Marketing Communication Research Concentration

The MS in Mass Communication with a concentration in Marketing Communication Research consists of a minimum of 48 credits.

Three Semesters: (Fall, Spring, Fall)

Marketing Communication Research students will complete 7 required courses (listed below) and 5 electives.

Core Requirements 28 credits (cr)

4 credits

The history, practices, business models and technologies of contemporary mass media. Topics include mass media's forms, content, audiences and social effects; the state and fate of the printed word; the ups and downs of the Internet; media consolidation and the growing movement toward synergy; the future of independent media; and ethical and moral issues created by new technologies and old economic pressures. 1st sem.

4 credits

Examines origins, nature, and consequences of human communication. Reviews nature of verbal, nonverbal, and other types of group communication issues. Traces the development of speech, writing, printing, broadcasting, and digital media. Reviews theories of the process and effects of mass communication and how these theories apply to the work of media professionals. 2nd sem.

4 credits

Introduction to the methodology of communication research. Includes both qualitative and quantitative approaches. Attention to the nature of scientific logic, computer literature searches, research design, questionnaire construction, sampling, measurement techniques, and data analysis. Explores the use of focus groups, experiments, surveys, and content analysis.

4 credits

Provides an in-depth look at data analysis using the SPSS (the Statistical Package for the Social Sciences). Students get hands-on experience by carrying out actual analyses using real data sets. Techniques covered include descriptive statistics, correlation and regression, t-tests, ANOVA, and factor analysis. 2nd sem.

4 credits

Discusses various issues related to sampling, such as design, sample size, methods of selection, sampling error, and sampling sources for applied research projects. Also teaches about the various types of questionnaires and measurement procedures commonly used in communication research, including those used for assessing such factors as attitudes, beliefs, media use, and consumer behavior. 2nd sem.

4 credits

Teaches students to develop clear and concise research proposals and write detailed research reports incorporating appropriate methodological sequences, techniques, and strategies. Teaches students to interpret the results of quantitative analyses in a layperson's terms and relate their implications to a client, as well as to analyze the standards and pricing structure of competing agencies and available subcontractors in a given market. 1st sem.

Select one of the following:

4 credits

Introduction to basic formats, including news releases, editorials, features, profiles, articles, and other forms of writing. Emphasis on basic copy quality in American English. Students learn to analyze and rewrite their own copy. 1st sem.

4 credits

Serves as introductory graduate level writing course. Exposure to a variety of off and online writing formats in communication including: news releases, e-pitches, blogs, features (off and online), microsites, websites, brochures, broadcast PSA's, slide shows, videos, off and online writing (including social media) strategies, editing, and interview techniques. Extensive writing and rewriting. Develops comprehensive writing skills for public relations, mass communication and advertising majors. 1st sem.

Complete 5 additional electives

(under the advisement of your faculty advisor)

Some courses have prerequisites which are not listed above. All Mass Communication, Advertising & Public Relations requirements, prerequisites and course descriptions are listed on the Boston University Academics website.