Department of Mass Communication, Advertising, and Public Relations

The department offers three Master of Science degree programs: one, in mass communication, with two distinct concentrations; the second, in public relations, with two concentrations; and the third in advertising with two concentrations.

The MS Degree in Mass Communication

The Master of Science degree in Mass Communication is designed for students who want to obtain a background in general communication skills while concentrating in one of two areas: applied communication research or communication studies. These concentrations prepare students either for a variety of positions in media-related professions or for further advanced study.

The Master of Science degree requirements include both professional and academic courses. Professionally oriented courses help students develop specific marketable skills. The academic courses help them understand communication theory, research, and law. Each of these areas provides an important managerial background in a media-related profession. The concentrations enable students to become familiar with the nature and functions of specific communication industries. Students also develop a broad knowledge of the history and structure of media as well as the ability to assess and think critically about future trends that may influence their careers.

The MS Degree in Public Relations

This degree is developed to recognize that in today’s society, public relations professionals are employed in a wide variety of settings in business, government, and nonprofit organizations. The goal of the curriculum is to educate students for careers in communication-based activities in such organizations. Students are prepared not just for entry-level positions, but for advancement in their selected fields.

Initial courses provide an overview of contemporary public relations, the nature of human communication, and the role of the media. Students then choose at least one area of specialization for more advanced work. They must develop the ability to write clearly and concisely in the formats of contemporary media, addressing specific audience segments. In addition, because public relations is a management function, the curriculum includes courses that provide a professional focus as well as those in theory and research.

Students in either degree program may elect to do a 4-credit internship, simultaneously spending 15 hours a week in part-time employment and attending regularly scheduled classes.

The MS Degree in Advertising

The MS in Advertising at Boston University is designed to prepare students to work in advertising in agencies, media companies, and other organizations. Some will be prepared for doctoral-level studies. All students must take courses that provide a broad understanding of the advertising industry and of the role of communication in contemporary society. Additionally, they will focus on developing advertising campaigns or research skills.

This program is appropriate for students who have earned their undergraduate degrees in fields other than communication. Students who do have undergraduate degrees in communication will also benefit from the opportunity to further master advertising skills. Students who attend the program full time can expect to complete the program in three semesters

Degree Requirements

The MS degrees in Mass Communication and Public Relations require a minimum of 48 credits while the MS degree in Advertising requires a minimum of 52 credits. With careful planning a student may be able to complete the minimum requirements as indicated below in three semesters. For more thorough professional preparation, however, an additional semester is likely to be needed. The courses are distributed among those required of all students in the particular degree program, those specified within each major concentration within the degree, and those selected as electives. In addition, most degree candidates must successfully complete a six-hour written comprehensive examination covering their program of studies. In some cases, as an alternative to the exam, the student can complete a professional project or write a thesis under the direction of members of the faculty. Under some circumstances students may transfer a maximum of 8 credits from an academically accredited graduate program, provided that those courses are not offered at the College of Communication.

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Professional Projects can take many forms. For example, students may design an advertising or a public relations campaign for a client and produce it as a multimedia product; analyze an organization’s communication patterns; or develop an application of communication theory to a significant social or political issue. All such projects must involve original creative activity and/or research related to a specified communication area or industry.

Thesis This option is recommended for students who plan to continue on to doctoral study or who wish to develop a career in applied communication research. It is also appropriate for those who wish to do scholarly research in advertising or public relations. Recommended courses for this option are COM CM 722 Communication Research and COM CM 723 Advanced Communication Research, which introduce students to the quantitative and qualitative methods of research used in professional communications fields. Prior work in basic statistics may also be helpful.

English Language Skills The ability to speak and write in English is a critical requirement at the graduate level in advertising, public relations, and other fields of mass communication. Professional work in these fields demands an unusually strong ability to understand, speak, and write English—often under deadline pressures. Experience has taught us that students from outside the United States, even though they obtain reasonable scores in traditional English-language tests, sometimes cannot keep up with essential graduate degree programs. The faculty therefore reserves the right to remove such students from their classes until English language skills are up to the necessary standard. This may require one or two additional semesters of study before a degree can be granted. Alternatively, students from overseas are encouraged to spend some months before enrollment polishing their English language skills in the United States or in an English language course. Please refer to our website for updated TOEFL requirements.

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MS IN MASS COMMUNICATION

For the MS degree in Mass Communication, each candidate must complete three courses required for the degree, a set of courses required within his or her concentration, and a sufficient number of electives to complete 48 credit hours.

All MS candidates in Mass Communication who are enrolled in either of the two major concentrations offered within this degree program must take the following three courses:

COM CM 704 Contemporary Mass Media
COM CM 707 Writing for Media Professionals
or
COM CM 705 Writing for International Students
COM CM 710 Communication Theory

The concentrations listed below prepare students for careers in the areas indicated or for further advanced study. Each has a set of required and elective courses.

