Advertising and Marketing Communications

Program Description: Advertising and Marketing Communications at Webster University

The Advertising and Marketing Communications program at Webster University is designed to prepare students for dynamic careers in the fast-paced world of advertising, marketing, and strategic communications. This comprehensive curriculum integrates theoretical foundations with practical applications, equipping graduates with the skills necessary to create compelling campaigns, develop effective brand strategies, and navigate the digital landscape of modern marketing. Students will explore core topics such as advertising principles, consumer behavior, media planning, digital marketing, public relations, branding, and content creation. The program emphasizes the importance of ethical communication, cultural awareness, and innovative thinking to meet the evolving needs of global markets.

Throughout the course of study, students will engage in hands-on projects, internships, and collaborative initiatives that foster real-world experience and professional networking. They will learn to utilize industry-standard tools and platforms, analyze market trends, and craft persuasive messages tailored to diverse audiences. The program also encourages students to develop strong critical thinking, creative problem-solving, and communication skills, which are vital for success in advertising agencies, corporate marketing departments, media organizations, and other related fields.

Webster University’s diverse faculty, composed of experienced practitioners and academic experts, ensures that students receive a well-rounded education grounded in current industry practices. The program’s flexible delivery options, including online and on-campus formats, allow students to balance their studies with personal and professional commitments. Graduates of the Advertising and Marketing Communications program will be well-prepared to pursue careers as advertising executives, brand managers, media planners, digital marketers, public relations specialists, and content strategists. They will also have a solid foundation for advanced studies or entrepreneurial ventures in the marketing communications industry. Whether you aim to shape the next big advertising campaign or develop innovative marketing strategies, Webster’s program provides the knowledge and skills to turn your creative ideas into impactful, strategic communications in a global context.

Program Curriculum

Students choosing this degree may focus on either advertising or marketing communications or both.

MEDC 5000 Media Communications is the requisite course in the advertising and marketing communications program. It examines communications theory and its application in mass media, as well as introduces students to the graduate program, describes program expectations, and discusses academic preparation for MEDC 6000 Seminar in Media Communications. Therefore, students must take this course even if they have academic or professional experience in media communications.

The required and elective courses may be taken as directed studies, subject to the conditions stated in the Directed Studies section listed under Academic Policies and Procedures in the Graduate Studies Catalog and approved by the chair of the Department of Communications and Journalism and the dean of the School of Communications. Students taking courses that are a part of their approved curriculum and that are outside of the School of Communications should verify prerequisites with the appropriate school or college.

The course of study for students working toward an MA in advertising and marketing communications is as follows. Any variation from this curriculum should be approved in advance using a program option request form.

Core Courses (24 credit hours)

• MEDC 5000 Media Communications (Requisite Course) (3 hours)
• MEDC 5310 Media and Culture (3 hours)
• ADVT 5100 Strategic Principles of Advertising & Marketing Communication (3 hours)*
• MRKT 5000 Marketing (3 hours)
• ADVT 5321 Advertising Decision-Making (3 hours)
• MEDC 5350 Media Organization and Regulations (3 hours)
• MEDC 5460 Media Research (3 hours)
• MEDC 6000 Seminar in Media Communications (3 hours)

*Note: Course may be waived for students with strong educational background or three years of relevant professional experience in advertising and marketing communications.

Elective Courses

A minimum of 12 credit hours must be completed from the following:

