit given for only one of CMCL-C 411 or MSCH-M 411.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE SHcourse
      MSCH-M 413 Global Media Issues
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-C 101, or consent of instructor
      Description
      Advanced study of media from a global perspective focusing on particulars, trends, or issues. Topics vary.
      Repeatability
      Credit given for only one of MSCH-M 413 or TEL-T 413.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE SHcourse
      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-M 453 Media Industry Topics
      
      Credits
      1–3 credit hours
      Prerequisites
      C- or higher in MSCH-C 101 and MSCH-C 207, or consent of instructor
      Description
      Exploration of management or strategic problems and issues in telecommunications. Topics vary.
      Repeatability
      May be repeated with different topics for a maximum of 6 credit hours in MSCH-M 453 and TEL-T 453.
      
      MSCH-R 348 Public Relations Planning and Research
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-C 208, or consent of instructor
      Description
      Theories and principles relevant to public relations research and strategic planning, including development of goals and objectives, client relationships, budgets, and research methods.
      
      MSCH-R 349 Public Relations Writing
      
      Credits
      3
      Prerequisites
      MSCH-C 208; and C- or higher in one of MSCH-C 225, MSCH-C 250, MSCH-H 225, ENG-W 231, ENG-W 240, ENG-W 270, or BUS-C 204
      Description
      Develops the professional writing skills expected of beginning public relations practitioners, including different approaches to a variety of audiences and media. Focuses on the basics of good writing as well as the art of writing. Provides practice in AP style. Imparts skills needed to work effectively with real-world clients.
      Repeatability
      Credit given for only one of MSCH-R 349 or JOUR-J 349.
      
      MSCH-R 350 PR Strategies for Fashion, Beauty, and Lifestyle Communication
      
      Credits
      3
      Prerequisites
      A grade of C- or above in MSCH-C 208 or SOAD-M 109 or MSCH-C 250 or MSCH-J 326
      Description
      Public relations strategies grounded in research and aligned with brand mission and image are integral to the practice of strategic communication management. This course provides training in the knowledge and skills required to develop effective strategies in brand communication within the fashion, beauty, and lifestyle media space.
      
      MSCH-R 360 Public Relations Topics
      
      Credits
      1–4 credit hours
      Prerequisites
      None
      Description
      Topical course that focuses on emerging items in public relations and strategic communication, including related social and political issues, content creation and production, and unique trends and events.
      Repeatability
      Students can take for a total of 3 times and earn up to 9 credit hours
      
      MSCH-R 431 Public Relations for Nonprofits
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-R 348, or consent of instructor
      Description
      This seminar focuses on how a non-profit organization creates images and how it shapes its programs and goals to gain public support. Assignments and readings are designed to foster a practical understanding of promotional techniques and campaigns using journalistic and other media.
      Repeatability
      Credit given for only one of JOUR-J 431 or MSCH-R 431.
      
      MSCH-R 450 Public Relations Management
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-R 348 or MSCH-R 349, or consent of instructor
      Description
      Focuses on the strategic, financial, and leadership skills necessary to become a manager and leader in the public relations industry. Examines the functions of public relations management, and application of these functions in a variety of industry roles and job settings.
      
      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 310 Sex in the Media
      
      Credits
      3
      Prerequisites
      None
      Description
      Explores the role and portrayal of sex and sexuality in media and examines in detail the potential social and psychological effects of exposure to sexual content in the media.
      Repeatability
      Credit give for only on of MSCH-S 410 or MSCH-S 310.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE SHcourse
      MSCH-S 312 Politics and the Media
      
