Advertising, M.S.

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College of Arts and Sciences (AC)
Department: Zimmerman School of Advertising and Mass Communications

Major Contacts, Deadlines, and Delivery Information

Also offered as:

a Bachelor’s/Master’s Pathway

The M.S. in Advertising provides in-depth training in extracting, analyzing and utilizing analytics associated with advertising media and how those analytics shape strategy and creative content. It is useful both for mid-career professionals and those seeking entry-level advertising positions.

Major Research Areas:

Advertising, Mass Communications, Marketing, Communication, Media

Admission Information

Must meet University Admission and English Proficiency requirements, as well as requirements for admission to the major, listed below. A GRE score is not required but is recommended to submit for consideration, if it strengthens the application.

Appropriate bachelor’s degree from an accredited institution
A CV or resume
Transcripts
Three letters of recommendation (at least one academic recommendation required)
A strong statement of purposes that aligns with the program offerings

Students who lack an appropriate background in the selected concentration may be required to take additional courses to meet concentration minimums.

Curriculum Requirements

Total Minimum Hours: 36

Core Requirements - 12 Credit Hours
Additional Required Courses - 6 Credit Hours
Mass Communications Electives - 6 Credit Hours
Marketing Electives- 6 Credit Hours
Applied Research or Professional Practicum - 6 Credit Hours

Core Requirements (12 Credit Hours)

MMC 6447 Quantitative Research Methods in Mass Communications Credit Hours: 3
ADV 5825 Advertising Proseminar Credit Hours: 3
ADV 6505 Advertising Research Credit Hours: 3
MMC 6449 Advertising Analytics Credit Hours: 3

Additional Required Courses (6 Credit Hours)

Select one of the following:
ADV 5005 Advertising Planning Credit Hours: 3
ADV 6602 Advanced Advertising Management Credit Hours: 3
And select one of the following:
ADV 5315 Interactive Advertising Credit Hours: 3
ADV 6305 Advertising Media Strategy Credit Hours: 3

Mass Communications Electives (6 Credit Hours)

Two 3-Credit hour, 6000-level courses offered by the Zimmerman School.

Marketing Course Electives (6 Credit Hours)

Two 3-Credit hour, 6000-level courses with the MAR prefix.

Applied Research Project or Professional Practicum (6 Credit Hours)

Students complete either an Applied Research Project or Professional Practicum.

MMC 6950 Applied Research Project Credit Hours: 1-6 (6 credits for this program)
MMC 6945 Professional Practicum Credit Hours: 1-3 (6 credits for this program)

Comprehensive Exam

Requires successful completion of an Applied Research Project or Professional Practicum in lieu of a comprehensive exam.

Non-Thesis

This is a non-thesis major.

University of South Florida

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