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Integrated Advertising Communication, Master of Science

Mass Communication


In the quickly evolving world of advertising, currently growing at over 17% annually, traditional media and conventional methods of advertising are simply not enough to capture the attention of an increasingly sophisticated consumer bombarded by thousands of advertising messages daily. Through use of lectures, readings, and by being engaged in group projects focused on consumer response, students will become familiar with the media tools and continuity practices necessary to implement a fully integrated advertising and communication campaign. Students will learn that advertising “at” the consumer is not enough anymore, and that success today relies on the ability to create a dialogue with the recipient of the message while building brand loyalty.

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Admission to the M.S. in Integrated Advertising Communications is contingent upon an assessment of the candidate’s ability to successfully pursue graduate study.

Ability is demonstrated by previous academic performance and letters of recommendation and other factors that suggest academic potential and motivation.

Degree candidates must provide the following for admission consideration:

  • Evidence of a baccalaureate degree from an accredited college or university including official transcripts from each institution attended.
  • Two to three letters of recommendation from instructors/professors or other qualified individuals.
  • Statement of Purpose

Office of Graduate Admission
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Communications Core (6 credits)

  • ICM 800 Theories and Processes of Communication
  • ICM 802 Media and Communication Research Methods

Integrated Advertising Communications Core (21 credits)

  • ADV 100 Fundamentals of Integrated Advertising Communications
  • ADV 201 Creativity and Development of the Big Idea
  • ADV 301 Social and Digital Media as Integrated Advertising Communications Tools
  • ADV 401 Media Planning and Execution
  • ADV 402 The Process of Leading and Coaching
  • ADV 501 The Role of Public Relations in Integrated Advertising Communications
  • ADV 502 Legal Aspects of the Advertising Industry

Integrated Advertising Communications Campaign Planning (3 credits)

  • ADV 600 Development of an Effective Integrated Advertising Communications Plan

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Career Outcomes

The American Association of Advertising Agencies (AAAA) has warned that advertising professionals will meet unique challenges in the coming years related to digital media and media transparency, issues for which individuals will need additional training

The M.S. in Integrated Advertising Communications is unique within the New York Metropolitan area where thousands of professionals are looking to differentiate their educational qualifications and gain a competitive edge in the advertising industry. It provides a solid foundation for professions that cross advertising, communications, media agencies, and graphic and art design groups. In addition, growth areas such as health care, tech and legal services, are advertising for the first time, trying to gain a professional edge. In many cases, the individuals given advertising responsibilities have not been professionally trained. The CPS MS in Integrated Advertising Communications will provide a welcomed advertising education for these individuals.

Additional Information

This master's degree helps future professionals to learn theories of communication and looks at the messaging process holistically, emphasizing the importance of consistency when managing branding campaigns. Our students will be empowered to be better professionals through a thorough understanding of communication channels, feedback loops, and public relations principles, and will be able to practice via capstone projects that enable them to build an integrated branding campaign.

The program will merge theory and practice. Full-time faculty who are leaders in communications and public relations will be paired with adjuncts who work in advertising and media, and will create the connections to industry partners who will serve as case studies sources or as “customer interfaces” for the capstone experiences.