MARKETING COMMUNICATION RESEARCH CONCENTRATION
The MS in Media Science with a concentration in Marketing Communication Research consists of a minimum of 48 credits. Marketing Communication Research students will complete 8 required courses (listed below) and 4 electives.
Students in the Media Science: Marketing Communication Research concentration must also complete a non-credit final degree requirement.
Three Semesters: (Fall, Spring, Fall)
In the Marketing Communication Research program, you will learn:
- Theory driven scientific methods for solving client problems and making actionable recommendations.
- How to take client problems, design research projects, execute the designs, collect data, analyze data, translate analyses into a story to which the client can relate and make actionable recommendations that a client can implement. Ways to touch, analyze and translate data into stories.
- Preparation for a position as a research analyst or research manager in a marketing research company or the research department of firms specializing in media, advertising, public relations, marketing communication research, political campaigning, health communication, and international communication.
- Use of 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.
- How to create 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.
Requirements (8 total courses; 32 credits):
CM 703 Begins a graduate level, two-semester immersion in American English communication writing. Portfolio finale serves as a bridge assignment to CM 707 Writing for Media Professionals in the spring semester. Introduces basic communication writing formats, including news releases, social media, features, profiles. Emphasizes interviewing, target marketing and publication options. Stresses tenets of plagiarism across media. Strong focus on creating quality copy in American English, which necessitates extensive work in grammar exercises and brainstorming workshops, quizzes, presentations, class participation, collaborative projects. Students fine-tune their writing and speaking skills as they analyze and rewrite their own copy.
Serves to provide an in-depth understanding and proficiency in communication writing and transmedia storytelling skills across a wide variety of off and online formats, including news releases, social media, features (off and online), Q & A interviews, websites, broadcast PSA's, slide shows, videos. Stresses plagiarism prevention, collaborative workshops, reading aloud, media strategies, editing, and interview techniques. Extensive writing and rewriting. Develops comprehensive writing skills for media professionals. Both semesters. Prerequisite CM 703, unless waived via writing placement test or consent of the instructor.
Examines origins, nature, and consequences of mediated communication and related processes and contexts. Reviews traditional theories of mass communication, derivative and developing theories on various communication media, including social and mobile. Furthermore, the course considers the application and utilization of theories for media professionals.
CM722 Communication Research Methods is an introduction to the social scientific method of inquiry and the fundamental concepts and processes of social scientific methods that are used in media science, advertising, and public relations. Assorted research methods are covered, including both quantitative and qualitative. Also included are literature review, research design, research execution, quantitative and qualitative data analysis, and reporting of findings.
Graduate Prerequisites: (COMCM722) - Provides skill training for data analysis with SPSS (Statistical Package for Social Sciences). Students will obtain hands-on experience by carrying out actual analyses using real data acquired via different research methods. Techniques covered include correlation, regression, t-test, ANOVA, and factor analysis. Students also learn how to translate the results of their analyses into data-driven narratives that provide actionable solutions to problem cases.
Graduate Prerequisites: (COM CM 722 and CM 723) - 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.
Addresses basic marketing and promotion principles used to increase awareness of and change in attitudes and buyer behavior about products, services, and organizations. Students learn to evaluate appropriate promotional mixes, examine the role of communication, and develop marketing communication strategies through the use of case studies and classroom discussion. 1st sem.
Graduate Prerequisites: (COMCM722 & COMCM723 & COMCM724) - 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.
*All students in the Specialized Marketing Communication Research concentration will take COM CM 703 in the fall semester and COM CM 707 in the spring semester. There is one exception—students who are waived out of COM CM 703 will take COM CM 707 in the fall semester. These students who are waived from COM CM 703 will be required to take an additional 4 credits of electives to meet the overall requirement of 48 credits.
Electives (students must choose 16 credits)*:
Undergraduate Prerequisites: Sophomore standing. - Provides knowledge and practice for effective graphic design for all media. Develops a foundation in design principles and creative software skills including Adobe Illustrator, Photoshop, and InDesign. Students create projects demonstrating how design strategies are used to engage audiences, and enhance comprehension of all forms of mass communication from traditional print to digital media. Effective Fall 2020, this course fulfills a single unit in each of the following BU Hub areas: Digital/Multimedia Expression, Aesthetic Exploration, Creativity/Innovation.
Graduate Prerequisites: CM501 or CM510 or consent of instructor - This course introduces students to principles of interactivity through a hands- on experience designing and building an interactive project (website/app). Students will learn to apply design thinking for interactivity while building a device-agnostic package using modern web technologies: HTML, CSS, JavaScript and related libraries, plug-ins, frameworks and tools as necessary. Students will experience the full design and development process (concept ideation, prototyping, user testing and iteration) in building a functional project. Topics on media technology, animation, accessibility, interface design, information architecture, interaction design, networking, performance, prototyping, responsive design and usability will be covered.