The concentration in applied communication research prepares students to assess client needs and solve client problems using polls, surveys, focus groups, and other research strategies. The skills learned in this concentration prepare the student for a position as a research analyst or research manager in such fields as advertising/marketing, public relations, political campaigning, health communication, and international communication. It combines a command of applied research designs, techniques, and writing skills with a background in one or more major professional fields. This area of occupational specialization offers many lucrative entry-level opportunities and excellent opportunities for advancement. The concentration also provides a research and theory background for those preparing for more advanced study in communication.

Required courses for this concentration are:

COM CM 722 Communication Research
COM CM 723 Advanced Communication Research
(COM CM 722)
COM CM 724 Sampling Design and Measurement Techniques (consent of instructor)
COM CM 824 Technical Writing for Communication Research (COM CM 722 and CM 723 and CM 724)

The concentration in communication studies is recommended for those who wish to develop their command of general communication strategies and skills—written, oral, and computer-mediated—but who do not want to prepare specifically for the fields of advertising, public relations, or applied research.

General communication strategies and skills are applicable to a variety of professional roles in a number of settings. Individuals who are proficient in these strategies and skills serve as managers in various kinds of organizations, such as nonprofit groups, government agencies, publishing houses, and other commercial, educational, or industrial settings. The concentration also provides a suitable background for those who wish to go on for a more advanced degree in communication.

Select four courses from the following:

Courses in bold are required.
COM CM 713 Law of Communication
COM CM 714 Oral Presentation
COM CM 750 Advanced Writing for Media Professionals (COM CM 707)
COM CM 508 Video Production for Advertising and Public Relations
COM CM 510 Computers in Communication
COM CM 514 New Communication Technologies
COM CM 519 Interactive Marketing Communication (COM CM 708 or CM 730)
COM CM 523 Designing Interactive Communication (COM CM 716)
COM CM 534 Communication Strategies in Negotiation and Conflict Resolution
COM CM 555 Advanced Promotional Writing (COM CM 707)
COM CM 701 Principles and Practices of Public Relations
COM CM 706 Organizational Communication
COM CM 708 Principles and Practices of Advertising
COM CM 730 Marketing Communication
COM CM 809 Graduate Internship

Electives for the MS in Mass Communication
The additional courses needed to complete the minimum 48 credits for the MS degree in Mass Communication can be taken either within those offered by the department or elsewhere at Boston University. Electives for any student in the applied communication research concentration must be approved by his or her advisor.

Graduate Internship Taking a graduate internship in any of the above areas of concentration is recommended as it provides valuable experience and networking opportunities. See COM CM 809 Graduate Internship.

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MS IN PUBLIC RELATIONS

The 12 courses needed to complete the minimal 48 credit hours for the MS in Public Relations are distributed as follows: five required courses, four courses in an area of concentration, and three electives.

All MS candidates in public relations are required to take the following seven courses:

COM CM 701 Contemporary Public Relations
COM CM 710 Communication Theory
COM CM 722 Communication Research
COM CM 742 Media Relations (COM CM 701 and CM 705/707)
COM CO 700 Financial & Strategic Management for Communication Professionals

Choose one from:
COM CM 705 Writing for International Students or
COM CM 707 Writing for Media Professionals

Choose one from:
COM CM 709 Corporate Public Affairs (COM CM 701)
COM CM 715 Public Relations in Nonprofit Settings (COM CM 701)
COM CM 734 Governmental PR (COM CM 701)

Select three from the following:
CM 507 Social Activism and Public Relations (COM CM 701)
COM CM 513 Investor Relations (COM CM 701)
COM CM 515 Community Relations (COM CM 701)
COM CM 535 Political Campaigning
COM CM 706 Organizational Communication
COM CM 723 Advanced Communication Research (COM CM 722)
COM CM 728 International Public Relations
COM CM 730 Marketing Communication
COM CM 738 International Marketing Communication (London only)
COM CM 750 Advanced Writing for Media Professionals (COM CM 705/707)
COM CM 772 PR Lab (COM CM 701)
COM CM 809 Internship (4 credit limit)
COM CM 873 Managing Corporate Crises and Issues (2nd and 3rd semester students only)

Graduate Internship Taking a graduate internship, which provides professional and networking opportunities, is highly recommended for students planning careers in either public relations concentration. See COM CM 809. Internships are not available during Summer Term. Any special arrangements, except in the Graduate London Summer Internship Program, must be coordinated through the Department Chairman.

