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Advertising: Graduate Program

The MS in Advertising at Boston University is designed to prepare students to work in advertising in agencies, media companies, and other marketing communications 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.

Students may choose one of three tracks: management track, creative track, or thesis track. The management track will prepare students for careers in account management, media, account planning, or advertising research. The creative track will prepare students for careers in art direction or copywriting. The thesis track will prepare students for careers in marketing research or education.

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.

Curriculum

Download the curriculum guide for the Master of Science Degree in Advertising.

All MS candidates in advertising are required to take the following 4 core courses:

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

In addition, all students must take 6 concentration courses:

Management track concentration courses:

  • CM 712 Consumer Insight & Account Planning [CM 708], or
    CM 519 Interactive Marketing Communication
  • CM 716 New and Traditional Media Strategies [CM 708]
  • CM 704 Contemporary Mass Communication, or
    CM 710 Communication Theory
  • CM 721 Ad Management
  • CM 722 Communication Research
  • CM 726 Strategic Brand Solutions

Creative track concentration courses:

  • CM 518 Creating Video Campaigns [CM 708, 717]
  • CM 704 Contemporary Mass Communication
  • CM 717 Fundamentals of Creative Development (first semester)
  • CM 751 Advanced Art Direction [CM 708, 717], or
    CM 752 Advanced Copywriting [CM 708, 717]
  • CM 753 Portfolio Development I (second semester)
  • CM 754 Portfolio Development II (third semester)

Thesis track concentration courses:

  • CM 704 Contemporary Mass Communication
  • CM 710 Communication Theory
  • CM 721 Advertising Management [CM 708]
  • CM 722 Communication Research
  • CM 723 Advanced Communication Research for Thesis Track
  • CM 909 Thesis Research for Thesis Track

In addition, all students will take 3 elective courses. These may be any graduate-level academic course at Boston University.

For complete course descriptions, see the COM bulletin.

Study Abroad

Graduate students in Public Relations, Advertising, Mass Communication 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. Consult your faculty or academic advisor. The London Internship 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. Please note:Creative Track students (Fall 06) will be able to participate in the London program, but will have to return to Boston the following Fall to finish their required coursework.

Note: If you are interested in the London Summer Internship Program, please discuss it with your advisor and Professor Tobe Berkovitz as soon as possible as it requires careful planning. Students who will be participating in the London Internship Program may take CM 732 for 4 credits in the Spring semester.

Graduate Internships

Advertising students must complete two semesters in AdLab, a student-run advertising agency at the College of Communication. Through AdLab, students work in groups to complete ad campaigns for non-profit companies. In addition, taking a graduate internship in any of the major areas of concentration is recommended as it provides valuable experience and networking opportunities. Registering for COM CM 809: Graduate Internship may allow you to receive course credit for an internship you secure.