The Media School
Specialization in Advertising Management (Bachelor of Arts in Media)
Students on Summer 2019, Fall 2019, or Spring 2020 requirements MDAS37
Requirements
The specialization requires at least 9 credit hours, including the requirements listed below.
- Audience Analysis. One (1) course:
- MSCH-S 348 Audience Analysis
MSCH-S 348 Audience Analysis
- Credits
- 3
- Prerequisites
- A grade of C- or higher in MSCH-C 207; or consent of instructor
- Description
- The behavior, descriptors, and measurement of telecommunications audiences. Sample survey, focus groups, and other research methods used by the telecommunications industry.
- Repeatability
- Credit given for only one of MSCH-S 348 or TEL-T 348.
- Fall 2024CASE SHcourseSummer 2024CASE SHcourse
- Electives. Two (2) courses:
- MSCH-A 441 Integrated Marketing Communication Campaign Planning
- MSCH-A 442 Brand Strategy and Media Management
- MSCH-A 480 NSAC Competition Team
- MSCH-M 343 Media Sales Management
- MSCH-M 448 Advanced Media Metrics & Measurement
- MSCH-V 470 Issues in Media (approved topics only; see academic advisor)
- Three (3) credit hours from the following:
- MSCH-A 488 Agency 7 IMC
- MSCH-X 472 Media Internship
- MSCH-X 478 Field Experience in Media
- BUS-M 300 INTRODUCTION TO MARKETING
- BUS-M 311 INTRODUCTION TO MARKETING COMMUNICATION
MSCH-A 441 Integrated Marketing Communication Campaign Planning
- Credits
- 3
- Prerequisites
- A grade of C- or higher in MSCH-A 301
- Description
- Provides a detailed examination of the development, execution, and assessment of advertising campaigns. Offers insights into the planning process and an extended opportunity to integrate and apply the principles acquired.
MSCH-A 442 Brand Strategy and Media Management
- Credits
- 3
- Prerequisites
- A grade of C- or higher in MSCH-A 301, and either MSCH-C 226 or MSCH-C 250 or BUS-C 204, or consent from instructor
- Description
- Covers branding and brand equity concepts relevant to management of media advertising. Concepts are applied to analyses of case studies of brand creation, development, and extinction in media advertising.
MSCH-A 480 NSAC Competition Team
- Credits
- 3
- Prerequisites
- Junior or senior standing, and consent of instructor
- Description
- As a team, students create and deliver a fully integrated marketing communication campaign for a national client chosen by the American Advertising Federation for its annual National Student Advertising Competition.
- Grading
- S/F grading.
MSCH-M 343 Media Sales Management
- Credits
- 3
- Prerequisites
- A grade of C- or higher in MSCH-C 207; or consent of instructor
- Description
- Techniques and skills used in selling advertising for television, radio, cable, and the Internet: researching prospective clients, knowledge and application of marketing models, developing an effective media mix to achieve market goals, preparing written and oral sales presentations.
- Repeatability
- Credit given for only one of MSCH-M 343 or TEL-T 343.
MSCH-M 448 Advanced Media Metrics & Measurement
- Credits
- 3
- Prerequisites
- C- or higher in MSCH-C 101 and MSCH-C 207
- Description
- Covers advanced formative and evaluative research techniques including biometrics, eye-tracking and dynamic self-report response. Examines theoretical underpinnings and challenges of measuring audience exposure to media messages in a fragmented media environment.
MSCH-V 470 Issues in Media
- Credits
- 3
- Prerequisites
- None
- Description
- Seminar exploring new developments and advanced research in media.
- Repeatability
- May be repeated with a different topic for a maximum of 9 credit hours.
MSCH-A 488 Agency 7 IMC
- Credits
- 3
- Prerequisites
- At least junior standing; and consent of instructor
- Description
- Clinical experience that models the professional practices and service offerings of world-class integrated marketing communication media agencies. Implement public relations/advertising services for real clients through service learning. Professional skills, proficiencies, and best practices through hands-on learning.
- Repeatability
- May be repeated for a maximum of 6 credit hours in JOUR-J 488, MSCH-A 488, and MSCH-J 488.
MSCH-X 472 Media Internship
- Credits
- 1–3 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.
MSCH-X 478 Field Experience in Media
- Credits
- 4
- Prerequisites
- Application for internship credit approved by the school
- Notes
- Application is available on the Media School website
- Description
- Topical course integrating classroom and field experience. Includes 10-day field experience during or after term offered. Field experience will change based on topic.
- Repeatability
- May be repeated for credit with different topics in JOUR-J 418, MSCH-J 418, and MSCH-X 478.
BUS-M 300 INTRODUCTION TO MARKETING
- Credits
- 3–3 credit hours
- Prerequisites
- None
- Description
- None
BUS-M 311 INTRODUCTION TO MARKETING COMMUNICATION
- Credits
- 3–3 credit hours
- Prerequisites
- None
- Description
- None
- Specialization GPA, Hours, and Minimum Grade Requirements.
- Except for the GPA requirement, a grade of C- or higher is required for a course to count toward a requirement in the specialization.
- A GPA of at least 2.000 for all courses taken in the specialization—including those where a grade lower than C- is earned—is required.
- Exceptions to specialization requirements may be made with the approval of the department's Director of Undergraduate Studies, subject to final approval by the College of Arts and Sciences.