Integrated Advertising Communication, Master of Science
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.
Office of Graduate Admission
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, satisfactory achievement on appropriate standardized tests (GRE), 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.
- Official results of performance on standardized tests (GRE).
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.
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.