      Credits
      3
      Prerequisites
      None
      Description
      Examines the relationship between media and modern politics. Topics will vary.
      Repeatability
      Credit given for only one of MSCH-S 312 or TEL-T 312.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE SHcourse
      MSCH-S 315 Media Processes and Effects
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 213; or consent of instructor
      Description
      Examination of the effects of the mass media on human cognitions, attitudes, and behaviors, relying on empirical social science research; emphasis on the effects on individuals, although study will include groups, organizations, and social norms.
      Repeatability
      Credit given for only one of MSCH-S 315 or TEL-T 314.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE SHcourse
      MSCH-S 317 Children and Media
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-C 213, or consent of instructor
      Description
      Acquaints students with the popular and research literatures on children and media, including television and computers. Students will be expected to identify recurring themes and topics related to children and media and to evaluate their significance in understanding the role of media in children's lives.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE SHcourse
      MSCH-S 414 Public Communication Campaigns
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 213; or consent of instructor
      Description
      Theoretical backgrounds of media campaigns; analyses of persuasion strategies, campaign goals, communication media, audiences, and campaign effectiveness. Case studies of campaigns for social action; original analysis of specific campaigns.
      Repeatability
      Credit given for only one of MSCH-S 414 or TEL-T 414.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE SHcourse
      MSCH-S 452 Communicating Climate Change
      
      Credits
      3
      Prerequisites
      None
      Description
      Provides an overview of public opinion on climate change, introduces different theoretical perspectives on the barriers to public engagement with the topic, and examines the effectiveness of different methods of climate change communication designed to foster public engagement.
      
      Fall 2025CASE SLcourse
      
      Summer 2025CASE SLcourse
      MSCH-S 471 Applying Theory to Media Design
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 101 or MSCH-H 101
      Description
      Basic media theories as well as cognitive, emotional, and social psychology, with a focus on how these theories can be applied to the design of media messages. Special attention given to interactive and immersive mediated environments.
      Repeatability
      Credit given for only one of MSCH-S 471 or TEL-T 471.
      
      MSCH-T 311 History of Electronic Media
      
      Credits
      3
      Prerequisites
      None
      Description
      Discussion of how today's electronic media was shaped by past inventions, business innovations and regulatory decisions. Traces the development of mass communication from the telegraph to the telephone, radio, and television to the arrival of digital communication technologies.
      MSCH-T 427 International Media Networks
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-C 101
      Description
      A comparative study of the development of broadband networks in different parts of the world. The interaction between national telecommunications policies and international arrangements, institutions, and structures.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE 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
      
      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
      - Audio
      - Film and Video Editing
      - Filmmaking
      - Graphic Design
      - Photography
      - Podcasting
      - Public Relations
      - 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.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE SHcourse
      MSCH-A 330 Art Direction
      
      Credits
      3
      Prerequisites
      A grade of C- in MSCH-A 251 and MSCH-A 305
      Description
      Covers specific art direction skills required in contemporary advertising through a hands-on, intensive creative workshop.
      
      MSCH-A 331 Copywriting
      
      Credits
      3
      Prerequisites
      A grade of C- in MSCH-A 251 and MSCH-A 305
      Description
      Focuses on developing basic copywriting skills and verbal best practices to facilitate the creation of conceptual advertising across the full spectrum of communication channels.
      
      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 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 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-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
      
      Fall 2025CASE AHcourse
      
      Summer 2025CASE 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 362 Cinematography
      
      Credits
      3
      Prerequisites
      A grade of C- or above in MSCH-C 229 and MSCH-P 361
      Description
      Focuses on camera to post workflows and professional camera crew skills, including how to operate cinema package cameras and light for cinematic productions. Explores and evaluates cinema techniques that are utilized in film and television production.
      
      MSCH-P 424 Advanced Cinematography
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-P 362
      Description
      Focuses on the ability to determine how to illustrate the subtext of a production through the cinematography. Explores the differences and nuances of advanced cinematography techniques and equipment.
      
      MSCH-P 434 Advanced Documentary Filmmaking: Theory & Practice
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-C 223; and MSCH-C228 or MSCH-C 229; or consent of instructor
      Description
      Focuses on the development and production of a larger scale documentary, including research, story development, writing, filming, and editing.
      