International Communication is a niche field that encompasses wide-ranging and interconnected subjects in communication and international relations. This course is intended to introduce relevant concepts and real-world practices in the broadly defined field, which is an important dimension of higher education for students aiming to specialize in a host of communication and socio-political areas. As the world has become immensely internationalized and intricately related, a good grasp of the world¿s communication systems, their underlying concepts, and the potential impact of practices may prove pivotal to one¿s edge in building successful careers in any field that involves any facet of communication, including news, campaign, public relations, or public diplomacy. Empowered with the knowledge and understanding beyond national borders, professionals in communication and public affairs are better prepared to fulfill their professional responsibilities, advocate the ideals they embrace, and the interests they represent. To all students, the knowledge of how global communication works indisputably can enhance their appreciation, enrichment, and engagement with different parts of the world.
Undergraduate Prerequisites: Sophomore standing. - Critical evaluation of political campaign strategies and tactics within the sociopolitical environment. The roles of campaign managers, media consultants, pollsters, press secretaries, and field operatives are studied. Analysis of the impact of press coverage, political advertising, and candidate debates on the electorate. 4 cr. Either sem.
Undergraduate Prerequisites: Sophomore standing. - Health Campaigns involves the principles and practices of designing media campaigns to promote health behavior change, whether related to smoking and alcohol consumption, illicit drug use, physical activity and diet, condom use, public safety, and environmental issues. It centers on how health organizations and initiatives can achieve their goals for population-based health behavior change by strategically creating, distributing, and evaluating media campaigns and media messages. At the nexus of communication and public health, this course uses theory and persuasive elements as a basis for designing and implementing health media campaigns and media messages via different media, including traditional media, new media, and social media. With this foundation, students are tasked to evaluate extant health media campaigns and campaign messages and design their own original health media campaigns and campaign messages.
This course covers the essentials of effective presentation, from preparation (audience analysis, content development) to critical thinking when presenting. It is designed to place students in business and social settings that require a mastery of presentation skills in order to be successful. A combination of lecture, discussion, and hands-on practice and simulation, this course helps students exercise leadership through oral communication.
Graduate Prerequisites: one semesters of graduate study. - Students are placed in public relations, advertising, or communication departments of business, educational, philanthropic, or governmental institutions. Fifteen hours per week of supervised work. Students with a comprehensive report evaluating internship experience at end of semester. 2 or 4 cr.
Formerly titled CS 544 Foundations of Analytics with R.
The goal of this course is to provide students with the mathematical and practical background required in the field of data analytics. Probability and statistics concepts will be reviewed as well as the R tool for statistical computing and graphics. Different types of data are investigated along with data summarization techniques and plotting. Data populations using discrete, continuous, and multivariate distributions are explored. Errors during measurements and computations are analyzed in the course. Confidence intervals and hypothesis testing topics are also examined. The concepts covered in the course are demonstrated using R. Laboratory Course. Prereq: MET CS546 and (MET CS520 or MET CS521), or equivalent knowledge, or instructor's consent.
Formerly titled CS 555 Data Analysis and Visualization with R.
This course provides an overview of the statistical tools most commonly used to process, analyze, and visualize data. Topics include simple linear regression, multiple regression, logistic regression, analysis of variance, and survival analysis. These topics are explored using the statistical package R, with a focus on understanding how to use and interpret output from this software as well as how to visualize results. In each topic area, the methodology, including underlying assumptions and the mechanics of how it all works along with appropriate interpretation of the results, are discussed. Concepts are presented in context of real world examples. Recommended Prerequisite: MET CS 544 or equivalent knowledge, or instructor's consent.
Prerequisites: MET CS 544, or MET CS 555 or equivalent knowledge, or instructor's consent. - The Web Mining and Graph Analytics course covers the areas of web mining, machine learning fundamentals, text mining, clustering, and graph analytics. This includes learning fundamentals of machine learning algorithms, how to evaluate algorithm performance, feature engineering, content extraction, sentiment analysis, distance metrics, fundamentals of clustering algorithms, how to evaluate clustering performance, and fundamentals of graph analysis algorithms, link analysis and community detection based on graphs. Laboratory Course.
*Students in the Marketing Communication Research concentration must take four electives (i.e., 16 credits). At least 8 of these 16 credits must be from this list. The other 8 credits can be from this list or can be other 500-level or higher courses at BU.
Optional Data Analytics Certificate
Students who plan to complete the following sequence of classes through BU’s Metropolitan College may apply to receive a Graduate Certificate in Data Analytics in addition to the Master of Science degree in Marketing Communication Research: MET CS 544 Foundations of Analytics with R; MET CS 555 Data Analysis and Visualization with R; MET CS 688 Web Analytics and Mining; MET CS 699 Data Mining. Please note that some courses have prerequisites that are not listed above. See the MyBU portal for prerequisite information.
How to apply for the certificate:
- Apply for the graduate certificate online before enrolling in data science classes. A maximum of two graduate-level courses (8 credits) completed at BU’s Metropolitan College before program acceptance may count toward the certificate.
- Earn a minimum passing grade for courses in the certificate program. A passing grade is a C (2.0) or higher, and an average grade of B (3.0) must be maintained to remain in good academic standing.
- Once the courses in the graduate certificate are completed, students must submit the certificate program completion form to notify the Metropolitan College of certificate completion.
Please contact the Metropolitan College’s Computer Science Department at csinfo@bu.edu for more information.