Individualized Concentrations Depending on the student’s background and goals, it is possible in some cases to design an individualized area of concentration within the courses offered by the department. The program must be well thought out (planned in consultation with the student’s advisor) and have clearly defined goals. The comprehensive examination option is not available to students with individualized concentrations. To elect this option, the student must file a formal petition listing all courses that will make up the concentration; the petition must be approved by the chairman of the department.

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MS IN ADVERTISING

Advertising students will complete a total of 13 courses (52 credits). These are distributed as follows: 4 required courses, 6 concentration courses, and 3 electives.

COM CM 702 Advertising and Society
COM CM 707 Writing for Media Professionals (or CM 705 Writing for International Students)
COM 708 Principles and Practices of Advertising (first semester)
COM 732 Advertising Campaigns (taken twice for 2 credits per semester) (COM CM 708)

COM CM 712 Account Planning or CM 519 Interactive Marketing Communication (COM CM 708)
COM CM 716 Advertising Media Planning and Buying (COM CM 708)
COM CM 704 Contemporary Mass Communication or CM 710 Communication Theory
COM CM 721 Advertising Management (COM CM 708)
COM CM 722 Communication Research
COM CM 726 Problem Solving in Advertising (COM CM 708)

COM CM 518 Creative Broadcasting Advertising (COM CM 708 and COM CM 717)
COM CM 704 Contemporary Mass Communication
COM CM 717 Ad Copy and Design (first semester)
COM CM 751 Advanced Art Direction or COM CM 752 Advanced Copywriting (COM CM 708 and COM CM 717)
COM CM 753 Portfolio Development I (second semester) (COM CM 708 and COM CM 717)
COM CM 754 Portfolio Development II (third semester) (COM CM 708, COM CM 717, and COM CM 753)

COM CM 704 Contemporary Mass Communication
COM CM 710 Communication Theory
COM CM 721 Advertising Management
COM CM 722 Communication Research
COM CM 723 Advanced Communication Research for Thesis Track (COM CM 722)
COM CM 909 Thesis Research for Thesis Track

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JD/MS IN MASS COMMUNICATION

The growth of new communication technologies has created a need for lawyers with special training in the technological, marketing, and legal changes brought about by a wide spectrum of new media. Recognizing the dramatic impact of these changes, the School of Law and the College of Communication at Boston University offer a dual-degree program that allows the student to acquire a law degree and a master’s degree in mass communication (normally a three-year plus a year-and-a-half sequence) in an accelerated program of seven semesters.

It is expected that many graduates of the program will work as in-house counsel for the new communication technologies companies. Others will serve with government agencies concerned with communications law, or with law firms practicing in that field. This program also provides a solid grounding for future journalists who wish to report on legal affairs.

Admission Requirements

Students must apply to and be accepted by both the School of Law and the College of Communication. However, students applying to the JD/MS program may substitute the LSAT for the Graduate Record Examination (GRE). Application deadlines are: February 1 for the College of Communication and March 1 for the School of Law. Students applying to the JD/MS program must meet both programs’ deadlines and requirements.

For application forms and catalogs, write separately to each. Director of Admissions, Boston University School of Law, 765 Commonwealth Avenue, Boston, MA 02215; and Graduate Services, College of Communication, 640 Commonwealth Avenue, Boston, MA 02215.

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Degree Requirements

Assuming normal progress, the JD degree is granted at the completion of six semesters of study, and the MS after a seventh, postlaw semester.

In addition to the work outlined below, dual degree students are required to complete a thesis or professional project in COM. It is possible to satisfy both the LAW upperclass writing assignment and the COM thesis requirement with one paper if the paper is of sufficient magnitude. Prior approval must be obtained from the student’s advisors at both the School of Law and the College of Communication.

The program can be accelerated by summer work in the College of Communication. However, not all pertinent graduate courses are offered in COM every summer.

Curriculum

Each student in the dual degree program takes eight courses in the College of Communication.

COM CM 510 Computers in Communication
COM CM 514 New Communication Technologies
COM CM 704 Contemporary Mass Media
COM CM 707 Writing for Media Professionals
Four COM electives

Third Semester three (or more) LAW courses and one COM course

Fifth Semester three (or more) LAW courses and one COM course

Sixth Semester three (or more) LAW courses and one COM course

LONDON SUMMER INTERNSHIP PROGRAM

Graduate students in Public Relations, Advertising (except Creative track), or Mass Communication (except Applied Communication Research) and Journalism, or the joint-degree program with International Relations, can opt to finish earlier by taking their third semester in London. Careful planning from the beginning is required.


The program provides 16 elective credits. Courses include International Media and Comparative Political Systems during the first half of the summer and an internship and generally International Marketing Communication during the second half. Each is a 4-credit course.

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Published by Trustees of Boston University
One Sherborn Street
Boston, MA 02215

28 September 2007
Boston University
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