• ADVT 4190 Advertising Research (3 hours)
• ADVT 4200 Media Planning, Buying, and Selling (3 hours)
• ADVT 4910 Advertising Campaign Production (3-6 hours)
• ADVT 5301 Marketing Communications: Sales Promotion (3 hours)
• ADVT 5302 Marketing Communications: Product Publicity (3 hours)
• ADVT 5303 Marketing Communications: Merchandising and Point-of-Purchase (3 hours)
• ADVT 5304 Marketing Communications: Direct & Internet (3 hours)
• ADVT 5305 Marketing Communications: Business-to-Business (3 hours)
• ADVT 5341 Writing for Advertising (3 hours)
• ADVT 5410 Fundamentals of Branding (3 hours)
• ADVT 5420 Account Planning and Consumer Insight (3 hours)
• ADVT 5440 Media Buying and Market Analysis (3 hours)
• ADVT 5501 Creative Planning and Strategy (3 hours)
• ADVT 5502 Multinational Advertising (3 hours)
• ADVT 5550 Topics in Advertising and Marketing Communications (3-6 hours)
• MEDC 5010 Introduction to Graduate Studies: Advanced Thinking and Writing (3 hours)
• MEDC 5300 Strategic Communications (3 hours)
• MEDC 5360 International Communications (3 hours)
• MEDC 5400 Media Production Management (3 hours)
• MEDC 5500 Professional Seminars (1-3 hours)
• MEDC 5550 Topics In Media Communications (3-6 hours)
• MEDC 5600 Introduction to Interactive Communications (3 hours)
• MRKT 5720 Promotional Management (3 hours)
• MRKT 5950 Consumer Behavior (3 hours)
• PBRL 5322 Public Relations (3 hours)

If a core course is waived, the student must choose an elective offered in this major to replace it.

Application Requirements

• An International Application. Non-U.S. citizens, U.S. citizens applying from outside the U.S. and any student applying to a campus outside the United States should apply online at www.webster.edu/apply. A non-refundable application fee of $50 is required. Application fees vary based upon the campus location, please contact the campus you wish to attend.
• Official transcripts from the educational institution from which the student earned their first bachelors-level degree. For U.S. institutions, this means accreditation from a regional accrediting body. Non-U.S. institutions must be recognized by the Ministry of Education as a university-level provider of higher education and accredited by any appropriate agencies within the home country and any countries in which it operates and/or issues degrees. This transcript and/or diploma must show the degree received and the date conferred. Applicants previously enrolled in graduate-level coursework must submit official transcripts of that work.

Note: Graduate applicants who apply and are provisionally accepted either by submitting unofficial transcripts or before completing their undergraduate degree must submit a final transcript indicating the degree received and the date conferred. If transcripts do not indicate degree or conferral date a copy of diploma is required. This official transcript must be on file within eight weeks from the beginning of the student's starting term for full acceptance to the University.

To be considered official, transcripts must be received by Webster University directly from the issuing institution. If the student is to deliver transcripts, they must be in sealed, unopened envelopes and certified with the official seal of the issuing institution. All official transcripts and documents in a language other than English must be accompanied by a certified English translation.

Additional Application Requirements

• Documentation of English Language Proficiency: All applicants, regardless of program or enrollment location, whose primary language is not English must document their English language proficiency at the time of application. Applicants normally satisfy this requirement by submitting official Test of English as a Foreign Language (TOEFL), Academic IELTS, or Pearson scores.
• A 300- to 400-word essay on a topic of your choice. You may describe a special interest, experience, or achievement or a curriculum vitae (résumé) that documents prior employment and experience.
• One letter of recommendation from a professor and/or an employer.
• Additional official documentation may be required depending upon an applicant's program of interest or previous educational background. See program page for details.
• Applying for a visa: Students requiring a visa to study in the country in which their campus is located will be required to provide additional documentation for the visa process. Visa documentation requirements can vary at international campus locations depending upon the applicant's citizenship status and/or country of origin at the time of acceptance to the University. Applicants should check with the campus they plan to attend for specifics. The University will notify applicants if additional documentation is required to complete the application file. For current information, please contact the campus at which you plan to enroll.

