Media Management (MS)

Organizations today need leaders who can navigate a fast-changing economy, applying an entrepreneurial outlook and keen analytical skills to emerging business opportunities and global forces. Our courses in innovation and entrepreneurship go beyond promoting conventional business approaches to develop creative problem solvers skilled at managing within future-facing, creative, socially engaged environments.

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Nontraditional forms of marketing, promotion, and branded content creation are rapidly replacing traditional approaches. At the same time, the emergence of new technologies has changed the way marketers and advertisers employ strategies and tactics that influence their customers and prospects. Regardless of these changing paradigms, marketing and advertising remains a critical profit center on both the supply and demand side of the media industry. Courses in this area of study introduce students to the principles, management, and leadership skills needed for a successful career in marketing and/or media sales.

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It is no longer enough to develop a great website or a smart social media strategy for your organization. Today, it is essential to be able to develop an overarching strategy for all media — new and traditional — connected with an organization’s goals and activities. Our courses in this area take the ever-changing nature of media into consideration while offering students the tools to explore how diverse platforms can be combined and utilized to address the most pressing issues of today.

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Courses in data analytics enable students to learn the basics of quantitative and qualitative data to understand patterns and changes in media experiences and usage. Students apply these skills to understand new developments in the creative industries: publishing, broadcasting, social media, cinema, and emerging media. Courses investigate topics in media management, data visualization, and cultural analytics.

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Courses in project management allow for learning and modeling leadership skills with an enterprising focus. Students are empowered to carry out initiatives from concept to completion and foster positive group dynamics while team building. Students who complete these courses acquire an understanding of ecosystems and spaces where an initiative can flourish. Students acquire competencies in understanding business models and analyzing case studies to skillfully assess comparative and competitive players. Students apply these skills with a sense of mutual respect, voice, and collective accountability.

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