BRAND AND MEDIA STRATEGY
The Master of Arts in Brand and Media Strategy is a workforce-driven degree, providing students with cross-disciplinary theoretical and applied approaches in content creation, content distribution, media and campaign planning and execution, and brand and audience insight and analytics. This degree will appeal to any media, communication, or marketing professional interested in brand and media management/production as well as scholars in digital journalism, film, social media, public relations, advertising and/or brand communication. Students learn through curriculum and client experiences converging communication, media, marketing, design, research, analysis, art, and technology. Topics in the program include advertising, audience research and analytics, branding and brand storytelling, brand films, crisis communication, digital marketing, event planning, media strategy, native advertising, public relations, and social media.
The program differs from most as it provides students the opportunity of earning professional certifications in addition to providing real-world, portfolio-building, and resume-enhancing industry experiences while earning their degree. Possible industry certifications include the Digital Marketing Institute's Digital Marketing Associate Certification, Adobe’s Creative Cloud solution certifications, and certifications from Google, HubSpot, and others.
The program’s interdisciplinary approach is built on a faculty mentoring foundation that provides students the opportunity to build their own unique program regarding their own desired professional outcomes.
CURRICULUM
Brand and Media Strategy, M.A. Degree Requirements: 36 credits
Thesis: The thesis option requires 36 total credits. This includes 9 credits of advisor approved electives.
Non-Thesis: The project option requires 36 total credits. This includes 9 credits of advisor approved electives and a required project.
Grade Requirement: Students must earn a B- or better in the program.
Brand and Media Strategy Course Schedule
Two years; Four semesters
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First Year Fall Semester Courses
MCOM 5200 - Brand Multimedia Production
MCOM 5100 - Brand Content Strategy
PUBR 5325 - Brand Insight & Analytics -
First Year Spring Semester Courses
MCOM 5080 - Media Law and Ethics
MCOM 5090 - Brand Content Video Production Storytelling
PUBR 5310 - Media Management -
Second Year Fall Semester Courses
MCOM 5040 Seminar (1) or MCOM 5960 Thesis (1)
MCOM 5085 Media Theory
One (1) Advisor approved elective courses -
Second Year Spring Semester Courses
MCOM 5040 Seminar (2) or MCOM 5960 Thesis (2)
*Each course continuing from whichever was started in Fall
Two (2) Advisor approved elective courses
Suggested Two-Year Course Schedule (printable PDF)
Articulation Agreement
Students enrolled in the Brand and Media Strategy M. A. may enroll in and apply up to 12 hours of the following coursework-MCOM 5080, RTVF 5100, RTVF 5200, and RTVF 5300-to the Graduate Certificate Program in Film Production. Likewise, students enrolled in the Graduate Certificate in Film Production may enroll in and apply up to 12 hours of the certificate to the Brand and Media Strategy M. A.
TO APPLY
Program Admission Requirements
All application materials must be sent to the ETSU Graduate School. In addition to the materials required by the Graduate School, applicants for the M.A. in Brand and Media Strategy are required to submit the following to the Graduate School:
- Statement of Purpose: This approximately 1,000-1,500 word essay describes the applicant’s goals for his or her graduate research and/or creative work. The committee uses this information to determine if faculty expertise are a good match for the applicant’s interests and to see if the applicant’s agenda is reasonable;
- Undergraduate Transcript;
- A GPA of 2.5 on a 4.0 scale is required for domestic students and 3.0 required for international students; and
- Must have three (3) letters of recommendation submitted on their behalf.
- International students should refer to the Graduate Catalog section on international student admission for additional requirements.
- NOTE: GRE/GMAT is not required
- Application deadline is February 1 for international students; August 1 for domestic students