November 6, 2018
To give students a more competitive edge in the burgeoning field of advertising, St. John’s University’s College of Professional Studies is introducing a Master of Science (M.S.) program in Integrated Advertising Communications (IAC) in January 2019.
“The future of the advertising industry is very bright,” said John A. Swan, Jr., Director, Graduate and Undergraduate Advertising Programs, and Associate Professor, Mass Communication. “The time could not be better for St. John’s to be at the forefront of preparing students for the ongoing advertising revolution, which will create numerous opportunities for program graduates.”
The advent of the Internet, as well as Facebook, Twitter, and other mobile and social media platforms, fueled an explosion of digital marketing options that have expanded advertising opportunities far beyond those that were once more narrowly available through traditional media such as print, radio, and television, Professor Swan explained.
Because of this rapid expansion, he added, “The consumer starts becoming fragmented in how they receive their advertising messages. With the rise of the new and emerging mobile and social media platforms, nobody is getting these thousands of messages at the same time, and they are receiving them in little bits and pieces. This results in a disparate advertising platform that can leave the consumer baffled about the actual intent and meaning of the message.”
The M.S. in Integrated Advertising Communications is designed to furnish students with the tools and practices to maximize the effectiveness of their advertising efforts.
“The essence of integrated advertising communications is to provide a continuity and consistency of brand message at every point of brand contact with the consumer,” said Professor Swan. “And the advertising industry wants trained, ready-to-go individuals who know how to apply the principles to get the job done.”
“This cutting-edge program will offer courses that span innovation, social and digital media, planning and executing an advertising campaign, and the legal aspects,” said Katia Passerini, Ph.D., Dean and Professor, College of Professional Studies. “The faculty are experts who led large media companies or are currently working in the industry with an incredible knowledge of the theory and the practice of communication and advertising.”
Students currently enrolled in the University’s undergraduate advertising programs have expressed interest in continuing their studies on the graduate level, according to Professor Swan. But the new master’s program should also have a strong appeal for what he called “nontraditional advertisers”—businesses and organizations, including law firms and hospitals, that previously could not afford to advertise on network television, for example, but now have advertising opportunities within their reach due to less expensive options on the Internet and social media.
“The challenge for these businesses is that they currently do not have employees who are classically trained in the advertising industry,” said Professor Swan, adding the new master’s program will provide that needed training.