      MSCH-P 436 Advanced Production Workshop
      
      Credits
      1–3 credit hours
      Prerequisites
      C- or higher in MSCH P-344 or MSCH-P 360 or MSCH-P 361; or consent of instructor
      Description
      A capstone course for the Film, Television, and Digital Production concentration focused on planning, directing, and producing programs or program segments that may air on WTIU, Indiana University\'s public television station.
      Repeatability
      May be repeated with different topics for up to nine credit hours.
      
      MSCH-P 452 Topics in Design and Production
      
      Credits
      1–3 credit hours
      Prerequisites
      None
      Description
      Exploration of design or production problems and issues in telecommunications. Topics vary.
      Repeatability
      May be repeated with different topics for a maximum of 30 credit hours
      
      MSCH-P 460 Advanced Motion Picture Production
      
      Credits
      3
      Prerequisites
      A grade of C- or higher in MSCH-P 361; or consent of instructor
      Description
      Covers advanced procedures, theories, and techniques for large-scale motion picture production. Main topics include cinematography, lighting, and cinematic digital video editing with a variety of single-cam and dual system recording techniques. Uses HD cameras and jam sync technology and highlights industry-level postproduction workflow.
      
      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-C 208 Principles of Public Relations
      
      Credits
      3
      Prerequisites
      None
      Description
      Introduction to public relations. Examines theory and practice of public relations, how public relations operates in organizations, and its impact on stakeholders and society. Topics include approaches to persuasion, media relations, crisis communication, reputation management, and ethics.
      Repeatability
      Credit given for only one of JOUR-J 321, MSCH-C 208, or MSCH-R 321.
      
      MSCH-R 348 Public Relations Planning and Research
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-C 208, or consent of instructor
      Description
      Theories and principles relevant to public relations research and strategic planning, including development of goals and objectives, client relationships, budgets, and research methods.
      
      MSCH-R 349 Public Relations Writing
      
      Credits
      3
      Prerequisites
      MSCH-C 208; and C- or higher in one of MSCH-C 225, MSCH-C 250, MSCH-H 225, ENG-W 231, ENG-W 240, ENG-W 270, or BUS-C 204
      Description
      Develops the professional writing skills expected of beginning public relations practitioners, including different approaches to a variety of audiences and media. Focuses on the basics of good writing as well as the art of writing. Provides practice in AP style. Imparts skills needed to work effectively with real-world clients.
      Repeatability
      Credit given for only one of MSCH-R 349 or JOUR-J 349.
      
      MSCH-R 350 PR Strategies for Fashion, Beauty, and Lifestyle Communication
      
      Credits
      3
      Prerequisites
      A grade of C- or above in MSCH-C 208 or SOAD-M 109 or MSCH-C 250 or MSCH-J 326
      Description
      Public relations strategies grounded in research and aligned with brand mission and image are integral to the practice of strategic communication management. This course provides training in the knowledge and skills required to develop effective strategies in brand communication within the fashion, beauty, and lifestyle media space.
      
      MSCH-R 360 Public Relations Topics
      
      Credits
      1–4 credit hours
      Prerequisites
      None
      Description
      Topical course that focuses on emerging items in public relations and strategic communication, including related social and political issues, content creation and production, and unique trends and events.
      Repeatability
      Students can take for a total of 3 times and earn up to 9 credit hours
      
      MSCH-R 431 Public Relations for Nonprofits
      
      Credits
      3
      Prerequisites
      C- or higher in MSCH-R 348, or consent of instructor
      Description
      This seminar focuses on how a non-profit organization creates images and how it shapes its programs and goals to gain public support. Assignments and readings are designed to foster a practical understanding of promotional techniques and campaigns using journalistic and other media.
      Repeatability
      Credit given for only one of JOUR-J 431 or MSCH-R 431.
      
      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.
      
      Fall 2025CASE SHcourse
      
      Summer 2025CASE 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

Restrictions

The following restrictions apply to the minimum credit hours required in the major:

No more than 6 credit hours of the following may count toward the concentration:
- MSCH-X 360 The Media School in Los Angeles

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
8. CASE Sustainability Literacy: 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

Restrictions on combining this major with other academic programs

Major requirement exceptions and substitutions