English Language Proficiency

Applicants whose primary language is not English must document their English language proficiency at the time of application. Applicants normally satisfy this requirement by submitting official scores within the past two years of the Test of English as a Foreign Language (TOEFL) or Academic IELTS scores. The scores required for admission are as follows:

• TOEFL: iBT - 80
• IELTS: Academic: 6.5
• Pearson: 61

Equivalent Cambridge, Oxford, NEAB, TEEP, Academic IELTS, and London Certificate test results that are current can be considered in lieu of the TOEFL. Students who cannot document current evidence of English proficiency should contact the campus to which they are applying for possible on-site testing. In such cases, testing must be completed before the admission decision will be made. Webster University will refer for testing any applicant for admission about whose English language proficiency an admissions officer has concerns. All English as a Second Language (ESL) recommendations and requirements are a condition of the applicant's admission, enrollment, and/or continued enrollment at the University.

Financial aspects of the Advertising and Marketing Communications program at Webster University include several key components designed to support students throughout their undergraduate education. Tuition fees vary depending on the campus location and whether the student is enrolled part-time or full-time, with undergraduate programs typically costing approximately $25,000 to $40,000 per year for international students. Webster University offers a range of financial aid opportunities, including scholarships, grants, and work-study programs, to help offset the cost of tuition. Scholarships are often awarded based on academic achievement, leadership potential, or financial need, and applicants are encouraged to submit an application along with supporting documentation during their admission process. Additionally, the university provides selected tuition discount programs for certain categories of students, such as military personnel or alumni.

Students may also explore external funding sources, including government grants, private scholarships, and education loans. Webster University has partnerships with financial institutions that facilitate student loan options with favorable interest rates and repayment terms. The university offers financial planning advice through its financial aid office, assisting students in budgeting for not only tuition but also living expenses, textbooks, insurance, and personal costs relevant to their study period. For students enrolled in online or hybrid formats of the program, tuition rates may differ slightly, often reflecting a lower cost structure compared to on-campus studies. Payment plans allowing installments over the semester or academic year are typically available to make tuition manageable.

In addition to direct financial support, Webster University may provide assistantships, internship opportunities, or employer tuition reimbursement programs, especially for graduate or continuing students seeking professional development. International students should also consider additional expenses such as visa-related fees, health insurance, and travel costs, which are not covered by tuition fees but are integral to their overall financial planning. Regardless of their circumstances, students are advised to regularly consult the university’s financial aid office to stay informed about the latest funding opportunities, application deadlines, and eligibility criteria. Overall, Webster University aims to make quality education in Advertising and Marketing Communications accessible through a comprehensive array of financial resources and support mechanisms tailored to diverse student needs.

The Advertising and Marketing Communications program at Webster University offers students a comprehensive education in the dynamic fields of advertising, marketing, and communications. Designed to prepare graduates for successful careers in advertising agencies, corporate marketing departments, media organizations, and freelance consulting, the program emphasizes both theoretical knowledge and practical skills. Students engage with core concepts such as consumer behavior, brand management, digital marketing strategies, advertising campaign development, media planning, and communication ethics. The curriculum integrates coursework in graphic design, copywriting, market research, social media marketing, and analytics to equip students with a diverse skill set relevant to contemporary industry demands.

Throughout the program, students benefit from hands-on projects, internships, and collaborations with real-world clients, fostering practical experience and professional networking opportunities. The faculty comprises experienced professionals and academics who bring industry insights into the classroom, ensuring that coursework remains relevant and up-to-date with current marketing trends and technological advancements. Additionally, the program emphasizes the importance of cultural awareness and ethical considerations in marketing practices, preparing students to operate effectively in global markets.

Webster University’s strong alumni network and connections with industry partners provide valuable pathways for internships, mentorships, and employment after graduation. The program often leverages modern facilities, including digital labs and creative studios, to support innovative learning and the development of a compelling portfolio that students can showcase to potential employers. The curriculum is regularly reviewed and updated to reflect the rapid evolution of digital media, content creation, and data-driven marketing, ensuring that graduates are well-prepared for the digital age.

Overall, the Advertising and Marketing Communications program aims to develop strategic thinkers, creative producers, and effective communicators who can adapt to the ever-changing landscape of global marketing and advertising. Whether students seek to launch their own business or step into key roles within larger organizations, the program provides the foundational knowledge, practical skills, and industry connections necessary to succeed in this vibrant field.